ruth burr reedy: your brand
TRANSCRIPT
Great SEO Starts with Your
BrandRuth Burr Reedy
Senior SEO Manager
BigWing Interactive
The Derek Zoolander
Center for SEOs Who
Can’t Brand GoodAnd Want to Learn to Do
Other Stuff Good Too
What is a Brand?
ColorsLogoName
Imagery Voice Fonts
There’s More to Life
Than Being Really,
Really, Ridiculously
Good-Looking
What is a Brand?
Is Brand a Ranking Factor?
Image Source: Search Engine Watch
Links
Social Shares
Engagement
Clicks from search
Mentions
Co-occurrence
Things
Brands
Have
Things
Likes
Expertise
Authoritativeness
Trustworthiness
Brands and Machine Learning
CTREngagement
Visitor
LoyaltyEntity
Relationships
This is Not How People Search
Who Am I?
Be Honest.
On AuthenticityDo I know what I’m
doing today? No.
But I’m here, and
I’m gonna give it
my best shot.
“For [target market], [company
name] is the best [what you do] that
[how you do it].”
Define Your Values
Marketing Personas: The
Complete Beginner’s Guide
by @kevanlee at Buffer
http://bit.ly/mktgpersonaguide
HubSpot Academy Buyer
Persona Examples
http://bit.ly/hubspotexamples
The Sales Funnel
Awareness
Interest
Consideration
Intent
Purchase
Retention
Link Outreach
Content Marketing
Topical Authority
UX
CRO
Personalization
The Sales SEO Funnel
What Problems Can I Solve?
@ruthburr
“I need a new dishwasher”
What Problems Can I Solve?
“My water bill is too high”
“My dishwasher just flooded my kitchen”
“I’m concerned about my carbon footprint”
“My family uses dishes faster than we can clean
them”
@ruthburr
What Does Your Audience Search
For?“high efficiency dishwashers”
“most reliable dishwasher brands”
“eco-friendly dishwashers”
“high capacity dishwashers”
@ruthburr
Why Should They Buy It From
You?Free shipping
Same-day delivery
Public commitment to the environment
Lifetime warranty
@ruthburr
Help Complete a Task
Home
Keyword 1
Page
Keyword 2
Page
Keyword 3
Page
Keyword 4
Page: Energy Efficient Dishwashers
Keywords: Energy efficient dishwashers,
eco-friendly dishwashersPersonas
Thrifty
Trudy
Green
Gary
Stage:
Consideration
Next Steps:
More Research
Purchase
Conversion:
Purchase
Mark it Up!
The Ultimate Guide to Saving Water –Home Edition
Video: Testing Green
Dishwashers
Donate to a water charity for every purchase
Newsletter: Green living tips
Expertise
Authoritativeness
Trustworthiness
Co-Occurrence
Invest in CRM
Enable Demographic Tracking
User Paths
Change Attribution Models
Image source: Search Engine Roundable
Brand Mentions
Turn Customers into Advocates
Questions?