What we’ve seen over the recent years is the fact that Google is increasingly favouring larger brands. In Google’s Search Quality Rating Guidelines they state, “Would you recognize this page for an authoritative source when mentioned by name?”
Google determines the size of a brand in comparison to the remaining portion of the market in the given niche (or for a particular keyword group) by considering what are called Brand Signals; indicators to Google that you are currently an authority with your field – that folks within your market know who you are and they trust you.
The analogy I always love to use to describe one way link building services is the one about textbooks…
You have a series of textbooks inside a field that most have citations and references to other resources, so you know that if numerous textbooks within a given field point out exactly the same resource, it’s a resource that is certainly relevant and quality.
The identical applies online.
You want references, citations, links, even brand mentions along with other signals… and you also need many of these in a fashion that, a) Google sees, b) Google likes, and c) Google allows.
I like to reference this combination and strategic direction as…
Search Relations (PR for search engines like yahoo)
Google wishes to provide you with the best experience for the users, which is why it desires to rank the major brands for as much searches as you can.
To discover the genuine power of SEO, you must become one of those brands. To do that, you have to develop your brand awareness so that you will reach your audience across multiple resources.
If they’re reading articles in a newspaper related to your service and a clients are interviewed, you should be that company. If the article within a blog references an industry resource, you need to be that resource. If there is a long list of providers of the service somewhere with a related website, you ought to be on that list.
By putting yourself before your target market and establishing your brand presence within 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 that keyword ‘home loans’ in front of the largest banks within a 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 help long.
Realistically, this is not such bad for users – if they’re hunting for a goods and services, they ought to start to see the firms that have the highest capacity and industry trust for delivering that product or service, just like a bank or lender when it comes to ‘home loans’.
Thus if you’re not one of many strongest brands, you might have only 3 options:
Pick a different keyword group
Target longer tail, more specific keywords and traffic
Become one of those particular brands
If none of those can be carried out, pick a different service or spend money on non-white-hat SEO on your own risk.
How to become a solid brand that Google favours
In order to be a strong brand that Google favours, you will find three key areas to concentrate on (depending 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 examples of each…
1. Leveraging existing relationships, marketing & resources
References out of your suppliers – Many product suppliers have lists of the stockists or distributors on their 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 site within their lists, using 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 having a profile of your suppliers’ brands. Ask your clients to include you on their site within these lists or like a preferred supplier.
Testimonial contributions – If you find no list on the supplier’s website, they may still include testimonials on their website. If you’re pleased with them, give you a testimonial so they can include on their website having a connect to your enterprise.
Leverage radio/TV advertising – Some media outlets have a listing of their advertisers on their website. If you are advertising with any radio or TV stations, check when they have this feature and be sure you will be in the list.
Leverage other sponsorships – Most companies that accept sponsorships display the sponsors on their site, generally with a brand name and sometimes having a link. If your company has or may have any sponsorships – whether charities, organisations, clubs, events etc – make sure you request or confirm incorporating your brand or logo on their site by using a link straight back to your website.
Non-linked brand citations – When your brand awareness grows and you also earn a media presence, your name brand will begin to be mentioned in articles or content and news articles. In case your company has become mentioned with a writer or journalist, they are fully aware who you really are and have already promoted your brand name for their readership, why not make them change the existing brand mention to a hyperlink? You can also utilize this to ascertain a partnership for future collaborations.
Leverage pr releases – While the old bulk press-release-syndication SEO strategy (where your press release is published into a tonne of PR directories haphazardly) ought to be avoided, there are a few high-quality press release websites that happen to be still valuable if your release is newsworthy. Additionally, in case you have company news that is certainly deserving of a press release, you are able to get in touch with local or industry journalists who might find it interesting, and maybe even present an exclusive interview.
Leverage existing content resources – Discover what content in your website has been successful in the past. If the content has already generated interest and traction, there exists a reason so find in 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 can be re-used or quoted by other writers. Sometimes they could forget to cite you as a source or maybe they are doing site you, they may not connect to you (similar to non-linked brand citations). Reach out to the authors, thank them for your compliment of utilizing your data and request them nicely if they would mind such as a citation to your original piece of content.
Lost link outreach – Most third party link analysis tools offer a listing of pages that previously linked to your website but also for that the page or link has been removed. Websites like these already have associated with you in the past so the relationship is established. Get in touch with them, discover why they removed the website link, what might engage in re-establishing the link or how you can interact in the future.
2. Engaging in the industry and community
Scholarships – Education institutions often list any scholarships highly relevant to their students, that can help them financially. Discover which courses, diplomas and degrees are relevant for careers in or associated with your industry and build a nominal scholarship program for college kids in those fields. Ensure you have a description and application page on your website, then reach out to the institutions offering those courses to incorporate the scholarship inside their listings.
Internships – Similarly, many educational institutions enjoy to have partnerships with companies where they may place their students for Work Experience or Internships. Most will list these businesses on their site as a sales hype to create more students in. Furthermore branding, it is possible to increase your work capacity having an intern and you may often find some terrific future workers through internship programs (when we ourselves have discovered repeatedly over the years).
Guest speakerships – Most of you are going to remember at some time or some 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 expert with your field and they are comfortable in front of categories of students, offer the services you provide like a guest speaker to offer insights to the industry or educate them with a specific sub-topic. Many institutions will include guest speakers and their companies in the course outlines, which are generally available online.
Event sponsorships/suppliers – If you will find any upcoming events within your industry, specifically for the target audience, contact the celebration organisers to provide either a sponsorship or, when your products or services are suitable, to become a supplier in the event. Most events come with an online presence and definately will list their event sponsors and suppliers somewhere online.
Host a niche event – One challenge, especially with smaller events, is finding funding to cover venues. If you fail to offer financial support or supplies, or maybe if the celebration is smaller in general, you may offer your facilities to host the big event. You will recognize that venues will always be listed on event details pages, and they may backlink to your Call Us page when it has details concerning how to arrive there.
Charity sponsorships – There are several charities that are in urgent need of funding. Leaving aside that every company ought to be giving straight back to the neighborhood, some charities will also list sponsors on their site. Look for a charity that is certainly in line with your company ethos and get involved.
Join industry associations – Most industries offer an association of some kind that will require membership from companies, and most of these associations have a directory of their members. These websites might be super relevant and, because they offer an application process, only have legitimate businesses listed. You need to be some of those businesses. They might even have events coming that you could become involved in.
Competition prize contributions – On sites like HARO and SourceBottle, people employed in media sometimes list requests for competition prizes to be donated in exchange for referencing the emblem from the competition marketing materials and channels. If the level of competition is relevant and may provide an online presence, you could potentially offer services or products like a prize to take full advantage of that branding.
Industry forum engagement – Forums get yourself a bad rap, but many industries have great forums in which the community and experts are really engaged. Create a real profile for any real person and start 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 using a link to the first in the new thread and inquire people for feedback. Though I do believe it obvious, it’s worth mentioning that you ought to never spam a forum with links and prevent making use of your website in your forum signature – even though this may have worked in the past, you will definately get banned from any high-quality forums and overdoing it can likely give you difficulties with Google penalties.
Offer interviews – Bloggers and journalists are usually searching for experts to interview on difficult or controversial topics. Keep a lookout on HARO and SourceBottle for requests, or even reach out to journalists or bloggers you know to be interested in your neighborhood of know-how and present yourself as being 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 place of brand promotion is exactly what most closely resembles SEO of the past, but it ought to be evolved for that present and future.
Linkable content creation & promotion – Put simply, create content that individuals with your field may wish to connect to. As with technical onsite SEO, there are plenty of resources available on the internet that discuss creating content that will attract links and ways to promote that content to purchase links. Brian Dean delivers a detailed explanation of the items he calls the Skyscraper Technique for creating linkable assets and Noah Kagan passes through an identical strategy but elaborates much more on content promotion.
Egobait aggregator lists content – People like recognition. In the event you curate a long list of the “Top/Best XX Anything”, and include links to every single blog, website, or company within the list, potentially by using a snippet or description, you can then reach out to them and tell them. The smaller to mid-sized websites especially would want to brag regarding this, particularly if it’s an award, and may include internet marketing agency on their website returning to their list.
Egobait citations/references content – Similarly, you could potentially quote or cite a targeted author within your high-quality happy with a web link returning to their site, then reach out to them and let them know. They might or might not hyperlink to it with time, but more often they may share it using their followers and one may end up linking into it.
Host webinars – An underrated and underused medium in many industries is video content. If it’s in your own capacity, host webinars to teach 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 recording as you would every other linkable asset.
Offer sample products for review – Bloggers love free samples and several will review products within their field anyway. Give you a sample in return for an unbiased (unbiased) report on your product or service published on their website. Obviously here, you must have an effective product to obtain maximum gain benefit from the review.
Blogger relationship building – Identify the top blogs and knowledge resources within your industry. Start engaging making use of their content; add valuable comments on their own site; share their content and hyperlink to it where possible; promote them on your own social websites profiles. Establish a positive relationship prior to deciding to ask for anything and after that, after you have a dialogue, it is possible to share your posts and request for their feedback, or you can brainstorm other methods to collaborate.
Social influencer relationship building – Identify the most notable social profiles and influencers inside 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 request anything then, once you have a dialogue, you may share your articles and request for their feedback, or you can brainstorm other methods to collaborate.
Industry resource lists – In many industries, there are actually lists of providers, suppliers, tools, etc – for instance on ‘Useful Resources’ pages. If you locate a list of the competitors all using one page, you have to be on that list. Contact the web site owners and inquire them should they includes you one of the set of providers. When they have only a shortlist of the largest brands, they might not include you, but many want to have a comprehensive listing of all 94dexmpky providers and will be pleased to keep the list fresh.
Off-site aggregator lists – Much like industry resource lists, there are websites or website pages in some industries which can be committed to aggregating specific kinds of companies or websites. If you have a listing relevant to your products or services, services or company type, contact the aggregator and inquire them what might engage in getting listed. Comparison sites (loans, insurance, accommodation) are a great illustration of aggregator lists, but often it’s as easy as your blog article listing everyone inside your field.
Viral competitions/offers – Create a competition or a special offer that is so outrageous people may wish to share it using their social followers. Or, taking it to another level, build a competition or even a discount particularly for target bloggers – if the incentive is sufficient, it is going to entice these to share it because of their social profiles and hyperlink to it off their website.
Get creative and determine what is perfect for you. Audit your resources and make sure you are taking advantage of your marketing channels. Find unique ways to get involved with your particular niche or industry.