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/
popularity too: “on topic” alignment is 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
replacing brand or product experts but optimizing their efforts for search > YOUR SITE PAGES COMPETITORS PAGES AWARENESS ADVOCACY USERS SEARCH JOURNEY CONSIDERATION ACQUISITION RETENTION SEMANTICALLY RELEVANT CONTENT USER FRIENDLY PAGE EXPERIENCE FORMATTED TO FULFILL USER NEEDS & MAXIMIZE ENGAGEMENT POPULAR & AUTHORITATIVE CONTENT EXPERT/EXPERIENCED, HIGH QUALITY TRUSTWORTHY, ON- BRAND INFORMATION CRAWLABLE & INDEXABLE RANKABLE FOR RELEVANT QUERIES
few actions to optimize your brand authority and recognition in search 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 On-Topic 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?
& 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 Clearly showing who’s behind the brand, its values, why they should trust it, who the brand ideal customers are, establishing overall EEAT
visibility of every “brand” related activity for consistent search recognition 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 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 On-Topic Top of the Funnel Content & resource Creation
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