“Building Community for Leaders”

Discussion Catalysts, Sean Van Guilder, Director SEO, Point It Digital Marketing
Gretchen Marks, Marketing Executive
Suzanne Elshult, Executive Coach

SEO in 2016: Now Its About Branding 

People develop a perception of a brand based on all of the myriad communications and images they experience. The same goes for today’s search engines. Used to be that search engines just reacted to keywords and phrases. Google has taken the next step in managing the online world by looking at the sum of your search queries and online presence as your ‘brand’. Why do this? The engines are trying to shorten the number of queries a person has to conduct to reach their answer and find that serving up the right brand matters.

In this session we’ll get into how the engines view brand awareness, learn some current best practices, and what you can do to make your online brand an intentional choice or at least ensure your website is supporting your overall branding efforts.

We will look at:

• What is the impact of Google’s decision to use Schematic or Natural language search?
• Is your view of your online brand the same as Google’s and Bing’s? How can I find that out?
• What are the key steps and levers to affect a change in online brand perception?
• What is the role of content and how to best leverage it for success?

And ask for discussion:

• What balance is needed to optimize a brand for search vs other marketing/advertising/company needs?How might this change the role of SEO in your marketing mix?

Directions to Washington Federal

Directions to Washington Federal:

425 Pike Street (corner of Fifth & Pike), Basement Conference Room on the Café Level.

Please wait in the lobby as we will need to escort you to the Café Level.

From I-5 North:

Take the Seneca Street exit and turn right at the end of the ramp onto Sixth Avenue.

From I-5 South:

Take the Union Street exit from I-5 South.  Turn right on Sixth Avenue.

Once you turn onto Sixth Avenue, parking is available in the City Centre garage or at the Washington Athletic Club garage (entrances to both garages are on from the left lane of Sixth Avenue between Union and Pike), or at the Meridian 16/Gameworks Garage (right on Pike, enter from left lane).

You may also park in the Motif Hotel Garage on Fifth Avenue just south of Pike Street. There is a Washington Federal “annex” section of the garage to your right after one level down.  Those elevators will take you directly to the 425 Pike Street building lobby.