What we’ve seen over the last few years is Google is increasingly favouring larger brands. Even during Google’s Search Quality Rating Guidelines they state, “Would you recognize this web site for an authoritative source when mentioned by name?”
Google determines the actual size of a brand name in comparison to the rest of the market in the given niche (or a particular keyword group) by considering what are called Brand Signals; indicators to Google that you are an authority inside your field – that men and women in your market know your identiity and they also trust you.
The analogy Normally i like to use to spell out outsource link building is that of textbooks…
You will have a combination of textbooks in the field that all have citations and references for some other resources, so you already know that if a variety of textbooks in a given field indicate the same resource, it’s a resource that is certainly relevant and high quality.
The same applies online.
You need references, citations, links, even brand mentions and also other signals… and you need all of these in a way 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 engines)
Google wants to provide you with the best experience for its users, which is why it would like to rank the major brands for several searches as you can.
To find out the real power of SEO, you have to become one of those brands. To do that, you should build your brand awareness so that you will reach your audience across multiple resources.
If they’re reading a post in a newspaper relevant to your service as well as a clients are interviewed, you have to be that company. If the article in a blog references an industry resource, you should be that resource. If there is a listing of providers of your own service somewhere on a related website, you have to be on that list.
By putting yourself facing your audience and establishing your brand presence within your marketplace, Google will recognise you like a strong brand among your competitors.
That’s where real SEO success can happen.
The unfortunate reality of big brand SEO
The period of personal blogs or small mortgage brokerages ranking to the keyword ‘home loans’ ahead of the largest banks in a country are over. You can’t pretend as a big brand in SEO anymore and in the rare cases that ‘pretending’ does work, it doesn’t benefit long.
Realistically, this is simply not such bad for users – if they’re searching for a products or services, they must begin to see the firms that have the highest capacity and industry trust for delivering that service or product, similar to a bank or lender when it comes to ‘home loans’.
Thus if you’re not one of the strongest brands, you may have only 3 options:
Choose a different keyword group
Target longer tail, more specific keywords and traffic
Become one of those brands
If none of people can be accomplished, decide on a different service or put money into non-white-hat SEO at 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 actually three key areas to focus on (dependant upon what exactly is available and applicable for the situation):
Leveraging existing relationships, marketing & resources
Engaging in the industry & community
Directly promoting your content, brand & products/services
Listed below are 10 instances of each…
1. Leveraging existing relationships, marketing & resources
References from your suppliers – Many product suppliers have lists of the stockists or distributors on his or her websites, and service providers often list clients or client logos as types of previous work completed. In any event, ask your suppliers or providers to add you on their website inside their lists, with a branded link to your web page.
References through your clients (B2B) – Similarly, many distributors, stockists and clients list their suppliers on their website, sometimes by using a profile in the suppliers’ brands. Ask your customers to feature you on their site within these lists or as a preferred supplier.
Testimonial contributions – If you find no list over a supplier’s website, they can still include testimonials on their website. If you’re pleased with them, provide a testimonial to allow them to include on their website using a connect to your company.
Leverage radio/TV advertising – Some media outlets have a listing of their advertisers on their site. In case you are advertising with any radio or TV stations, check when 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 website, generally by using a logo and sometimes using a link. Should your company has or could have any sponsorships – whether charities, organisations, clubs, events etc – make sure you request or confirm adding your brand or logo on their website using a link back to your site.
Non-linked brand citations – As the brand awareness grows so you earn a media presence, your manufacturer will quickly be mentioned in blog articles and news articles. In case your company is mentioned from a writer or journalist, they are aware who you really are and get already promoted your brand to their readership, why not make them change the existing brand mention to a hyperlink? You can also utilize this to establish a romantic relationship for future collaborations.
Leverage pr releases – Even though the old bulk press-release-syndication SEO strategy (where your press release is published to a tonne of PR directories haphazardly) ought to be avoided, there are several high-quality press release websites which can be still valuable in case your release is newsworthy. Additionally, when 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 may find it interesting, and possibly even offer an exclusive interview.
Leverage existing content resources – Find what content in your website has been successful in past times. When the content has already generated interest and traction, there is a reason so find in whatever way possible to advertise it further.
Reverse image/Content lookup – If you have successful content, often key statistics, phrases, charts, tables or images could be re-used or quoted by other writers. Sometimes they could forget to cite you like a source or maybe they do site you, they can not hyperlink to you (just like non-linked brand citations). Reach out to the authors, thank them to the compliment of making use of your details and request them nicely should they would mind including a citation to your original piece of content.
Lost link outreach – Most alternative party link analysis tools offer a list of pages that previously linked to your site but also for that your page or link has become removed. These web sites have previously connected to you before and so the relationship is established. Reach out to them, learn why they removed the link, what might be involved in re-establishing the link or the best way to come together in the foreseeable future.
2. Engaging in the business and community
Scholarships – Education institutions often list any scholarships relevant to their students, which will help them financially. Discover which courses, diplomas and degrees are relevant for careers in or linked to your industry and create a nominal scholarship program for students in those fields. Ensure you have a description and application page on the website, then reach out to the institutions offering those courses to feature the scholarship with their listings.
Internships – Similarly, many educational facilities like to have partnerships with companies where they may place their students for Experience or Internships. Most will list these companies on their website being a sales hype to take more students in. In addition to that branding, you can increase your work capacity with an intern and you will often find some terrific future personnel through internship programs (as we ourselves have discovered repeatedly through the years).
Guest speakerships – A lot of you can expect to remember eventually or another that the guest speaker came to your school, college, university or TAFE to provide a talk relevant to the course that you were studying. If you’re an expert with your field and they are comfortable facing sets of students, offer your services being a guest speaker to deliver insights in to the industry or educate them with a specific sub-topic. Many institutions will incorporate guest speakers along with their companies from the course outlines, which are generally available on the internet.
Event sponsorships/suppliers – If there are any upcoming events with your industry, in particular to your market, contact the big event organisers to offer either a sponsorship or, in case your products or services are suitable, to become a supplier from the event. Most events provide an online presence and can list their event sponsors and suppliers somewhere on the webpage.
Host a marketplace event – One challenge, particularly with smaller events, is finding funding to purchase venues. If you fail to offer financial support or supplies, or if perhaps the celebration is smaller by nature, you are able to offer your facilities to host the case. You will find that venues are usually listed on event details pages, and they also may backlink to your Call Us page when it has details regarding how to get there.
Charity sponsorships – There are lots of charities which are in urgent need of funding. Leaving aside that every company should be giving returning to the community, some charities may also list sponsors on their site. Find a charity that may be consistent with your business ethos and have involved.
Join industry associations – Most industries have an association of some sort that will require membership from companies, and several of these associations have got a directory of their members. These websites can be super relevant and, as they come with an application process, simply have legitimate businesses listed. You need to be among those businesses. They might even have events coming that you might get involved with.
Competition prize contributions – On sites like HARO and SourceBottle, people working in media sometimes list requests for competition prizes to get donated in return for referencing the brand from the competition ads and channels. In the event the level of competition is relevant and may provide an online presence, you could offer services or products being a prize to make the most of that branding.
Industry forum engagement – Forums get a bad rap, but some industries have great forums where the community and experts are really engaged. Develop a real profile for any real person and begin engaging in the conversations; offer your industry expertise, advice for resolving issues, feedback on comments or questions. In the event you publish content, you may even share an overview with a link to the original in a new thread and request people for his or her feedback. Though I believe it obvious, it’s worth mentioning you should never spam a forum with links and prevent using your website in your forum signature – even if this could have worked before, you will definately get banned from your good quality forums and overdoing it is going to 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 interested in your city of expertise and give yourself as being a source. Some media outlets even have a standing request for interviews.
3. Promoting your brand, products, services and content to industry resources and influencers
Be aware that this area of brand promotion is really what most closely resembles SEO of history, but it ought to be evolved for that present and future.
Linkable content creation & promotion – Put simply, create content that folks with your field may wish to hyperlink to. Just like technical onsite SEO, there are plenty of resources on the net that discuss creating content that can attract links and the ways to promote that content to purchase links. Brian Dean offers a detailed explanation of the items he calls the Skyscraper Way of creating linkable assets and Noah Kagan experiences an identical strategy but elaborates much more on 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 each and 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 would like to brag regarding this, especially if it’s an award, and might include web marketing on their site straight back to this list.
Egobait citations/references content – Similarly, you could potentially quote or cite a targeted author within your high-quality happy with the link straight back to their site, then get in touch with them and let them know. They might or might not hyperlink to it with time, but more often they will share it using their followers and one of these could end up linking to it.
Host webinars – An underrated and underused medium in the majority of industries is video content. If it’s within your capacity, host webinars to train up 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 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 a completely independent (unbiased) article on your products or services published on their site. Obviously here, you must have a great product to have maximum gain benefit from the review.
Blogger relationship building – Identify the very best blogs and data resources within your industry. Start engaging because of their content; add valuable comments on the site; share their content and hyperlink to it where possible; promote them on your social websites profiles. Set up a positive relationship before you ask for anything then, once you have a dialogue, you can share your posts and ask for their feedback, or you can brainstorm different ways to collaborate.
Social influencer relationship building – Identify the top social profiles and influencers in 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 before you decide to demand anything and then, once you have a dialogue, you may share your articles and request for their feedback, or brainstorm other ways 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 realise a listing of your competitors all in one page, you need to be on that list. Contact the website owners and request them once they would come with you among the set of providers. Should they have only a shortlist of the biggest brands, they could not include you, however, many want to have an extensive list of all 94dexmpky providers and are delighted to keep your list fresh.
Off-site aggregator lists – Comparable to industry resource lists, you can find websites or web pages in certain industries which are committed to aggregating specific forms of companies or websites. If there is an inventory highly relevant to your products or services, services or company type, contact the aggregator and get them what might engage in getting listed. Comparison sites (loans, insurance, accommodation) are a fantastic illustration of aggregator lists, but often it’s as easy as a blog article listing everyone within your field.
Viral competitions/offers – Create a competition or even a special offer that is certainly so outrageous people would want to share it using their social followers. Or, taking it to the next level, develop a competition or even a discount especially for target bloggers – if the incentive is high enough, it would entice these people to share it with their social profiles and link to it using their website.
Get creative and determine what is useful for you. Audit your resources and make sure you are doing your best with all of your current marketing channels. Find unique tips to get involved in your specific niche or industry.