What we’ve seen over the last few 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 being an authoritative source when mentioned by name?”
Google determines the actual size of a brand in comparison to the rest of the market within a given niche (or for a particular keyword group) by considering what are called Brand Signals; indicators to Google that you are an authority inside your field – that folks inside your market know who you really are plus they trust you.
The analogy Normally i like to use to explain seo link building services is textbooks…
You do have a combination of textbooks in the field that every have citations and references for some other resources, so you are aware that if a number of textbooks in a given field denote a similar resource, it’s a resource that may be relevant and high quality.
The identical applies online.
You want references, citations, links, even brand mentions along with other signals… and also you need many of these in ways 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 wishes to provide the best experience for the users, which explains why it desires to rank the important brands for as much searches as you can.
To discover the genuine power of SEO, you need to become among those brands. To achieve that, you must develop your brand awareness so that you reach your audience across multiple resources.
If they’re reading articles inside a newspaper relevant to your service as well as a company is interviewed, you have to be that company. If an article in a blog references an industry resource, you need to be that resource. If you find a long list of providers of your own service somewhere on the related website, you ought to be on that list.
By putting yourself before your audience and establishing your brand presence within your marketplace, Google will recognise you as being 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 within a country are over. 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 help long.
Realistically, this may not be such a bad thing for users – if they’re trying to find a service or product, they need to begin to see the businesses that hold the highest capacity and industry trust for delivering that products or services, such as a bank or lender with regards to ‘home loans’.
Thus if you’re not among the strongest brands, you may have only 3 options:
Select a different keyword group
Target longer tail, more specific keywords and traffic
Become one of those particular brands
If none of these can be achieved, choose a different service or spend money on non-white-hat SEO in your own risk.
How to become a robust brand that Google favours
If you wish to become a strong brand that Google favours, there are actually three key areas to focus on (based on what exactly is available and applicable to your situation):
Leveraging existing relationships, marketing & resources
Getting involved in the market & community
Directly promoting your content, brand & products/services
Here are 10 types of each…
1. Leveraging existing relationships, marketing & resources
References from the suppliers – Many product suppliers have lists with their stockists or distributors on his or her websites, and repair providers often list clients or client logos as types of previous work completed. In either case, ask your suppliers or providers to add you on their website in their lists, with a branded link to your website.
References from the clients (B2B) – Similarly, many distributors, stockists and clients list their suppliers on their site, sometimes with a profile in the suppliers’ brands. Ask your clients to add you on their site within these lists or like a preferred supplier.
Testimonial contributions – If there is no list on a supplier’s website, they can still include testimonials on their website. If you’re satisfied with them, provide a testimonial to enable them to include on their site using a backlink to your organization.
Leverage radio/TV advertising – Some media outlets have a list of their advertisers on their website. In case you are advertising with any radio or TV stations, check in case they have this feature and ensure you will be included in the list.
Leverage other sponsorships – Some companies that accept sponsorships display the sponsors on their website, generally using a logo and sometimes having a link. When 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 by using a link to your web site.
Non-linked brand citations – As your brand awareness grows so you earn a media presence, your name brand will start to be mentioned in blog posts and news articles. When your company has been mentioned from a writer or journalist, they understand who you are and possess already promoted your brand for their readership, why then not ask them to modify the existing brand mention to your hyperlink? You may also utilize this to ascertain a partnership for future collaborations.
Leverage press announcements – As the old bulk press-release-syndication SEO strategy (where your press release is published into a tonne of PR directories haphazardly) must be avoided, there are a few high-quality press release websites which can be still valuable should your release is newsworthy. Additionally, in case you have company news that is worthy of a press release, it is possible to get in touch with local or industry journalists who will find it interesting, and possibly even offer an exclusive interview.
Leverage existing content resources – Learn what content on your website has been successful in the past. When the content has recently generated interest and traction, you will find a reason so find in any manner easy to advertise it further.
Reverse image/Content lookup – If you do have successful content, often key statistics, phrases, charts, tables or images might be re-used or quoted by other writers. Sometimes they may forget to cite you being a source or if perhaps they do site you, they can not connect to you (as with non-linked brand citations). Get in touch with the authors, thank them for the compliment of employing your data and request them nicely should they would mind such as a citation for your original part of content.
Lost link outreach – Most 3rd party link analysis tools offer a listing of pages that previously linked aimed at your website but for in which the page or link has been removed. These websites have related to you in past times therefore the relationship is established. Get in touch with them, learn why they removed the hyperlink, what could engage in re-establishing the link or the best way to interact in the foreseeable future.
2. Engaging in the business and community
Scholarships – Education institutions often list any scholarships connected to their students, that can help them financially. Figure out which courses, diplomas and degrees are relevant for careers in or associated with your industry and build a nominal scholarship program for students in those fields. Ensure you will have a description and application page on your website, then get in touch with the institutions offering those courses to incorporate the scholarship inside their listings.
Internships – Similarly, many educational facilities want to have partnerships with companies where they can place their students for Experience or Internships. Most will list these organizations on their site as being a sales pitch to bring more students in. Furthermore branding, you may 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 – Several of you are going to remember eventually or other that the guest speaker stumbled on your school, college, university or TAFE to present a talk related to the course that you were studying. If you’re a professional in your field and are comfortable looking at groups of students, offer the services you provide like a guest speaker to provide insights in to the industry or educate them over a specific sub-topic. Many institutions will incorporate guest speakers as well as their companies from the course outlines, which are generally available on the internet.
Event sponsorships/suppliers – If there are actually any upcoming events inside your industry, especially to your potential audience, contact the big event organisers to offer either a sponsorship or, in case your goods and services are suitable, to be a supplier from the event. Most events offer an online presence and definately will list their event sponsors and suppliers somewhere online.
Host a business event – One challenge, especially with smaller events, is finding funding to fund venues. If you fail to offer financial support or supplies, or maybe the celebration is smaller in general, you are able to offer your facilities to host the big event. You will recognize that venues are usually listed on event details pages, and so they may hyperlink to your Contact Us page whether it has details on the way to arrive.
Charity sponsorships – There are several charities which are in urgent demand for funding. Leaving aside that each company should be giving back to the neighborhood, some charities will even list sponsors on their site. Look for a charity that may be in accordance with your company ethos and obtain involved.
Join industry associations – Most industries have an association of some sort which requires membership from companies, and most of these associations have got a directory of the members. These web sites can be super relevant and, while they come with an application process, simply have legitimate businesses listed. You have to be one of those particular businesses. They may have even events coming that you may 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 to acquire referencing the brand from the competition marketing materials and channels. In the event the levels of competition are relevant and definately will provide an online presence, you can offer services or products as being a prize to take full advantage of that branding.
Industry forum engagement – Forums obtain a bad rap, but many industries have great forums the location where the community and experts are really engaged. Build a real profile for any real person and commence getting involved in the conversations; offer your industry expertise, advice for resolving issues, feedback on comments or questions. If you publish content, you may even share a summary with a connect to the original in the new thread and ask people for their feedback. Though I think it obvious, it’s worth mentioning that you should never spam a forum with links and prevent using your website in your forum signature – even though this might have worked in past times, you will get banned through the top quality forums and overdoing it can likely offer you 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, or even get in touch with journalists or bloggers you are aware of to be curious about your neighborhood of expertise and present 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
Keep in mind that this place of brand promotion is what most closely resembles SEO of the past, but it must be evolved for your present and future.
Linkable content creation & promotion – Put simply, create content that people inside your field would want to connect to. Just like technical onsite SEO, there are numerous resources available on the internet that discuss creating content that will attract links and ways to promote that content to acquire links. Brian Dean delivers a detailed explanation of the he calls the Skyscraper Way of creating linkable assets and Noah Kagan goes through a similar strategy but elaborates more about content promotion.
Egobait aggregator lists content – People like recognition. If you curate a summary of the “Top/Best XX Anything”, and will include links to each blog, website, or company within the list, potentially using a snippet or description, you may then reach out to them and make sure they know. Smaller to mid-sized websites especially may wish to brag regarding it, especially when it’s an award, and could include online marketing services on their site returning to their list.
Egobait citations/references content – Similarly, you can quote or cite a targeted author with your high-quality happy with the link back to their internet site, then get in touch with them and inform them. They might or might not connect to it in time, but on a regular basis they will share it with their followers and one of these may end up linking into it.
Host webinars – An underrated and underused medium in the majority of industries is video content. If it’s inside your capacity, host webinars to coach 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 as you may would almost every other linkable asset.
Offer sample products for review – Bloggers love free samples and lots of will review products inside their field anyway. Provide a sample in return for an independent (unbiased) overview of your products or services published on their website. Obviously here, you have to have a great product to get maximum gain benefit from the review.
Blogger relationship building – Identify the very best blogs and data resources within your industry. Start engaging with their content; add valuable comments on their site; share their content and link to it where possible; promote them on your social media profiles. Begin a positive relationship before you demand anything and after that, upon having a dialogue, you are able to share your articles and ask for their feedback, or brainstorm different ways to collaborate.
Social influencer relationship building – Identify the most notable social profiles and influencers in your industry. Start engaging with them across their social platforms; favourite and retweet their tweets; share and like their Facebook posts. Begin a positive relationship before you decide to request anything and after that, after you have a dialogue, you are able to share your articles and request for their feedback, or you can brainstorm other ways to collaborate.
Industry resource lists – In numerous industries, you will discover lists of providers, suppliers, tools, etc – for example on ‘Useful Resources’ pages. If you locate a summary of your competition all using one page, you have to be on that list. Contact the web site owners and get them should they would include you amongst the listing of providers. When they have only a shortlist of the most popular brands, they may not include you, however, many need to have an extensive list of all 94dexmpky providers and will be delighted to keep your list fresh.
Off-site aggregator lists – Comparable to industry resource lists, you will find websites or web pages in some industries which are dedicated to aggregating specific varieties of companies or websites. If you find an inventory relevant to your products or services, services or company type, contact the aggregator and inquire them what could engage in getting listed. Comparison sites (loans, insurance, accommodation) are a great example of aggregator lists, but often it’s as easy as a blog article listing everyone with your field.
Viral competitions/offers – Develop a competition or possibly a special offer that is so outrageous people would want to share it because of their social followers. Or, taking it to a higher level, create a competition or perhaps a discount particularly for target bloggers – when the incentive is high enough, it would entice these people to share it using their social profiles and link to it from the website.
Get creative and decide what will work for you. Audit your resources and ensure you are doing your best with your marketing channels. Find unique techniques for getting involved in your specific niche or industry.