This document discusses how brands dominate search engine results and how Google prioritizes brands. It notes that a large number of popular search terms are for brands and that brands receive preferential treatment from Google. The document explores how Google may identify brands based on brand-focused traffic, anchor text, authority links, and exact match domains. It also offers suggestions for how non-brands can mimic brands, such as by getting noticed through innovative content, partnering with other brands, and traditional public relations efforts.

1. the rise of brands in search
malcolm slade

2. malcolm slade in a nutshell
2006 Graduate of Computing and Industry
from University of Leeds.
Joined epiphany in 2006 as the first
employee.
Self taught via reading, research, testing,
analysis and using my brain.
Responsible for creating bespoke strategies
for SEO clients and helping evolve the
epiphany search offering.
Bit WOOH Bit WAAH.
Not a public speaker!

3. current situation
basic site classification
brands others forced
Household Names
Industry Names sites
EMDS
Heavily SEOed
Bulk Links

4. google
loves
brands

5. brands are
everywhere
A large number of high
value* search terms are
dominated by brands.
* Large Traffic Volumes, High PPC CPC, High Revenue
Potential

7. google’s love of brands
“The Internet is a cesspool where false information thrives”
“Brands are the way to rise above this cesspool”
Eric Schmidt (2008)

8. google’s love of brands cntd
Google Vince Update (2009)
Heavily brand focused
Panda (2011)

9. what’s so great about brands?
• Brands are a relatively “safe bet” for search
engines.
• Users have already vetted a brand during its
rise.
• Brands can get away with more.
• Brands are easier to promote.

10. brands don’t get away with
everything.

11. how do we identify brands?
• We see them everywhere:
• Online advertising.
• Product placement.
• Billboards.
• Papers.
• Magazines.
• TV.
• We talk about them.

12. how might google identify
brands?
pure brand traffic
malcolm slade

13. how might google identify
brands?
• Brand and keyword traffic
Is the brand associated
with the keyword / theme?

14. how might google identify
brands?
brand heavy anchor text

15. how might google identify
brands?
the black hole effect
20% 15%
11% 23%
10% 4%
6% 3%
3% 3%
2% 2%
Numbers for illustration only. I pulled them out of a black hole.

16. how might google identify
brands?
authority brand mentions / links
followed no-followed no link at all

17. exact match domains
• assumption 1 • Myshop.biz + 1,000
• Google uses Domain Links using Blue Cheese
Name = Brand Name as anchor =
• assumption 2
• Google classes brand • Bluecheese.biz +
anchored links as safe 1,000 Links using Blue
Cheese as anchor =

18. how can you mimic /
become a brand?
• Becoming a brand isn’t easy
• Massive amount of resource
• Massive amount of £££
• Time
• 100% buy in
• The most important goal of a brand
…get noticed

19. getting noticed
• Everything is about getting noticed
• Improve your SERPs snippets to get noticed;
The Black Hole Effect
• Create great content to get noticed; links /
mentions
• Promote your brand to get noticed; links /
mentions / brand traffic

20. how to get noticed
• Innovate don’t just replicate
Take someone else’s idea and
improve upon it.
Take an old idea and modernise
it.
• Be the best! Don’t be………….
Create white papers.
Visualise unique data.
Produce unique content.
• Partner up with a bigger brand.
Charities / Universities /
Industrial Bodies

21. how to get noticed
• Good content on its own
will not get you rankings
or traffic.
• Traditional public
relations activity is a must
• Pick up the bloody phone!
• Monitor media portals
• Gorkana
• Help a reporter
• Monitor your niche

22. a few closing points
Brands battle it out with other brands.
I don’t know Google’s algorithm.

23. there’s
always
ppc
to fall
back
on

24. it’s 1 am!
no more slides