What we’ve seen over recent years is the fact that Google is increasingly favouring larger brands. Even during Google’s Search Quality Rating Guidelines they state, “Would you recognize this page as being an authoritative source when mentioned by name?”
Google determines the actual size of a brandname in comparison to the rest of the market in the given niche (or perhaps for a particular keyword group) by taking a look at what exactly are called Brand Signals; indicators to Google that you are currently an authority inside your field – that men and women inside your market know who you are and so they trust you.
The analogy Normally i prefer to use to describe effective link building service is that of textbooks…
You do have a group of textbooks in the field that all have citations and references to other resources, so you are aware that if a number of textbooks in a given field point out 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 along with other signals… and you need most of these in a manner that, a) Google sees, b) Google likes, and c) Google allows.
I love to talk about this combination and strategic direction as…
Search Relations (PR for search engine listings)
Google desires to provide you with the best experience for the users, which explains why it desires to rank the large brands for as many searches as is possible.
To view the true power of SEO, you need to become one of those particular brands. To do that, you need to build up your brand awareness so that you will reach your audience across multiple resources.
If they’re reading an article in the newspaper related to your service as well as a clients are interviewed, you should be that company. If the article inside a blog references an industry resource, you should be that resource. If you find a listing of providers of your own service somewhere with a related website, you need to be on that list.
By putting yourself in front of your target market and establishing your brand presence inside 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 times of personal blogs or small mortgage brokerages ranking for your keyword ‘home loans’ in front of the largest banks in the country are over. You can’t pretend to be a big brand in SEO anymore and in the rare cases that ‘pretending’ does work, it doesn’t benefit long.
Realistically, this may not be such bad for users – if they’re trying to find a products or services, they must view the businesses that possess the highest capacity and industry trust for delivering that products or services, like a bank or lender with regards to ‘home loans’.
In case you’re not one of the strongest brands, you possess only 3 options:
Pick a different keyword group
Target longer tail, more specific keywords and traffic
Become some of those brands
If none of those can be carried out, choose a different service or spend money on non-white-hat SEO on your own risk.
How to become a solid brand that Google favours
If you wish to develop into a strong brand that Google favours, there are three key areas to concentrate on (based on what is available and applicable to your situation):
Leveraging existing relationships, marketing & resources
Engaging in the industry & community
Directly promoting your site content, brand & products/services
Listed below are 10 instances of each…
1. Leveraging existing relationships, marketing & resources
References from the suppliers – Many product suppliers have lists in their stockists or distributors on their own websites, and repair providers often list clients or client logos as instances of previous work completed. In any event, ask your suppliers or providers to include you on their website in their lists, with a branded link to your web page.
References out of your clients (B2B) – Similarly, many distributors, stockists and clients list their suppliers on their website, sometimes by using a profile of your suppliers’ brands. Ask your customers to feature you on their website within these lists or being a preferred supplier.
Testimonial contributions – If you have no list on a supplier’s website, they might still include testimonials on their site. If you’re satisfied with them, give you a testimonial to allow them to include on their website using a backlink 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 in case they have this feature and be sure you might be contained in the list.
Leverage other sponsorships – Some companies that accept sponsorships display the sponsors on their site, generally with a brand name and sometimes having 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 site with a link to your site.
Non-linked brand citations – When your brand awareness grows so you earn a media presence, your name brand will start to be mentioned in blog posts and news articles. If your company is mentioned with a writer or journalist, they are fully aware what you are about and have already promoted your brand name with their readership, so just why not make them alter the existing brand mention to a hyperlink? You may also utilize this to ascertain a romantic relationship for future collaborations.
Leverage press announcements – As the old bulk press-release-syndication SEO strategy (where your press release is published to a tonne of PR directories haphazardly) needs to be avoided, there are a few high-quality press release websites which can be still valuable in case your release is newsworthy. Additionally, when you have company news which is deserving 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 – Find out what content on your own website continues to be successful in past times. If the content has now generated interest and traction, there is a reason so find any manner possible to promote it further.
Reverse image/Content lookup – If you do have successful content, often key statistics, phrases, charts, tables or images might be re-used or quoted by other writers. Sometimes they might forget to cite you as being a source or if perhaps they generally do site you, they may not connect to you (as with non-linked brand citations). Get in touch with the authors, thank them for your compliment of employing your information and ask them nicely once they would mind together with a citation in your original component of content.
Lost link outreach – Most alternative party link analysis tools offer a list of pages that previously linked to your website however, for in which the page or link has become removed. Websites like these have linked to you in past times and so the relationship is established. Reach out to them, figure out why they removed the website link, what might be involved in re-establishing the hyperlink or how you can come together in the foreseeable future.
2. Engaging 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 connected with your industry and create a nominal scholarship program for college kids in those fields. Ensure you have a description and application page on your website, then get in touch with the institutions offering those courses to feature the scholarship in their listings.
Internships – Similarly, many educational institutions enjoy to have partnerships with companies where they may place their students for Experience or Internships. Most will list these firms on their site as being a sales pitch to give more students in. Moreover branding, you can boost your work capacity by having an intern and you will probably often find some very nice future staff members through internship programs (since we ourselves have realized repeatedly over time).
Guest speakerships – Many of you can expect to remember at some time or other that the guest speaker got to your school, college, university or TAFE to present a talk related to the course that you were studying. If you’re an authority inside your field and they are comfortable looking at teams of students, offer your services as being a guest speaker to provide insights to the industry or educate them on the specific sub-topic. Many institutions includes guest speakers as well as their companies from the course outlines, which are generally available online.
Event sponsorships/suppliers – If there are actually any upcoming events within your industry, especially for your market, contact the big event organisers to offer you either a sponsorship or, if your services or products are suitable, to become a supplier of your event. Most events provide an online presence and may list their event sponsors and suppliers somewhere on the webpage.
Host a marketplace event – One challenge, especially with smaller events, is finding funding to purchase venues. If you cannot offer financial support or supplies, or maybe if the case is smaller naturally, you may offer your facilities to host the big event. You will recognize that venues are usually listed on event details pages, and so they may link to your Contact Us page whether it has details concerning how to get there.
Charity sponsorships – There are numerous charities that are in urgent demand for funding. Leaving aside that each and every company must be giving returning to the community, some charities will also list sponsors on their site. Look for a charity that may be consistent with your company ethos and acquire involved.
Join industry associations – Most industries come with an association of some sort that will require membership from companies, and most of these associations possess a directory of the members. These web sites could be super relevant and, while they come with an application process, simply have legitimate businesses listed. You need to be one of those particular businesses. They can have events springing up 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 being donated to acquire referencing the company within the competition ads and channels. When the competition is relevant and can come with an online presence, you can offer services or products as being a prize to take advantage of that branding.
Industry forum engagement – Forums get yourself a bad rap, but many industries have great forums where community and experts are actually engaged. Develop a real profile for the real person and initiate engaging in the conversations; offer your industry expertise, advice for resolving issues, feedback on comments or questions. Should you publish content, you may also share an overview having a link to the initial within a new thread and get people for his or her feedback. Though I feel it obvious, it’s worth mentioning you should never spam a forum with links and steer clear of making use of your website in your forum signature – even though this could have worked before, you will definitely get banned through the high-quality forums and overdoing it will likely offer you issues 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, as well as reach out to journalists or bloggers you are aware to be interested in your area of expertise and present yourself as being a source. Some media outlets actually have a standing ask for interviews.
3. Promoting your brand, products, services and content to industry resources and influencers
Note that this area of brand promotion is really what most closely resembles SEO of history, but it needs to be evolved to the present and future.
Linkable content creation & promotion – Put simply, create content that folks with your field may wish to link to. Similar to technical onsite SEO, there are many resources available online that discuss creating content that can attract links and the ways to promote that content to obtain links. Brian Dean delivers a detailed explanation of the things he calls the Skyscraper Technique for creating linkable assets and Noah Kagan undergoes the same strategy but elaborates much more on content promotion.
Egobait aggregator lists content – People like recognition. Should you curate a list of the “Top/Best XX Anything”, and will include links to every single blog, website, or company inside the list, potentially using a snippet or description, you may then reach out to them and make sure they know. Smaller to medium sized websites especially would want to brag about this, especially when it’s an award, and could include online marketing company on their site straight back to their list.
Egobait citations/references content – Similarly, you could quote or cite a targeted author within your high-quality content with a link back to their site, then get in touch with them and make sure they know. They might or might not hyperlink to it with time, but more regularly they will 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 most industries is video content. If it’s in your capacity, host webinars to coach in the industry on difficult topics, or offer beginner sessions. Record and publish these as videos, or even create independent informational videos, and promote the video while you would every other linkable asset.
Offer sample products for review – Bloggers love free samples and lots of will review products in their field anyway. Give a sample in return for an impartial (unbiased) report on your product or service published on their website. Obviously here, you need to have an excellent product to obtain maximum benefit from the review.
Blogger relationship building – Identify the very best blogs and information resources with your industry. Start engaging because of their content; add valuable comments on his or her site; share their content and hyperlink to it where possible; promote them in your social media marketing profiles. Set up a positive relationship prior to ask for anything and then, after you have a dialogue, you can share your site content and request for their feedback, or you can brainstorm other methods to collaborate.
Social influencer relationship building – Identify the top social profiles and influencers with your industry. Start engaging using them across their social platforms; favourite and retweet their tweets; share and similar to their Facebook posts. Establish a positive relationship prior to demand anything then, once you have a dialogue, it is possible to share your content and request their feedback, or brainstorm alternative methods to collaborate.
Industry resource lists – In lots of industries, you can find lists of providers, suppliers, tools, etc – as an example on ‘Useful Resources’ pages. If you discover a long list of the competition all on one page, you ought to be on that list. Contact the site owners and ask them if they includes you among the listing of providers. When they have only a shortlist of the biggest brands, they might not include you, but many want to have an extensive listing of all 94dexmpky providers and will be delighted to keep the list fresh.
Off-site aggregator lists – Similar to industry resource lists, you will find websites or webpages in a few industries that are dedicated to aggregating specific forms of companies or websites. When there is a listing related to your product or service, services or company type, contact the aggregator and get them what can be involved in getting listed. Comparison sites (loans, insurance, accommodation) are an excellent illustration of aggregator lists, but often it’s as easy as your blog article listing everyone inside your field.
Viral competitions/offers – Build a competition or a special offer that is so outrageous people will want to share it making use of their social followers. Or, taking it to another level, produce a competition or possibly a discount specially for target bloggers – when the incentive is sufficient, it would entice those to share it with their social profiles and hyperlink to it from their website.
Get creative and figure out what is useful for you. Audit your resources and make sure you are taking advantage of all of your marketing channels. Find unique methods for getting involved with your particular niche or industry.