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@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit 

@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 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit How does brand influence rankings? 

@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 

@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 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Out-of-home advertising impacts SEO 

@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 

@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 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit 59% of Americans click on brands they recognise Source: Page One Power study, May 2025 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit 

@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 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit How search engines and LLMs understand your brand 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit 2011: Things, not strings 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Sources of the Knowledge Graph 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit RankBrain vs. Neural matching vs. BERT Concepts Relevance Intent 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit What do you mean? 

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@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Vector embeddings are numerical representations of entities. 

These models consume a ton of content to do assigns vectors to words @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Experiment using TensorFlow ➡ projector.tensorflow.org 

1. Identify the entity 2. Understand topicality 3. Assess popularity and reputation @LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit 

@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 

@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 

@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 

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 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit How can you set yourself up to win? 

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 

@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 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Identify your profiles across the web CONSISTENCY 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Identify your profiles across the web CONSISTENCY 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Identify your profiles across the web CONSISTENCY 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Pro tip: Interlink your website presence 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Find your entity in the Knowledge Graph ● Entity ID ● URL ● Confidence ● Description OPTIMISATION 

@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 

@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? 

@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 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Pro tip: Create different versions for each locale OPTIMISATION 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Connect with the PR & communications team REPUTATION 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit What do you call your product? Consistent descriptions will reinforce the connection between brand and keyword. REPUTATION 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Pro tip: Run a correlation analysis with your north star metric REPUTATION 

@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. 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Identify 3rd party sites cited by AI REPUTATION 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Side quest: Track prompts that intentionally surface negative sentiment REPUTATION 

@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 

@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 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit Repurpose and share your best content across other platforms ENGAGEMENT 

@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 

@LidiaInfante, Head of SEO at SurveyMonkey #DigitalPRSummit and Pinterest! ENGAGEMENT 

How do we win? 1. Be Consistent 2. Optimise your entity 3. Address your Reputation 4. Engage with the wider web 

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