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SEO and Brand Sitting In A Tree K-I-S-S-I-N-G -...

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SEO and Brand Sitting In A Tree K-I-S-S-I-N-G - By Lidia Infante for Digital PR Summit 2026

Speaker: Lidia Infante
Event: Digital PR Sumit, 2026
Brand is emerging as the third pillar of SEO, alongside content and technical optimisation. Search engines and large language models interpret brand strength through links, mentions, and how your brand connects to other known concepts via entities, proximity, and vector embeddings.
In this session, Lidia provided an overview of studies that demonstrate the strong correlation between brand and SEO performance. As search behaviour shifts beyond traditional engines into platforms like Instagram, Pinterest, TikTok, and LLMs, understanding and enhancing your brand presence becomes more essential as ever before.
You’ll walk away with actionable tips including how to implement organisation schema for SEO, optimise your social media profiles, and amplify content distribution to build brand visibility across all search surfaces.

Avatar for Lidia Infante

Lidia Infante

April 27, 2026

Other Decks in Marketing & SEO

Transcript

  1. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit MIXED SIGNALS =

    MISSED RANKINGS Your CTR is not on its thriving era @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit
  2. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Branded search volume

    correlates with rankings better than links Source: Rankings Correlation Study: Domain Authority vs. Branded Search Volume by Tom Capper for Moz
  3. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Turning off TV

    ads can impact your search performance Source: How to get your search, brand, PR and social efforts to work together by Stephen Kenwright for Rise At Seven
  4. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Branded search is

    an “implicit link” in this Google patent Learn more: Google’s “Branded Search” Ranking Factor Patent by Roger Monty
  5. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit …and then Google

    got sued and had to disclose some stuff Learn more: 7 must-see Google Search ranking documents in antitrust trial by Danny Goodwin
  6. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit 59% of Americans

    click on brands they recognise Source: Page One Power study, May 2025
  7. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Popularity vs. Reputation

    vs. Topicality Learn more: How does Google separate popularity from authority? by Matt Cutts Traffic Links Anchor text
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  9. These models consume a ton of content to do assigns

    vectors to words @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit
  10. 1. Identify the entity 2. Understand topicality 3. Assess popularity

    and reputation @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit
  11. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit So how do

    machines understand your brand? Anchor text Knowledge Graph entity Schema User interactions on SERPs Branded search volume All the content ever Trusted sources Semantic proximity Identifying the entity Links
  12. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit So how do

    machines understand your brand? Anchor text Knowledge Graph entity User interactions on SERPs Branded search volume All the content ever Semantic proximity Understanding topicality Links Trusted sources Schema
  13. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit So how do

    machines understand your brand? Anchor text Knowledge Graph entity User interactions on SERPs Branded search volume All the content ever Semantic proximity Assessing popularity and reputation Links Trusted sources Schema
  14. So, in practice: 1. Brands win at search 2. LLMs

    make all content matter 3. Brands are built through consistent repetition @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit
  15. How to optimise your brand for search Consistency @LidiaInfante, Head

    of SEO at SurveyMonkey #DigitalPRSummit @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Optimisation Reputation Engagement
  16. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Present a consistent

    image of your brand CONSISTENCY Your brand has seen many marketers, logos, brand guidelines or taglines. No one remembered to update them everywhere. Focus on: • Your brand name and spelling • The logo • Your tagline and description
  17. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Find your entity

    in the Knowledge Graph • Entity ID • URL • Confidence • Description OPTIMISATION
  18. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Pro tip: Track

    Google’s confidence in your entity over time Learn more: How to create your own Knowledge Panel tracker by Gus Pelogia OPTIMISATION
  19. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Review your homepage

    meta data OPTIMISATION • Title and description • Favicon • Open graph tags Is it the latest and most relevant version?
  20. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Audit your Organization

    Schema Key properties to focus on: • @id - should include # • logo • alternateName • sameAs - include trusted sources • subjectOf - to disambiguate and support notoriety OPTIMISATION
  21. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Pro tip: Create

    different versions for each locale OPTIMISATION
  22. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit What do you

    call your product? Consistent descriptions will reinforce the connection between brand and keyword. REPUTATION
  23. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Pro tip: Run

    a correlation analysis with your north star metric REPUTATION
  24. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Find out the

    main questions people have about your brand REPUTATION Up and coming brands can use Qforia by iPullrank to simulate questions using Gemini.
  25. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Side quest: Track

    prompts that intentionally surface negative sentiment REPUTATION
  26. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit LLMs are trained

    on content that we can influence Data from 10M citations August 2024-June 2025 Source: Profound ENGAGEMENT
  27. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Engage with your

    audience where they’re talking about you You can use a brand account or “employee influencers”. ENGAGEMENT
  28. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Repurpose and share

    your best content across other platforms ENGAGEMENT
  29. @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Look for relevant

    trends on Tiktok Avoid the millennial pause or the youths will come for you ENGAGEMENT
  30. How do we win? 1. Be Consistent 2. Optimise your

    entity 3. Address your Reputation 4. Engage with the wider web