What we’ve seen over the recent years is Google is increasingly favouring larger brands. Even during 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 size of a product as compared to the other parts of the market in a given niche (or a particular keyword group) by checking out exactly what are called Brand Signals; indicators to Google that you will be an authority with your field – that people with your market know your identiity and they trust you.
The analogy Normally i prefer to use to explain one way link building services is the one about textbooks…
There is a combination of textbooks within a field that most have citations and references with other resources, so you already know that if several textbooks in the given field point out the identical resource, it’s a resource which is relevant and high quality.
A similar applies online.
You need references, citations, links, even brand mentions as well as other signals… and you also need most of these in a fashion that, a) Google sees, b) Google likes, and c) Google allows.
I like to refer to this combination and strategic direction as…
Search Relations (PR for search engines like google)
Google would like to give you the best experience because of its users, which explains why it wishes to rank the major brands for several searches as is possible.
To discover the genuine power of SEO, you must become one of those particular brands. To do that, you need to build up your brand awareness so that you reach your audience across multiple resources.
If they’re reading a post in the newspaper relevant to your service and a company is interviewed, you need to be that company. If the article inside a blog references a business resource, you need to be that resource. If you find a list of providers of the service somewhere with a related website, you have to be on that list.
By putting yourself looking at your potential audience and establishing your brand presence with your marketplace, Google will recognise you as a strong brand among the competition.
That’s where real SEO success can occur.
The unfortunate reality of big brand SEO
The days of personal blogs or small mortgage brokerages ranking to the keyword ‘home loans’ ahead of the largest banks in a country have ended. You can’t pretend to become big brand in SEO anymore as well as 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 product or service, they ought 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 case of ‘home loans’.
In case you’re not among the strongest brands, you have only 3 options:
Pick a different keyword group
Target longer tail, more specific keywords and traffic
Become one of those brands
If none of the can be achieved, decide on a different service or put money into non-white-hat SEO at your own risk.
How to be a robust brand that Google favours
If you want to be a strong brand that Google favours, there are three key areas to focus on (based on what is available and applicable to your situation):
Leveraging existing relationships, marketing & resources
Participating in the marketplace & community
Directly promoting your site content, brand & products/services
Here are 10 samples of each…
1. Leveraging existing relationships, marketing & resources
References through your suppliers – Many product suppliers have lists with their stockists or distributors on their own websites, and service providers often list clients or client logos as examples of previous work completed. In any case, ask your suppliers or providers to add you on their site within their lists, by using a branded link aimed at your website.
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 customers to feature you on their site within these lists or as being a preferred supplier.
Testimonial contributions – If you find no list on the supplier’s website, they can still include testimonials on their website. If you’re pleased with them, give a testimonial so they can include on their website by using a backlink to your company.
Leverage radio/TV advertising – Some media outlets have a listing of their advertisers on their site. When you are advertising with any radio or TV stations, check in case they have this feature and ensure you will be within the list.
Leverage other sponsorships – Some companies that accept sponsorships display the sponsors on their site, generally by using a brand name and sometimes by using a link. If your company has or will have any sponsorships – whether charities, organisations, clubs, events etc – make sure you request or confirm adding your brand or logo on their site having a link back to your web site.
Non-linked brand citations – As the brand awareness grows and also you earn a media presence, your brand will start to be mentioned in blog posts and news articles. In case your company has been mentioned with a writer or journalist, they know your identiity and possess already promoted your brand with their readership, why not ask them to affect the existing brand mention to some hyperlink? You may even take advantage of this to establish a romantic relationship for future collaborations.
Leverage press announcements – Even though 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 several high-quality press release websites that are still valuable in case your release is newsworthy. Additionally, when you have company news that is worth a press release, you can get in touch with local or industry journalists who may find it interesting, and perhaps even present an exclusive interview.
Leverage existing content resources – Learn what content on the website continues to be successful before. In the event 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 could be re-used or quoted by other writers. Sometimes they can forget to cite you as a source or maybe if they actually do site you, they could not connect to you (as with non-linked brand citations). Reach out to the authors, thank them for the compliment of using your data and ask them nicely when they would mind together with a citation for your original piece of content.
Lost link outreach – Most alternative party link analysis tools offer a long list of pages that previously linked aimed at your website but also for that the page or link continues to be removed. These websites have already linked to you previously and so the relationship is established. Reach out to them, discover why they removed the website link, what would be involved in re-establishing the link or tips on how to interact with each other down the road.
2. Participating in the marketplace and community
Scholarships – Education institutions often list any scholarships highly relevant to their students, which will help them financially. Figure out which courses, diplomas and degrees are relevant for careers in or related to your industry and establish a nominal scholarship program for college students in those fields. Ensure you will have a description and application page in your website, then reach out to the institutions offering those courses to add the scholarship with their listings.
Internships – Similarly, many educational institutions like to have partnerships with companies where they could place their students for Experience or Internships. A few will list these businesses on their site like a sales hype to take more students in. Furthermore branding, you may improve your work capacity by having an intern and you will probably often find some great future personnel through internship programs (while we ourselves have realized repeatedly over time).
Guest speakerships – Many of you are going to remember at some time or any other a guest speaker stumbled on your school, college, university or TAFE to give a talk connected to the course you had been studying. If you’re an authority with your field and so are comfortable before groups of students, offer the services you provide like a guest speaker to supply insights in to the industry or educate them with a specific sub-topic. Many institutions will incorporate guest speakers in addition to their companies in the course outlines, which are generally available online.
Event sponsorships/suppliers – If there are any upcoming events in your industry, particularly to your potential audience, contact the event organisers to offer either a sponsorship or, when your services or products are suitable, to be a supplier from the event. Most events come with an online presence and may list their event sponsors and suppliers somewhere on the site.
Host a business event – One challenge, especially with smaller events, is finding funding to fund venues. If you cannot offer financial support or supplies, or maybe if the case is smaller in nature, you are able to offer your facilities to host the celebration. You will recognize that venues will almost always be listed on event details pages, plus they may hyperlink to your Give Us A Call page if this has details on the way to arrive.
Charity sponsorships – There are numerous charities that are in urgent necessity of funding. Leaving aside that every company must be giving returning to the neighborhood, some charities will even list sponsors on their site. Look for a charity that may be in step with your company ethos and acquire involved.
Join industry associations – Most industries have an association of some kind that requires membership from companies, and a number of these associations have a directory in their members. These web sites may be super relevant and, because they come with an application process, just have legitimate businesses listed. You have to be some of those businesses. They may have events coming that you 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 company inside the competition ads and channels. If the levels of competition are relevant and may have an online presence, you can offer services or products as a prize to benefit from that branding.
Industry forum engagement – Forums get yourself a bad rap, but many industries have great forums where community and experts really are engaged. Produce a real profile for any real person and begin engaging in the conversations; offer your industry expertise, advice for resolving issues, feedback on comments or questions. When you publish content, you may even share a summary using a connect to the first in the new thread and get people for feedback. Though I feel it obvious, it’s worth mentioning that you should never spam a forum with links and avoid using your website within your forum signature – even if this could possibly have worked before, you will get banned through the top quality forums and overdoing it is going to likely present you with issues with Google penalties.
Offer interviews – Bloggers and journalists are often looking for experts to interview on difficult or controversial topics. Have a lookout on HARO and SourceBottle for requests, and even reach out to journalists or bloggers that you know to be interested in your area of experience and provide yourself as being a source. Some media outlets actually have a standing request interviews.
3. Promoting your brand, products, services and content to industry resources and influencers
Note 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 – Quite simply, create content that men and women with your field would like to connect to. Just like technical onsite SEO, there are plenty of resources available on the internet that discuss creating content that may attract links and the ways to promote that content to get links. Brian Dean offers a detailed explanation of the he calls the Skyscraper Way of creating linkable assets and Noah Kagan passes through the same strategy but elaborates much more about content promotion.
Egobait aggregator lists content – People like recognition. If you curate a list of the “Top/Best XX Anything”, and include links to each blog, website, or company inside the list, potentially by using a snippet or description, after that you can reach out to them and let them know. Smaller to medium-sized websites especially would like to brag regarding this, especially if it’s an award, and may include online marketing services on their site straight back to the list.
Egobait citations/references content – Similarly, you can quote or cite a targeted author in your high-quality content with the link back to their site, then reach out to them and let them know. They might or might not backlink to it in time, but more regularly they may share it using their followers and one may 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 train within 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 when you would almost every other linkable asset.
Offer sample products for review – Bloggers love free samples and many will review products inside their field anyway. Give a sample to acquire an unbiased (unbiased) article on your product published on their site. Obviously here, you need to have a good product to have maximum benefit from the review.
Blogger relationship building – Identify the very best blogs and data resources in your industry. Start engaging using their content; add valuable comments on their site; share their content and backlink to it where possible; promote them on your social networking profiles. Begin a positive relationship before you require anything and then, upon having a dialogue, you may share your content inquire about their feedback, or you can brainstorm alternative methods to collaborate.
Social influencer relationship building – Identify the best social profiles and influencers inside your industry. Start engaging along with them across their social platforms; favourite and retweet their tweets; share and like their Facebook posts. Create a positive relationship prior to request anything then, when you have a dialogue, it is possible to share your articles and request their feedback, or brainstorm other methods to collaborate.
Industry resource lists – In many industries, there are actually lists of providers, suppliers, tools, etc – for instance on ‘Useful Resources’ pages. If you discover a summary of your competition all using one page, you have to be on that list. Contact the site owners and get them should they would come with you one of the set of providers. When they just have a shortlist of the largest brands, they can not include you, however, many need to have an extensive selection of all 94dexmpky providers and are delighted to keep your list fresh.
Off-site aggregator lists – Much like industry resource lists, you will find websites or websites in a few industries that are devoted to aggregating specific forms of companies or websites. If you find a list relevant to your product or service, services or company type, contact the aggregator and inquire them what might engage in getting listed. Comparison sites (loans, insurance, accommodation) are a good example of aggregator lists, but often it’s as easy as your blog article listing everyone inside your field.
Viral competitions/offers – Create a competition or perhaps a special offer which is so outrageous people would want to share it using their social followers. Or, taking it to a higher level, create a competition or even a discount especially for target bloggers – in case the incentive is high enough, it would entice them to share it making use of their social profiles and backlink to it from the website.
Get creative and decide what is wonderful for you. Audit your resources and ensure you are taking advantage of all of your current marketing channels. Find unique techniques for getting involved with your unique niche or industry.