Everyone says you need to build a brand for SEO success, but actually how do you do that? In this presentation, Kelvin shares the top advice from his four branding heros.

1. How to Create an Online Brand
through Search
SASCON 2012
http://twitter.com/kelvinnewman
kelvin.newman@SiteVisibility.co.uk
17/05/2012

2. Strategy Director
SiteVisibility
A digital agency specialising in
retail, travel and financial services

3. Organiser
BrightonSEO
The Free SEO Conference

4. Co-Founder
Clockwork Talent
Decent Digital Recruitment

5. How to Create an Online
Text
Brand through Search

6. How to Create an Online
Text
Text
Brand through Search

7. How to Create an Online
Text
Brand for Search

8. My Four Branding
Text
Heroes...

9. Rand
Text
Fishkin

10. Lovely
Text
bloke
but just
an SEO

11. Seth Godin

12. Built one
amazing
brand
- himself

13. Steve Jobs

14. Cliche

15. and he makes
it up as he
goes along

18. David Ogilvy

20. Dave Trott

22. Mark Earls

24. David Hepworth

25. David,
Dave,
Mark,
David.

26. David,
Dave,
Mark,
David.

27. David Ogilvy

28. pictomag.

29. The consumer isn’t a moron; she is
your wife.

30. If you ever have the good fortune to
create a great advertising
campaign, you will soon see another
agency steal it.
This is irritating, but don’t let it
worry you; nobody has ever built a
brand by imitating somebody else’s
advertising.
woodleywonderworks

31. It takes a big idea to attract the
attention of consumers and get
them to buy your product.
Unless your advertising contains a
big idea, it will pass like a ship in
the night. I doubt if more than one
campaign in a hundred contains a
big idea.

32. If it doesn't sell, it isn't creative.
AMagill

33. David,
Dave,
Mark,
David.

34. Dave Trott

35. adewale_oshineye

36. People buy a product for what it
DOES.
But they buy a brand for what it
SAYS about them
bucklava

37. Every purchase decision is a
combination of ‘desire’ and
‘permission’
emiliokuffer

38. Over 2,000 years ago, Democritus
said, “The mind is not a vessel to be
filled, but a fire to be ignited.”
Sean Rogers1

39. Maurice Saatchi used to say,
“I don’t have to win. I just have to
make you lose.”
timtak

40. David,
Dave,
Mark,
David.

41. Mark Earls

42. paulisakson

43. We use the brains of others to think
for us & as a place to store
knowledge about the world; almost
everything we know & do involves
shared knowledge from past &
present people—billions of them
by now.
Beige Alert

44. We are beset with emotions and
cognitive biases, and much of the
time we avoid thinking altogether.
Rennett Stowe

45. The trick is to create something of
social meaning above and beyond
the product or service.
GregTheBusker

46. We do what we do largely
because of our interaction
with - and under the
influence of - others.
And mostly without realizing it
Ed Yourdon

47. David,
Dave,
Mark,
David.

48. David Hepworth

49. DonkeyHotey

50. The Mail is the most-visited
newspaper site in the
world
- because it's found that
it can do just as well out
of provoking its
opponents as in pleasing
its fans.
Treginefabext

51. Beginning an email with the words
‘I’m an unsigned artist’ is like
saying
‘I’m an unemployed chef’”
Surely announcing
yourself as "unsigned"
is a classic case of leading
with a feature that isn't a
benefit
dullhunk

52. Great records creep up on you like
friendship. The things that make
them great records are often not
obvious on first
acquaintance.
Most cakes have
the same
ingredients.
Only the good
ones rise.
Rubyran

53. You learn to work like you learn
most other things, at first by
copying and then by gradually
building your own style.
letmehearyousaydeskomdeskom

54. fin.