Canpages Leverages Blog to Increase Brand Awareness

Yesterday morning, I had the opportunity to moderate a social media panel at the Infopresse conference on social networking. Sitting on my panel was Guillaume Bouchard from NVI, a Montreal-based SEO/SMO firm. He explained to the crowd of more than 280 people how, by using social media tools, he manages to generate brand awareness and increase the online street cred of Canpages, a Canadian directory company competing against Yellow Pages Group in Canada.

It starts with the creation of original and quirky content in the Canpages blog. His team then seeds that content in the various social news sites like Digg and Reddit. Working with a large network of friends and contacts, he’s able to catch the eye of online influencers who might (or might not) promote that piece of original content.

Canpages blog Weird Canadian Restaurants

His best success so far with Canpages has been this blog post about “Weird Canadian Restaurants”. It was submitted to Digg and generated 676 diggs and 101 comments. It was promoted to the first page of the site and generated good traffic (he did not disclose how much) for the Canpages blog. It was also favorited by people in StumbleUpon, another social tool that has the reputation of driving a lot of traffic. The post was well enough crafted to be picked up by Dan Mitchell from the New York Times, which generated some more traffic to the Canpages blog.

Canpages Digg Weird Canadian Restaurants

What it means: a great use (and a great understanding) of social media tools and sites to build a new directory brand and make it more exciting for “cool kids”. This is also a great strategy to build new incoming links to your domain, thereby increasing your page rank in Google. You’ve got to wonder though if there are long-lasting positive effects from both a brand equity and online directory site usage but I don’t think it hurts given the runner-up position they occupy in the market.

16 thoughts on “Canpages Leverages Blog to Increase Brand Awareness

  1. Actually, we got over 50 000 visitors from the post and keep getting daily traffic every day since it nows ranks for words like “Canadian Restaurants”. Also, the overall traffic of the site increased alot since then as Google started to give more authority to the site with all the links it generated.

    Sebastien, great resume here, it wraps everything up altogether! The conference was great too🙂

  2. Actually, we got over 50 000 visitors from the post and keep getting daily traffic every day since it nows ranks for words like “Canadian Restaurants”. Also, the overall traffic of the site increased alot since then as Google started to give more authority to the site with all the links it generated.

    Sebastien, great resume here, it wraps everything up altogether! The conference was great too🙂

  3. This doesn’t strike me as SEO but rather as good old fashioned content creation. And isn’t it rather ironic that the ultimate confirmation of “online street cred” is delivered by that number one bastion of the MSM, the New York Times?

  4. This doesn’t strike me as SEO but rather as good old fashioned content creation. And isn’t it rather ironic that the ultimate confirmation of “online street cred” is delivered by that number one bastion of the MSM, the New York Times?

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s