What we’ve seen over the recent years is the fact Google is increasingly favouring larger brands. Even just 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 brand as compared to the rest of the market in a given niche (or even for a given keyword group) by considering what exactly are called Brand Signals; indicators to Google you are an authority inside your field – that folks within your market know who you are plus they trust you.
The analogy I always want to use to spell out professional link building services is that of textbooks…
You do have a group of textbooks inside a field that most have citations and references to other resources, so you are aware that if a number of textbooks in the given field denote a similar resource, it’s a resource that is certainly relevant and high quality.
The same applies online.
You will need references, citations, links, even brand mentions as well as other signals… and you also need many of these in a manner 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 like yahoo)
Google would like to deliver the best experience because of its users, this is why it would like to rank the important brands for as many searches as you possibly can.
To view the true power of SEO, you have to become one of those particular brands. To achieve that, you must build up your brand awareness so that you reach your audience across multiple resources.
If they’re reading articles within a newspaper relevant to your service as well as a company is interviewed, you have to be that company. If the article in the blog references a marketplace resource, you need to be that resource. When there is a listing of providers of your respective service somewhere on a related website, you need to be on that list.
By putting yourself before your target market and establishing your brand presence within your marketplace, Google will recognise you as a strong brand among the competition.
That’s where real SEO success can occur.
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 as a big brand in SEO anymore as well as 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 looking for a service or product, they ought to see the businesses that get the highest capacity and industry trust for delivering that products or services, just like a bank or lender in the matter of ‘home loans’.
So if you’re not one of several strongest brands, you have only 3 options:
Decide on a different keyword group
Target longer tail, more specific keywords and traffic
Become one of those brands
If none of those can be accomplished, choose a different service or spend money on non-white-hat SEO at your own risk.
How to become a robust brand that Google favours
If you wish to be a strong brand that Google favours, there are actually 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 marketplace & community
Directly promoting your content, 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 own websites, and repair providers often list clients or client logos as types of previous work completed. In any event, ask your suppliers or providers to incorporate you on their website in 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 with a profile of your suppliers’ brands. Ask your clients to incorporate you on their website within these lists or as a preferred supplier.
Testimonial contributions – When there is no list over a supplier’s website, they can still include testimonials on their site. If you’re content with them, offer a testimonial for them to include on their site with a link to your company.
Leverage radio/TV advertising – Some media outlets have a list of their advertisers on their site. Should you be advertising with any radio or TV stations, check should they have this feature and make sure you will be contained in the list.
Leverage other sponsorships – Many businesses that accept sponsorships display the sponsors on their website, generally by using a logo and sometimes with a link. In case your company has or could have any sponsorships – whether charities, organisations, clubs, events etc – make sure to request or confirm adding your brand or logo on their site using a link returning to your blog.
Non-linked brand citations – As the brand awareness grows so you earn a media presence, your name brand will begin to be mentioned in articles or content and news articles. When your company continues to be mentioned by way of a writer or journalist, they know what you are about and possess already promoted your brand name for their readership, why not make them affect the existing brand mention to a hyperlink? You can even utilize this to establish 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) ought to be avoided, there are many high-quality press release websites which can be still valuable if your release is newsworthy. Additionally, for those who have company news that is worthy of a press release, you may reach out to local or industry journalists who will find it interesting, and maybe even offer an exclusive interview.
Leverage existing content resources – Learn what content on your own website has become successful in past times. If the content has generated interest and traction, you will discover a reason so find in whatever way 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 could forget to cite you as being a source or if they are doing site you, they may not connect to you (much like non-linked brand citations). Get in touch with the authors, thank them for your compliment of employing your details and request them nicely once they would mind such as a citation in your original component of content.
Lost link outreach – Most 3rd 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 websites have already linked to you in the past and so the relationship is established. Get in touch with them, learn why they removed the website link, what might be involved in re-establishing the hyperlink or ways to interact with each other in the foreseeable future.
2. Getting involved in the business and community
Scholarships – Education institutions often list any scholarships related to their students, which will help them financially. Figure out which courses, diplomas and degrees are relevant for careers in or associated with your industry and create a nominal scholarship program for students in those fields. Ensure you will have a description and application page on your website, then reach out to the institutions offering those courses to add the scholarship with their listings.
Internships – Similarly, many educational institutions enjoy to have partnerships with companies where they can place their students for Experience or Internships. Some will list these businesses on their site as a sales pitch to create more students in. Likewise branding, you may improve your work capacity having an intern and you will definitely often find some great future employees through internship programs (as we ourselves have discovered repeatedly over the years).
Guest speakerships – Most of you can expect to remember sooner or later or some other that the guest speaker arrived at your school, college, university or TAFE to offer a talk highly relevant to the course you had been studying. If you’re an expert within your field and therefore are comfortable in front of sets of students, offer your services as a guest speaker to provide insights in the industry or educate them on the specific sub-topic. Many institutions will include guest speakers along with their companies within the course outlines, which are often on the net.
Event sponsorships/suppliers – If you can find any upcoming events within your industry, in particular for your personal potential audience, contact the big event organisers to supply either a sponsorship or, if 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 on the website.
Host a marketplace event – One challenge, particularly with smaller events, is finding funding to cover venues. If you cannot offer financial support or supplies, or if the big event is smaller in nature, you are able to offer your facilities to host the celebration. You will find that venues are always listed on event details pages, and so they may hyperlink to your E Mail Us page if it has details regarding how to arrive.
Charity sponsorships – There are several charities which can be in urgent demand for funding. Leaving aside that each and every company ought to be giving back to the neighborhood, some charities may also list sponsors on their website. Get a charity that is in step with your business ethos and obtain involved.
Join industry associations – Most industries offer an association of some kind which requires membership from companies, and many of these associations possess a directory of their members. These web sites may be super relevant and, since they provide an application process, simply have legitimate businesses listed. You need to be some of those businesses. They could have even events coming up that one could become involved in.
Competition prize contributions – On sites like HARO and SourceBottle, people operating in media sometimes list requests for competition prizes to become donated in exchange for referencing the brand within the competition ads and channels. In the event the level of competition is relevant and definately will offer an online presence, you might offer services or products like a prize to make the most of that branding.
Industry forum engagement – Forums obtain a bad rap, but many industries have great forums where the community and experts are very engaged. Produce a real profile for any real person and initiate engaging in the conversations; offer your industry expertise, advice for resolving issues, feedback on comments or questions. When you publish content, you may also share an overview using a link to the initial inside a new thread and get people with regard to their feedback. Though I feel it obvious, it’s worth mentioning that you should never spam a forum with links and steer clear of using your website within your forum signature – even if this could possibly have worked in the past, you will definately get banned from the high-quality forums and overdoing it will likely provide you with problems with Google penalties.
Offer interviews – Bloggers and journalists tend to be searching for 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 you know to be curious about your neighborhood of know-how and offer yourself 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 region of brand promotion is really what most closely resembles SEO of history, but it should be evolved to the present and future.
Linkable content creation & promotion – Quite simply, create content that individuals within your field will want to hyperlink to. Just like technical onsite SEO, there are numerous resources available on the internet that discuss creating content which will attract links and the ways to promote that content to acquire links. Brian Dean delivers a detailed explanation of what he calls the Skyscraper Technique for creating linkable assets and Noah Kagan goes through a similar strategy but elaborates more on content promotion.
Egobait aggregator lists content – People like recognition. Should you curate a list of the “Top/Best XX Anything”, and will include links to every blog, website, or company within the list, potentially having a snippet or description, after that you can get in touch with them and let them know. The smaller to mid-sized websites especially will want to brag regarding it, particularly if it’s an award, and could include online marketing agency on their website straight back to this list.
Egobait citations/references content – Similarly, you can quote or cite a targeted author in your high-quality content with a link to their internet site, then reach out to them and let them know. They may or may not hyperlink to it in time, but more often they will likely share it because of their followers and one of these might end up linking into it.
Host webinars – An underrated and underused medium generally in most industries is video content. If it’s inside 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 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. Provide a sample in exchange for an independent (unbiased) report on your product or service published on their website. Obviously here, you have to have a great product to acquire maximum gain benefit from the review.
Blogger relationship building – Identify the very best blogs and information resources inside your industry. Start engaging because of their content; add valuable comments on their own site; share their content and backlink to it where possible; promote them on your own social networking profiles. Establish a positive relationship prior to demand anything then, when you have a dialogue, you may share your posts and request their feedback, or you can brainstorm alternative methods to collaborate.
Social influencer relationship building – Identify the very best social profiles and influencers in your industry. Start engaging using them across their social platforms; favourite and retweet their tweets; share and similar to their Facebook posts. Establish a positive relationship prior to demand anything and after that, once you have a dialogue, you are able to share your articles and ask for their feedback, or brainstorm other ways to collaborate.
Industry resource lists – In many industries, you can find lists of providers, suppliers, tools, etc – by way of example on ‘Useful Resources’ pages. If you discover a listing of your competition all using one page, you should be on that list. Contact the web site owners and get them when they includes you among the listing of providers. When they only have a shortlist of the most popular brands, they can not include you, however, many need to have a thorough listing of all 94dexmpky providers and you will be happy to retain the list fresh.
Off-site aggregator lists – Similar to industry resource lists, you will find websites or website pages in some industries which are focused on aggregating specific types of companies or websites. If you find an inventory highly relevant to your products or services, services or company type, contact the aggregator and ask them what would be involved in getting listed. Comparison sites (loans, insurance, accommodation) are a good demonstration of aggregator lists, but often it’s as easy as a blog article listing everyone inside your field.
Viral competitions/offers – Develop a competition or even a special offer that may be so outrageous people may wish to share it using their social followers. Or, taking it to the next level, produce a competition or a discount particularly for target bloggers – when the incentive is high enough, it can entice these to share it making use of their social profiles and link to it using their website.
Get creative and decide what is wonderful for you. Audit your resources and make sure you are taking advantage of all your marketing channels. Find unique ways to get involved in your particular niche or industry.