What we’ve seen over the last few years is the fact that Google is increasingly favouring larger brands. Even in Google’s Search Quality Rating Guidelines they state, “Would you recognize this website as being an authoritative source when mentioned by name?”
Google determines the dimensions of a product in comparison to the rest of the market in a given niche (or perhaps for a given keyword group) by looking at what exactly are called Brand Signals; indicators to Google that you will be an authority inside your field – that men and women with your market know what you are about and they also trust you.
The analogy I usually love to use to clarify quality link building is textbooks…
You do have a group of textbooks within a field that all have citations and references to other resources, so you know that if a number of textbooks in a given field indicate the same resource, it’s a resource which is relevant and high quality.
Exactly the same applies online.
You require references, citations, links, even brand mentions as well as other signals… and you also need many of these in ways that, a) Google sees, b) Google likes, and c) Google allows.
I love to reference this combination and strategic direction as…
Search Relations (PR for search engines like google)
Google wishes to deliver the best experience for its users, this is why it wishes to rank the important brands for as numerous searches as you can.
To find out the real power of SEO, you have to become among those brands. To achieve that, you have to develop your brand awareness so that you will reach your audience across multiple resources.
If they’re reading a write-up within a newspaper related to your service as well as a clients are interviewed, you have to be that company. If the article inside a blog references a niche resource, you have to be that resource. If you find a listing of providers of your service somewhere over a related website, you ought to be on that list.
By putting yourself in front of your potential audience and establishing your brand presence with your marketplace, Google will recognise you like a strong brand among the competition.
That’s where real SEO success could happen.
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 within a country have ended. You can’t pretend as a big brand in SEO anymore and in the rare cases that ‘pretending’ does work, it doesn’t work for long.
Realistically, this may not be such bad for users – if they’re hunting for a goods and services, they must see the businesses that have the highest capacity and industry trust for delivering that service or product, similar to a bank or lender in the matter of ‘home loans’.
In case you’re not one of several strongest brands, you might have only 3 options:
Select a different keyword group
Target longer tail, more specific keywords and traffic
Become among those brands
If none of those can be carried out, pick a different service or invest in non-white-hat SEO in your own risk.
How to be a robust brand that Google favours
If you want to become a strong brand that Google favours, there are three key areas to pay attention to (dependant upon precisely what is available and applicable to your situation):
Leveraging existing relationships, marketing & resources
Engaging in the business & community
Directly promoting your articles, brand & products/services
Listed below are 10 instances of each…
1. Leveraging existing relationships, marketing & resources
References from the suppliers – Many product suppliers have lists in their stockists or distributors on their own websites, and repair providers often list clients or client logos as instances of previous work completed. Either way, ask your suppliers or providers to add you on their website inside their lists, by using a branded link to your website.
References from the clients (B2B) – Similarly, many distributors, stockists and clients list their suppliers on their site, sometimes using a profile in the suppliers’ brands. Ask your customers to include you on their website within these lists or as being a preferred supplier.
Testimonial contributions – If there is no list over a supplier’s website, they can still include testimonials on their site. If you’re satisfied with them, provide a testimonial so they can include on their website by using a link 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 if they have this feature and ensure you happen to be contained in the list.
Leverage other sponsorships – Some companies that accept sponsorships display the sponsors on their website, generally having a brand name and sometimes with a link. Should your company has or may have any sponsorships – whether charities, organisations, clubs, events etc – be sure you request or confirm the addition of your brand or logo on their website by using a link to your blog.
Non-linked brand citations – As your brand awareness grows and you earn a media presence, your manufacturer will be mentioned in blog articles and news articles. If your company continues to be mentioned by a writer or journalist, they know who you really are and get already promoted your manufacturer to their readership, so just why not ask them to alter the existing brand mention to some hyperlink? You may also use this to determine a romantic relationship for future collaborations.
Leverage press announcements – Whilst the old bulk press-release-syndication SEO strategy (where your press release is published to a tonne of PR directories haphazardly) must be avoided, there are several high-quality press release websites which are still valuable in case your release is newsworthy. Additionally, for those who have company news that may be worthy of a press release, you are able to reach out to local or industry journalists who will find it interesting, and perhaps even present an exclusive interview.
Leverage existing content resources – Find out what content in your website is successful in the past. When the content has recently generated interest and traction, there is a reason so find in whatever way possible to promote it further.
Reverse image/Content lookup – If you have successful content, often key statistics, phrases, charts, tables or images can be re-used or quoted by other writers. Sometimes they might forget to cite you as being a source or if perhaps they generally do site you, they may not backlink to you (as with non-linked brand citations). Reach out to the authors, thank them for your compliment of employing your data and inquire them nicely should they would mind together with a citation to your original component of content.
Lost link outreach – Most 3rd party link analysis tools offer a listing of pages that previously linked to your web page but also for that the page or link continues to be removed. Websites like these already have associated with you in past times hence the relationship is established. Get in touch with them, figure out why they removed the web link, what might be involved in re-establishing the website link or tips on how to work together in the foreseeable future.
2. Engaging in the market and community
Scholarships – Education institutions often list any scholarships relevant to their students, that can help them financially. Work out 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 you will have a description and application page on your website, then reach out to the institutions offering those courses to add the scholarship inside their listings.
Internships – Similarly, many educational facilities love to have partnerships with companies where they may place their students for Work Experience or Internships. Some will list these businesses on their site like a sales pitch to take more students in. Likewise branding, you are able to increase your work capacity with an intern and you will definitely often find some very nice future staff members through internship programs (while we ourselves have found repeatedly over time).
Guest speakerships – A lot of you will remember sooner or later or other a guest speaker stumbled on your school, college, university or TAFE to offer a talk connected to the course you were studying. If you’re a professional inside your field and are comfortable facing teams of students, offer your services as being a guest speaker to supply insights in the industry or educate them over a specific sub-topic. Many institutions would include guest speakers as well as their companies within the course outlines, which are often available on the internet.
Event sponsorships/suppliers – If you will find any upcoming events inside your industry, specifically to your market, contact the big event organisers to provide either a sponsorship or, in case your services or products are suitable, to be a supplier of the event. Most events come with an online presence and definately will list their event sponsors and suppliers somewhere on the webpage.
Host an industry event – One challenge, particularly with smaller events, is finding funding to pay for venues. If you fail to offer financial support or supplies, or maybe if the celebration is smaller in nature, you are able to offer your facilities to host the event. You will recognize that venues will always be listed on event details pages, and so they may connect to your E Mail Us page if it has details on the way to get there.
Charity sponsorships – There are numerous charities which can be in urgent demand for funding. Leaving aside that each company needs to be giving back to the city, some charities will likely list sponsors on their website. Look for a charity that is in accordance with your company ethos and have involved.
Join industry associations – Most industries offer an association of some kind which requires membership from companies, and most of these associations have a directory with their members. Websites like these could be super relevant and, while they provide an application process, simply have legitimate businesses listed. You need to be one of those businesses. They could have even events coming up that you may get involved with.
Competition prize contributions – On sites like HARO and SourceBottle, people employed in media sometimes list requests for competition prizes to get donated to acquire referencing the company from the competition marketing materials and channels. When the competition is relevant and may come with an online presence, you could offer services or products as a prize to take advantage of that branding.
Industry forum engagement – Forums have a bad rap, however, many industries have great forums where the community and experts are very engaged. Produce a real profile for the real person and begin engaging in the conversations; offer your industry expertise, advice for resolving issues, feedback on comments or questions. Should you publish content, you may even share an overview with a link to the original in the new thread and get people for their feedback. Though I think it obvious, it’s worth mentioning you should never spam a forum with links and get away from with your website within your forum signature – even though this might have worked before, you will definitely get banned from the high-quality forums and overdoing it would likely provide you with issues with Google penalties.
Offer interviews – Bloggers and journalists are usually 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 that you know to be curious about your city of know-how and give yourself as being a source. Some media outlets also have a standing request 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 exactly what most closely resembles SEO of history, but it ought to be evolved for your present and future.
Linkable content creation & promotion – Basically, create content that folks inside your field will want to backlink to. Just like technical onsite SEO, there are plenty of resources available online that discuss creating content that will attract links and the ways to promote that content to obtain links. Brian Dean provides a detailed explanation of the things he calls the Skyscraper Technique for creating linkable assets and Noah Kagan passes through a similar strategy but elaborates more about content promotion.
Egobait aggregator lists content – People like recognition. When you curate a list of the “Top/Best XX Anything”, and can include links to each and every blog, website, or company from the list, potentially by using a snippet or description, you may then reach out to them and make sure they know. Small to mid-sized websites especially may wish to brag regarding it, particularly when it’s an award, and may include website marketing on their website returning to this list.
Egobait citations/references content – Similarly, you could quote or cite a targeted author inside your high-quality content with a web link straight back to their site, then reach out to them and let them know. They might or might not hyperlink to it in time, but on a regular basis they may share it because of their followers and one of them may end up linking with it.
Host webinars – An underrated and underused medium in the majority of industries is video content. If it’s within your capacity, host webinars to train within the industry on difficult topics, or offer beginner sessions. Record and publish these as videos, or perhaps create independent informational videos, and promote the video while you would every other linkable asset.
Offer sample products for review – Bloggers love free samples and lots of will review products in their field anyway. Provide a sample to acquire a completely independent (unbiased) article on your product published on their website. Obviously here, you need to have an excellent product to acquire maximum take advantage of the review.
Blogger relationship building – Identify the most notable blogs and information resources within your industry. Start engaging with their content; add valuable comments on their site; share their content and hyperlink to it where possible; promote them on your social media profiles. Create a positive relationship before you demand anything and after that, once you have a dialogue, you may share your site content inquire about their feedback, or brainstorm alternative methods to collaborate.
Social influencer relationship building – Identify the top social profiles and influencers inside your industry. Start engaging together across their social platforms; favourite and retweet their tweets; share and similar to their Facebook posts. Begin a positive relationship before you request anything after which, once you have a dialogue, it is possible to share your articles and ask for their feedback, or you can brainstorm different ways to collaborate.
Industry resource lists – In many industries, you will discover lists of providers, suppliers, tools, etc – as an example on ‘Useful Resources’ pages. If you find a summary of the competition all on one page, you need to be on that list. Contact the site owners and request them when they includes you amongst the set of providers. Should they just have a shortlist of the largest brands, they can not include you, but many want to have an extensive selection of all 94dexmpky providers and will be delighted to maintain the list fresh.
Off-site aggregator lists – Much like industry resource lists, you can find websites or web pages in certain industries that happen to be committed to aggregating specific varieties of companies or websites. If there is a listing highly relevant to your merchandise, services or company type, contact the aggregator and inquire them what could be involved in getting listed. Comparison sites (loans, insurance, accommodation) are a great instance of aggregator lists, but often it’s as easy as a blog article listing everyone inside your field.
Viral competitions/offers – Create a competition or possibly a special offer that is so outrageous people may wish to share it making use of their social followers. Or, taking it to another level, develop a competition or a discount specifically for target bloggers – in case the incentive is high enough, it is going to entice them to share it making use of their social profiles and connect to it off their website.
Get creative and determine what will work for you. Audit your resources and make sure you are taking advantage of all of your marketing channels. Find unique tips to get associated with your unique niche or industry.