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 web site for an authoritative source when mentioned by name?”
Google determines the actual size of a brandname as compared to the remaining portion of the market inside a given niche (or a particular keyword group) by checking out exactly what are called Brand Signals; indicators to Google that you are an authority inside your field – that individuals within your market know who you are plus they trust you.
The analogy Normally i like to use to clarify link building services is textbooks…
You have a series of textbooks within a field that have citations and references to many other resources, so you realize that if a variety of textbooks in a given field indicate exactly 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 and other signals… and you need many of these in a fashion that, a) Google sees, b) Google likes, and c) Google allows.
I love to refer to this combination and strategic direction as…
Search Relations (PR for search engines)
Google wishes to provide you with the best experience for the users, which explains why it wishes to rank the big brands for as much searches as possible.
To view the genuine power of SEO, you need to become one of those particular brands. To do that, you need to develop your brand awareness so you reach your audience across multiple resources.
If they’re reading an article inside a newspaper relevant to your service along with a clients are interviewed, you have to be that company. If the article in a blog references a niche resource, you ought to be that resource. When there is a list of providers of your own service somewhere with a related website, you need to be on that list.
By putting yourself facing your target market and establishing your brand presence inside your marketplace, Google will recognise you as a strong brand among your competition.
That’s where real SEO success can take place.
The unfortunate reality of big brand SEO
The times of personal blogs or small mortgage brokerages ranking for your keyword ‘home loans’ ahead of the largest banks in a country have ended. 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 is simply not such a bad thing for users – if they’re trying to find a products or services, they should view the firms that possess the highest capacity and industry trust for delivering that service or product, similar to a bank or lender in the matter of ‘home loans’.
So if you’re not one of many strongest brands, you have only 3 options:
Decide on a different keyword group
Target longer tail, more specific keywords and traffic
Become among those brands
If none of those can be carried out, decide on a different service or purchase non-white-hat SEO at the own risk.
How to become a solid brand that Google favours
If you would like be a strong brand that Google favours, there are three key areas to target (depending on what is available and applicable to your situation):
Leveraging existing relationships, marketing & resources
Getting involved in the business & community
Directly promoting your articles, brand & products/services
Here are 10 samples of each…
1. Leveraging existing relationships, marketing & resources
References through your suppliers – Many product suppliers have lists of the stockists or distributors on their own websites, and service 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 within their lists, with a branded link to your web page.
References from the clients (B2B) – Similarly, many distributors, stockists and clients list their suppliers on their website, sometimes by using a profile from the suppliers’ brands. Ask your clients to incorporate 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, offer a testimonial so they can include on their website using a hyperlink to your business.
Leverage radio/TV advertising – Some media outlets have a list of their advertisers on their website. When you are advertising with any radio or TV stations, check should they have this feature and make sure you happen to be included in the list.
Leverage other sponsorships – A lot of companies that accept sponsorships display the sponsors on their website, generally with a brand name and sometimes by using a link. Should your company has or can have any sponsorships – whether charities, organisations, clubs, events etc – be sure you request or confirm incorporating your brand or logo on their website with a link to your blog.
Non-linked brand citations – As the brand awareness grows and also you earn a media presence, your manufacturer will start to be mentioned in articles or content and news articles. When your company is mentioned with a writer or journalist, they understand who you really are and get already promoted your name brand for their readership, so just why not ask them to affect the existing brand mention to some hyperlink? You may also use this to build a romantic relationship for future collaborations.
Leverage pr releases – Whilst the old bulk press-release-syndication SEO strategy (where your press release is published to a tonne of PR directories haphazardly) needs to be avoided, there are several high-quality press release websites that are still valuable when your release is newsworthy. Additionally, in case you have company news that is certainly worth a press release, you may reach out to local or industry journalists who could find it interesting, and maybe even offer an exclusive interview.
Leverage existing content resources – Learn what content on your website has become successful in the past. When the content has generated interest and traction, you will find a reason so find any manner possible to advertise it further.
Reverse image/Content lookup – If you 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 like a source or if they are doing site you, they could not connect to you (much like non-linked brand citations). Reach out to the authors, thank them for the compliment of making use of your information and inquire them nicely when they would mind including a citation for your original component of content.
Lost link outreach – Most alternative party link analysis tools offer a summary of pages that previously linked to your website however for in which the page or link has become removed. These web sites have already linked to you in the past hence the relationship is established. Reach out to them, figure out why they removed the web link, what might be involved in re-establishing the link or ways to interact with each other down the road.
2. Getting involved in the marketplace and community
Scholarships – Education institutions often list any scholarships relevant to their students, that will 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 students in those fields. Ensure there is a description and application page on your own website, then get in touch with the institutions offering those courses to include the scholarship with their listings.
Internships – Similarly, many educational facilities like to have partnerships with companies where they are able to place their students for Work Experience or Internships. A few will list these firms on their site like a sales pitch to create more students in. Likewise branding, it is possible to increase your work capacity with an intern and you will probably often find some very nice future staff members through internship programs (since we ourselves have discovered repeatedly throughout the years).
Guest speakerships – Most of you may remember sooner or later or other that the 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 a professional inside your field and are comfortable looking at teams of students, offer the services you provide as being a guest speaker to deliver insights into the industry or educate them on the specific sub-topic. Many institutions will include guest speakers in addition to their companies in the course outlines, which can be available online.
Event sponsorships/suppliers – If there are any upcoming events inside your industry, especially for your target audience, contact the event organisers to supply either a sponsorship or, when your goods and services are suitable, to turn into a supplier of your event. Most events have an online presence and may list their event sponsors and suppliers somewhere on the website.
Host a marketplace event – One challenge, especially with smaller events, is finding funding to fund venues. If you fail to offer financial support or supplies, or if perhaps the big event is smaller naturally, you can offer your facilities to host the case. You will see that venues will always be listed on event details pages, and they may backlink to your Contact Us page if it has details concerning how to get there.
Charity sponsorships – There are many charities which are in urgent need of funding. Leaving aside that each company needs to be giving returning to the community, some charities will even list sponsors on their site. Look for a charity that is certainly in line with your company ethos and acquire involved.
Join industry associations – Most industries offer an association of some sort that requires membership from companies, and a number of these associations use a directory of the members. These websites might be super relevant and, because they offer an application process, only have legitimate businesses listed. You ought to be one of those particular businesses. They might have events springing 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 being donated to acquire referencing the company within the competition marketing materials and channels. If the competition is relevant and can provide an online presence, you can offer services or products as being a prize to make the most of that branding.
Industry forum engagement – Forums get a bad rap, but a majority of industries have great forums in which the community and experts are very engaged. Develop a real profile for the real person and initiate participating in the conversations; offer your industry expertise, advice for resolving issues, feedback on comments or questions. If you publish content, you may even share an overview using a connect to the original in a new thread and request people for feedback. Though I do believe it obvious, it’s worth mentioning that you need to never spam a forum with links and get away from making use of your website in your forum signature – even if this could have worked in the past, you will get banned from any top quality forums and overdoing it can likely offer you complications with Google penalties.
Offer interviews – Bloggers and journalists are frequently trying to find experts to interview on difficult or controversial topics. Keep a lookout on HARO and SourceBottle for requests, as well as reach out to journalists or bloggers you are aware to be interested in your city of know-how and provide yourself being a source. Some media outlets even have a standing request interviews.
3. Promoting your brand, products, services and content to industry resources and influencers
Be aware that this region of brand promotion is the thing that 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 folks within your field would like to hyperlink to. Just like technical onsite SEO, there are several resources available on the web that discuss creating content that will attract links and ways to promote that content to purchase links. Brian Dean offers a detailed explanation of what he calls the Skyscraper Technique for creating linkable assets and Noah Kagan experiences a comparable strategy but elaborates much more on content promotion.
Egobait aggregator lists content – People like recognition. If you curate a long list of the “Top/Best XX Anything”, and can include links to each and every blog, website, or company in the list, potentially by using a snippet or description, you can then reach out to them and tell them. Smaller to medium-sized websites especially would like to brag about this, especially if it’s an award, and might include internet marketing company on their website returning to a 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 tell them. They may or may not link to it with time, but more regularly they may share it with their followers and one of those might end up linking with it.
Host webinars – An underrated and underused medium generally in most industries is video content. If it’s in your capacity, host webinars to coach 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 while you would some 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 to acquire an independent (unbiased) article on your product published on their website. Obviously here, you must have an effective product to get maximum take advantage of the review.
Blogger relationship building – Identify the best blogs and knowledge resources within your industry. Start engaging because of their content; add valuable comments on their own site; share their content and link to it where possible; promote them in your social networking profiles. Begin a positive relationship before you decide to ask for anything and after that, when you have a dialogue, you may share your content and request for their feedback, or you can brainstorm alternative methods to collaborate.
Social influencer relationship building – Identify the top social profiles and influencers inside your industry. Start engaging with them across their social platforms; favourite and retweet their tweets; share and similar to their Facebook posts. Create a positive relationship before you request anything then, after you have a dialogue, you may share your articles and request their feedback, or you can brainstorm different ways 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 competitors all in one page, you have to be on that list. Contact the site owners and ask them should they would include you among the selection of providers. Once they only have a shortlist of the largest brands, they can not include you, but a majority of want an extensive listing of all 94dexmpky providers and you will be delighted to keep the list fresh.
Off-site aggregator lists – Similar to industry resource lists, you can find websites or websites in a few industries that happen to be dedicated to aggregating specific varieties of companies or websites. If you have an inventory connected to your products, services or company type, contact the aggregator and request them what could be involved in getting listed. Comparison sites (loans, insurance, accommodation) are a good example of aggregator lists, but often it’s as simple as your blog article listing everyone in your field.
Viral competitions/offers – Create a competition or perhaps a special offer which is so outrageous people would want to share it with their social followers. Or, taking it to another level, create a competition or even a discount specially for target bloggers – in case the incentive is sufficient, it would entice these people to share it with their social profiles and connect to it using their website.
Get creative and decide what is perfect for you. Audit your resources and ensure you are making the most of all your marketing channels. Find unique tips to get involved with your particular niche or industry.