What we’ve seen over the recent years is 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 actual size of a brand name in comparison to the remaining portion of the market in the given niche (or a particular keyword group) by looking at what are called Brand Signals; indicators to Google that you are currently an authority within your field – that men and women with your market know who you really are and so they trust you.
The analogy Normally i love to use to clarify link building company is the one about textbooks…
You have a number of textbooks in a field that most have citations and references to many other resources, so you are aware that if numerous textbooks in a given field point to the same resource, it’s a resource that is relevant and quality.
The same applies online.
You require references, citations, links, even brand mentions and also other signals… so you need most of these in a manner that, a) Google sees, b) Google likes, and c) Google allows.
I love to make reference to this combination and strategic direction as…
Search Relations (PR for search engines like google)
Google desires to give you the best experience because of its users, which explains why it wants to rank the big brands for as many searches as possible.
To view the genuine power of SEO, you need to become some of those brands. To achieve that, you should develop your brand awareness so that you reach your audience across multiple resources.
If they’re reading a post within a newspaper related to your service along with a clients are interviewed, you need to be that company. If the article in a blog references an industry resource, you should be that resource. If you have a listing of providers of the service somewhere with a related website, you should be on that list.
By putting yourself looking at your audience and establishing your brand presence with your marketplace, Google will recognise you as a strong brand among the competitors.
That’s where real SEO success can happen.
The unfortunate reality of big brand SEO
The times of personal blogs or small mortgage brokerages ranking to the keyword ‘home loans’ in front of the largest banks in a country are over. You can’t pretend as a big brand in SEO anymore and also in the rare cases that ‘pretending’ does work, it doesn’t benefit long.
Realistically, this is not such a bad thing for users – if they’re searching for a product or service, they need to view the companies that possess the highest capacity and industry trust for delivering that service or product, just like a bank or lender when it comes to ‘home loans’.
In case you’re not one of several strongest brands, you may have only 3 options:
Decide on a different keyword group
Target longer tail, more specific keywords and traffic
Become one of those particular brands
If none of those can be achieved, choose a different service or invest in non-white-hat SEO at your own risk.
How to become a strong brand that Google favours
If you wish to become a strong brand that Google favours, there are actually three key areas to concentrate on (depending on precisely what is available and applicable for the situation):
Leveraging existing relationships, marketing & resources
Engaging in the business & community
Directly promoting your site content, brand & products/services
Listed below are 10 examples of each…
1. Leveraging existing relationships, marketing & resources
References through your suppliers – Many product suppliers have lists of their stockists or distributors on their own websites, and service providers often list clients or client logos as examples of previous work completed. In any case, ask your suppliers or providers to incorporate you on their site inside their lists, by 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 having a profile of your suppliers’ brands. Ask your clients to incorporate you on their website within these lists or as being a preferred supplier.
Testimonial contributions – If you find no list on a supplier’s website, they might still include testimonials on their website. If you’re happy with them, give a testimonial so they can include on their site using a link to your organization.
Leverage radio/TV advertising – Some media outlets have a long list of their advertisers on their site. Should you be advertising with any radio or TV stations, check if they have this feature and be sure you will be included in the list.
Leverage other sponsorships – A lot of companies that accept sponsorships display the sponsors on their site, generally by using a logo and sometimes having a link. In case your company has or may have any sponsorships – whether charities, organisations, clubs, events etc – be sure you request or confirm the addition of your brand or logo on their site with a link returning to your site.
Non-linked brand citations – For your brand awareness grows and you also earn a media presence, your name brand will begin to be mentioned in blog articles and news articles. Should your company is mentioned with a writer or journalist, they know who you are and get already promoted your manufacturer to their readership, so just why not ask them to change the existing brand mention to your hyperlink? You may also utilize this to establish a relationship for future collaborations.
Leverage press announcements – Whilst the old bulk press-release-syndication SEO strategy (where your press release is published to your tonne of PR directories haphazardly) must be avoided, there are several high-quality press release websites that happen to be still valuable should your release is newsworthy. Additionally, in case you have company news that is worth a press release, you are able to reach out to local or industry journalists who may find it interesting, and possibly even present an exclusive interview.
Leverage existing content resources – Find out what content on the website continues to be successful in the past. In case the content has already generated interest and traction, there is a reason so find any manner easy 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 might forget to cite you being a source or maybe they are doing site you, they can not link to you (as with non-linked brand citations). Get in touch with the authors, thank them for your compliment of making use of your data and request them nicely if they would mind including a citation for your original bit of content.
Lost link outreach – Most 3rd party link analysis tools offer a list of pages that previously linked to your site but also for that your page or link is removed. Websites like these already have linked to you in past times therefore the relationship is established. Get in touch with them, find out why they removed the web link, what would be involved in re-establishing the hyperlink or ways to work together down the road.
2. Engaging in the industry and community
Scholarships – Education institutions often list any scholarships related to their students, that will help them financially. Figure out which courses, diplomas and degrees are relevant for careers in or linked to your industry and develop a nominal scholarship program for students in those fields. Ensure you will have a description and application page on the website, then get in touch with the institutions offering those courses to add the scholarship with their listings.
Internships – Similarly, many educational institutions love to have partnerships with companies where they are able to place their students for Experience or Internships. Some will list these companies on their site like a sales hype to create more students in. Likewise branding, you may enhance your work capacity having an intern and you may often find some good future personnel through internship programs (as we ourselves have discovered repeatedly throughout the years).
Guest speakerships – A lot of you may remember eventually or another a guest speaker came to your school, college, university or TAFE to give a talk highly relevant to the course that you were studying. If you’re a specialist within your field and so are comfortable looking at categories of students, offer the services you provide as a guest speaker to provide insights to the industry or educate them with a specific sub-topic. Many institutions would include guest speakers as well as their companies from the course outlines, which can be available on the web.
Event sponsorships/suppliers – If you will find any upcoming events within your industry, especially for your personal target audience, contact the event organisers to offer you either a sponsorship or, when your goods and services are suitable, to become supplier of your event. Most events come with an online presence and may list their event sponsors and suppliers somewhere on the website.
Host a marketplace event – One challenge, particularly with smaller events, is finding funding to purchase venues. If you cannot offer financial support or supplies, or if perhaps the case is smaller by nature, you can offer your facilities to host the case. You will notice that venues will almost always be listed on event details pages, and so they may hyperlink to your Call Us page if this has details on how to arrive there.
Charity sponsorships – There are many charities which are in urgent necessity of funding. Leaving aside which every company needs to be giving returning to the city, some charities may also list sponsors on their website. Look for a charity which is consistent with your company ethos and obtain involved.
Join industry associations – Most industries come with an association of some sort that requires membership from companies, and several of these associations have a directory in their members. These websites can be super relevant and, while they provide an application process, only have legitimate businesses listed. You need to be some of those businesses. They might even have events developing that you may get involved with.
Competition prize contributions – On sites like HARO and SourceBottle, people working in media sometimes list requests for competition prizes to become donated in exchange for referencing the emblem inside the competition ads and channels. When the level of competition is relevant and will provide an online presence, you could offer services or products being a prize to take full advantage of that branding.
Industry forum engagement – Forums get yourself a bad rap, but many industries have great forums where the community and experts are very engaged. Create a real profile for a real person and commence 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 a summary having a link to the very first within a new thread and request people with regard to their feedback. Though I feel it obvious, it’s worth mentioning that you should never spam a forum with links and avoid using your website with your forum signature – even if this could possibly have worked in the past, you will definately get banned from any top quality forums and overdoing it would likely provide you with difficulties with Google penalties.
Offer interviews – Bloggers and journalists are frequently searching for experts to interview on difficult or controversial topics. Have a lookout on HARO and SourceBottle for requests, or even get in touch with journalists or bloggers you are aware of to be curious about your city of know-how and give yourself as a source. Some media outlets even 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 the thing that most closely resembles SEO of history, but it should be evolved for that present and future.
Linkable content creation & promotion – Quite simply, create content that individuals inside your field would like to hyperlink to. Similar to technical onsite SEO, there are numerous resources available on the web that discuss creating content which will attract links and ways to promote that content to purchase links. Brian Dean offers a detailed explanation of the he calls the Skyscraper Technique for creating linkable assets and Noah Kagan passes through the same strategy but elaborates much more about content promotion.
Egobait aggregator lists content – People like recognition. Should you curate a listing of the “Top/Best XX Anything”, and may include links to every blog, website, or company within the list, potentially by using a snippet or description, you may then reach out to them and let them know. The smaller to medium-sized websites especially would like to brag about this, particularly when it’s an award, and may include internet marketing service on their site back to their list.
Egobait citations/references content – Similarly, you could quote or cite a targeted author with your high-quality happy with a hyperlink returning to their internet site, then reach out to them and tell them. They might or might not backlink to it over time, but more regularly they may share it with their followers and one of them might end up linking into it.
Host webinars – An underrated and underused medium in many industries is video content. If it’s inside your capacity, host webinars to coach in 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 every other linkable asset.
Offer sample products for review – Bloggers love free samples and several will review products with their field anyway. Give you a sample in exchange for an impartial (unbiased) report on your product or service published on their site. Obviously here, you need to have an effective product to get maximum enjoy the review.
Blogger relationship building – Identify the very best blogs and knowledge resources inside your industry. Start engaging using their content; add valuable comments on his or her site; share their content and link to it where possible; promote them on your social websites profiles. Establish a positive relationship prior to deciding to request anything then, once you have a dialogue, you can share your posts and request for their feedback, or you can brainstorm different ways to collaborate.
Social influencer relationship building – Identify the top social profiles and influencers within your industry. Start engaging with them across their social platforms; favourite and retweet their tweets; share and similar to their Facebook posts. Begin a positive relationship prior to ask for anything after which, when you have a dialogue, you can share your articles and request for their feedback, or you can brainstorm other ways to collaborate.
Industry resource lists – In many industries, you can find lists of providers, suppliers, tools, etc – for instance on ‘Useful Resources’ pages. If you realise a long list of your competition all using one page, you ought to be on that list. Contact the internet site owners and ask them when they would include you among the listing of providers. Should they only have a shortlist of the most popular brands, they can not include you, but some need to have an extensive list of all 94dexmpky providers and are very happy to retain the list fresh.
Off-site aggregator lists – Much like industry resource lists, there are actually websites or website pages in some industries that happen to be focused on aggregating specific types of companies or websites. When there is a listing relevant to your products or services, services or company type, contact the aggregator and get them what could be involved in getting listed. Comparison sites (loans, insurance, accommodation) are a good instance of aggregator lists, but often it’s as elementary as a blog article listing everyone in your field.
Viral competitions/offers – Produce a competition or possibly a special offer that is so outrageous people would like to share it because of their social followers. Or, taking it one stage further, build a competition or perhaps a discount specially for target bloggers – when the incentive is sufficient, it would entice these people to share it because of their social profiles and hyperlink to it from the website.
Get creative and decide what will work for you. Audit your resources and make sure you are doing your best with all of your marketing channels. Find unique ways to get associated with your particular niche or industry.