SEO holds the center stage in digital marketing in spite of the popular social media. Some years ago, when the advent of the social media had created a huge impact on marketing some people considered it as the death knell of SEO. However, SEO remains as strong as before. SEO is all about visibility on the internet and marketers are keen to explore everything that helps to improve it.
Among all other factors that help improve visibility, brand signals are essential. Determining a website’s authority is the primary task for Google that influences search rankings. For determining the authority, Google uses brand signals, and therefore there is a correlation between brand signals and search rankings.
The more positive signals emanate from the brand it illustrates the high level of trust the brand enjoys. It thus becomes evident for search engines to back brands that enjoy high consumer confidence and rank it higher in search results. Well, known brands have a definite ranking advantage besides providing other business gains.
Understanding brand signals
The mention of brands during searches and other activities is what constitutes brand signals. When the audience speaks about a brand, it generates a signal that search engines pick up. More signals mean more trust on the brand and higher is its importance to search engines. Although nobody knows for sure how Google algorithms interpret brand signals, marketers could make it out from experience. Some parameters that Google considers for ascertaining brands would be asunder.
A company that has an official address with proof of physical presence and employs people bears the marks of a credible brand. The company would normally be having all requisite licenses and registered with the government and respective trade associations. The company would also have a social media profile and maintain it actively. The About Us pages of the website is usually exhaustive, and the contact information shines brightly that seems quite inviting.
Potential brand signals
To take advantage of Google’s liking for brand signals, marketers have to focus on methods that encourage brand searches. They should know the website elements that could trigger the brand names during searches and optimize the web pages accordingly so that it encourages more triggers. Using the brand name in the anchor text is a good way to ensure more clicks on brands.
Creating official pages for the brand on social media like Facebook, Twitter, and LinkedIn etc. is almost mandatory so that the brand finds mention across the social media. Just like brand signals, Google attaches a lot of importance to social signals too for judging the authority of the brand.
Similarly, taking steps to ensure that the brand finds mention on news sites like Google News ensures paid to spread the brand name. Even if the brand finds mention in citations without any reference to hyperlinks, Google treats it as a brand signal.
Having understood the importance of brand signals, let us now look at the tactics that could help to build brand signals.
Highlight the brand expertise in the content
Why is your brand good for consumers and how your brand stands out to address some concerning issues of consumers is what you should highlight in the content. More the audience or consumers know about the specialty or expertise of your brand they would accept its authority and become more loyal to it.
Since the brand finds preference among the audience, search engines pick the signals and give the brand its due worth by allowing the brand names to stay associated with searches. When you consistently publish high-quality content with the brand in focus, it is normal that more people would use the brand name in searches. Since the audience is aware of the worth of the brand, they would prefer to mention it in searches for making it more specific.
Build authority through Press coverage
According to the best practice of the industry and as per the recommendation of the experts at a Cleveland SEO company, the mention of the brand in press coverage helps to build authority. Search engines look upon the Press as an institution of authority, and when the brand finds mention in the Press, it automatically translates into an accolade for the brand.
Therefore, when the brand finds mention in any Press coverage, search engines use it as a brand signal that helps to improve search rankings. At the same time, Press mentions also impress people who accept the authority demonstrated by the brand. Ensure that the Press welcomes your brand so that you get back the returns in online marketing.
Build a band of followers on the social media
The social media could become the largest patron of your brand for which you have to implement a forceful social media marketing campaign. The virality of the social media is an aspect that any marketer would like to take advantage as it can bring resounding success in marketing. Besides creating your business profile on the social media, pay attention to implement a well thought out and consistent campaign for building a large band of followers across the social media networks.
The secret of gaining a wide following on the social media is to create compelling content that earns wide sharing. The power of content is immense, and you must keep creating high-quality content with the brand at the center to generate followers who could even become the ambassadors for the brand.
Become a guest contributor
Choose an influential media outlet and become a guest contributor to it. Primarily, it would create more exposure for the brand as it becomes visible to more people. In the process, the number of customers would increase as also the number of leads and conversions. The invisible gain is that the authority of the media where you contribute passes on to the brand. It is a proven way to generate trusted brand signals.
More other people start mentioning the brand, higher would be the value of brand signals and more would be its worth to search engines that push up search rankings.
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