From Principles to Practice: Strategies & Applications - NRPA Brand+Aid Marketing Institute 2014
Web Brand-Aid
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Steve Sue | [email protected] | storymanager.com | rankhi.co Web Brand-Aid Secrets to Strong Search Rankings & Customer Experience
Transcript of Web Brand-Aid
Steve Sue | [email protected] | storymanager.com | rankhi.co
Web Brand-AidSecrets to Strong Search Rankings & Customer Experience
Why Brand?
Two Audiences
HumanSurfers
SearchEngines
Brand Benefit
Customer VettingA key step in the sales dance
Brand Benefit
Search Ranking Most cost-effective marketing
Brand Benefit
Brand EquityLegacy value in historical web content
Brand Building Blocks
URL Name Keywords Avatars”.COM
URLCo. Name & Web Address
URL Good
.COM extension,Short, Intuitive, Memorable,
For Humans
URL Bad
Long, Boring,CamelCase Blunders
Bad Camel, Bad Camel!
SpeedOfArt.com, PenIsland.netKidsExchange.net
TherapistFinder.comAmericanScrapMetal.com
URL Depends
.CO if web-savvy audience.NET if a Network
Long URLs if findability isn’t important
KeywordsOnline Search Terms
Why Keywords?
Keywords are like turningthe LIGHTS ON in your store.
Good Keywords
WHAT YOU DOCustomer search terms for unique offerings
Good Keywords
HIGH visitsLOW comp
Keyword Placement
Page Title, Permalink,Header, Description Copy,
Alt. Text (images), Meta Description...+ LINKS TO LANDING PAGES
Common Error
RankHI is freakin’ greatat search ranking.
(no need to link to your URL)
Good Keyword Link
RankHI is freakin’ greatat search ranking.
(link to keyword search term)
Good “On-Page” Linky-Linky
Home
OfferingPage
OfferingPage
OfferingPage
Add “Off-Page” Linky-Linky
Home
OfferingPage
OfferingPage
OfferingPage
Others’ Websites
BusinessListings
SocialBookmarks
Social Media
(Shares)
LOGOYour Avatar
Good Logo
Visual Metaphor,Iconic, Web 2.0 Flat,
Unique, Bitchin’
Bad Logo
HalftonesComplicated
Plain Acronyms
Logo Tip
GOSQUARE
Why Square?
Avatars, Bugs, Favicons
Brands Should:
JUST DO IT
Branding Summary
HumanSurfers
SearchEngines
Brand Benefits
Customer VettingSearch RankingBrand Equity
Summary: Brand Assets
URL Name Keywords Avatars”.COM
Steve Sue | [email protected] | storymanager.com | rankhi.co
Web Brand-AidSecrets to Strong Search Rankings & Customer Experience
