Krešimir Ćorluka
How Branding Can Make Or Break Your SEO
Most rebrands are designed in a room where no one has ever opened Google Search Console. Then the numbers tank, everyone blames “the algorithm,” and the agency quietly moves on to the next client.
This 90-minute workshop is the uncomfortable middle ground between your brand team and your SEO team. We’ll walk through the real rebrand disasters, the ones where a new logo cost eight figures in organic traffic, and the rebrands that actually worked because someone in the room understood entities, redirects, and search demand.
You’ll see what happens when branding decisions collide with how Google (and now ChatGPT, Perplexity, and Copilot) actually understand your business.
About Krešimir
Krešimir Ćorluka is the CEO and co‑founder of The Canonical SEO Agency and one of the key organizers of the Croatia SEO Summit, the largest specialized SEO conference in the Adria region.
He leads the biggest SEO community in the region, the Facebook group “SEO Hrvatska” with 3000 members, actively fostering knowledge sharing and collaboration among experts, agencies, and ecommerce businesses. He has worked with leading media companies as well as regional and international digital agencies, giving him a rare blend of strategic and hands‑on perspective on driving online revenue growth.
His main focus is using SEO as a profit center, from understanding user intent and content architecture to conversion optimization and profitability at the full ecommerce system level. He particularly explores how changes in Google, including AI‑driven search experiences, affect organic visibility and how ecommerce brands can adapt to extract higher value per visitor, not just more traffic. At conferences, he often speaks about how SEO, branding, and analytics work together to build long‑term competitive advantage, supported by concrete ecommerce case studies.
Beyond client work, Krešimir is a regular speaker at regional and international events, with numerous talks at conferences, workshops, and meetups dedicated to SEO and digital strategy. His talks are known for a “no‑bullshit” style, real numbers, and highly practical recommendations that participants can immediately apply to their online stores.