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How to Use Brand SEO to Future-Proof Your Onlin...

How to Use Brand SEO to Future-Proof Your Online Visibility

With digital ad spending projected to reach $701 billion in 2023, generic CTR dropping by 12% between position 1 and 2, the increase in no-click searches (+60%), and the constant rolling out of updates. It's more important than ever to build a sustainable online brand presence to algorithm-proof your traffic. This talk will explore how SEOs can contribute to Brand building and how it can help future-proof your online visibility.

Miracle Inameti-Archibong

August 11, 2023
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  1. How to Use Brand SEO to Future-Proof Your Online Visibility

    Miracle Inameti-Archibong Head of Organic Search, John Lewis (Financial Services) @mira_inam
  2. 5

  3. “30 to 50 billion web pages” The estimated number of

    pages in Googles index. Source: firstrateguide.com 6
  4. Over 349 Google PageRank & Algorithm updates since 2020 (including

    rumoured updates). Source: Search Engine Roundtable 8
  5. 65% of searches don't click on organic results on pages

    1 or 2. Source: SEO Clarity CTR Study 11
  6. “ … a bit like chatting with a helpful person.

    Google on generative answers 14
  7. “ ….there should be fewer instances of irrelevant results after

    your query. Google on generative answers 15
  8. 19

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  13. 24

  14. Advertising across all digital channels is expected to reach 65.1%

    of global ad spend by 2024. Source – Zenith Media 28
  15. So I did some research of the SERPs 32 I

    measured the share of brand association to product
  16. 40 The challenges of brand SEO ◉ Immeasurability ◉ Ownership

    (think more like marketers) ◉ Collaboration
  17. The aim of Brand SEO is to make your brand

    more recognisable and trustworthy to consumers, leading to an increase in brand searches 41
  18. Is your brand a recognised entity? 42 ◉ Cohesive brand

    identity ◉ Consistent and distinctive naming conventions
  19. 44 Local ◉ Reviews ◉ GMB ◉ Local citations &

    links ◉ Localised content ◉ Onpage local elements
  20. 45 Schema ◉ Webpage ◉ Recipes ◉ Organization ◉ Review

    ◉ Local business ◉ Product ◉ FAQ ◉ AggregateRating ◉ Place ◉ Restaurant
  21. “ What others say about your brand is more important

    than what you say about it. @Mira_inam 47
  22. 56 Collaboration ◉ Product ◉ Forums ◉ Customer service ◉

    Reviews ◉ Competitor brand searches ◉ Socials
  23. 59

  24. 61

  25. “ … people seek to become members of groups that

    raise their self-esteem. Chaitanya Khotar 68
  26. 74 Experience & Expertise ◉ Reputable authors ◉ Authors qualifications

    ◉ Collaborations with people who reflect the brand values
  27. 76 Trust ◉ Reviews ◉ Forum ◉ Consistent Branding ◉

    SSL Certificate ◉ About us page ◉ Website UX ◉ Social
  28. 85 If we all pursue the same keyword, we will

    all be competing in a crowded space. Make them come to you
  29. Thank you Miracle Inameti-Archibong Head of Organic Search, John Lewis

    (Financial Services) @mira_inam miracleinametiarchibong.com