What we’ve seen over the last few years is the fact that Google is increasingly favouring larger brands. In Google’s Search Quality Rating Guidelines they state, “Would you recognize this web site being an authoritative source when mentioned by name?”
Google determines how big a product in comparison to the other parts of the market within a given niche (or for a particular keyword group) by taking a look at just what are called Brand Signals; indicators to Google you are an authority in your field – that individuals within your market know who you are and they trust you.
The analogy Normally i like to use to describe effective link building service is textbooks…
You have a combination of textbooks within a field that most have citations and references to other resources, so you already know that if numerous textbooks inside a given field denote exactly the same resource, it’s a resource that may be relevant and high quality.
The same applies online.
You will need references, citations, links, even brand mentions as well as other signals… so you need most of these in a fashion 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 like google)
Google wants to give you the best experience for the users, which explains why it wants to rank the important brands for as much searches as possible.
To see the genuine power of SEO, you need to become one of those particular brands. To achieve that, you have to build up your brand awareness so that you reach your audience across multiple resources.
If they’re reading an article in a newspaper relevant to your service as well as a company is interviewed, you need to be that company. If the article in the blog references a niche resource, you should be that resource. If you have a list of providers of your respective service somewhere on a related website, you have to be on that list.
By putting yourself looking at your target audience and establishing your brand presence in your marketplace, Google will recognise you being a strong brand among your competitors.
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 for your keyword ‘home loans’ ahead of the largest banks within a country have ended. You can’t pretend as a big brand in SEO anymore and in the rare cases that ‘pretending’ does work, it doesn’t work for long.
Realistically, this is simply not such a bad thing for users – if they’re searching for a products or services, they should start to see the companies that have the highest capacity and industry trust for delivering that product or service, like a bank or lender in the matter of ‘home loans’.
Therefore if you’re not among the strongest brands, you have only 3 options:
Pick 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 purchase non-white-hat SEO in your own risk.
How to be a robust brand that Google favours
If you wish to develop into a strong brand that Google favours, there are actually three key areas to target (based on what exactly is available and applicable for your personal situation):
Leveraging existing relationships, marketing & resources
Participating in the industry & community
Directly promoting your content, brand & products/services
Allow me to share 10 instances of each…
1. Leveraging existing relationships, marketing & resources
References from your suppliers – Many product suppliers have lists with their stockists or distributors on his or her websites, and service providers often list clients or client logos as types of previous work completed. Either way, ask your suppliers or providers to incorporate you on their site in their lists, having a branded link aimed at your website.
References through your clients (B2B) – Similarly, many distributors, stockists and clients list their suppliers on their site, sometimes by using a profile from the suppliers’ brands. Ask your customers to incorporate you on their site within these lists or being a preferred supplier.
Testimonial contributions – When there is no list with a supplier’s website, they may still include testimonials on their site. If you’re happy with them, give you a testimonial so they can include on their site by using a connect to your organization.
Leverage radio/TV advertising – Some media outlets have a summary of their advertisers on their site. If you are advertising with any radio or TV stations, check should they have this feature and make sure you happen to be within the list.
Leverage other sponsorships – Many businesses that accept sponsorships display the sponsors on their website, generally with a brand name and sometimes by using a link. When your company has or can have any sponsorships – whether charities, organisations, clubs, events etc – be sure you request or confirm the addition of your brand or logo on their website with a link straight back to your blog.
Non-linked brand citations – For your brand awareness grows so you earn a media presence, your manufacturer will start to be mentioned in articles or content and news articles. Should your company is mentioned from a writer or journalist, they understand what you are about and also have already promoted your brand name for their readership, why not make them modify the existing brand mention to a hyperlink? You may also utilize this to determine a romantic relationship for future collaborations.
Leverage press releases – As the old bulk press-release-syndication SEO strategy (where your press release is published to some tonne of PR directories haphazardly) must be avoided, there are some high-quality press release websites which can be still valuable in case your release is newsworthy. Additionally, for those who have company news that is certainly worthy of a press release, you are able to reach out to local or industry journalists who might find it interesting, and possibly even offer an exclusive interview.
Leverage existing content resources – Learn what content on the website has been successful in the past. If the content has generated interest and traction, there is a reason so find in any manner easy to advertise it further.
Reverse image/Content lookup – If you have successful content, often key statistics, phrases, charts, tables or images can be re-used or quoted by other writers. Sometimes they might forget to cite you as being a source or if they generally do site you, they can not connect to you (just like non-linked brand citations). Get in touch with the authors, thank them for that compliment of making use of your information and ask them nicely when they would mind together with a citation for your original part of content.
Lost link outreach – Most 3rd party link analysis tools offer a list of pages that previously linked aimed at your website however for in which the page or link is removed. These web sites have linked to you before and so the relationship is established. Get in touch with them, learn why they removed the website link, what could be involved in re-establishing the hyperlink or how you can work together down the road.
2. Participating in the market and community
Scholarships – Education institutions often list any scholarships highly relevant to their students, that can help them financially. Figure out which courses, diplomas and degrees are relevant for careers in or linked to your industry and create a nominal scholarship program for pupils in those fields. Ensure there is a description and application page on the website, then reach out to the institutions offering those courses to feature the scholarship inside their listings.
Internships – Similarly, many educational institutions love to have partnerships with companies where they could place their students for Work Experience or Internships. Many will list these businesses on their website as a sales hype to take more students in. Moreover branding, you may increase your work capacity with the intern and you may often find some great future personnel through internship programs (while we ourselves have found repeatedly over the years).
Guest speakerships – Several of you can expect to remember sooner or later or other that a guest speaker stumbled on your school, college, university or TAFE to give a talk connected to the course you had been studying. If you’re an authority inside your field and they are comfortable looking at groups of students, offer the services you provide being a guest speaker to offer insights in the industry or educate them over a specific sub-topic. Many institutions includes guest speakers as well as their companies in the course outlines, which are often available on the web.
Event sponsorships/suppliers – If there are actually any upcoming events with your industry, specifically for the target market, contact the big event organisers to provide either a sponsorship or, when your products or services are suitable, to become supplier in the event. Most events come with an online presence and definately will list their event sponsors and suppliers somewhere on the webpage.
Host a business event – One challenge, especially with smaller events, is finding funding to fund venues. If you fail to offer financial support or supplies, or maybe the celebration is smaller naturally, you can offer your facilities to host the event. You will notice that venues are always listed on event details pages, and they also may connect to your Call Us page if this has details concerning how to arrive.
Charity sponsorships – There are lots of charities which are in urgent necessity of funding. Leaving aside which every company needs to be giving to the community, some charities may also list sponsors on their site. Find a charity that is consistent with your organization ethos and have involved.
Join industry associations – Most industries provide an association of some type that will require membership from companies, and most of these associations have a directory of the members. These web sites could be super relevant and, because they offer an application process, just have legitimate businesses listed. You have to be among those businesses. They may have even events developing that you may get involved with.
Competition prize contributions – On sites like HARO and SourceBottle, people doing work in media sometimes list requests for competition prizes to become donated to acquire referencing the emblem in the competition marketing materials and channels. When the competition is relevant and can provide an online presence, you can offer services or products like a prize to benefit from that branding.
Industry forum engagement – Forums get a bad rap, but some industries have great forums where the community and experts really are engaged. Build a real profile for any real person and begin getting involved in the conversations; offer your industry expertise, advice for resolving issues, feedback on comments or questions. When you publish content, you can even share an overview by using a hyperlink 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 you should never spam a forum with links and avoid making use of your website with your forum signature – while this could possibly have worked in the past, you will get banned from any high-quality forums and overdoing it is going to likely give you problems with Google penalties.
Offer interviews – Bloggers and journalists are usually trying to find experts to interview on difficult or controversial topics. Have a lookout on HARO and SourceBottle for requests, and even get in touch with journalists or bloggers that you know to be interested in your city of expertise and provide yourself like a source. Some media outlets also have a standing request interviews.
3. Promoting your brand, products, services and content to industry resources and influencers
Keep in mind that this area of brand promotion is what most closely resembles SEO of history, but it needs to be evolved for the present and future.
Linkable content creation & promotion – Put simply, create content that individuals with your field would like to link 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 acquire links. Brian Dean delivers a detailed explanation of the he calls the Skyscraper Way of creating linkable assets and Noah Kagan goes through a comparable strategy but elaborates more about content promotion.
Egobait aggregator lists content – People like recognition. In the event you curate a summary of the “Top/Best XX Anything”, and can include links to every blog, website, or company in the list, potentially with a snippet or description, you can then get in touch with them and inform them. Smaller to medium sized websites especially may wish to brag about it, especially if it’s an award, and could include marketing services on their site back to the list.
Egobait citations/references content – Similarly, you might quote or cite a targeted author in your high-quality content with a hyperlink back to their site, then get in touch with them and make sure they know. They might or might not connect to it with time, but more regularly they will share it using their followers and one of them might end up linking with it.
Host webinars – An underrated and underused medium in most industries is video content. If it’s inside your capacity, host webinars to coach up the industry on difficult topics, or offer beginner sessions. Record and publish these as videos, or perhaps create independent informational videos, and promote the video as you would any other linkable asset.
Offer sample products for review – Bloggers love free samples and lots of will review products in their field anyway. Provide a sample in exchange for an independent (unbiased) report on your merchandise published on their website. Obviously here, you have to have an excellent product to have maximum benefit from the review.
Blogger relationship building – Identify the very best blogs and information resources in your industry. Start engaging because of their content; add valuable comments on their site; share their content and connect to it where possible; promote them in your social networking profiles. Set up a positive relationship before you decide to ask for anything and then, upon having a dialogue, you can share your content and request their feedback, or brainstorm other ways to collaborate.
Social influencer relationship building – Identify the best social profiles and influencers in your industry. Start engaging along with them across their social platforms; favourite and retweet their tweets; share and similar to their Facebook posts. Create a positive relationship before you decide to demand anything and then, upon having a dialogue, you are able to share your articles and request their feedback, or brainstorm other ways to collaborate.
Industry resource lists – In numerous industries, there are actually lists of providers, suppliers, tools, etc – for example on ‘Useful Resources’ pages. If you locate a listing of the competitors all on one page, you have to be on that list. Contact the web site owners and ask them when they would include you one of the listing of providers. Should they simply have a shortlist of the largest brands, they may not include you, but many need to have a comprehensive set of all 94dexmpky providers and will also be very happy to maintain the list fresh.
Off-site aggregator lists – Similar to industry resource lists, there are websites or webpages in certain industries that happen to be focused on aggregating specific forms of companies or websites. When there is an inventory highly relevant to your merchandise, services or company type, contact the aggregator and inquire them what might be involved in getting listed. Comparison sites (loans, insurance, accommodation) are an excellent instance of aggregator lists, but often it’s as basic as a blog article listing everyone in your field.
Viral competitions/offers – Create a competition or possibly a special offer that may be so outrageous people would like to share it with their social followers. Or, taking it to the next level, develop a competition or a discount particularly for target bloggers – in case the incentive is sufficient, it can entice these people to share it because of their social profiles and backlink to it using their website.
Get creative and evaluate which is useful for you. Audit your resources and make sure you are making the most of all of your current marketing channels. Find unique tips to get involved with your particular niche or industry.