popularity too: “on topic” alignment is now also critical for your content https://www.aleydasolis.com/en/search-engine-optimization/hubspot-blog-rankings-drop-analysis/
experience “on brand”? It’s about aligning and amplify your brand through your overall site information, design and experience 1. Mobile friendly 0. Secure 2. Loads fast 3. Non-intrusive Design 4. Great UX 5. Real Expertise/Experience 6. Satisfies search needs LOGO
the big learnings from recent Google Doc leaks: They track brand / entity signals https://sparktoro.com/blog/an-anonymous-source-shared-thousands-of-leaked-google-search-api-documents-with-me-everyone-in-seo-should-see-them/
patents about using queries related to a specific site to determine site quality https://patentimages.storage.googleapis.com/e5/0a/93/3c5c1c77c4755c/US9031929.pdf
replacing brand or product experts but optimizing their efforts for search RELEVANT, EXPERIENCED & TRUSTWORTHY CRAWLABLE & INDEXABLE GREAT USER EXPERIENCE > YOUR SITE PAGES COMPETITORS PAGES APPROPRIATE FORMAT TO FULFILL NEED & MAXIMIZE SERP ENGAGEMENT POPULAR & AUTHORITATIVE AWARENESS LOYALTY USERS SEARCH JOURNEY RANKABLE FOR RELEVANT QUERIES CONSIDERATION ACQUISITION SERVICE
few actions to optimize your brand authority and recognition in SERPs Structured Data Brand and entities Specification in Site Consistent brand mentions and backlinks from company profiles Consistent site brand experience and internal linking Consistent and positive mentions and reviews in Third party Websites Aligned Top of the Funnel Content & resource Creation Consistent third party backlinks growth with branded anchor text Branded searches and direct traffic generation and growth Recognized Entity in Google’s Knowledge Graph Optimized Web rankings for branded searches CTR Improvement for brand and non- brand searches
searches patterns across the customer journey Ahrefs [PRODUCT NAME] PRICING VS REVIEWS ALTERNATIVES FREE PLANS SALE REDDIT PACKAGE … LOGIN HELP CLIENT SERVICE INTEGRATION TRAINING CAREERS JOBS …
these branded vs non- branded searches you’re already ranking for? Is your branded traffic going to the relevant page? What’s their CTR & conversion performance?
the brand, its values, why they should trust it, who the brand ideal customers are, establishing overall EEAT Customer Testimonials Professional Credentials & Awards Consistent Name, Address, Phone (NAP) Fast loading, secure, clean, easy to browse design Company values, mission and vision Company privacy policies and legal conditions Press and Brand Kit Easy to access contact and support center Visible expert and experienced authorship
“brand” related activity, online and offline Online community and social media Meetups and conferences Guest Posts in authoritative publications Webinars and podcasts PR activity and media mentions Competitions and giveaways Industry Research and Surveys Influencer marketing campaigns Etc….
is how you grow your brand authority at an ongoing basis Structured Data Brand and entities Specification in Site Consistent brand mentions and backlinks from company profiles Consistent site brand experience and internal linking Consistent and positive mentions and reviews in Third party Websites Aligned Top of the Funnel Content & resource Creation Consistent third party backlinks growth with branded anchor text Branded searches and direct traffic generation and growth Recognized Entity in Google’s Knowledge Graph Optimized Web rankings for branded searches CTR Improvement for brand and non- brand searches
SEO Consultant & Founder at Orainti * SEOFOMO, AImarketers & MarketingFOMO Newsletters Author * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thanks! Questions? BRAND SEO BY @ALEYDA FROM ORAINTI