What we’ve seen over recent years is that Google is increasingly favouring larger brands. Even in Google’s Search Quality Rating Guidelines they state, “Would you recognize this web site as an authoritative source when mentioned by name?”
Google determines the actual size of a brandname as compared to the other parts of the market within a given niche (or for a particular keyword group) by checking out what are called Brand Signals; indicators to Google that you are an authority in your field – that folks in your market know what you are about and they also trust you.
The analogy I usually prefer to use to describe one way link building services is the one about textbooks…
You have a series of textbooks in a field that all have citations and references for some other resources, so you realize that if a variety of textbooks within a given field point to the same resource, it’s a resource which is relevant and high quality.
A similar applies online.
You want references, citations, links, even brand mentions and other signals… and you also need many of these in a manner that, a) Google sees, b) Google likes, and c) Google allows.
I like to make reference to this combination and strategic direction as…
Search Relations (PR for search engines like google)
Google would like to provide the best experience for its users, which explains why it wants to rank the major brands for several searches as you can.
To see the genuine power of SEO, you should become one of those brands. To achieve that, you must build your brand awareness in order that you reach your audience across multiple resources.
If they’re reading articles in the newspaper relevant to your service plus a company is interviewed, you need to be that company. If the article in the blog references a business resource, you ought to be that resource. When there is a summary of providers of your service somewhere with a related website, you need to be on that list.
By putting yourself before your target market and establishing your brand presence in your marketplace, Google will recognise you as being a strong brand among your competition.
That’s where real SEO success could happen.
The unfortunate reality of big brand SEO
The period of personal blogs or small mortgage brokerages ranking to the keyword ‘home loans’ in front of the largest banks within a country have ended. You can’t pretend to be a big brand in SEO anymore as well as in the rare cases that ‘pretending’ does work, it doesn’t work with long.
Realistically, this is not such a bad thing for users – if they’re searching for a products or services, they should see the companies that possess the highest capacity and industry trust for delivering that product or service, similar to a bank or lender in the matter of ‘home loans’.
In case you’re not one of many strongest brands, you may have only 3 options:
Select a different keyword group
Target longer tail, more specific keywords and traffic
Become among those brands
If none of the can be accomplished, decide on a different service or purchase non-white-hat SEO on your own risk.
How to become a solid brand that Google favours
If you wish to develop into a strong brand that Google favours, you can find three key areas to focus on (according to precisely what is available and applicable to your situation):
Leveraging existing relationships, marketing & resources
Getting involved in the marketplace & community
Directly promoting your posts, brand & products/services
Listed here are 10 instances of each…
1. Leveraging existing relationships, marketing & resources
References through your suppliers – Many product suppliers have lists of the stockists or distributors on his or her websites, and service providers often list clients or client logos as instances of previous work completed. In any case, ask your suppliers or providers to include you on their website in their lists, by using a branded link to your website.
References through your clients (B2B) – Similarly, many distributors, stockists and clients list their suppliers on their website, sometimes with a profile in the suppliers’ brands. Ask your clients to feature you on their site within these lists or as a preferred supplier.
Testimonial contributions – If you have no list with a supplier’s website, they could still include testimonials on their website. If you’re satisfied with them, provide a testimonial to enable them to include on their website having a connect to your organization.
Leverage radio/TV advertising – Some media outlets have a list of their advertisers on their site. If you are advertising with any radio or TV stations, check if they have this feature and ensure you will be in the list.
Leverage other sponsorships – A lot of companies that accept sponsorships display the sponsors on their website, generally having a logo and sometimes using a link. In case your company has or could have any sponsorships – whether charities, organisations, clubs, events etc – make sure you request or confirm the addition of your brand or logo on their site using a link back to your blog.
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. If your company continues to be mentioned from a writer or journalist, they understand who you are and possess already promoted your name brand on their readership, so just why not make them affect the existing brand mention to your hyperlink? You can also use this to ascertain a relationship for future collaborations.
Leverage press releases – As the old bulk press-release-syndication SEO strategy (where your press release is published to your tonne of PR directories haphazardly) needs to be avoided, there are some high-quality press release websites which can be still valuable should your release is newsworthy. Additionally, when you have company news that is certainly deserving of a press release, you may get in touch with local or industry journalists who might find it interesting, and maybe even present an exclusive interview.
Leverage existing content resources – Find out what content on the website has become successful before. In case 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 might be re-used or quoted by other writers. Sometimes they could forget to cite you as being a source or if perhaps they are doing site you, they can not backlink to you (just like non-linked brand citations). Get in touch with the authors, thank them for the compliment of making use of your information and request them nicely should they would mind such as a citation in your original bit of content.
Lost link outreach – Most alternative party link analysis tools offer a long list of pages that previously linked to your site but for in which the page or link has been removed. Websites like these have previously associated with you in past times 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 how you can interact with each other in the foreseeable future.
2. Getting involved in the market and community
Scholarships – Education institutions often list any scholarships highly relevant to their students, that can help them financially. Figure out which courses, diplomas and degrees are relevant for careers in or connected with your industry and build a nominal scholarship program for college kids in those fields. Ensure you do have a description and application page on the website, then reach out to the institutions offering those courses to add the scholarship within their listings.
Internships – Similarly, many educational facilities want to have partnerships with companies where they can place their students for Experience or Internships. Many will list these businesses on their site being a sales pitch to bring more students in. In addition to that branding, you may enhance your work capacity having an intern and you will probably often find some great future employees through internship programs (since we ourselves have discovered repeatedly over time).
Guest speakerships – Many of you will remember eventually or other that a guest speaker stumbled on your school, college, university or TAFE to offer a talk highly relevant to the course you were studying. If you’re an expert in your field and so are comfortable facing groups of students, offer your services as a guest speaker to supply insights in to the industry or educate them over a specific sub-topic. Many institutions would include guest speakers along with their companies from the course outlines, which can be available on the internet.
Event sponsorships/suppliers – If there are any upcoming events inside your industry, specifically to your target audience, contact the celebration organisers to provide either a sponsorship or, should your products are suitable, to become a supplier in the event. Most events offer an online presence and will list their event sponsors and suppliers somewhere on the website.
Host a niche event – One challenge, especially with smaller events, is finding funding to pay for venues. If you fail to offer financial support or supplies, or if perhaps the case is smaller in nature, it is possible to offer your facilities to host the event. You will see that venues are always listed on event details pages, and they also may connect to your E Mail Us page when it has details regarding how to get there.
Charity sponsorships – There are numerous charities that happen to be in urgent demand for funding. Leaving aside that every company ought to be giving to the neighborhood, some charities will likely list sponsors on their website. Get a charity which is consistent with your enterprise ethos and obtain involved.
Join industry associations – Most industries have an association of some sort that needs membership from companies, and several of these associations use a directory of the members. Websites like these could be super relevant and, because they provide an application process, just have legitimate businesses listed. You have to be one of those businesses. They might have events coming 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 become donated in exchange for referencing the emblem in the competition ads and channels. In case the levels of competition are relevant and definately will have an online presence, you could offer services or products as being a prize to benefit from that branding.
Industry forum engagement – Forums get a bad rap, but a majority of industries have great forums where the community and experts are really engaged. Develop a real profile for any real person and start engaging in the conversations; offer your industry expertise, advice for resolving issues, feedback on comments or questions. Should you publish content, you can also share a summary using a backlink to the first in the new thread and inquire people for his or her feedback. Though I do believe it obvious, it’s worth mentioning that you should never spam a forum with links and prevent with your website in your forum signature – even if this could have worked in past times, you will definately get banned from any good 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. Have a lookout on HARO and SourceBottle for requests, or perhaps reach out to journalists or bloggers that you know to be curious about your city of experience and provide yourself 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
Note that this area of brand promotion is really what most closely resembles SEO of history, but it needs to be evolved for the present and future.
Linkable content creation & promotion – Quite simply, create content that folks in your field will want to hyperlink to. As with technical onsite SEO, there are numerous resources available on the web that discuss creating content which will attract links and ways to promote that content to purchase links. Brian Dean offers a detailed explanation of the he calls the Skyscraper Technique for creating linkable assets and Noah Kagan passes through a comparable strategy but elaborates much more on content promotion.
Egobait aggregator lists content – People like recognition. If you curate a listing of the “Top/Best XX Anything”, and may include links to every single blog, website, or company inside the list, potentially by using a snippet or description, you can then reach out to them and let them know. Smaller to medium-sized websites especially may wish to brag about it, especially when it’s an award, and may even include internet marketing services on their site back to the list.
Egobait citations/references content – Similarly, you could quote or cite a targeted author in your high-quality happy with a web link returning to their internet site, then reach out to them and tell them. They might or might not backlink to it over time, but more frequently they are going to share it making use of their followers and one of those could end up linking into it.
Host webinars – An underrated and underused medium in many industries is video content. If it’s in your own capacity, host webinars to exercise in the industry on difficult topics, or offer beginner sessions. Record and publish these as videos, or even create independent informational videos, and promote the recording while you would some other linkable asset.
Offer sample products for review – Bloggers love free samples and many will review products in their field anyway. Give you a sample to acquire a completely independent (unbiased) article on your merchandise published on their website. Obviously here, you should have a great product to acquire maximum gain benefit from the review.
Blogger relationship building – Identify the most notable blogs and knowledge resources in your industry. Start engaging making use of their content; add valuable comments on his or her site; share their content and connect to it where possible; promote them on your social networking profiles. Establish a positive relationship prior to demand anything and after that, upon having a dialogue, you are able to share your posts inquire about their feedback, or you can brainstorm other ways to collaborate.
Social influencer relationship building – Identify the very best social profiles and influencers in 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 prior to deciding to require anything and then, upon having a dialogue, you are able to share your site content inquire about their feedback, or brainstorm other ways to collaborate.
Industry resource lists – In many industries, you will find lists of providers, suppliers, tools, etc – by way of example on ‘Useful Resources’ pages. If you realise a summary of the competitors all on a single page, you ought to be on that list. Contact the internet site owners and request them if they would come with you among the selection of providers. When they have only a shortlist of the biggest brands, they can not include you, but some wish to have a comprehensive set of all 94dexmpky providers and you will be delighted to maintain the list fresh.
Off-site aggregator lists – Just like industry resource lists, you will find websites or web pages in a few industries which are committed to aggregating specific forms of companies or websites. When there is a list connected 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 an excellent example of aggregator lists, but often it’s as easy as your blog article listing everyone within your field.
Viral competitions/offers – Produce a competition or a special offer that is certainly so outrageous people would want to share it with their social followers. Or, taking it to another level, develop a competition or a discount specially for target bloggers – in the event the incentive is high enough, it is going to entice these to share it using their social profiles and connect to it from their website.
Get creative and decide what will work for you. Audit your resources and make sure you are doing your best with all your marketing channels. Find unique tips to get linked to your particular niche or industry.