Ruth Burr Reedy discusses Your Brand during the State of Search 2015 in Dallas, TX on November 16, 2015

1. Great SEO Starts with Your
Brand
Ruth Burr Reedy
Senior SEO Manager
BigWing Interactive

2. The Derek Zoolander
Center for SEOs Who
Can’t Brand Good
And Want to Learn to Do
Other Stuff Good Too

4. What is a Brand?
ColorsLogoName
Imagery Voice Fonts

5. There’s More to Life
Than Being Really,
Really, Ridiculously
Good-Looking

6. What is a Brand?

7. Is Brand a Ranking Factor?
Image Source: Search Engine Watch

8. Image Source: XKCD

9. Links
Social Shares
Engagement
Clicks from search
Mentions
Co-occurrence
Things
Brands
Have
Things
Google
Likes

10. Expertise
Authoritativeness
Trustworthiness

11. Brands and Machine Learning
CTR
Engagement
Visitor
Loyalty
Entity
Relationships

13. This is Not How People Search

14. Who Am I?

15. Be Honest.

16. On AuthenticityDo I know what I’m
doing today? No.
But I’m here, and
I’m gonna give it
my best shot.

17. “For [target market], [company
name] is the best [what you do] that
[how you do it].”

18. Define Your Values

19. Marketing Personas: The
Complete Beginner’s Guide
by @kevanlee at Buffer
http://bit.ly/mktgpersonaguide
HubSpot Academy Buyer
Persona Examples
http://bit.ly/hubspotexamples

20. The Sales Funnel
Awareness
Interest
Consideration
Intent
Purchase
Retention

21. Link Outreach
Content Marketing
Topical Authority
UX
CRO
Personalization
The Sales SEO Funnel

22. What Problems Can I Solve?
@ruthburr
“I need a new dishwasher”

23. 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

24. What Does Your Audience Search
For?“high efficiency dishwashers”
“most reliable dishwasher brands”
“eco-friendly dishwashers”
“high capacity dishwashers”
@ruthburr

25. Why Should They Buy It From
You?Free shipping
Same-day delivery
Public commitment to the environment
Lifetime warranty
@ruthburr

26. Help Complete a Task

29. The IdeaGraph by Ian Lurie @portentint

31. Home
Keyword 1
Page
Keyword 2
Page
Keyword 3
Page
Keyword 4

32. Page: Energy Efficient Dishwashers
Keywords: Energy efficient dishwashers,
eco-friendly dishwashers
Personas
Thrifty
Trudy
Green
Gary
Stage:
Consideration
Next Steps:
More Research
Purchase
Conversion:
Purchase

33. Mark it Up!

34. The Ultimate Guide to Saving Water –
Home Edition
Video: Testing
Green
Dishwashers
Donate to a water charity
for every purchase
Newsletter:
Green living tips

35. Expertise
Authoritativeness
Trustworthiness

36. Co-Occurrence

37. Invest in CRM

38. Enable Demographic Tracking

39. User Paths

40. Change Attribution Models
Image source: Search Engine Roundable

41. Brand Mentions

42. Brand + Keyword
http://keywordtool.io

43. Turn Customers into Advocates

45. Questions?