A new meeting of the WordPress community of Valencia was held last Thursday, October 24, 2024. This is a group in which I participate as a co-organizer. On this occasion, we had the presence of Cristina Luca de Tena, who gave us the talk “How Brand SEO can help you scale your business.” Cristina is the CEO of Getlinko, I met her work in a talk she gave at the DSM in Valencia. One of her strong points was to align SEO strategies with business objectives. From here came the idea of inviting her to talk to us about SEO issues from an entrepreneur’s perspective. Another connection with the Community is the fact that the website of her business is built with WordPress Opensource.
Cristina Luca de Tena’s career is oriented towards communication, which she complemented with studies in advertising, business, digital marketing, and an entrepreneurship program. Later, she had experience in media and startups. In addition, she embarked on a journey to distant lands, settling in Australia, where she worked as an inexperienced cook and waitress in hotels. Her entrepreneurial spirit has always been with her. Currently, she works as a marketing and public relations consultant and is a mother-to-be. She has founded four companies, the most recent being Getlinko.
And what does Getlinko do? It defines itself as a marketplace for SEO links and branded content, where advertiser brands and content creators – digital newspapers, blogs, and podcasts – converge. They are part of the Lanzadera project, the business accelerator and incubator driven by Juan Roig, owner of Mercadona. It was also a finalist in the Awards Research Europe 2023. Since a year ago it has experienced exponential growth and has become one of the preferred linkbuilding tools in the Spanish and Latam market, according to Hernán Ciafardini, Marketing Manager of Getlinko.
And what is Brand SEO? It is a digital marketing strategy that integrates branding and search engine optimization (SEO) techniques to improve the visibility and reputation of a brand on the Internet. In this way, the brand name and its values are positioned through quality content and linkbuilding, ensuring a consistent and positive presence in search results.
During the presentation, the speaker highlighted some of the problems of performance and SEO, such as the increase in lead acquisition costs (from 2 euros in 2019 to approximately 10 euros in 2024 in social networks), the need to have a strong brand to improve performance on platforms such as Google and Meta, the increasing complexity of tracking due to omnichannel, regulations such as GDPR and the use of adblockers. A strong brand, Cristina tells us, not only helps to differentiate but translates into better performance and resilience in the face of these challenges. She also talked about the problems of branding and the benefits of Brand SEO. Finally, she left us some reasons to include Brand SEO in our strategies. You can see them below.
1-Power the authority of your brand and keep it at the top of mind of your consumer.
2-Increase the visibility of your brand.
3-Reach the consumer more naturally.
4-Improve your brand engagement and connect with your audience, differentiating you from your competitors.
5-Benefit your brand’s values with those transmitted by the media you sponsor.
The talk’s contents focused on entrepreneurship’s perspective, showing how applying this strategy benefits business results. She gave us a different perspective on a usually technical topic; to illustrate it, she based it on her own company’s success story. A novel approach, because, although branding aspects are usually addressed in SEO and SEM, treating it specifically as Brand SEO allows us to obtain much more effective results.
The round of questions came once the talk ended, and the networking moment lasted beyond dinner. Many thanks to Wayco for providing the space and Raiola for sponsoring the beers at the end. We are already preparing for the next MeetUp, where we will continue exploring innovative strategies and sharing knowledge on technology, digital growth, and entrepreneurship topics.
Fuentes:
Talk with Hernán Ciafardini, Marketing Manager de Getlinko
Cristina Luca de Tena’s presentation
Interview with Cristina Luca de Tena. Podcast SEO. https://www.youtube.com/watch?v=vb_rUc0Du4c&t=133s
