What we’ve seen over recent years is the fact that Google is increasingly favouring larger brands. Even in Google’s Search Quality Rating Guidelines they state, “Would you recognize this web site as being an authoritative source when mentioned by name?”
Google determines the dimensions of a product in comparison to the rest of the market in a given niche (or a given keyword group) by looking at what are called Brand Signals; indicators to Google that you are currently an authority inside your field – that people within your market know who you are and they also trust you.
The analogy I always prefer to use to clarify link building packages is textbooks…
You have a combination of textbooks within a field that have citations and references with other resources, so you are aware that if numerous textbooks in a given field point out a similar resource, it’s a resource that is certainly relevant and high quality.
The same applies online.
You require references, citations, links, even brand mentions along with other signals… and you need many of these in a way that, a) Google sees, b) Google likes, and c) Google allows.
I like to talk about this combination and strategic direction as…
Search Relations (PR for search engines)
Google wishes to provide the best experience because of its users, which is why it desires to rank the important brands for as numerous searches as is possible.
To view the real power of SEO, you have to become one of those brands. To achieve that, you have to develop your brand awareness in order that you reach your audience across multiple resources.
If they’re reading an article within a newspaper linked to your service plus a company is interviewed, you ought to be that company. If the article within a blog references a business resource, you need to be that resource. If you have a listing of providers of the service somewhere on a related website, you should be on that list.
By putting yourself in front of your audience and establishing your brand presence with your marketplace, Google will recognise you being a strong brand among your competition.
That’s where real SEO success could happen.
The unfortunate reality of big brand SEO
The period of personal blogs or small mortgage brokerages ranking to the keyword ‘home loans’ ahead of the largest banks in the country are over. You can’t pretend to become a big brand in SEO anymore and then in the rare cases that ‘pretending’ does work, it doesn’t benefit long.
Realistically, this may not be such a bad thing for users – if they’re hunting for a goods and services, they should view the businesses that get the highest capacity and industry trust for delivering that goods and services, just like a bank or lender when it comes to ‘home loans’.
Therefore if you’re not one of many strongest brands, you possess only 3 options:
Select a different keyword group
Target longer tail, more specific keywords and traffic
Become some of those brands
If none of the can be achieved, select a different service or spend money on non-white-hat SEO at your own risk.
How to become a powerful brand that Google favours
If you would like develop into a strong brand that Google favours, there are actually three key areas to target (depending on what exactly is available and applicable for the situation):
Leveraging existing relationships, marketing & resources
Engaging in the industry & community
Directly promoting your posts, brand & products/services
Listed here are 10 samples of each…
1. Leveraging existing relationships, marketing & resources
References through your suppliers – Many product suppliers have lists in their stockists or distributors on their websites, and repair providers often list clients or client logos as types of previous work completed. In either case, ask your suppliers or providers to incorporate you on their site within their lists, having a branded link to your web page.
References from your clients (B2B) – Similarly, many distributors, stockists and clients list their suppliers on their site, sometimes having a profile of your suppliers’ brands. Ask your clients to add you on their website within these lists or like a preferred supplier.
Testimonial contributions – If you have no list with a supplier’s website, they could still include testimonials on their website. If you’re happy with them, give a testimonial so they can include on their site with a connect to your business.
Leverage radio/TV advertising – Some media outlets have a summary of their advertisers on their site. In case you are advertising with any radio or TV stations, check in case they have this feature and make certain you will be included in the list.
Leverage other sponsorships – Some companies that accept sponsorships display the sponsors on their site, generally having a logo and sometimes with a link. Should your company has or will have any sponsorships – whether charities, organisations, clubs, events etc – make sure to request or confirm adding your brand or logo on their website by using a link to your website.
Non-linked brand citations – As the brand awareness grows and also you earn a media presence, your manufacturer will be mentioned in articles or content and news articles. When your company continues to be mentioned by way of a writer or journalist, they are aware who you are and have already promoted your name brand with their readership, why not ask them to change the existing brand mention to a hyperlink? You can also use this to build a relationship for future collaborations.
Leverage press releases – Even though the old bulk press-release-syndication SEO strategy (where your press release is published to your tonne of PR directories haphazardly) ought to be avoided, there are several high-quality press release websites that are still valuable when your release is newsworthy. Additionally, for those who have company news that may be worthy of a press release, you may reach out to local or industry journalists who might find it interesting, and perhaps even offer an exclusive interview.
Leverage existing content resources – Find out what content on your website has become successful in the past. If the content has now generated interest and traction, you will find a reason so find in any manner possible to advertise it further.
Reverse image/Content lookup – If you absolutely have successful content, often key statistics, phrases, charts, tables or images might be re-used or quoted by other writers. Sometimes they could forget to cite you like a source or if they are doing site you, they may not backlink to you (as with non-linked brand citations). Reach out to the authors, thank them for the compliment of utilizing your data and inquire them nicely if they would mind together with a citation for your original part of content.
Lost link outreach – Most 3rd party link analysis tools offer a long list of pages that previously linked to your web page but also for that your page or link continues to be removed. Websites like these have related to you previously and so the relationship is established. Reach out to them, find out why they removed the web link, what can engage in re-establishing the link or ways to work together later on.
2. Participating in the market and community
Scholarships – Education institutions often list any scholarships connected to their students, which will help them financially. Work out which courses, diplomas and degrees are relevant for careers in or associated with your industry and develop a nominal scholarship program for college kids in those fields. Ensure you do have a description and application page on your own website, then reach out to the institutions offering those courses to incorporate the scholarship within their listings.
Internships – Similarly, many educational institutions love to have partnerships with companies where they can place their students for Work Experience or Internships. A few will list these companies on their website like a sales hype to take more students in. In addition to that branding, you can enhance your work capacity by having an intern and you will definitely often find some terrific future staff members through internship programs (since we ourselves have found repeatedly over time).
Guest speakerships – A lot of you may remember sooner or later or some other which a guest speaker arrived at your school, college, university or TAFE to provide a talk relevant to the course that you were studying. If you’re a specialist within your field and they are comfortable facing sets of students, offer the services you provide being a guest speaker to supply insights into the industry or educate them on the specific sub-topic. Many institutions will include guest speakers along with their companies inside the course outlines, which are often available on the internet.
Event sponsorships/suppliers – If you can find any upcoming events inside your industry, especially for your personal target market, contact the case organisers to provide either a sponsorship or, should your services or products are suitable, to become supplier of the event. Most events have an online presence and may list their event sponsors and suppliers somewhere on the site.
Host a business event – One challenge, particularly with smaller events, is finding funding to pay for venues. If you fail to offer financial support or supplies, or if perhaps the case is smaller by nature, you are able to offer your facilities to host the big event. You will find that venues are usually listed on event details pages, and they also may hyperlink to your Contact Us page when it has details concerning how to arrive.
Charity sponsorships – There are several charities that are in urgent need for funding. Leaving aside that each and every company should be giving to the city, some charities will even list sponsors on their site. Locate a charity that may be in line with your organization ethos and obtain involved.
Join industry associations – Most industries come with an association of some kind that will require membership from companies, and many of these associations use a directory of the members. These web sites might be super relevant and, since they provide an application process, have only legitimate businesses listed. You ought to be some of those businesses. They could have even events coming that you might get involved with.
Competition prize contributions – On sites like HARO and SourceBottle, people employed in media sometimes list requests for competition prizes to be donated in exchange for referencing the manufacturer inside the competition ads and channels. When the levels of competition are relevant and definately will have an online presence, you can offer services or products as a prize to benefit from that branding.
Industry forum engagement – Forums have a bad rap, however, many industries have great forums where the community and experts are really engaged. Create a real profile to get a real person and commence engaging in the conversations; offer your industry expertise, advice for resolving issues, feedback on comments or questions. In the event you publish content, you may also share a summary using a hyperlink to the original in a new thread and request people for his or her feedback. Though I do believe it obvious, it’s worth mentioning that you ought to never spam a forum with links and steer clear of making use of your website in your forum signature – while this could have worked previously, you will definately get banned from the top quality forums and overdoing it will likely offer you problems with Google penalties.
Offer interviews – Bloggers and journalists are usually seeking experts to interview on difficult or controversial topics. Keep a lookout on HARO and SourceBottle for requests, and even reach out to journalists or bloggers that you know to be curious about your city of expert knowledge and give yourself being a source. Some media outlets even have a standing request for interviews.
3. Promoting your brand, products, services and content to industry resources and influencers
Remember that this area of brand promotion is what most closely resembles SEO of history, but it needs to be evolved for that present and future.
Linkable content creation & promotion – Quite simply, create content that folks inside your field would want to hyperlink to. As with technical onsite SEO, there are several resources available on the internet that discuss creating content that can attract links and the ways to promote that content to acquire links. Brian Dean supplies a detailed explanation of the he calls the Skyscraper Technique for creating linkable assets and Noah Kagan undergoes a comparable strategy but elaborates more on content promotion.
Egobait aggregator lists content – People like recognition. Should you curate a listing of the “Top/Best XX Anything”, and include links to every single blog, website, or company within the list, potentially having a snippet or description, then you can get in touch with them and inform them. The smaller to medium-sized websites especially may wish to brag about it, particularly if it’s an award, and may even include internet marketing services pricing on their site straight back to the list.
Egobait citations/references content – Similarly, you could quote or cite a targeted author with your high-quality happy with a hyperlink to their internet site, then get in touch with them and make sure they know. They might or might not connect to it in time, but more frequently they may share it making use of their followers and one of those could end up linking with it.
Host webinars – An underrated and underused medium in the majority of industries is video content. If it’s in your capacity, host webinars to exercise the industry on difficult topics, or offer beginner sessions. Record and publish these as videos, or even create independent informational videos, and promote the recording while you would almost every other linkable asset.
Offer sample products for review – Bloggers love free samples and many will review products inside their field anyway. Give you a sample to acquire an unbiased (unbiased) report on your merchandise published on their site. Obviously here, you should have a great product to get maximum gain benefit from the review.
Blogger relationship building – Identify the top blogs and data resources within your industry. Start engaging because of their content; add valuable comments on his or her site; share their content and connect to it where possible; promote them on the social media marketing profiles. Create a positive relationship prior to deciding to ask for anything and after that, upon having a dialogue, you may share your posts and ask for their feedback, or brainstorm other ways to collaborate.
Social influencer relationship building – Identify the most notable social profiles and influencers inside your industry. Start engaging using them across their social platforms; favourite and retweet their tweets; share and like their Facebook posts. Create a positive relationship prior to deciding to ask for anything and after that, once you have a dialogue, you may share your articles and ask for their feedback, or you can brainstorm other methods to collaborate.
Industry resource lists – In several industries, there are actually lists of providers, suppliers, tools, etc – as an example on ‘Useful Resources’ pages. If you realise a listing of your competitors all on a single page, you should be on that list. Contact the site owners and inquire them once they would come with you one of the selection of providers. Should they simply have a shortlist of the biggest brands, they might not include you, but some want to have an intensive list of all 94dexmpky providers and are delighted to keep your list fresh.
Off-site aggregator lists – Comparable to industry resource lists, there are actually websites or web pages in many industries which are dedicated to aggregating specific forms of companies or websites. If there is an inventory highly relevant to your products or services, services or company type, contact the aggregator and request them what would be involved in getting listed. Comparison sites (loans, insurance, accommodation) are a good demonstration of aggregator lists, but often it’s as simple as a blog article listing everyone with your field.
Viral competitions/offers – Create a competition or even a special offer that may be so outrageous people will want to share it with their social followers. Or, taking it to another level, create a competition or possibly a discount particularly for target bloggers – in the event the incentive is sufficient, it will entice these to share it making use of their social profiles and hyperlink to it from their website.
Get creative and figure out what is useful for you. Audit your resources and ensure you are making the most of all of your current marketing channels. Find unique techniques for getting associated with your unique niche or industry.