Web Brand-Aid

transcript

Steve Sue | steve@storymanager.com | storymanager.com | rankhi.co

Web Brand-AidSecrets to Strong Search Rankings & Customer Experience

Why Brand?

Two Audiences

HumanSurfers

SearchEngines

Brand Benefit

Customer VettingA key step in the sales dance

Brand Benefit

Search Ranking Most cost-effective marketing

Brand Benefit

Brand EquityLegacy value in historical web content

Brand Building Blocks

URL Name Keywords Avatars”.COM

URLCo. Name & Web Address

URL Good

.COM extension,Short, Intuitive, Memorable,

For Humans

URL Bad

Long, Boring,CamelCase Blunders

Bad Camel, Bad Camel!

SpeedOfArt.com, PenIsland.netKidsExchange.net

TherapistFinder.comAmericanScrapMetal.com

URL Depends

.CO if web-savvy audience.NET if a Network

Long URLs if findability isn’t important

KeywordsOnline Search Terms

Why Keywords?

Keywords are like turningthe LIGHTS ON in your store.

Good Keywords

WHAT YOU DOCustomer search terms for unique offerings

Good Keywords

HIGH visitsLOW comp

Keyword Placement

Page Title, Permalink,Header, Description Copy,

Alt. Text (images), Meta Description...+ LINKS TO LANDING PAGES

Common Error

RankHI is freakin’ greatat search ranking.

(no need to link to your URL)

Good Keyword Link

RankHI is freakin’ greatat search ranking.

(link to keyword search term)

Good “On-Page” Linky-Linky

OfferingPage

Add “Off-Page” Linky-Linky

OfferingPage

Others’ Websites

BusinessListings

SocialBookmarks

Social Media

(Shares)

LOGOYour Avatar

Good Logo

Visual Metaphor,Iconic, Web 2.0 Flat,

Unique, Bitchin’

Bad Logo

HalftonesComplicated

Plain Acronyms

Logo Tip

GOSQUARE

Why Square?

Avatars, Bugs, Favicons

Brands Should:

JUST DO IT

Branding Summary

HumanSurfers

SearchEngines

Brand Benefits

Customer VettingSearch RankingBrand Equity

Summary: Brand Assets

URL Name Keywords Avatars”.COM

Steve Sue | steve@storymanager.com | storymanager.com | rankhi.co

Web Brand-AidSecrets to Strong Search Rankings & Customer Experience

Web Brand-Aid

Marketing