How to diagnose your brand SEO health issues

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How to diagnose your brand SEO health issues Annika Haataja SEEKER DIGITAL @annika_haataja Speakerdeck.com/annikahaataja

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@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

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@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

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Have you ever come across a site that is near impossible to outrank? @annika_haataja #brightonSEO

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What is their secret? @annika_haataja #brightonSEO

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@annika_haataja #brightonSEO Brand SEO

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What is brand SEO? Why is it important? How to audit your brand SEO health @annika_haataja #brightonSEO Today’s talk:

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@annika_haataja #brightonSEO What is brand SEO?

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@annika_haataja #brightonSEO SEO activities that can reinforce brand signals, and in turn support organic growth What is brand SE0? Brand SEO

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@annika_haataja #brightonSEO Cues that help search engines understand your brand’s purpose, trustworthiness, and value proposition Brand signals What is brand SE0?

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UX @annika_haataja #brightonSEO Links UX Content Technical Links SEO SEO What is brand SE0?

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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?

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@annika_haataja #brightonSEO Why is brand SEO important?

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Brand awareness @annika_haataja #brightonSEO How SEO can help brand: Why is brand SEO important? Improved visibility Reputation management Integrated messaging

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How brand can help SEO: @annika_haataja #brightonSEO Competitive advantage SEO results SEO efforts Authenticity Why is brand SEO important?

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@annika_haataja #brightonSEO SERPs are getting cluttered It’s getting much harder to stand out from the crowd Why is brand SEO important?

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@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?

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@annika_haataja #brightonSEO Google’s Search Quality Rater Guidelines mention brand reputation several times Why is brand SEO important?

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Let’s take a look at some brands that are nailing brand SEO @annika_haataja #brightonSEO Why is brand SEO important?

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@annika_haataja #brightonSEO Why is brand SEO important?

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@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?

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@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?

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@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?

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@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?

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@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?

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@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?

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@annika_haataja #brightonSEO A truly holistic SEO strategy celebrates both unbranded & branded Why is brand SEO important?

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@annika_haataja #brightonSEO How to conduct a brand SEO health check

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@annika_haataja #brightonSEO Steal my Brand SEO Audit template! How to conduct a brand SEO health check bit.ly/brand-seo-audit

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@annika_haataja #brightonSEO Site Metrics Qualitative Analysis External Signals Brand SEO health audit How to conduct a brand SEO health check

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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

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@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

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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

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@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

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@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

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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

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Do you own your brand SERP real estate? @annika_haataja #brightonSEO Why is brand SEO important?

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@annika_haataja #brightonSEO How to conduct a brand SEO health check Brand search results

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@annika_haataja #brightonSEO Image results How to conduct a brand SEO health check

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@annika_haataja #brightonSEO News results How to conduct a brand SEO health check

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@annika_haataja #brightonSEO Video results How to conduct a brand SEO health check

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@annika_haataja #brightonSEO Knowledge Panel & About the source How to conduct a brand SEO health check

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@annika_haataja #brightonSEO Forums How to conduct a brand SEO health check

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@annika_haataja #brightonSEO AI results How to conduct a brand SEO health check

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How popular is your brand? @annika_haataja #brightonSEO How to conduct a brand SEO health check

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@annika_haataja #brightonSEO Brand search volume, ranking power and global share How to conduct a brand SEO health check

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@annika_haataja #brightonSEO Brand search growth trends How to conduct a brand SEO health check

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@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/

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@annika_haataja #brightonSEO Final thoughts...

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@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

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#brightonSEO Thank you! Annika Haataja Seeker Digital Twitter: @annika_haataja Linkedin: in/annika-haataja Steal my audit!