What we’ve seen over the recent years is the fact that Google is increasingly favouring larger brands. Even just in Google’s Search Quality Rating Guidelines they state, “Would you recognize this page as an authoritative source when mentioned by name?”
Google determines the dimensions of a product in comparison to the rest of the market in a given niche (or for a particular keyword group) by looking at what are called Brand Signals; indicators to Google that you are an authority inside your field – that folks in your market know who you are and so they trust you.
The analogy I always love to use to spell out link building is textbooks…
There is a combination of textbooks in a field that most have citations and references to many other resources, so you know that if numerous textbooks in the given field point out exactly the same resource, it’s a resource that may be relevant and quality.
A similar applies online.
You will need references, citations, links, even brand mentions and other signals… so you need every one of these in a way 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 google)
Google wishes to provide you with the best experience for its users, which is why it desires to rank the big brands for as much searches as is possible.
To discover the genuine power of SEO, you should become among those brands. To do that, you need to build up your brand awareness so you reach your audience across multiple resources.
If they’re reading articles in the newspaper relevant to your service and a clients are interviewed, you should be that company. If the article within a blog references a niche resource, you ought to be that resource. If you have a long list of providers of your own service somewhere on the related website, you have to be on that list.
By putting yourself before your target audience and establishing your brand presence inside your marketplace, Google will recognise you being a strong brand among the competition.
That’s where real SEO success can take place.
The unfortunate reality of big brand SEO
The period of personal blogs or small mortgage brokerages ranking for the keyword ‘home loans’ ahead of the largest banks within a country have ended. You can’t pretend to become big brand in SEO anymore and also in the rare cases that ‘pretending’ does work, it doesn’t work for long.
Realistically, this may not be such a bad thing for users – if they’re trying to find a product or service, they must see the businesses that hold the highest capacity and industry trust for delivering that service or product, similar to a bank or lender in the case of ‘home loans’.
Thus if you’re not among the strongest brands, you have only 3 options:
Choose a different keyword group
Target longer tail, more specific keywords and traffic
Become some of those brands
If none of these can be achieved, decide on a different service or purchase non-white-hat SEO at the own risk.
How to be a solid brand that Google favours
If you want to develop into a strong brand that Google favours, there are actually three key areas to pay attention to (according to precisely what is available and applicable for the situation):
Leveraging existing relationships, marketing & resources
Engaging in the market & community
Directly promoting your site content, brand & products/services
Listed below are 10 instances of each…
1. Leveraging existing relationships, marketing & resources
References from the suppliers – Many product suppliers have lists with their stockists or distributors on their own websites, and repair providers often list clients or client logos as samples of previous work completed. In either case, ask your suppliers or providers to include you on their site inside their lists, having a branded link to your website.
References out of your clients (B2B) – Similarly, many distributors, stockists and clients list their suppliers on their site, sometimes by using a profile in the suppliers’ brands. Ask your customers to incorporate you on their website within these lists or as a preferred supplier.
Testimonial contributions – If you have no list on a supplier’s website, they may still include testimonials on their site. If you’re pleased with them, give you a testimonial to allow them to include on their website with a backlink to your company.
Leverage radio/TV advertising – Some media outlets have a long list of their advertisers on their website. Should you be advertising with any radio or TV stations, check when they have this feature and ensure you might be in the list.
Leverage other sponsorships – A lot of companies that accept sponsorships display the sponsors on their website, generally using a brand name and sometimes with a link. If your company has or may have any sponsorships – whether charities, organisations, clubs, events etc – be sure to request or confirm incorporating your brand or logo on their site having a link back to your site.
Non-linked brand citations – When your brand awareness grows and you earn a media presence, your brand name will quickly be mentioned in articles or content and news articles. When your company has been mentioned by a writer or journalist, they know your identiity and have already promoted your manufacturer to their readership, why then not ask them to alter the existing brand mention to some hyperlink? You can even make use of this to build a romantic relationship for future collaborations.
Leverage press releases – Whilst 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 many high-quality press release websites which can be still valuable in case your release is newsworthy. Additionally, for those who have company news that is certainly deserving of a press release, you can get in touch with local or industry journalists who will find it interesting, and possibly even provide an exclusive interview.
Leverage existing content resources – Find what content on the website has become successful in past times. In the event the content has recently generated interest and traction, you will discover 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 might be re-used or quoted by other writers. Sometimes they might forget to cite you being a source or maybe if they generally do site you, they could not hyperlink to you (much like non-linked brand citations). Reach out to the authors, thank them for your compliment of utilizing your data and inquire them nicely if they would mind including a citation in your original component of content.
Lost link outreach – Most alternative party link analysis tools offer a listing of pages that previously linked to your site but also for which the page or link has been removed. These web sites already have linked to you in the past therefore the relationship is established. Get in touch with them, discover why they removed the web link, what would engage in re-establishing the website link or tips on how to interact later on.
2. Participating in the market and community
Scholarships – Education institutions often list any scholarships highly relevant to their students, which can help them financially. Work out 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 your website, then reach out to the institutions offering those courses to feature the scholarship inside their listings.
Internships – Similarly, many educational facilities want to have partnerships with companies where they are able to place their students for Experience or Internships. Most will list these businesses on their site as a sales hype to create more students in. Moreover branding, you can enhance your work capacity having an intern and you will probably often find some good future workers through internship programs (while we ourselves have discovered repeatedly through the years).
Guest speakerships – Several of you can expect to remember sooner or later or other that the guest speaker arrived at your school, college, university or TAFE to present a talk related to the course you had been studying. If you’re a specialist with your field and so are comfortable before sets of students, offer the services you provide being a guest speaker to provide insights in to the industry or educate them on the specific sub-topic. Many institutions would include guest speakers in addition to their companies in the course outlines, which can be available on the internet.
Event sponsorships/suppliers – If you will find any upcoming events with your industry, particularly for the target audience, contact the big event organisers to offer you either a sponsorship or, if your services or products are suitable, to be a supplier of your 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 fund venues. If you fail to offer financial support or supplies, or maybe if the case is smaller in general, you are able to offer your facilities to host the event. You will see that venues will almost always be listed on event details pages, and they also may hyperlink to your E Mail Us page if this has details regarding how to arrive there.
Charity sponsorships – There are many charities which are in urgent demand for funding. Leaving aside that each company needs to be giving returning to the community, some charities will even list sponsors on their site. Find a charity that is certainly consistent with your business ethos and acquire involved.
Join industry associations – Most industries have an association of some kind that requires membership from companies, and many of these associations have a directory of their members. Websites like these may be super relevant and, as they come with an application process, have only legitimate businesses listed. You have to be some of those businesses. They might have events coming up that one could become involved in.
Competition prize contributions – On sites like HARO and SourceBottle, people employed in media sometimes list requests for competition prizes to get donated to acquire referencing the brand from the competition marketing materials and channels. In the event the levels of competition are relevant and will come with an online presence, you could potentially offer services or products as being a prize to take full advantage of that branding.
Industry forum engagement – Forums get a bad rap, but a majority of industries have great forums where the community and experts are actually engaged. Create a real profile for a real person and start engaging in the conversations; offer your industry expertise, advice for resolving issues, feedback on comments or questions. If you publish content, you may also share a summary by using a link to the initial inside a new thread and get people for their feedback. Though I think it obvious, it’s worth mentioning you should never spam a forum with links and prevent using your website with your forum signature – even if this may have worked before, you will definately get banned from any good quality forums and overdoing it can likely offer you issues with Google penalties.
Offer interviews – Bloggers and journalists tend to be trying to find experts to interview on difficult or controversial topics. Keep a lookout on HARO and SourceBottle for requests, and even get in touch with journalists or bloggers that you know to be curious about your location of expert knowledge and provide yourself as being a source. Some media outlets even have a standing ask for interviews.
3. Promoting your brand, products, services and content to industry resources and influencers
Keep in mind that this place of brand promotion is really what most closely resembles SEO of the past, but it needs to be evolved to the present and future.
Linkable content creation & promotion – Put simply, create content that men and women with your field would like to backlink to. Similar to 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 obtain links. Brian Dean delivers a detailed explanation of what 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. When you curate a summary of the “Top/Best XX Anything”, and include links to each blog, website, or company from the list, potentially using a snippet or description, you may then reach out to them and make sure they know. The smaller to mid-sized websites especially would like to brag regarding this, especially if it’s an award, and might include internet marketing service on their site back to a list.
Egobait citations/references content – Similarly, you might quote or cite a targeted author inside your high-quality happy with a hyperlink returning to their site, then reach out to them and inform them. They may or may not hyperlink to it soon enough, but more often they are going to share it making use of their followers and one might end up linking with 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, and even create independent informational videos, and promote the video when you would some other linkable asset.
Offer sample products for review – Bloggers love free samples and many will review products with their field anyway. Provide a sample to acquire an impartial (unbiased) article on your product or service published on their website. Obviously here, you should have an effective product to have maximum enjoy the review.
Blogger relationship building – Identify the top blogs and data resources in your industry. Start engaging making use of their content; add valuable comments on their own site; share their content and link to it where possible; promote them in your social websites profiles. Set up a positive relationship before you decide to demand anything then, when you have a dialogue, you may share your posts and request 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 along with them across their social platforms; favourite and retweet their tweets; share and like their Facebook posts. Establish a positive relationship before you ask for anything then, when you have a dialogue, you may share your articles and request their feedback, or brainstorm alternative methods to collaborate.
Industry resource lists – In several industries, you can find lists of providers, suppliers, tools, etc – for instance on ‘Useful Resources’ pages. If you discover a summary of your competition all on a single page, you should be on that list. Contact the internet site owners and ask them when they would come with you on the list of list of providers. Once they simply have a shortlist of the largest brands, they can not include you, but many need to have an extensive listing of all 94dexmpky providers and you will be very happy to retain the list fresh.
Off-site aggregator lists – Comparable to industry resource lists, you will find websites or webpages in many industries that happen to be dedicated to aggregating specific forms of companies or websites. If you have an inventory relevant to your products, services or company type, contact the aggregator and request them what can engage in getting listed. Comparison sites (loans, insurance, accommodation) are a fantastic demonstration of aggregator lists, but often it’s as simple as your blog article listing everyone within your field.
Viral competitions/offers – Create a competition or possibly a special offer that is so outrageous people would like to share it making use of their social followers. Or, taking it to another level, develop a competition or possibly a discount specially for target bloggers – in the event the incentive is sufficient, it is going to entice them to share it because of their social profiles and link to it from the website.
Get creative and decide what is useful for you. Audit your resources and ensure you are making the most of all of your current marketing channels. Find unique tips to get involved with your unique niche or industry.