What we’ve seen over recent years is the fact Google is increasingly favouring larger brands. 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 product as compared to the rest of the market within a given niche (or a particular keyword group) by considering exactly what are called Brand Signals; indicators to Google that you will be an authority with your field – that folks within your market know what you are about and so they trust you.
The analogy I usually love to use to spell out seo link building is the one about textbooks…
There is a combination of textbooks in a field that have citations and references for some other resources, so you are aware that if several textbooks within a given field denote the same resource, it’s a resource which is relevant and high quality.
The same applies online.
You require references, citations, links, even brand mentions and also other signals… and you need every one of these in a way that, a) Google sees, b) Google likes, and c) Google allows.
I love to talk about this combination and strategic direction as…
Search Relations (PR for search engine listings)
Google wishes to provide you with the best experience because of its users, which explains why it wants to rank the large brands for several searches as possible.
To see the actual power of SEO, you should become one of those particular brands. To achieve that, you have to develop your brand awareness so that you reach your audience across multiple resources.
If they’re reading a write-up in a newspaper relevant to your service plus a company is interviewed, you need to be that company. If the article in the blog references an industry resource, you ought to be that resource. If you find a listing of providers of your own service somewhere over a related website, you need to be on that list.
By putting yourself facing your target audience 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 could happen.
The unfortunate reality of big brand SEO
The period of personal blogs or small mortgage brokerages ranking for your keyword ‘home loans’ in front of the largest banks within a country have ended. 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 work with long.
Realistically, this is not such bad for users – if they’re trying to find a service or product, they need to begin to see the firms that hold the highest capacity and industry trust for delivering that product or service, just like a bank or lender in the matter of ‘home loans’.
In case you’re not one of the strongest brands, you have only 3 options:
Pick a different keyword group
Target longer tail, more specific keywords and traffic
Become some of those brands
If none of these can be achieved, decide on a different service or purchase non-white-hat SEO on your own risk.
How to become a solid brand that Google favours
In order to develop into a strong brand that Google favours, you will find three key areas to concentrate on (dependant upon what is available and applicable for your personal situation):
Leveraging existing relationships, marketing & resources
Getting involved in the industry & community
Directly promoting your site content, brand & products/services
Allow me to share 10 types of each…
1. Leveraging existing relationships, marketing & resources
References through your suppliers – Many product suppliers have lists with their stockists or distributors on their websites, and service providers often list clients or client logos as examples of previous work completed. In either case, ask your suppliers or providers to incorporate you on their site inside their lists, having a branded link aimed at your website.
References from the clients (B2B) – Similarly, many distributors, stockists and clients list their suppliers on their site, sometimes using a profile from the suppliers’ brands. Ask your customers to add you on their site within these lists or as a preferred supplier.
Testimonial contributions – If you have no list over a supplier’s website, they could still include testimonials on their site. If you’re satisfied with them, give you a testimonial so they can include on their website by using a link to your business.
Leverage radio/TV advertising – Some media outlets have a list of their advertisers on their site. When you are advertising with any radio or TV stations, check if they have this feature and make sure you will be within the list.
Leverage other sponsorships – Many businesses that accept sponsorships display the sponsors on their site, generally having a logo and sometimes using a link. When your company has or can have any sponsorships – whether charities, organisations, clubs, events etc – make sure to request or confirm the addition of your brand or logo on their website by using a link back to your web site.
Non-linked brand citations – As your brand awareness grows and also you earn a media presence, your brand name will be mentioned in articles or content and news articles. When your company continues to be mentioned with a writer or journalist, they are fully aware who you really are and possess already promoted your manufacturer to their readership, why not make them modify the existing brand mention to some hyperlink? You can also use this to establish a partnership for future collaborations.
Leverage press releases – Whilst the old bulk press-release-syndication SEO strategy (where your press release is published into a tonne of PR directories haphazardly) should be avoided, there are many high-quality press release websites that are still valuable in case your release is newsworthy. Additionally, in case you have company news that is worth a press release, you may get in touch with local or industry journalists who might find it interesting, and perhaps even present an exclusive interview.
Leverage existing content resources – Find what content in your website has been successful previously. When the content has now generated interest and traction, there is a reason so find in any manner possible to promote 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 can forget to cite you being a source or maybe they generally do site you, they could not link to you (similar to non-linked brand citations). Get in touch with the authors, thank them for the compliment of making use of your information and inquire them nicely once they would mind including a citation in your original component of content.
Lost link outreach – Most third party link analysis tools offer a list of pages that previously linked to your web page but for which the page or link is removed. These web sites have previously associated with you before so the relationship is established. Get in touch with them, figure out why they removed the link, what could engage in re-establishing the hyperlink or ways to come together later on.
2. Participating in the industry and community
Scholarships – Education institutions often list any scholarships relevant to their students, which will help them financially. Work out which courses, diplomas and degrees are relevant for careers in or associated with your industry and create a nominal scholarship program for college kids in those fields. Ensure there is a description and application page on your website, then get in touch with the institutions offering those courses to add the scholarship in their listings.
Internships – Similarly, many educational institutions want to have partnerships with companies where they could place their students for Work Experience or Internships. Some will list these organizations on their site like a sales hype to bring more students in. Likewise branding, you can increase your work capacity with the intern and you will probably often find some good future staff members through internship programs (as we ourselves have discovered repeatedly over the years).
Guest speakerships – Many of you can expect to remember at some point or any other that the guest speaker stumbled on your school, college, university or TAFE to offer a talk related to the course that you were studying. If you’re an expert inside your field and so are comfortable looking at categories of students, offer your services as a guest speaker to supply insights in the industry or educate them with a specific sub-topic. Many institutions will incorporate guest speakers in addition to their companies inside the course outlines, which can be available online.
Event sponsorships/suppliers – If you will find any upcoming events within your industry, specifically for the potential audience, contact the case organisers to provide either a sponsorship or, should your products are suitable, to turn into a supplier of your event. Most events come with an online presence and can list their event sponsors and suppliers somewhere online.
Host a marketplace event – One challenge, particularly with smaller events, is finding funding to fund venues. If you cannot offer financial support or supplies, or maybe if the celebration is smaller by nature, you can offer your facilities to host the celebration. You will find that venues will almost always be listed on event details pages, plus they may connect to your Give Us A Call page if it has details regarding how to arrive.
Charity sponsorships – There are lots of charities that happen to be in urgent necessity of funding. Leaving aside which every company ought to be giving returning to the community, some charities will also list sponsors on their website. Locate a charity that may be in step with your enterprise ethos and obtain involved.
Join industry associations – Most industries provide an association of some type which requires membership from companies, and many of these associations have got a directory with their members. These web sites might be super relevant and, as they provide an application process, just have legitimate businesses listed. You need to be among those businesses. They might have even events developing that you could get involved with.
Competition prize contributions – On sites like HARO and SourceBottle, people operating in media sometimes list requests for competition prizes to get donated to acquire referencing the brand from the competition marketing materials and channels. When the competition is relevant and definately will have an online presence, you could offer services or products as being a prize to make the most of that branding.
Industry forum engagement – Forums get yourself a bad rap, but some industries have great forums in which the community and experts really are engaged. Produce a real profile for the real person and start 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 using a link to the initial in a new thread and ask people for feedback. Though I believe it obvious, it’s worth mentioning you should never spam a forum with links and avoid utilizing your website in your forum signature – while this might have worked previously, you will get banned from any high quality forums and overdoing it can likely present you with complications with Google penalties.
Offer interviews – Bloggers and journalists are usually searching for experts to interview on difficult or controversial topics. Keep a lookout on HARO and SourceBottle for requests, or perhaps get in touch with journalists or bloggers you are aware to be curious about your area of expert knowledge and give yourself as 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
Be aware that this area of brand promotion is what most closely resembles SEO of the past, but it ought to be evolved to the present and future.
Linkable content creation & promotion – Quite simply, create content that men and women with your field will want to link to. Just like technical onsite SEO, there are numerous resources available online that discuss creating content that can attract links and the ways to promote that content to acquire links. Brian Dean delivers a detailed explanation of the he calls the Skyscraper Technique for creating linkable assets and Noah Kagan passes through a comparable strategy but elaborates more about content promotion.
Egobait aggregator lists content – People like recognition. In the event you curate a summary of the “Top/Best XX Anything”, and may include links to each and every blog, website, or company within the list, potentially using a snippet or description, after that you can get in touch with them and tell them. The lesser to medium-sized websites especially would want to brag about it, particularly when it’s an award, and might include internet marketing on their site to their list.
Egobait citations/references content – Similarly, you could quote or cite a targeted author with your high-quality content with a web link to their website, then reach out to them and let them know. They may or may not backlink to it in time, but on a regular basis they will share it using their followers and one of these might end up linking on it.
Host webinars – An underrated and underused medium in the majority of industries is video content. If it’s in your capacity, host webinars to teach 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 as you would any other linkable asset.
Offer sample products for review – Bloggers love free samples and several will review products with their field anyway. Give a sample in return for an unbiased (unbiased) article on your product or service published on their website. Obviously here, you must have an effective product to acquire maximum gain benefit from the review.
Blogger relationship building – Identify the top blogs and information resources with your industry. Start engaging with their content; add valuable comments on their site; share their content and connect to it where possible; promote them on your social networking profiles. Establish a positive relationship prior to request anything and then, once you have a dialogue, you may share your articles inquire about their feedback, or brainstorm other methods to collaborate.
Social influencer relationship building – Identify the most notable social profiles and influencers within your industry. Start engaging using them across their social platforms; favourite and retweet their tweets; share and similar to their Facebook posts. Begin a positive relationship before you decide to demand anything and then, when you have a dialogue, you may share your content and request for their feedback, or you can brainstorm different ways to collaborate.
Industry resource lists – In numerous industries, you will discover lists of providers, suppliers, tools, etc – for instance on ‘Useful Resources’ pages. If you realise a list of your competition all on one page, you need to be on that list. Contact the web site owners and get them when they would come with you among the list of providers. When they only have a shortlist of the most popular brands, they might not include you, but some need to have a comprehensive list of all 94dexmpky providers and will be very happy to keep your list fresh.
Off-site aggregator lists – Just like industry resource lists, you can find websites or webpages in a few industries that happen to be focused on aggregating specific kinds of companies or websites. If there is a list relevant to your products, services or company type, contact the aggregator and inquire them what would be involved in getting listed. Comparison sites (loans, insurance, accommodation) are an excellent demonstration of aggregator lists, but often it’s as elementary as a blog article listing everyone with your field.
Viral competitions/offers – Build a competition or even a special offer that is so outrageous people would like to share it with their social followers. Or, taking it to a higher level, develop a competition or a discount specially for target bloggers – in the event the incentive is sufficient, it will entice these to share it using their social profiles and connect to it from their website.
Get creative and determine what is useful for you. Audit your resources and make sure you are doing your best with all your marketing channels. Find unique methods for getting linked to your distinct niche or industry.