the rise of brands in search malcolm slade

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!

current situation basic site classification

forced

sites EMDS

Heavily SEOed Bulk Links

brands Household Names

Industry Names

others

google loves

brands

brands are

everywhere

A large number of high value* search terms are dominated by brands.

* Large Traffic Volumes, High PPC CPC, High Revenue Potential

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)

google’s love of brands cntd

Google Vince Update (2009)

Heavily brand focused

Panda (2011)

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.

brands don’t get away with

everything.

how do we identify brands?

• We see them everywhere:

• Online advertising.

• Product placement.

• Billboards.

• Papers.

• Magazines.

• TV.

• We talk about them.

how might google identify

brands? pure brand traffic

malcolm slade

how might google identify

brands?

• Brand and keyword traffic

Is the brand associated with the keyword / theme?

brand heavy anchor text

how might google identify

brands?

the black hole effect

20%

11%

10%

6%

3%

2%

15%

23%

4%

3%

3%

2%

Numbers for illustration only. I pulled them out of a black hole.

how might google identify

brands?

authority brand mentions / links

followed no-followed no link at all

how might google identify

brands?

exact match domains

• assumption 1

• Google uses Domain Name = Brand Name

• assumption 2

• Google classes brand anchored links as safe

• Myshop.biz + 1,000 Links using Blue Cheese as anchor =

• Bluecheese.biz + 1,000 Links using Blue Cheese as anchor =

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

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

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

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

a few closing points Brands battle it out with other brands.

I don’t know Google’s algorithm.

there’s always

ppc to fall back

on

it’s 1 am! no more slides