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