ionSearch 2012
Alex Craven
Bloom
Ion Search 18th April 2012
SEO & the Brand
Alex Craven @alexcraven
@bloomagency www.bloomagency.co.uk
SEO & the Brand
SEO, Social & The Brand How to best use Facebook, Google+
& Twitter for SEO
SEO & the Brand
Primary ways we use these platforms to influence rankings: 1. Build relationships with people we want
to share our content 2. As a technology that enables the sharing
of our content
SEO & the Brand
Creating content that people want to share brings opportunity & responsibility 1. Word of Mouth can be good and bad 2. Interaction with content can need careful
monitoring 3. The content may be a potential customers first
exposure to the brand
SEO & the Brand
Lots of link building activities are bad for the brand
Using social media means a higher proportion of link building activity uses real content &
interaction
SEO & the Brand
If SEO + Social = Successful Rankings &
Success on Google = Successful Brand Then
SEO = Part of brand communications and needs to be part of the brand plan
SEO & the Brand
How many SEOs ask their client for their brand guidelines? How rigorous are the content approval processes with our client? How many SEOs know what a brand is?
SEO & the Brand
Google is pushing SEO towards brand communications
SEO & the Brand
But what is a brand...?
SEO & the Brand
A brand is the emotional space between your ears
John Hegarty BBH
SEO & the Brand
“The boffins had taken over they could bamboozle clients with all the technical jargon of this mind boggling new media. In the land of the blind, the one-eyed producer proved to be king. And these one-eyed men and they were all men
were the kings of advertising.”
“…Until, that is, someone said we need an idea.‘ And then the one eyed producers were found to be somewhat
wanting”
Via Roger Warner C&M
Great link building is about great social shareable ideas Great advertising is about great social shareable ideas Great brands are about great social shareable ideas
SEO & the Brand
Alex Craven @alexcraven
@bloomagency www.bloomagency.co.uk