What we’ve seen over the last few 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 being an authoritative source when mentioned by name?”
Google determines the dimensions of a brand name as compared to the other parts of the market in a given niche (or perhaps 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 people in your market know what you are about plus they trust you.
The analogy I usually prefer to use to spell out quality link building is textbooks…
You do have a number of textbooks in the field that all have citations and references for some other resources, so you realize that if a number of textbooks in the given field point to the same resource, it’s a resource that is certainly relevant and high quality.
Exactly the same applies online.
You need references, citations, links, even brand mentions as well as other signals… and you need most of these in ways that, a) Google sees, b) Google likes, and c) Google allows.
I love to make reference to this combination and strategic direction as…
Search Relations (PR for search engines like google)
Google desires to provide you with the best experience because of its users, which is the reason it wants to rank the major brands for as many searches as you can.
To view the actual power of SEO, you have to become one of those brands. To achieve that, you should build up your brand awareness so you reach your audience across multiple resources.
If they’re reading a write-up within a newspaper associated with your service as well as a company is interviewed, you ought to be that company. If an article within a blog references an industry resource, you need to be that resource. If you find a list of providers of your respective service somewhere on the related website, you have to be on that list.
By putting yourself facing your potential audience and establishing your brand presence with your marketplace, Google will recognise you as a strong brand among your competitors.
That’s where real SEO success can occur.
The unfortunate reality of big brand SEO
The times 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 to be a big brand in SEO anymore and then in the rare cases that ‘pretending’ does work, it doesn’t help long.
Realistically, this may not be such bad for users – if they’re looking for a product or service, they need to start to see the firms that possess the highest capacity and industry trust for delivering that products or services, just like a bank or lender with regards to ‘home loans’.
So if you’re not among the strongest brands, you may 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 people can be carried out, choose a different service or purchase non-white-hat SEO on your own risk.
How to be a strong brand that Google favours
If you want to turn into a strong brand that Google favours, there are three key areas to focus on (according to what exactly is available and applicable for your personal situation):
Leveraging existing relationships, marketing & resources
Participating in the industry & community
Directly promoting your posts, brand & products/services
Listed below are 10 samples of each…
1. Leveraging existing relationships, marketing & resources
References from the suppliers – Many product suppliers have lists with their stockists or distributors on the websites, and repair providers often list clients or client logos as samples of previous work completed. In any case, ask your suppliers or providers to include you on their site within their lists, by 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 from the suppliers’ brands. Ask your customers to include you on their site within these lists or as being a preferred supplier.
Testimonial contributions – If you have no list on a supplier’s website, they can still include testimonials on their site. If you’re content with them, offer a testimonial to allow them to include on their website with a hyperlink to your enterprise.
Leverage radio/TV advertising – Some media outlets have a long list of their advertisers on their site. Should you be advertising with any radio or TV stations, check when they have this feature and ensure you are contained in the list.
Leverage other sponsorships – A lot of companies that accept sponsorships display the sponsors on their site, generally using a logo and sometimes using a link. In case your company has or can have any sponsorships – whether charities, organisations, clubs, events etc – be sure to request or confirm incorporating your brand or logo on their website with a link to your site.
Non-linked brand citations – When your brand awareness grows so you earn a media presence, your manufacturer will begin to be mentioned in articles or content and news articles. If your company has become mentioned by a writer or journalist, they understand who you are and get already promoted your brand name with their readership, why not make them affect the existing brand mention to your hyperlink? You may even utilize this to build a romantic relationship for future collaborations.
Leverage press announcements – While 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 some high-quality press release websites that happen to be still valuable should your release is newsworthy. Additionally, for those who have company news that is certainly worth a press release, you can get in touch with local or industry journalists who could find it interesting, and maybe even provide an exclusive interview.
Leverage existing content resources – Learn what content on your website continues to be successful in past times. If the content has generated interest and traction, there is a reason so find in any manner easy 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 can forget to cite you like a source or if they actually do site you, they might not hyperlink to you (just like non-linked brand citations). Get in touch with the authors, thank them for your compliment of using your information and request them nicely once they would mind such as a citation to the original bit of content.
Lost link outreach – Most 3rd party link analysis tools offer a list of pages that previously linked aimed at your website but for which the page or link has been removed. These websites have previously connected to you previously so the relationship is established. Get in touch with them, find out why they removed the hyperlink, what would engage in re-establishing the hyperlink or how you can work together in the foreseeable future.
2. Participating in the market and community
Scholarships – Education institutions often list any scholarships related to their students, which can help them financially. Discover which courses, diplomas and degrees are relevant for careers in or related to your industry and build a nominal scholarship program for college students in those fields. Ensure there is a description and application page on the website, then get in touch with 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. Most will list these businesses on their website as a sales pitch to give more students in. Furthermore branding, you can enhance your work capacity with an intern and you may often find some great future staff members through internship programs (while we ourselves have realized repeatedly over time).
Guest speakerships – Most of you are going to remember at some point or another that a guest speaker got to your school, college, university or TAFE to provide a talk connected to the course you had been studying. If you’re an expert with your field and so are comfortable looking at categories of students, offer your services like a guest speaker to provide insights in the industry or educate them on a specific sub-topic. Many institutions will incorporate guest speakers along with their companies within the course outlines, which are generally available on the internet.
Event sponsorships/suppliers – If you can find any upcoming events in your industry, especially to your target audience, contact the big event organisers to provide either a sponsorship or, if your products are suitable, to become supplier of the event. Most events have an online presence and will list their event sponsors and suppliers somewhere on the site.
Host an industry event – One challenge, particularly with smaller events, is finding funding to fund venues. If you fail to offer financial support or supplies, or if perhaps the celebration is smaller in general, you may offer your facilities to host the celebration. You will recognize that venues are usually listed on event details pages, and they also may hyperlink to your Call Us page if it has details on how to get there.
Charity sponsorships – There are numerous charities that are in urgent need of funding. Leaving aside that each company needs to be giving to the city, some charities will even list sponsors on their website. Look for a charity that may be in accordance with your organization ethos and acquire involved.
Join industry associations – Most industries provide an association of some kind that requires membership from companies, and most of these associations possess a directory in their members. These websites can be super relevant and, since they have an application process, simply have legitimate businesses listed. You should be one of those particular businesses. They may have events coming that you might 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 return for referencing the company from the competition marketing materials and channels. If the competition is relevant and can have an online presence, you could potentially offer services or products as a prize to benefit from that branding.
Industry forum engagement – Forums get yourself a bad rap, but many industries have great forums the location where the community and experts are really engaged. Produce a real profile to get a real person and commence participating in the conversations; offer your industry expertise, advice for resolving issues, feedback on comments or questions. If you publish content, you can also share a summary having a hyperlink to the initial in the new thread and request people with regard to their feedback. Though I feel it obvious, it’s worth mentioning you should never spam a forum with links and avoid using your website in your forum signature – even if this might have worked previously, you will get banned from your high quality forums and overdoing it will likely offer you complications with Google penalties.
Offer interviews – Bloggers and journalists are frequently seeking 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 to be interested in your city of know-how and offer yourself as 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
Be aware that this place of brand promotion is exactly what most closely resembles SEO of the past, but it ought to be evolved for the present and future.
Linkable content creation & promotion – Basically, create content that men and women in your field would want to link to. Similar to technical onsite SEO, there are many resources available on the internet that discuss creating content that may attract links and ways to promote that content to get links. Brian Dean delivers a detailed explanation of what he calls the Skyscraper Technique for creating linkable assets and Noah Kagan undergoes a similar 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 can include links to each blog, website, or company inside the list, potentially using a snippet or description, you can then get in touch with them and tell them. The smaller to medium sized websites especially would like to brag regarding it, particularly if it’s an award, and could include web marketing on their website returning to a list.
Egobait citations/references content – Similarly, you can quote or cite a targeted author in your high-quality content with a link straight back to their website, then get in touch with them and make sure they know. They might or might not backlink to it with time, but more regularly they are going to share it making use of their followers and one of them could end up linking on it.
Host webinars – An underrated and underused medium generally in most industries is video content. If it’s in your capacity, host webinars to train 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 a lot of will review products with their field anyway. Give a sample in exchange for a completely independent (unbiased) overview of your products or services published on their website. Obviously here, you should have an effective product to obtain maximum benefit from the review.
Blogger relationship building – Identify the very best blogs and data resources with your industry. Start engaging using their content; add valuable comments on his or her site; share their content and hyperlink to it where possible; promote them in your social media marketing profiles. Begin a positive relationship prior to deciding to request anything and then, once you have a dialogue, you are able to share your articles inquire about their feedback, or brainstorm different ways to collaborate.
Social influencer relationship building – Identify the very best 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. Create a positive relationship prior to require anything and then, after you have a dialogue, you are able to share your posts and request for their feedback, or you can brainstorm different ways to collaborate.
Industry resource lists – In numerous industries, you will find lists of providers, suppliers, tools, etc – as an example on ‘Useful Resources’ pages. If you locate a summary of your competition all on one page, you have to be on that list. Contact the website owners and get them should they would include you on the list of listing of providers. If they have only a shortlist of the most popular brands, they might not include you, but some want to have a thorough list of all 94dexmpky providers and you will be pleased to keep the list fresh.
Off-site aggregator lists – Much like industry resource lists, there are actually websites or web pages in many industries that are committed to aggregating specific varieties of companies or websites. If you have a list relevant to your products, services or company type, contact the aggregator and get 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 elementary as your blog article listing everyone within your field.
Viral competitions/offers – Produce a competition or even a special offer that is certainly so outrageous people would like to share it with their social followers. Or, taking it to another level, create a competition or possibly a discount especially for target bloggers – if the incentive is high enough, it is going to entice these to share it with their social profiles and connect to it from their website.
Get creative and determine what will work for you. Audit your resources and ensure you are taking advantage of all of your marketing channels. Find unique tips to get involved in your unique niche or industry.