1. ionSearch 2012
Alex Craven
Bloom

2. Alex Craven
@alexcraven
@bloomagency
www.bloomagency.co.uk
18th April 2012
Ion Search SEO & the Brand

3. SEO, Social & The Brand
How to best use Facebook, Google+
& Twitter for SEO
SEO & the Brand

4. Primary ways we use these platforms to
influence rankings:
1. Build relationships with people we want
to share our content
2. As a technology that enables the sharing
of our content
SEO & the Brand

5. Creating content that people want to share brings
opportunity & responsibility
1. Word of Mouth can be good and bad
2. Interaction with content can need careful
monitoring
3. The content may be a potential customers first
exposure to the brand
SEO & the Brand

6. Lots of link building activities are bad for the
brand
Using social media means a higher proportion
of link building activity uses real content &
interaction
SEO & the Brand

7. If SEO + Social = Successful Rankings
&
Success on Google = Successful Brand
Then
SEO = Part of brand communications and
needs to be part of the brand plan
SEO & the Brand

8. How many SEOs ask their client for their
brand guidelines?
How rigorous are the content approval
processes with our client?
How many SEOs know what a brand is?
SEO & the Brand

9. Google is pushing SEO towards brand
communications
SEO & the Brand

10. But what is a brand...?
SEO & the Brand

11. A brand is the emotional
space between your ears
John Hegarty BBH
SEO & the Brand

12. “The boffins had taken over they could
bamboozle clients with all the technical jargon of
this mind boggling new media. In the land of the
blind, the one-eyed producer proved to be king.
And these one-eyed men and they were all men
were the kings of advertising.”
SEO & the Brand

13. “… Until, that is, someone said we need an idea.‘ And
then the one eyed producers were found to be somewhat
wanting”
Via Roger Warner C&M

14. Great link building is about great social shareable ideas
Great advertising is about great social shareable ideas
Great brands are about great social shareable ideas

15. Alex Craven
@alexcraven
@bloomagency
www.bloomagency.co.uk
SEO & the Brand