brand: the only future ranking factor - malcolm slade speaking at leeds loves search

Malcolm SladeBrand: The Only Future Ranking Factor

@seomalc@epiphanysearchhttp://www.slideshare.net/epiphanysearch

Evolution to date

Content Relevance

LinksPageRank

AuthorityTrust

SomethingElse!

@seomalc @epiphanysearch #LeedsDigi17

“Write loads of great content.” S.EOer et al. (2016)

Content Relevance

LinksPageRank

AuthorityTrust

SomethingElse!

“Get loads of great links.” S.EOer et al. (2016)

Content Relevance

LinksPageRank

AuthorityTrust

SomethingElse!

“Get better links via PR.” S.EOer et al. (2016)

“I’m still on page two” A.Client (2016)

SEO got noticeably harder in 2016!

2016: Best Practise Is Not Enough

https://www.slideshare.net/Branded3/stop-best-practicing-start-doing-stephen-kenwright-at-searchleeds-2016

Content Relevance

LinksPageRank

AuthorityTrust

SomethingElse!

Understanding the SOMETHING

PhantomUpdate

User Experience

Artificial Intelligence

Quality Signals

PhantomUpdate

User Experience

Quality Signals

Good technical housekeeping• Fix site errors• Manage your crawl• Reduce Google bloat

PhantomUpdate

User Experience

Quality Signals

Google quality guidelineshttps://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf

PhantomUpdate

User Experience

Quality Signals

Create for your users• CRO• UX testing• Audience / user analysis

Phantom3.0

Phantom2.0

Artificial Intelligence

We are not going to go into Artificial Intelligence

Why does Google need AI?

Google has more data than ever before!Android, ISP, Chrome, Free WiFi, GA, AdWords, Home…

Google is becoming more Human!

Panda, Penguin, Phantom, HTTPS, UX, Mobile First

Old ranking signals seem less valuable!

Keywords, H1 Tags, Anchor Text, Links

This is not significant

Google is looking for new ways to grade websites using AI

Brand as a ranking factor

2012: The Rise of Brands in Search

https://www.slideshare.net/epiphanysearch/the-rise-of-brands-in-search-11912606

Brands seem to get a significant boost in SERPs.

We looked at Brand Search Volume.

We found it didn’t correlate very well.

Best Practice gets you to page 2.

What if Google applies more thought to Page 1?

We looked at Brand Search Volumelimited to Page 1.

It still didn’t correlate very well.

The End! Thanks for coming.

We then got creative (random / mental).

What if we segment?

Information: -0.13 Products: -0.44Head Terms: 0.48

What if we use humans?

Generate SERP images.

#brightonSEO

Poll Humans.

Identify recognised brands.

#brightonSEO

Look at Brand and Brand + Term.

Car Insurance: 0.92

Online Bingo: 0.84

It doesn’t always go so well.

Holidays

TSMEasyjetTeletext

But the data is crap!

What have we learnt so far?

For head commercial terms brand traffic correlates pretty well.

Brand is massively important.

We have much more data to look at.

@seomalc #brightonSEO

The bigger picture.

Brand search volume is not a ranking factor.

Brand may represent the entity type Google is looking for.

There may be no “ranking factors” any more.

Do you fit the traits of a brand entity?

There will be many traits.

This can’t be reverse engineered or gamed.

Brands are only going to get more dominant!

2016: Surviving the Machine Revolution.

https://prezi.com/klh8pleoiavj/surviving-the-machine-revolution-how-to-become-the-digital-marketer-of-the-future/

All prices are the same.

Personal assistants make our decisions.

Why choose you?

Recognised / preferred brand.

What are our goals?

Get more people thinking about us!

Get more people talking about you!

Get more people searching for you!

Get more people searching for you and what you do!

Get more people clicking your SERP listings.

What can we do?

Be memorable.

Online advertising.

PPC, Display, Video, Content…

Offline advertising.

TV, billboards, buses, whatever else is appropriate.

No more Silos.

Drive people to your site!

Use PR to drive people to your online content.

Use TV to get people searching for you.

Craft good SERP listings.

SEO is not dead!

A good website is more important than ever.

Technically sound, audience appropriate.

Many brands don’t rank due to this.

This will change.

Does it work?

Case 1: Doing it all

Very competitive niche.

All on and offline techniques.

Brand built over time.

Massively successful.

Case 2: Just Online

Competitive niche.

Online techniques only (PPC, Display, SEO).

No focus on brand.

Used to dominate the niche.

No investment in brand building.

Bigger brands are now overtaking.

What if I can’t do this?

At the moment, information and product is less impacted.

This will not always be the case.

You will start having to do this.

Google doesn’t care if you can’t.

An AI powered algorithm cares even less.

There is always PPC.

The real end!

brand: the only future ranking factor - malcolm slade speaking at leeds loves search

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