What we’ve seen over the recent years is 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 dimensions of a brand in comparison to the remaining portion of the market in the given niche (or for a particular keyword group) by taking a look at just what are called Brand Signals; indicators to Google that you will be an authority with your field – that people within your market know who you really are plus they trust you.
The analogy Normally i love to use to describe seo link building services is the one about textbooks…
You will have a series of textbooks inside a field that have citations and references to many other resources, so you already know that if a number of textbooks in a given field denote the identical resource, it’s a resource that may be relevant and quality.
The same applies online.
You want references, citations, links, even brand mentions along with other signals… so you need every one of these in ways that, a) Google sees, b) Google likes, and c) Google allows.
I really like to refer to this combination and strategic direction as…
Search Relations (PR for search engines like yahoo)
Google wants to deliver the best experience due to its users, which is the reason it desires to rank the big brands for as much searches as is possible.
To view the real power of SEO, you need to become one of those particular brands. To achieve that, you need to develop your brand awareness so you reach your audience across multiple resources.
If they’re reading an article inside a newspaper related to your service plus a company is interviewed, you ought to be that company. If the article inside a blog references a business resource, you ought to be that resource. If there is a list of providers of the service somewhere on the related website, you ought to be on that list.
By putting yourself before your target market and establishing your brand presence with your marketplace, Google will recognise you as a strong brand among your competitors.
That’s where real SEO success can happen.
The unfortunate reality of big brand SEO
The days of personal blogs or small mortgage brokerages ranking for your keyword ‘home loans’ in front of the largest banks within 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 benefit long.
Realistically, this may not be such bad for users – if they’re trying to find a goods and services, they must begin to see the businesses that hold the highest capacity and industry trust for delivering that goods and services, similar to a bank or lender in the case of ‘home loans’.
So if you’re not one of several strongest brands, you have only 3 options:
Select a different keyword group
Target longer tail, more specific keywords and traffic
Become among those brands
If none of those can be accomplished, decide on a different service or invest in non-white-hat SEO at your own risk.
How to be a strong brand that Google favours
If you wish to become a strong brand that Google favours, there are actually three key areas to target (according to what is available and applicable for your situation):
Leveraging existing relationships, marketing & resources
Participating in the industry & community
Directly promoting your posts, brand & products/services
Listed here are 10 types of each…
1. Leveraging existing relationships, marketing & resources
References through your suppliers – Many product suppliers have lists of their stockists or distributors on his or her websites, and service 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 in their lists, using a branded link to your site.
References through your clients (B2B) – Similarly, many distributors, stockists and clients list their suppliers on their site, sometimes having a profile in the suppliers’ brands. Ask your customers to add you on their website within these lists or like a preferred supplier.
Testimonial contributions – If you find no list over a supplier’s website, they could still include testimonials on their site. If you’re satisfied with them, give a testimonial for them to include on their site with a link to your company.
Leverage radio/TV advertising – Some media outlets have a listing of their advertisers on their site. If you are advertising with any radio or TV stations, check if they have this feature and make sure you happen to be in the list.
Leverage other sponsorships – Some companies that accept sponsorships display the sponsors on their website, generally using a brand name and sometimes using a link. In case your company has or may have any sponsorships – whether charities, organisations, clubs, events etc – be sure to request or confirm the addition of your brand or logo on their website using a link to your website.
Non-linked brand citations – When your brand awareness grows and you also earn a media presence, your brand name will quickly be mentioned in blog articles and news articles. If your company is mentioned with a writer or journalist, they know your identiity and also have already promoted your brand on their readership, so just why not make them change the existing brand mention to a hyperlink? You may also take advantage of this to build a partnership for future collaborations.
Leverage press announcements – 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 several high-quality press release websites which can be still valuable if your release is newsworthy. Additionally, if you have company news which is deserving of a press release, you may get in touch with local or industry journalists who could find it interesting, and perhaps even offer an exclusive interview.
Leverage existing content resources – Learn what content on your own website has become successful before. If the content has already generated interest and traction, you will discover a reason so find any manner easy to market it further.
Reverse image/Content lookup – If you do have successful content, often key statistics, phrases, charts, tables or images can be re-used or quoted by other writers. Sometimes they can forget to cite you like a source or if perhaps they generally do site you, they may not backlink to you (just like non-linked brand citations). Get in touch with the authors, thank them for your compliment of making use of your information and get them nicely if they would mind together with a citation for your original component of content.
Lost link outreach – Most third party link analysis tools offer a long list of pages that previously linked to your website however, for which the page or link has become removed. These web sites have previously connected to you previously therefore the relationship is established. Reach out to them, figure out why they removed the web link, what would engage in re-establishing the web link or ways to interact down the road.
2. Participating in the marketplace and community
Scholarships – Education institutions often list any scholarships highly relevant to their students, which will help them financially. Work out which courses, diplomas and degrees are relevant for careers in or connected with your industry and develop a nominal scholarship program for college kids in those fields. Ensure there is a description and application page on the website, then get in touch with the institutions offering those courses to add the scholarship within their listings.
Internships – Similarly, many educational facilities like to have partnerships with companies where they are able to place their students for Experience or Internships. Most will list these organizations on their website as a sales pitch to create more students in. In addition to that branding, you may enhance your work capacity by having an intern and you will often find some good future employees through internship programs (since we ourselves have discovered repeatedly through the years).
Guest speakerships – Many of you can expect to remember at some point or other that a guest speaker stumbled on your school, college, university or TAFE to provide a talk highly relevant to the course you have been studying. If you’re an authority with your field and they are comfortable before teams of students, offer your services as a guest speaker to offer insights to the industry or educate them on the specific sub-topic. Many institutions will incorporate guest speakers and their companies inside the course outlines, which are generally available online.
Event sponsorships/suppliers – If you will find any upcoming events inside your industry, specifically for your personal target audience, contact the case organisers to offer either a sponsorship or, should your goods and services are suitable, to become a supplier in the event. Most events provide an online presence and will list their event sponsors and suppliers somewhere on the webpage.
Host a business event – One challenge, particularly with smaller events, is finding funding to purchase venues. If you cannot offer financial support or supplies, or maybe the event is smaller in general, you may offer your facilities to host the big event. You will find 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 on how to arrive there.
Charity sponsorships – There are numerous charities that happen to be in urgent necessity of funding. Leaving aside that each company should be giving back to the city, some charities will even list sponsors on their site. Get a charity that is in accordance with your company ethos and get involved.
Join industry associations – Most industries offer an association of some kind which requires membership from companies, and many of these associations have got a directory in their members. These web sites may be super relevant and, as they provide an application process, simply have legitimate businesses listed. You have to be among those businesses. They might also have events coming that you could become involved in.
Competition prize contributions – On sites like HARO and SourceBottle, people doing work in media sometimes list requests for competition prizes to get donated in exchange for referencing the manufacturer inside the competition ads and channels. When the levels of competition are relevant and definately will come with an online presence, you could offer services or products like a prize to benefit from that branding.
Industry forum engagement – Forums get a bad rap, but a majority of industries have great forums in which the community and experts are really engaged. Develop 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. In the event you publish content, you may also share a summary with a connect to the first in 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 steer clear of making use of your website within your forum signature – while this might have worked before, you will definately get banned from any good quality forums and overdoing it would likely present you with difficulties 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 reach out to journalists or bloggers you are aware of to be curious about your neighborhood of expert knowledge and give yourself like a source. Some media outlets even have a standing request interviews.
3. Promoting your brand, products, services and content to industry resources and influencers
Remember that this region of brand promotion is what most closely resembles SEO of the past, but it needs to be evolved to the present and future.
Linkable content creation & promotion – Basically, create content that folks in your field may wish to link to. Similar to technical onsite SEO, there are many resources available online that discuss creating content that may attract links and ways to promote that content to purchase links. Brian Dean provides a detailed explanation of the he calls the Skyscraper Way of creating linkable assets and Noah Kagan goes through the same strategy but elaborates much more about content promotion.
Egobait aggregator lists content – People like recognition. If you curate a listing of the “Top/Best XX Anything”, and may include links to every blog, website, or company within the list, potentially having a snippet or description, then you can reach out to them and inform them. The smaller to medium sized websites especially will want to brag about it, especially when it’s an award, and might include local internet marketing company on their site back to this list.
Egobait citations/references content – Similarly, you could potentially quote or cite a targeted author inside your high-quality happy with the link to their internet site, then get in touch with them and inform them. They might or might not hyperlink to it in time, but more regularly they will share it with their followers and one of them could end up linking with it.
Host webinars – An underrated and underused medium in many industries is video content. If it’s within your capacity, host webinars to teach the industry on difficult topics, or offer beginner sessions. Record and publish these as videos, and even create independent informational videos, and promote the recording when you would almost every other linkable asset.
Offer sample products for review – Bloggers love free samples and a lot of will review products inside their field anyway. Give you a sample in return for an unbiased (unbiased) article on your product or service published on their website. Obviously here, you should have a great product to acquire maximum take advantage of the review.
Blogger relationship building – Identify the top blogs and knowledge resources in your industry. Start engaging using their content; add valuable comments on the site; share their content and backlink to it where possible; promote them on the social websites profiles. Set up a positive relationship before you decide to demand anything and after that, after you have a dialogue, you can share your posts and request their feedback, or brainstorm alternative methods to collaborate.
Social influencer relationship building – Identify the very best social profiles and influencers inside your industry. Start engaging with them across their social platforms; favourite and retweet their tweets; share and similar to their Facebook posts. Establish a positive relationship prior to deciding to require anything and after that, once you have a dialogue, you are able to share your posts inquire about their feedback, or brainstorm other methods to collaborate.
Industry resource lists – In lots of industries, there are actually lists of providers, suppliers, tools, etc – for example on ‘Useful Resources’ pages. If you find a summary of the competition all on one page, you have to be on that list. Contact the website owners and request them once they would come with you on the list of set of providers. Once they just have a shortlist of the biggest brands, they may not include you, but many wish to have an intensive listing of all 94dexmpky providers and will be very happy to retain the list fresh.
Off-site aggregator lists – Similar to industry resource lists, there are websites or website pages in many industries which can be committed to aggregating specific kinds of companies or websites. When there is an inventory highly relevant to your products, services or company type, contact the aggregator and ask them what could engage in getting listed. Comparison sites (loans, insurance, accommodation) are a great demonstration of aggregator lists, but often it’s as easy as your blog article listing everyone within your field.
Viral competitions/offers – Create a competition or perhaps a special offer that is so outrageous people would want to share it using their social followers. Or, taking it to another level, develop a competition or perhaps a discount particularly for target bloggers – in the event the incentive is high enough, it can entice these people to share it with their social profiles and backlink to it from the website.
Get creative and decide what is useful for you. Audit your resources and make sure you are doing your best with your marketing channels. Find unique tips to get involved with your distinct niche or industry.