Rand Fishkin - Leveraging Co-Occurrence for SEO and Brand Marketing
When a brand builds up a strong association with a topic in the minds of consumers (e.g. Costco and bulk goods, Kleenex and tissues, Samsonite and luggage), it can help it to dominate market share. On the web and in the SEO world, we’re seeing early signs that Google is creating these associations in their algorithms and that brand biasing is influencing consumer behaviour. In this talk, Rand dives into the research around co-occurrence, show some examples of it in action, and provide tactical tips for earning brand->keyword/topic associations that drive both SEO and brand marketing results.