What we’ve seen over the last few years is the fact Google is increasingly favouring larger brands. Even during Google’s Search Quality Rating Guidelines they state, “Would you recognize this site as being an authoritative source when mentioned by name?” Google determines the dimensions of a brand in comparison to the other parts of the […]
What we’ve seen over the last few years is the fact Google is increasingly favouring larger brands. Even during Google’s Search Quality Rating Guidelines they state, “Would you recognize this site as being an authoritative source when mentioned by name?”
Google determines the dimensions of a brand in comparison to the other parts of the market inside a given niche (or for a given keyword group) by checking out what are called Brand Signals; indicators to Google that you will be an authority in your field – that folks with your market know who you really are and they also trust you.
The analogy Normally i like to use to spell out one way link building services is that of textbooks…
You have a combination of textbooks in the field that most have citations and references to many other resources, so you already know that if a number of textbooks in the given field point to exactly the same resource, it’s a resource that is relevant and quality.
A similar applies online.
You need references, citations, links, even brand mentions along with other signals… and you also need many of these in ways that, a) Google sees, b) Google likes, and c) Google allows.
I love to refer to this combination and strategic direction as…
Search Relations (PR for search engines)
Google wants to provide the best experience for the users, which is why it wishes to rank the large brands for several searches as you possibly can.
To see the real power of SEO, you must become some of those brands. To do that, you have to develop your brand awareness so that you will reach your audience across multiple resources.
If they’re reading a post in a newspaper relevant to your service plus a company is interviewed, you should be that company. If the article within a blog references an industry resource, you need to be that resource. If there is a list of providers of your respective service somewhere on the related website, you need to be on that list.
By putting yourself in front of your potential audience and establishing your brand presence with your marketplace, Google will recognise you as a strong brand among the competition.
That’s where real SEO success can occur.
The unfortunate reality of big brand SEO
The period of personal blogs or small mortgage brokerages ranking for that keyword ‘home loans’ in front of the largest banks in a country have ended. You can’t pretend to become a big brand in SEO anymore and in the rare cases that ‘pretending’ does work, it doesn’t help long.
Realistically, this may not be such bad for users – if they’re looking for a service or product, they ought to see the businesses that have the highest capacity and industry trust for delivering that products or services, similar to a bank or lender when it comes to ‘home loans’.
Thus if you’re not one of the strongest brands, you might have only 3 options:
Decide on a different keyword group
Target longer tail, more specific keywords and traffic
Become among those brands
If none of the can be accomplished, choose a different service or put money into non-white-hat SEO at your own risk.
How to become a solid brand that Google favours
If you want to be a strong brand that Google favours, you will find three key areas to concentrate on (based on precisely what is available and applicable for the situation):
Leveraging existing relationships, marketing & resources
Getting involved in the market & community
Directly promoting your site content, brand & products/services
Listed below are 10 types of each…
1. Leveraging existing relationships, marketing & resources
References through your suppliers – Many product suppliers have lists in their stockists or distributors on his or her websites, and repair providers often list clients or client logos as samples of previous work completed. In any event, ask your suppliers or providers to incorporate you on their site inside their lists, using a branded link to your web page.
References from the clients (B2B) – Similarly, many distributors, stockists and clients list their suppliers on their website, sometimes by using a profile in the suppliers’ brands. Ask your customers to include you on their site within these lists or being a preferred supplier.
Testimonial contributions – If there is no list on the supplier’s website, they could still include testimonials on their site. If you’re pleased with them, provide a testimonial for them to include on their website by using a hyperlink to your enterprise.
Leverage radio/TV advertising – Some media outlets have a listing of their advertisers on their website. Should you be advertising with any radio or TV stations, check if they have this feature and ensure you might be in the list.
Leverage other sponsorships – A lot of companies that accept sponsorships display the sponsors on their website, generally by using a logo and sometimes by using a link. If your company has or may have any sponsorships – whether charities, organisations, clubs, events etc – make sure you request or confirm incorporating your brand or logo on their website using a link returning to your web site.
Non-linked brand citations – For your brand awareness grows and also you earn a media presence, your brand will start to be mentioned in blog articles and news articles. Should your company continues to be mentioned by way of a writer or journalist, they are fully aware what you are about and also have already promoted your brand name on their readership, why then not ask them to change the existing brand mention to some hyperlink? You can even make use of this to determine a partnership for future collaborations.
Leverage pr releases – While the old bulk press-release-syndication SEO strategy (where your press release is published to a tonne of PR directories haphazardly) ought to be avoided, there are many high-quality press release websites that happen to be still valuable in case your release is newsworthy. Additionally, for those who have company news that is worthy of a press release, you can get in touch with local or industry journalists who may find it interesting, and perhaps even offer an exclusive interview.
Leverage existing content resources – Find out what content in your website is successful before. In the event the content has already generated interest and traction, you will find a reason so find in any manner possible to promote 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 may forget to cite you being a source or maybe if they do site you, they may not link to you (just like non-linked brand citations). Reach out to the authors, thank them to the compliment of using your details and ask them nicely if they would mind such as a citation to your original piece of content.
Lost link outreach – Most third party link analysis tools offer a long list of pages that previously linked to your site but for in which the page or link has been removed. Websites like these have previously associated with you before so the relationship is established. Get in touch with them, learn why they removed the website link, what could engage in re-establishing the link or ways to work together later on.
2. Engaging in the market and community
Scholarships – Education institutions often list any scholarships highly relevant to their students, that will help them financially. Discover which courses, diplomas and degrees are relevant for careers in or related to your industry and establish a nominal scholarship program for pupils in those fields. Ensure there is a description and application page in your website, then get in touch with the institutions offering those courses to incorporate the scholarship inside their listings.
Internships – Similarly, many educational facilities want to have partnerships with companies where they could place their students for Work Experience or Internships. A few will list these organizations on their website as a sales hype to give more students in. Likewise branding, you may enhance your work capacity by having an intern and you will probably often find some good future workers through internship programs (while we ourselves have realized repeatedly through the years).
Guest speakerships – Several of you can expect to remember at some time or any other that the guest speaker came to your school, college, university or TAFE to offer a talk related to the course that you were studying. If you’re an expert with your field and they are comfortable looking at groups of students, offer the services you provide being a guest speaker to provide insights into the industry or educate them over a specific sub-topic. Many institutions would include guest speakers and their companies within the course outlines, which can be available online.
Event sponsorships/suppliers – If you will find any upcoming events inside your industry, specifically for your market, contact the event organisers to provide either a sponsorship or, when your products are suitable, to become a supplier of the event. Most events come with an online presence and can list their event sponsors and suppliers somewhere on the webpage.
Host a niche event – One challenge, especially with smaller events, is finding funding to pay for venues. If you cannot offer financial support or supplies, or maybe the case is smaller in general, you are able to offer your facilities to host the event. You will see that venues will always be listed on event details pages, and they also may connect to your Give Us A Call page if it has details regarding how to arrive there.
Charity sponsorships – There are lots of charities that happen to be in urgent necessity of funding. Leaving aside that each and every company needs to be giving returning to the community, some charities will even list sponsors on their website. Look for a charity that may be in accordance with your organization ethos and acquire involved.
Join industry associations – Most industries have an association of some sort that will require membership from companies, and most of these associations have a directory with their members. These websites may be super relevant and, since they offer an application process, only have legitimate businesses listed. You ought to be among those businesses. They could have even events coming that you could get involved with.
Competition prize contributions – On sites like HARO and SourceBottle, people employed in media sometimes list requests for competition prizes to become donated to acquire referencing the company from the competition ads and channels. In case the level of competition is relevant and will provide an online presence, you can offer services or products like a prize to make the most of that branding.
Industry forum engagement – Forums get yourself a bad rap, however, many industries have great forums where the community and experts are really engaged. Develop a real profile to get a real person and begin getting involved 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 by using a backlink to the very first inside a new thread and get people with regard to their feedback. Though I do believe it obvious, it’s worth mentioning that you should never spam a forum with links and steer clear of utilizing your website within your forum signature – while this might have worked previously, you will get banned from the high-quality forums and overdoing it is going to likely give you issues with Google penalties.
Offer interviews – Bloggers and journalists tend to be trying to find experts to interview on difficult or controversial topics. Keep a lookout on HARO and SourceBottle for requests, as well as reach out to journalists or bloggers you are aware of to be curious about your location of expertise and offer yourself being a source. Some media outlets also have a standing request interviews.
3. Promoting your brand, products, services and content to industry resources and influencers
Note that this region of brand promotion is exactly what most closely resembles SEO of the past, but it needs to be evolved for your present and future.
Linkable content creation & promotion – Put simply, create content that individuals with your field would like to connect to. As with technical onsite SEO, there are plenty of resources available online that discuss creating content that will attract links and the ways to promote that content to get links. Brian Dean offers a detailed explanation of what he calls the Skyscraper Way of creating linkable assets and Noah Kagan undergoes an identical strategy but elaborates more on content promotion.
Egobait aggregator lists content – People like recognition. In the event you curate a list of the “Top/Best XX Anything”, and can include links to each and every blog, website, or company within the list, potentially by using a snippet or description, after that you can reach out to them and let them know. Small to mid-sized websites especially would want to brag regarding this, especially when it’s an award, and may include internet marketing service on their website to their list.
Egobait citations/references content – Similarly, you could potentially quote or cite a targeted author with your high-quality content with the link straight back to their internet site, then reach out to them and let them know. They might or might not link to it soon enough, but more frequently they are going to share it because of their followers and one of those might end up linking into 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 train within the industry on difficult topics, or offer beginner sessions. Record and publish these as videos, or perhaps 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 a lot of will review products in their field anyway. Give a sample in exchange for an impartial (unbiased) article on your product published on their site. Obviously here, you have to have a good product to have maximum gain benefit from the review.
Blogger relationship building – Identify the very best blogs and knowledge resources within your industry. Start engaging making use of their content; add valuable comments on their site; share their content and backlink to it where possible; promote them in your social media profiles. Create a positive relationship prior to deciding to request anything and then, once you have a dialogue, you are able to share your content and request for their feedback, or you can brainstorm alternative methods to collaborate.
Social influencer relationship building – Identify the best social profiles and influencers within your industry. Start engaging using them across their social platforms; favourite and retweet their tweets; share and like their Facebook posts. Begin a positive relationship prior to deciding to request anything after which, after you have a dialogue, you can share your posts inquire about their feedback, or brainstorm different ways to collaborate.
Industry resource lists – In lots of industries, you will discover lists of providers, suppliers, tools, etc – by way of example on ‘Useful Resources’ pages. If you locate a list of the competitors all using one page, you have to be on that list. Contact the web site owners and ask them when they would come with you amongst the set of providers. If they simply have a shortlist of the biggest brands, they could not include you, however, many need to have a comprehensive list of all 94dexmpky providers and are pleased to retain the list fresh.
Off-site aggregator lists – Just like industry resource lists, you can find websites or websites in many industries which are dedicated to aggregating specific types of companies or websites. When there is a list connected to your product or service, services or company type, contact the aggregator and ask them what can be involved in getting listed. Comparison sites (loans, insurance, accommodation) are a good illustration of aggregator lists, but often it’s as basic as your blog article listing everyone with your field.
Viral competitions/offers – Create a competition or a special offer that may be so outrageous people would want to share it making use of their social followers. Or, taking it to another level, create a competition or even a discount especially for target bloggers – in the event the incentive is high enough, it can entice those to share it making use of their social profiles and link to it using their website.
Get creative and figure out what is useful for you. Audit your resources and ensure you are taking advantage of your marketing channels. Find unique methods for getting involved with your unique niche or industry.