Date post: | 01-Nov-2014 |
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Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB
Branding, Content, SEO: Connect the Dots to a More Powerful Web Site
Emily Brackett President, Visible Logic
www.visiblelogic.com Design + business blog: visiblelogic.com/blog
Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB
Definitions
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Web design and branding are different and both are important.
Branding
Good design
Readable fonts
Good use of color
High quality imagery
A “template” might work
Consistent brand identity
Corporate fonts
Corporate colors
Recognizable design elements
A template will not work
Tone and voice goes beyond design elements
Design and voice can be seen / heard in other applications (consistency)
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Thought leadership, experience, expertise.
Content
100%
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Google wants to show results from good quality sources. Every algorithm update moves them closer.
SEO=Search Engine Optimization
Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB
“My, how times have changed”
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Changing Influence over Time
2014+Beginning of the internet
Less important
More importantContent
Design & Branding
SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Changing Influence over Time
2014+Beginning of the internet
Less important
More importantContent
Design & Branding
SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Changing Influence over Time
2014+Beginning of the internet
Less important
More importantContent
Design & Branding
SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Changing Influence over Time
2014+Beginning of the internet
Less important
More importantContent
Design & Branding
SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Changing Influence over Time
2014+Beginning of the internet
Less important
More importantContent
Design & Branding
SEO
Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB
Best Practices
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
BrandingConsistency. Repetition. Think beyond your logo.
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
BrandingConnect back to your brand (contact info and brand identity).
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
BrandingThoughtful content, presented by your brand builds trust in your brand.
Trust
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Substitute, Surround, Tag
SEO = Text Search engines cannot read graphic files, only text.
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
SEO: Link buildingGenerate high-quality links back to your own web site.
www.LinkToYourDomain.com
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
SEO: Headers & Tags
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Use your words!
SEO: Keywords
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Original thinking.
Keywords that people are searching on.
Content that people want to read, share and react to.
Content that engages people.
Positions you and your brand.
Gives you something to promote in social media, e-newsletters, and everywhere else.
Good Content
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Duplicate content.
Scraping content.
Is dull or hard to read.
• long
• boring
• no visuals when there should be
• cheap stock photos
• no subheads (helps readability and SEO)
Bad Content
Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB
IntegratingBranding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
No Silos
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
No Silos
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Design vs. SEOMyth:
Design doesn’t matter to SEO (only to the user experience).
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Design vs. SEOMatt Cutts disagrees.
Matt Cutts, Head of Google’s Webspam team
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Design vs. SEO
http://www.youtube.com/watch?v=K2mv1KSktLo#t=295
“If you look at the history of sites that have done relatively well, or of businesses that are doing well now… they make design a fundamental piece of why their site is advantageous to go to.
“If you get that sweet spot of something compelling where the design is really good, where the user experience just flows, you’d be amazed at how much growth and traffic and traction you can get as a result.”
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
3 Strong Legs
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Snowball EffectWrite a great blog & post it on your well-designed, branded site
Learn to optimize the post for keywords
Create links in your own social media channels
People share your content and you get good inbound links from other sources
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Snowball EffectRepeat
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Snowball EffectRepeat, repeat, repeat
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Promotion not DuplicationOriginal content stays one place, but is promoted multiple places.
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Case StudyClimb Technology
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Case StudyClimb Technology
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
The future of content is quality (over quantity).
The future of content
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Integrating all three
Your
prospects continue to be wowed by your brand.Goog
le rewards you for your social media rank
Yo
ur content is shared more on social mediaYo
ur bra
nd benefits as it is viewed as an expert.
Your
searc
h r
ankings increase as you create more content.Th
e re
ader
finds more great content on your site.
Writ
e a
great blog postSe
arch
engin
es serve up your blog postYo
ur w
eb sit
e reinforces your brand identity.Compelling brand identity
COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web SiteBranding, Content, SEO
Creating new content helps SEO. When the user clicks through to your site,
good design keeps them there and good branding makes it memorable. When
promoting your content on different channels, branding helps to reinforce the
connection to your product or service or company. As your social media channels
get more traction, you’ll see a boost in search results. Branding is what
connects your expertise back to your organization as you create and publicize
content. The next time someone sees your brand, they click through to view
your content. Search engines give preference to highly clickable content...
Integrating all three