What we’ve seen over the recent years is Google is increasingly favouring larger brands. In Google’s Search Quality Rating Guidelines they state, “Would you recognize this web site as being an authoritative source when mentioned by name?”
Google determines the dimensions of a product as compared to the other parts of the market in the given niche (or even for a particular keyword group) by looking at what exactly are called Brand Signals; indicators to Google that you are currently an authority in your field – that folks in your market know what you are about plus they trust you.
The analogy I always love to use to explain seo link building services is that of textbooks…
You do have a group of textbooks within a field that most have citations and references for some other resources, so you are aware that if a variety of textbooks in a given field indicate the identical resource, it’s a resource that may be relevant and high quality.
A similar applies online.
You will need references, citations, links, even brand mentions and also other signals… and also you need many of these in ways that, a) Google sees, b) Google likes, and c) Google allows.
I really like to reference this combination and strategic direction as…
Search Relations (PR for search engines)
Google wants to provide you with the best experience due to its users, which is why it wants to rank the big brands for as many searches as possible.
To find out the true power of SEO, you should become one of those brands. To do that, you need to build your brand awareness so you reach your audience across multiple resources.
If they’re reading articles inside a newspaper relevant to your service along with a company is interviewed, you ought to be that company. If an article in the blog references a marketplace resource, you ought to be that resource. If you have a summary of providers of the service somewhere with a related website, you should be on that list.
By putting yourself before your audience and establishing your brand presence within your marketplace, Google will recognise you as being a strong brand among the competitors.
That’s where real SEO success can take place.
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 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 work with long.
Realistically, this is not such bad for users – if they’re looking for a goods and services, they need to start to see the businesses that possess the highest capacity and industry trust for delivering that goods and services, just like a bank or lender in the case of ‘home loans’.
So if you’re not one of many strongest brands, you may have only 3 options:
Select a different keyword group
Target longer tail, more specific keywords and traffic
Become one of those particular brands
If none of these can be accomplished, pick a different service or purchase non-white-hat SEO in your own risk.
How to become a powerful brand that Google favours
If you want to develop into a strong brand that Google favours, there are three key areas to focus on (based on what exactly is available and applicable for the situation):
Leveraging existing relationships, marketing & resources
Engaging in the business & community
Directly promoting your posts, brand & products/services
Listed here are 10 instances of each…
1. Leveraging existing relationships, marketing & resources
References from your suppliers – Many product suppliers have lists of their stockists or distributors on the websites, and service providers often list clients or client logos as types of previous work completed. Either way, ask your suppliers or providers to add you on their site inside their lists, with a branded link to your website.
References from the clients (B2B) – Similarly, many distributors, stockists and clients list their suppliers on their website, sometimes having a profile in the suppliers’ brands. Ask your clients to feature you on their site within these lists or as being a preferred supplier.
Testimonial contributions – If there is no list over a supplier’s website, they can still include testimonials on their website. If you’re happy with them, offer a testimonial so they can include on their website using a hyperlink to your business.
Leverage radio/TV advertising – Some media outlets have a summary of their advertisers on their website. In case you are advertising with any radio or TV stations, check when they have this feature and be sure you will be contained in the list.
Leverage other sponsorships – A lot of companies that accept sponsorships display the sponsors on their website, generally with a brand name and sometimes using a link. Should your company has or will 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 using a link straight back to your blog.
Non-linked brand citations – When your brand awareness grows and also you earn a media presence, your manufacturer will be mentioned in articles or content and news articles. When your company has become mentioned from a writer or journalist, they are fully aware your identiity and have already promoted your brand for their readership, so just why not make them change the existing brand mention to some hyperlink? You can even make use of this to ascertain a romantic relationship for future collaborations.
Leverage press releases – Whilst the old bulk press-release-syndication SEO strategy (where your press release is published to a tonne of PR directories haphazardly) should be avoided, there are several high-quality press release websites which are still valuable in case your release is newsworthy. Additionally, if you have company news that is deserving of a press release, you may get in touch with local or industry journalists who might find it interesting, and possibly even present an exclusive interview.
Leverage existing content resources – Find out what content on your own website has become successful in past times. If the content has recently generated interest and traction, there is a reason so find in whatever way easy to advertise it further.
Reverse image/Content lookup – If you have successful content, often key statistics, phrases, charts, tables or images may be re-used or quoted by other writers. Sometimes they may forget to cite you being a source or maybe if they are doing site you, they could not hyperlink to you (similar to non-linked brand citations). Get in touch with the authors, thank them to the compliment of making use of your information and request them nicely if they would mind together with a citation in your original piece of content.
Lost link outreach – Most alternative party link analysis tools offer a listing of pages that previously linked aimed at your website however, for that your page or link continues to be removed. These web sites have associated with you before therefore 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 tips on how to come together down the road.
2. Participating in the industry and community
Scholarships – Education institutions often list any scholarships related to their students, that 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 students in those fields. Ensure there is a description and application page in your website, then reach out to the institutions offering those courses to feature the scholarship within their listings.
Internships – Similarly, many educational institutions want to have partnerships with companies where they can place their students for Work Experience or Internships. Many will list these companies on their site as a sales pitch to give more students in. Moreover branding, you can boost your work capacity with the intern and you will definitely often find some good future staff members through internship programs (as we ourselves have discovered repeatedly over the years).
Guest speakerships – Most of you are going to remember at some point or another which a guest speaker came to your school, college, university or TAFE to provide a talk highly relevant to the course you had been studying. If you’re a professional in your field and therefore are comfortable in front of groups of students, offer the services you provide being a guest speaker to provide insights to the industry or educate them on the specific sub-topic. Many institutions will incorporate guest speakers as well as their companies in the course outlines, which can be available online.
Event sponsorships/suppliers – If you can find any upcoming events in your industry, especially to your target market, contact the event organisers to supply either a sponsorship or, when your goods and services are suitable, to be a supplier of your event. Most events have an online presence and will list their event sponsors and suppliers somewhere online.
Host a marketplace event – One challenge, especially with smaller events, is finding funding to purchase venues. If you fail to offer financial support or supplies, or maybe if the event is smaller in nature, it is possible to offer your facilities to host the celebration. You will notice that venues will always be listed on event details pages, and they may backlink to your E Mail Us page if it has details concerning how to get there.
Charity sponsorships – There are several charities which can be in urgent need of funding. Leaving aside that each and every company must be giving back to the neighborhood, some charities will even list sponsors on their site. Look for a charity that is certainly in step with your business ethos and get involved.
Join industry associations – Most industries provide an association of some type that requires membership from companies, and most of these associations have got a directory of their members. These web sites may be super relevant and, since they offer an application process, only have legitimate businesses listed. You need to be one of those particular businesses. They can also have events coming up that you could become involved in.
Competition prize contributions – On sites like HARO and SourceBottle, people operating in media sometimes list requests for competition prizes to be donated in return for referencing the emblem in the competition ads and channels. When the level of competition is relevant and will have an online presence, you might offer services or products as being a prize to make the most of that branding.
Industry forum engagement – Forums obtain a bad rap, but some industries have great forums in which the community and experts really are engaged. Develop a real profile to get 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 link to the original in the new thread and ask people for their feedback. Though I do believe it obvious, it’s worth mentioning that you should never spam a forum with links and avoid using your website with your forum signature – although this could possibly have worked previously, you will get banned from any top quality forums and overdoing it would likely present you with complications with Google penalties.
Offer interviews – Bloggers and journalists are often searching for experts to interview on difficult or controversial topics. Keep a lookout on HARO and SourceBottle for requests, or even get in touch with journalists or bloggers that you know to be curious about your area of expert knowledge and offer yourself being a source. Some media outlets actually have a standing request for interviews.
3. Promoting your brand, products, services and content to industry resources and influencers
Remember that this area of brand promotion is exactly what most closely resembles SEO of history, but it needs to be evolved for your present and future.
Linkable content creation & promotion – Put simply, create content that people within your field will want to backlink to. Similar to technical onsite SEO, there are many resources available online 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 items he calls the Skyscraper Technique for creating linkable assets and Noah Kagan experiences an identical strategy but elaborates more about content promotion.
Egobait aggregator lists content – People like recognition. Should you curate a list of the “Top/Best XX Anything”, and may include links to each blog, website, or company in the list, potentially by using a snippet or description, you may then reach out to them and let them know. The lesser to medium-sized websites especially would like to brag regarding it, especially if it’s an award, and might include internet marketing services pricing on their site to a list.
Egobait citations/references content – Similarly, you could potentially quote or cite a targeted author within your high-quality happy with the link to their site, then get in touch with them and inform them. They may or may not hyperlink to it over time, but more regularly they will likely share it with their followers and one may end up linking to it.
Host webinars – An underrated and underused medium in the majority of industries is video content. If it’s in your own capacity, host webinars to exercise 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 as 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 you a sample to acquire an impartial (unbiased) review of your products or services published on their website. Obviously here, you need to have a great product to have maximum 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 link to it where possible; promote them on your social media profiles. Establish a positive relationship before you decide to request anything and then, after you have a dialogue, you may share your site content and request for their feedback, or you can brainstorm different ways to collaborate.
Social influencer relationship building – Identify the best social profiles and influencers in your industry. Start engaging together across their social platforms; favourite and retweet their tweets; share and like their Facebook posts. Set up a positive relationship before you decide to ask for anything and after that, when you have a dialogue, you are able to share your posts and request their feedback, or brainstorm other ways to collaborate.
Industry resource lists – In several industries, you will find lists of providers, suppliers, tools, etc – as an example on ‘Useful Resources’ pages. If you realise a list of the competitors all on one page, you have to be on that list. Contact the web site owners and inquire them when they would come with you one of the set of providers. If they just have a shortlist of the most popular brands, they can not include you, but some want an intensive set of all 94dexmpky providers and you will be happy to keep the list fresh.
Off-site aggregator lists – Comparable to industry resource lists, you will find websites or websites in many industries that are dedicated to aggregating specific forms of companies or websites. If there is a listing connected to your products or services, services or company type, contact the aggregator and inquire them what could engage in getting listed. Comparison sites (loans, insurance, accommodation) are an excellent illustration of aggregator lists, but often it’s as elementary as your blog article listing everyone with your field.
Viral competitions/offers – Produce a competition or possibly a special offer that is certainly so outrageous people would want to share it making use of their social followers. Or, taking it to the next level, build a competition or perhaps a discount specially for target bloggers – in case the incentive is high enough, it would entice these to share it because of their social profiles and backlink to it using their website.
Get creative and decide what is perfect for you. Audit your resources and make sure you are making the most of your marketing channels. Find unique tips to get involved with your particular niche or industry.