branding, content, seo: connect the dots to a more powerful web site

Connecting the Dots for a Powerful Web SiteBranding, Content, SEO

COMPELLING BRAND IDENTITIES IN PRINT & WEB

Branding, Content, SEO: Connect the Dots to a More Powerful Web Site

Emily Brackett President, Visible Logic

www.visiblelogic.com Design + business blog: visiblelogic.com/blog



Definitions

COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO

Web design and branding are different and both are important.

Branding

Good design

Readable fonts

Good use of color

High quality imagery

A “template” might work

Consistent brand identity

Corporate fonts

Corporate colors

Recognizable design elements

A template will not work

Tone and voice goes beyond design elements

Design and voice can be seen / heard in other applications (consistency)


Thought leadership, experience, expertise.

Content

100%


Google wants to show results from good quality sources. Every algorithm update moves them closer.

SEO=Search Engine Optimization



“My, how times have changed”


Changing Influence over Time

2014+Beginning of the internet

Less important

More importantContent

Design & Branding

SEO



Best Practices


BrandingConsistency. Repetition. Think beyond your logo.


BrandingConnect back to your brand (contact info and brand identity).


BrandingThoughtful content, presented by your brand builds trust in your brand.

Trust


Substitute, Surround, Tag

SEO = Text Search engines cannot read graphic files, only text.


SEO: Link buildingGenerate high-quality links back to your own web site.

www.LinkToYourDomain.com


SEO: Headers & Tags


Use your words!

SEO: Keywords


Original thinking.

Keywords that people are searching on.

Content that people want to read, share and react to.

Content that engages people.

Positions you and your brand.

Gives you something to promote in social media, e-newsletters, and everywhere else.

Good Content


Duplicate content.

Scraping content.

Is dull or hard to read.

• long

• boring

• no visuals when there should be

• cheap stock photos

• no subheads (helps readability and SEO)

Bad Content



IntegratingBranding, Content, SEO


No Silos


Design vs. SEOMyth:

Design doesn’t matter to SEO (only to the user experience).


Design vs. SEOMatt Cutts disagrees.

Matt Cutts, Head of Google’s Webspam team


Design vs. SEO

http://www.youtube.com/watch?v=K2mv1KSktLo#t=295

“If you look at the history of sites that have done relatively well, or of businesses that are doing well now… they make design a fundamental piece of why their site is advantageous to go to.

“If you get that sweet spot of something compelling where the design is really good, where the user experience just flows, you’d be amazed at how much growth and traffic and traction you can get as a result.”


3 Strong Legs


Snowball EffectWrite a great blog & post it on your well-designed, branded site

Learn to optimize the post for keywords

Create links in your own social media channels

People share your content and you get good inbound links from other sources


Snowball EffectRepeat


Snowball EffectRepeat, repeat, repeat


Promotion not DuplicationOriginal content stays one place, but is promoted multiple places.


Case StudyClimb Technology


The future of content is quality (over quantity).

The future of content


Integrating all three

Your

prospects continue to be wowed by your brand.Goog

le rewards you for your social media rank

Yo

ur content is shared more on social mediaYo

ur bra

nd benefits as it is viewed as an expert.

Your

searc

h r

ankings increase as you create more content.Th

e re

ader

finds more great content on your site.

Writ

e a

great blog postSe

arch

engin

es serve up your blog postYo

ur w

eb sit

e reinforces your brand identity.Compelling brand identity


Creating new content helps SEO. When the user clicks through to your site,

good design keeps them there and good branding makes it memorable. When

promoting your content on different channels, branding helps to reinforce the

connection to your product or service or company. As your social media channels

get more traction, you’ll see a boost in search results. Branding is what

connects your expertise back to your organization as you create and publicize

content. The next time someone sees your brand, they click through to view

your content. Search engines give preference to highly clickable content...

Integrating all three

branding, content, seo: connect the dots to a more powerful web site

Marketing

internet 2014

web connecting

print amp

changing influence

important

silos branding

user experience

branding seo