How to diagnose your brand SEO health issues

In this practical session, Annika will share her strategic framework for diagnosing overall brand SEO health. With real-world examples and implementable takeaways, Annika will detail the core metrics to make brand reputation and visibility an integral part of an organic growth strategy.

Transcript

1. How to diagnose your brand SEO health issues Annika Haataja SEEKER DIGITAL @annika_haataja Speakerdeck.com/annikahaataja
2. @annika_haataja #brightonSEO Me Hello! I’m Annika SEO Director at Seeker Digital Work with brands in SaaS, Ecom and Enterprise Over 10 years of marketing experience I love travelling and walks
3. @annika_haataja #brightonSEO SEO Director at Seeker Digital Work with brands in SaaS, Ecom and Enterprise Over 10 years of marketing experience I love wine Hello! I’m Annika
4. Have you ever come across a site that is near impossible to outrank? @annika_haataja #brightonSEO
5. What is their secret? @annika_haataja #brightonSEO
6. @annika_haataja #brightonSEO Brand SEO
7. What is brand SEO? Why is it important? How to audit your brand SEO health @annika_haataja #brightonSEO Today’s talk:
8. @annika_haataja #brightonSEO What is brand SEO?
9. @annika_haataja #brightonSEO SEO activities that can reinforce brand signals, and in turn support organic growth What is brand SE0? Brand SEO
10. @annika_haataja #brightonSEO Cues that help search engines understand your brand’s purpose, trustworthiness, and value proposition Brand signals What is brand SE0?
11. UX @annika_haataja #brightonSEO Links UX Content Technical Links SEO SEO What is brand SE0?
12. UX @annika_haataja #brightonSEO Links UX Content Technical Links Content created Messaging and positioning Website design & UX Visual identity Technical site performance Professionalism Links earned Contextual associations Brand SEO Brand SEO What is brand SE0?
13. @annika_haataja #brightonSEO Why is brand SEO important?
14. Brand awareness @annika_haataja #brightonSEO How SEO can help brand: Why is brand SEO important? Improved visibility Reputation management Integrated messaging
15. How brand can help SEO: @annika_haataja #brightonSEO Competitive advantage SEO results SEO efforts Authenticity Why is brand SEO important?
16. @annika_haataja #brightonSEO SERPs are getting cluttered It’s getting much harder to stand out from the crowd Why is brand SEO important?
17. @annika_haataja #brightonSEO Brand signals are now vital When you search for [apple], the first organic result which refers to the fruit is position 51 in the UK Why is brand SEO important?
18. @annika_haataja #brightonSEO Google’s Search Quality Rater Guidelines mention brand reputation several times Why is brand SEO important?
19. Let’s take a look at some brands that are nailing brand SEO @annika_haataja #brightonSEO Why is brand SEO important?
20. @annika_haataja #brightonSEO Why is brand SEO important?
21. @annika_haataja #brightonSEO Ahrefs SERP overview for ‘smart ring’ in the US - 27/02/2024 Oura ranks #2 for ‘smart ring’ Why is brand SEO important?
22. @annika_haataja #brightonSEO Surfer SEO Content Score for ‘smart ring’ in the US - 27/02/2024 Oura’s content score for ‘smart ring’ Why is brand SEO important?
23. @annika_haataja #brightonSEO ouraring.com Ahrefs technical site audit score for ouraring.com 27/02/2024 Google PageSpeed Insights score for ouraring.com 27/02/2024 Oura’s site health Why is brand SEO important?
24. @annika_haataja #brightonSEO Ahrefs Top Pages report in the US for ouraring.com 27/03/2024 Oura’s homepage traffic distribution Why is brand SEO important?
25. @annika_haataja #brightonSEO Only 9% of their keywords are branded* 88% of Oura’s total site traffic in US is branded* In April 2022 the company was valued at $2.5B *According to data on Ahrefs 23/02/2024 Why is brand SEO important?
26. @annika_haataja #brightonSEO “Our brand marketing results are delivering excellent results overall with a strong rate of return, and it’s been so successful that we’re actually expanding to more countries.” Dave Stephenson Chief Financial Officer, Airbnb Why is brand SEO important?
27. @annika_haataja #brightonSEO A truly holistic SEO strategy celebrates both unbranded & branded Why is brand SEO important?
28. @annika_haataja #brightonSEO How to conduct a brand SEO health check
29. @annika_haataja #brightonSEO Steal my Brand SEO Audit template! How to conduct a brand SEO health check bit.ly/brand-seo-audit
30. @annika_haataja #brightonSEO Site Metrics Qualitative Analysis External Signals Brand SEO health audit How to conduct a brand SEO health check
31. Branded vs. unbranded traffic Brand page engagement Lead / traffic quality Conversion rate Returned visitors / buyers @annika_haataja #brightonSEO Site metrics How to conduct a brand SEO health check
32. @annika_haataja #brightonSEO 88% of Oura’s total site traffic in US is branded* *According to data on Ahrefs 23/02/2024 How to conduct a brand SEO health check
33. H1 & metas Site tagline CTAs Tone of voice User testing Heatmaps The Grunt Test @annika_haataja #brightonSEO Qualitative analysis (Brand page) How to conduct a brand SEO health check
34. @annika_haataja #brightonSEO The Grunt Test Measures the content effectiveness of your homepage What do you offer? How will it make my life better? What do I need to do to buy it? How to conduct a brand SEO health check
35. @annika_haataja #brightonSEO “And we want to use brand not just to advertise our values and what we’re about – we also want to use brand to help explain what these features are and how they make for a different experience.” Hiroki Asai, CMO at Airbnb How to conduct a brand SEO health check
36. Brand search visibility Brand search popularity Brand search behaviour Brand mentions Online reputation Brand consistency Competitor brand gap Social signals PR value and link profile @annika_haataja #brightonSEO External signals How to conduct a brand SEO health check
37. Do you own your brand SERP real estate? @annika_haataja #brightonSEO Why is brand SEO important?
38. @annika_haataja #brightonSEO How to conduct a brand SEO health check Brand search results
39. @annika_haataja #brightonSEO Image results How to conduct a brand SEO health check
40. @annika_haataja #brightonSEO News results How to conduct a brand SEO health check
41. @annika_haataja #brightonSEO Video results How to conduct a brand SEO health check
42. @annika_haataja #brightonSEO Knowledge Panel & About the source How to conduct a brand SEO health check
43. @annika_haataja #brightonSEO Forums How to conduct a brand SEO health check
44. @annika_haataja #brightonSEO AI results How to conduct a brand SEO health check
45. How popular is your brand? @annika_haataja #brightonSEO How to conduct a brand SEO health check
46. @annika_haataja #brightonSEO Brand search volume, ranking power and global share How to conduct a brand SEO health check
47. @annika_haataja #brightonSEO Brand search growth trends How to conduct a brand SEO health check
48. @annika_haataja #brightonSEO Share of Search report How to conduct a brand SEO health check Oura 44.9% Evie 20.8% Iris 13.9% Movano 9.2% Nod 5% womenintechseo.com/newsletter/
49. @annika_haataja #brightonSEO Final thoughts...
50. @annika_haataja #brightonSEO If you’re only starting with brand SEO, you should... Final thoughts... Be patient 1. Don’t expect results instantly Be consistent 2. Don’t neglect on-site or off-site Be adaptable 3. Don’t hesitate to pivot your focus or strategy
51. #brightonSEO Thank you! Annika Haataja Seeker Digital Twitter: @annika_haataja Linkedin: in/annika-haataja Steal my audit!