More than ever, website marketing demands a fresh approach. Search engines-the key drivers of site traffic for almost all businesses-require a modern-day, thoughtful approach to get visibility, traffic, and sales. In stark contrast from dangerous, spammy tactics still perpetuated by many people marketing agencies with regard to their clients, achieving los angeles seo companies success requires strategic branding and authority building, and there’s one strategy rapidly growing in popularity that provides more consistent, powerful returns than any tactic that has come before: brand mentions.
The Benefits of Brand Mentions
Brand mentions are linked mentions of your name brand on major media publications like Mashable, TechCrunch, or maybe the Wall Street Journal.
Brand mentions start out with great content. In case you have fantastic content on your website, including an infographic with unique insights, or even an in-depth article written by a niche expert on your own staff, journalists at major media publications will find it helpful to cite those resources to back up claims within stories that they’re writing.
Each time a journalist publishes a story that cites or references your posts in their story, you receive credit in Google’s search ranking algorithm. Google’s algorithm has expanded so sophisticated that this mere mention of your brand inside an authoritative context (even when it’s not linked) is sufficient pass trust and authority for your site. Google uses mentions and links because the primary ranking factors within its search algorithm; the greater brand mentions you may have from authoritative, trustworthy, quality publications, the greater number of Google will have confidence in brand, and therefore display it higher in search results.
But brand mentions are way over just a search engine optimisation strategy. There are 4 main benefits:
1. Increased Referral Traffic
Mashable. TechCrunch. The Wall Street Journal. You recognize these names because they’re probably the most popular publishers on the planet. Each article published on these sites attracts a huge number of views over the course of its existence, and each reader will become aware of your brand if it’s present throughout the article. The final result is totally new, direct visits to the site from all of these referral sources. Our clients has earned a lot more than ten thousand referral visits from brand mentions, with new referrals still coming in daily-a result that might typically cost $100,000 or more using a traditional PPC campaign like Google AdWords. The identical client has seen a rise of 75,000 unique monthly visitors from search traffic, growing from 100,000 to 175,000 and beyond.
2. Increased Brand Visibility
The value of brand familiarity is incalculable. Every time a possible client is subjected to your brand, that customer grows more familiar with your organization. Research indicates that familiarity leads to favorability, and therefore higher conversions. Appearing more often than your competitors also causes it to be much more likely your brand name will come to mind first when potential clients are willing to make a purchase. Making your own name visible and available through brand mentions greatly increases your brand’s visibility, which results in greater conversion rates.
3. Improved Reputation and Trust
Once you’ve gotten published over a major publisher, you’ll earn the ability to brag about this. An “As seen on” section on the homepage or “Contact Us” page that highlights logos of publishers on which your brand is featured functions as extremely strong social proof, thereby increasing conversions.
4. Compounding Returns
Appearing in the published article through a brand mention isn’t a 1-time tactic; it’s a good investment with compounding returns. Articles published on major media publications more often than not remain online and indexed in Google indefinitely. The better time that passes, the greater views each article will get, and the more referral traffic you’ll earn. The greater number of articles you can be found in, the greater authority you’ll build, as well as the better reputation you’ll develop.
So, How do you Get My Content Facing Journalists?
Earlier, I discussed how brand mentions begin with exceptional content. There’s just one single problem; how would you obtain that content facing journalists so they can reference it inside their stories?
You do have a few alternatives for doing this. The DIY-approach is usually to identify publishers which you’d love to acquire brand mentions, then identify journalists and editors at each publication, then contact these to make the pitch. Unfortunately, this approach will rarely yield any responses due to the high number of spam emails journalists and editors receive from eager business owners hungry for a chance to get their brand mentioned on these publications. Additionally, it’s often difficult to get contact information for journalists and editors, as much have hidden it due to growing sick and tired of the bombardment of cold outreach.
The subsequent alternative is to employ a PR agency. PR agencies build email lists of journalists and send them story “ideas” or “interview opportunities” via email. These emails often become annoying after a while; as being a journalist myself, I receive up to a dozen of them daily. This is called the “spray and pray” approach. Should they send enough emails, maybe a journalist will bite; it gets a numbers game for the PR agency. Unfortunately, they generally do not know the number of journalists will respond, or through which publications.
At AudienceBloom, we take a different approach. We build relationships with journalists after which provide elite support to them, assisting with writing, editing, obligations, and quotas. When they need to have a story, or a source to get a story, we assist them straight to write and edit the perfect story, or identify an ideal source. Within these stories, we identify possibilities to reference our clients’ content, so that you can highlight our clients as experts or authority sources within each story. Applying this approach, we bridge the gap involving the content and journalists at major media publications, and we’re capable to include our clients within the article writing and approval process.
This method generates a far more clearly-defined deliverable than PR agencies offer. Rather than guessing at the amount of placements you’ll get, or on what publishers they’ll appear, we’re able to tell our clients exactly which publishers is going to be publishing each story, and permit our clients pre-approval of every story before publication.
In reality, brand mentions are nothing new; nor is content marketing, which happens to be at the heart of your strategy. What’s new is the boost in popularity of the strategy, and that is a direct consequence of recent Google algorithm changes that emphasize brand signals over other metrics. Google has evolved its algorithm to favor brands that show dexipky68 ties with trusted publishers, and specifically branded links and mentions on trustworthy sources.
These changes have ended in an explosion of popularity in content marketing, which many have called “the new SEO” and blurred the lines between PR and SEO. Google has finally created an environment where cheap, spammy gimmicks don’t work, while real, quality content publication and branding signals do give you results. Unfortunately, the vast majority of SEO and digital marketing agencies are still stuck performing tactics that no more work for their clientele, mainly because they haven’t developed the time, processes, or relationships to keep up with the evolution in the industry.