3 Ways to Convince Google You’re a Strong Online Brand

by Duncan · 65 comments

This is a guest post by Duncan Heath, an online marketer. You can website one of his business website: ExtremeSportsTrader.co.uk. Today, in this post you will get to learn how to establish your website/business as a popular brand and make Google realize it to get huge exposure. I am sure these strategies will be really helpful for you.

There has been a lot of talk recently about the importance of establishing yourself as an online brand to help improve your rankings in the search engines.

Some have argued that search engines are now paying more attention to online ‘brands’, others highlight how establishing yourself as a brand can win you new exposure and there are even those SEO’s who’s research shows that thinking ‘brand’ in your offsite marketing strategy could be more important than just going after desirable keywords.

In my opinion Google is turning to brands in an attempt to rid its SERPS of increasing levels of spam on the web. If it can identify which websites are ‘brands’ it can give more inherent power to these sites as they typically have very low levels of spam and are often well-trusted.

For example, it is unlikely for brands such as Apple, Nike or Sony to harbor spam on their sites or indeed link out to anything unsavory or low quality. Using this logic links from these brand sites can also therefore be given more trust and Google can help establish which sites deserve to be in its index and rank highly.

But how do you convince Google your site is worthy of being classed as a ‘brand’?

Here are 3 criteria that I think Google looks at quite closely and that you can adopt today.


 

1. Get Brand Links

Instead of just targeting keywords in your anchor text, consider using your company name. If you think about it, getting hundreds and thousands of identical anchor text links to your site is not exactly ‘natural’ and I don’t believe has the ranking influence it once did.

People linking to a powerful brand site such as sony.com wouldn’t all use the anchor text “Sony Bravia TV” would they? You would expect the majority to link like “Sony” or “Sony Corporation” or “www.sony.com” etc. Linking in this ‘brand’ way reinforces the fact that the site is a ‘brand’ company and so more power is given to it.  This does not mean you should stop anchor text linking altogether, but instead insure that you have a healthy proportion of brand links compared to more targeted terms.

I recently started increasing the instances of Extreme Sports Trader link text as I found it was way out of proportion with some of my most targeted keyword link texts, which didn’t look natural at all!

2. Get Brand Search

Something that I think is increasingly important in the eyes of search engines is the amount of search conducted around your brand name.

For example, if thousands of people are searching in Google for “The Fast Cars Company”, but only a few are searching for “Mike’s Rapid Cars”, which do you think Google would determine the most popular?

It makes sense that highly searched for brands are going to be more trusted and more welcome in search results as they are what people are looking for in the first place. However, increasing the number of people searching for your brand is easier said than done, so how do you do it?

  • Your brand search will increase naturally as you get more online exposure and more traffic from SEO
  • Engaging in social media platforms such as Facebook and Twitter can give you the opportunity to advertise your brand and get more people searching for it.
  • Actively commenting on blogs in your niche and including your brand name (not necessarily a link) in your comments will help get your name out there and stuck in people’s minds
  • Using offline media such as flyers, magazine advertising or public relations will increase the number of people searching for your site when they get online.
  • These are just a few ways in which you can increase brand search, but I’m sure you can find many more that are just as effective.

3. Getting Brand Mentions

Getting mentions or references (not links) to your brand name or your website is something that I am seeing as an increasingly effective SEO strategy. Let’s say for example that Google has (via a number of criteria) pretty much established that your website’s brand is “Terry’s Tremendous Toys”. Now, every time this name is mentioned in text somewhere on the internet, this not only acts as reinforcement for the brand, but also an indication of it popularity – so why wouldn’t Google listen to this?

In the same was as links, I suspect getting a mention from a powerful website is worth more than one with low authority, otherwise this would be too easy to spam.  Here are some ideas for increasing the number of times your brand or website is mentioned:

  • Distribute online press releases using sites such as http://www.free-press-release.com/ including your brand name in the text.
  • Use article marketing to not only build links but also increase brand mentions by including this at the bottom of the text
  • Use your brand name in your forum signature whenever posting

I know it can be hard to pass up an anchor link building opportunity in favor of a brand link or just a brand mention (if you’re unable to do both), but I assure you the rewards can be far greater if you can convince Google you’re a trusted brand.


Top 10 Search Terms:

• Online Branding Methods

About Duncan

Duncan is an online marketer and owner of www.extremesportstrader.co.uk. His site acts a price comparison site for things like Reef flip flops and snowboard jackets. He learns something new about SEO everyday.

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Satrap July 25, 2011 at 9:36 am

That was a great read Duncan. I never even thought about brand building using the conventional link building methods. Thank you for such great tips.
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Kostas August 7, 2011 at 8:30 pm

I agree that making google believe your site is worthy of being classed as a ‘brand’ will help you rank better and get more traffic but I don’t know if it is better than using keywords
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Mat September 28, 2011 at 8:51 pm

If you are trusted by your traffic in the eyes of google, you will definitely get benefit of it and for achieving you must also have quality information at your site and I think your traffic should also stay for some time at your blog.
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Mike Kalam November 25, 2011 at 6:37 pm

If what you are suggesting is true – then I can definitely see strong benefits for both big brands and small SMEs.

Currently it is possible for a relatively new market entrant with limited experience to rank way above their true market position. I think Google if they already have not will certainly soon start to take overall brand into much more consideration.

Nelson January 20, 2012 at 2:31 am

It makes sense that Google would focus on branding moving forward, and I like the idea. There is still way to much camouflaged spam making its way around on the net. Once again this raises the bar for online entrepreneurs, and ensures better content value overall. ;)

Robert January 29, 2012 at 7:40 pm

Many people still make the mistake to use the same keyword in all of their backlinks. However, it’s important to use differnt keywords in backlinks and also various keyword variations for a brand name, as well as ahealthy mix of dofollow and nofollow backlinks. That way it’s possible to build a natural looking link profile.
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Nan M March 15, 2012 at 11:22 am

I agree with Robert. Still many people are using the same keyword in order to gain backlinks, which is not that good. One can vary the keywords to build successful branding.

Veer Modi April 30, 2012 at 12:53 am

Well said, Duncan. Some bloggers are really spend their important time in getting backlinks from a single keyword anchor text. And another big mistake they are doing is they are pointing all their backlinks to the homepage, For better seo they must point some links to blog pages. Thanks Duncan for such nice sharing.
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Bob Richards April 30, 2013 at 10:16 am

This is good stuff. But like 98% of the content about SEO, it is conjecture. It is a guess on what Google values. It could be correct or could be totally wrong. The only way to really know is to do a test to see if the application of the tactics in this post produce a different result in a side-by-side test with another site. On the other site, the same number of back links get built, all with diverse anchor text and no focus on the brand. The results of the test will not be conjecture, will not be a guess. That will be science.
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Idiot July 19, 2013 at 3:50 pm

Duncan, I must say that these IDEAS are really good but at the same time very hard to achieve until and unless you are a real online/offline brand. But again this is also true that most of the hard to achieve things are precious and costly.
I think the first point is comparatively easier than the rest of two at-least the first point is in your hand and you can do that on your own but other two tips are really difficult for a new startup but surely achievable over time.
Good online,offline, print media & electronic media marketing strategy and goal setting is important to achieve this. Thanks for sharing these ideas/suggestions. It’s really appreciable.

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