1. EXPLOITING THE FLAWS OF
BIG BRAND COMPETITORS
MORCON 2013
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2. BY: GLEN
DIMAANDAL
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3. INTRODUCTION
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4. Disclaimer:
1, Not all big brands are stupid in SEO
2. Not all small brands have the capacity
to exploit big brands in organic searches

3. This is not a presentation that will
enable you to take down Apple or
Amazon anytime soon
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5. What is a Brand?
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6. AMA Definition
A name, term, design, symbol, or any
other feature that identifies one seller's
product distinct from those of other
sellers
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7. It’s All About Identity
It
represents
the identity
that a
business
wants to
project
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8. FACTORS THAT DETERMINE
BRAND POWER
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9. Brand Marketing Budget
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10. Audience Reception
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11. Market Share
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12. WHY INVEST IN BRANDING?
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13. Makes Relationships Easier to
Build
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14. Improves Conversion Power
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15. Makes Market Expansion Easier
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16. What Does This Have to Do
With SEO?
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17. BIG BRANDS HAVE
WEAKNESSES TOO
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18. It’s Not the Size, It's How You
Use It
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19. Great SEO Comes Down To

Skill

Creativity

Hard Work

And yes, budget
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20. WHERE BIG BRANDS HAVE
SEO STRUGGLES
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21. Corporate Red Tape
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22. Image Overconsciousness
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23. Legal Holdups
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24. Fear of Risks
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25. Big Budgets, Big Mistakes
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26. Faceless Entrepreneurship
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27. Overreliance on Established
Partners
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28. Sites Not Built with SEO in Mind
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29. THE ADVANTAGES OF
SMALLER BRANDS
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30. Strategic Agility
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31. Creative Independence
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32. More Personalized Marketing
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33. Resiliency Against Setbacks
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34. HOW TO COMPETE WITH BIG
BRANDS IN THE SERPS
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35. 1. Act Like a Brand Yourself

Display strong authenticity signals

Invest in professional web design
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Short, snappy brand names work best

Take your logo seriously

Be genuinely proactive in social media

Focus on Customer experience
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36. (Re)build Your Site with SEO in Mind

Simpler, flatter site architectures work best

Have a scalable content roadmap

Let market demands drive link asset creation
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37. Have a Genuinely Good Product
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38. Factor SEO into Your Revenue Model
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39. Place a Premium on Relationships

Be open to link requests

Show off your knowledge outside your own site
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Participate in cross-promotions
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40. Outhustle the Big Brand on Long Tails
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41. Smother the Big Brand with rich Media
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