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Malcolm SladeEPIPHANY SEARCH
Brand: The Only Future Ranking Factor
@seomalchttp://www.slideshare.net/epiphanysearch
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Malcolm Slade
Head of Technical SEOEpiphany Search
Think Vis 2012
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I helped steer Epiphany around Penguin.
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I’m helping steer Epiphany / Jaywingtowards what’s next.
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How did I get here?
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Notes for reader:This deck works best in conjunction with Tom Capper’s deck: https://www.slideshare.net/THCapper/links-rankings-the-story-in-the-data-brightonseo-april-2017
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2012: The Rise of Brands in Search
https://www.slideshare.net/epiphanysearch/the-rise-of-brands-in-search-11912606
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2016: Best Practice Is Not Enough
https://www.slideshare.net/Branded3/stop-best-practicing-start-doing-stephen-kenwright-at-searchleeds-2016
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2016: Surviving the Machine Revolution.
https://prezi.com/klh8pleoiavj/surviving-the-machine-revolution-how-to-become-the-digital-marketer-of-the-future/
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2017: Links & Rankings
Tom just gave it. You literally just watched it!
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The Elephant in the room!
My talk is similar to Tom’s
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A quick recap
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Brands seem to get a significant boost in SERPs.
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Best Practice gets you to page 2.
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Warehousing, delivery and RRP all become standard.
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Google has more data than ever before!Android, ISP, Chrome, Free WiFi, GA, AdWords, Home…
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Google is becoming more Human!
Panda, Penguin, Phantom, HTTPS, UX, Mobile First
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Old ranking signals seem less valuable!
Keywords, H1 Tags, Anchor Text, Links
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I also looked at Brand Search Volume.
First page only.
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I also found it didn’t correlate very well.
I used Pearson Correlation
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All data: 0.11
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The End! Thanks for coming.
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I then got creative (random / mental).
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What if we segment?
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Information: -0.13 Products: -0.44Head Terms: 0.48
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What if we use humans?
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Generate SERP images.
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Poll Humans.
Identify recognised brands.
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Look at Brand and Brand + Term.
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Car Insurance: 0.92
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Online Bingo: 0.84
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It doesn’t always go so well.
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Holidays
-0.07
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TSMEasyjetTeletext
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0.78
But the data is crap!
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What have we learnt so far?
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For head commercial terms brand traffic correlates pretty well.
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Brand is massively important.
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I’m not the only one / I have a new friend.
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We have much more data to look at.
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The bigger picture.
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Brand search volume is not a ranking factor.
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Brand may represent the entity type Google is looking for.
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There may be no “ranking factors” any more.
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Do you fit the traits of a brand entity?
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There will be many traits.
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This can’t be reverse engineered or gamed.
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Brands are only going to get more dominant!
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All prices are the same.
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Personal assistants make our decisions.
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Why choose you?
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Recognised / preferred brand.
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What are our goals?
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Get more people thinking about us!
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Get more people talking about you!
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Get more people searching for you!
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Get more people searching for you and what you do!
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Get more people clicking your SERP listings.
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What can we do?
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Be memorable.
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Online advertising.
PPC, Display, Video, Content…
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Offline advertising.
TV, billboards, buses, whatever else is appropriate.
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Drive people to your site!
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Use PR to drive people to your online content.
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Use TV to get people searching for you.
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Craft good SERP listings.
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SEO is not dead!
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A good website is more important than ever.
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Technically sound, audience appropriate.
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Many brands don’t rank due to this.
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This will change.
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Does it work?
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Case 1: Doing it all
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Very competitive niche.
All on and offline techniques.
Brand built over time.
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Massively successful.
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Case 2: Just Online
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Competitive niche.
Online techniques only (PPC, Display, SEO).
No focus on brand.
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Used to dominate the niche.
No investment in brand building.
Bigger brands are now overtaking.
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Case 3: Legacy Brand
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Very competitive niche.
Minimal to no current activity.
MASSIVE legacy brand.
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Massive legacy brand equity.
Head terms are starting to slowly slip.
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What if I can’t do this?
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At the moment, information and product is less impacted.
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This will not always be the case.
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You will start having to do this.
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Google doesn’t care if you can’t.
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An AI powered algorithm cares even less.
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There is always PPC.
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The real end!
