morcon 2013 - exploiting the flaws of big brand competitors

Company Confidential

EXPLOITING THE FLAWS OF BIG BRAND COMPETITORSEXPLOITING THE FLAWS OF BIG BRAND COMPETITORS

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GLEN DIMAANDALGLEN DIMAANDAL 2


Disclaimer:Disclaimer:1, Not all big brands are stupid in SEO

2. Not all small brands have the capacity to exploit big brands in organic searches

3. This is not a presentation that will enable you to take down Apple or Amazon anytime soon


What is a Brand?What is a Brand?

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AMA DefinitionAMA DefinitionA name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers

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It’s All About IdentityIt’s All About Identity

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It represents the identity that a business wants to project


FACTORS THAT DETERMINE BRAND POWERFACTORS THAT DETERMINE BRAND POWER

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Company Confidential 8

Brand Marketing BudgetBrand Marketing Budget


Audience ReceptionAudience Reception

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Market ShareMarket Share

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WHY INVEST IN BRANDING?WHY INVEST IN BRANDING?

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Makes Relationships Easier to BuildMakes Relationships Easier to Build


Improves Conversion PowerImproves Conversion Power

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Makes Market Expansion EasierMakes Market Expansion Easier

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What Does This Have to Do With SEO?What Does This Have to Do With SEO?

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BIG BRANDS HAVE WEAKNESSES TOOBIG BRANDS HAVE WEAKNESSES TOO

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It’s Not the Size, It's How You Use ItIt’s Not the Size, It's How You Use It


Great SEO Comes Down ToGreat SEO Comes Down To Skill

Creativity

Hard Work

And yes, budget

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WHERE BIG BRANDS HAVE SEO STRUGGLESWHERE BIG BRANDS HAVE SEO STRUGGLES

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Corporate Red TapeCorporate Red Tape


Image OverconsciousnessImage Overconsciousness

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Legal HoldupsLegal Holdups

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Fear of RisksFear of Risks

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Big Budgets, Big MistakesBig Budgets, Big Mistakes

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Faceless EntrepreneurshipFaceless Entrepreneurship

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Overreliance on Established PartnersOverreliance on Established Partners

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Sites Not Built with SEO in MindSites Not Built with SEO in Mind

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THE ADVANTAGES OF SMALLER BRANDSTHE ADVANTAGES OF SMALLER BRANDS

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Strategic AgilityStrategic Agility

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Creative IndependenceCreative Independence

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More Personalized MarketingMore Personalized Marketing

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Resiliency Against SetbacksResiliency Against Setbacks

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HOW TO COMPETE WITH BIG BRANDS IN THE SERPSHOW TO COMPETE WITH BIG BRANDS IN THE SERPS

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1. Act Like a Brand Yourself1. Act Like a Brand Yourself Display strong authenticity signals

Invest in professional web design

Short, snappy brand names work best

Take your logo seriously

Be genuinely proactive in social media

Focus on Customer experience

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(Re)build Your Site with SEO in Mind(Re)build Your Site with SEO in Mind Simpler, flatter site architectures work best

Have a scalable content roadmap

Let market demands drive link asset creation

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Have a Genuinely Good ProductHave a Genuinely Good Product

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Factor SEO into Your Revenue ModelFactor SEO into Your Revenue Model

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Place a Premium on RelationshipsPlace a Premium on Relationships Be open to link requests

Show off your knowledge outside your own site

Participate in cross-promotions

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Outhustle the Big Brand on Long TailsOuthustle the Big Brand on Long Tails

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Smother the Big Brand with rich MediaSmother the Big Brand with rich Media

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