More than ever before, online marketing demands a brand new approach. Search engine listings-the primary drivers of online traffic for almost all businesses-demand a more sophisticated, thoughtful approach to have visibility, traffic, and sales. In stark contrast from dangerous, spammy tactics still perpetuated by many marketing agencies for clients, achieving seo services los angeles success requires strategic branding and authority building, and there’s one strategy rapidly growing in popularity that gives more consistent, powerful returns than any tactic which has come before: brand mentions.
Some great benefits of Brand Mentions
Brand mentions are linked mentions of the brand on major media publications like Mashable, TechCrunch, or maybe the Wall Street Journal.
Brand mentions begin with great content. In case you have fantastic content in your website, such as an infographic with unique insights, or perhaps in-depth post authored by a business expert on your own staff, journalists at major media publications will find it helpful to cite those resources to back up claims within stories that they’re writing.
Whenever a journalist publishes a narrative that cites or references your site content inside their story, you obtain credit in Google’s search ranking algorithm. Google’s algorithm continues to grow so sophisticated that the mere reference to your brand in an authoritative context (even when it’s not linked) is enough to pass trust and authority to your site. Google uses mentions and links as the primary ranking factors in their search algorithm; the better brand mentions you may have from authoritative, trustworthy, quality publications, the more Google will have confidence in brand, and therefore display it higher in search results.
But brand mentions are far more than just a search engine optimization strategy. You will find 4 main benefits:
1. Increased Referral Traffic
Mashable. TechCrunch. The Wall Street Journal. You recognize these names because they’re probably the most popular publishers worldwide. Each article published on these internet websites attracts a large number of views throughout its existence, and each and every reader will realize your brand if it’s present in the article. The final result is completely new, direct visits to your site from the referral sources. One of our clients has earned greater than ten thousand referral visits from brand mentions, with new referrals still coming in daily-a result that might typically cost $100,000 or higher by way of a traditional PPC campaign like Google AdWords. The same client has also seen a growth of 75,000 unique monthly visitors from search traffic, growing from 100,000 to 175,000 and beyond.
2. Increased Brand Visibility
The price of brand familiarity is incalculable. Each time a possible client is exposed to your brand, that customer grows more informed about your company. Studies show that familiarity leads to favorability, and therefore higher conversions. Appearing with greater frequency than the competition also makes it more inclined your brand will pop into your head first when prospective customers will be ready to buy something. Making your name visible and available through brand mentions greatly increases your brand’s visibility, which leads to greater conversion rates.
3. Improved Reputation and Trust
Once you’ve gotten published on a major publisher, you’ll earn the ability to brag about it. An “As seen on” section on the homepage or “Contact Us” page that highlights logos of publishers on what your brand continues to be featured may serve as extremely strong social proof, thereby increasing conversions.
4. Compounding Returns
Appearing in a published article using a brand mention isn’t a 1-time tactic; it’s an investment with compounding returns. Articles published on major media publications almost always remain on the web and indexed in the search engines indefinitely. The greater number of time that passes, the more views each article will receive, as well as the more referral traffic you’ll earn. The greater number of articles you happen in, the better authority you’ll build, along with the better reputation you’ll develop.
So, How do I Get My Content Before Journalists?
Earlier, I discussed how brand mentions start with exceptional content. There’s only one problem; how do you have that content before journalists to allow them to reference it inside their stories?
You have a few choices for doing this. The DIY-approach is to identify publishers where you’d love to acquire brand mentions, then identify journalists and editors each and every publication, then contact these people to create your pitch. Unfortunately, this approach will rarely yield any responses due to large number of spam emails journalists and editors receive from eager company owners hungry for the chance to their very own brand mentioned on these publications. Additionally, it’s often difficult to get contact information for journalists and editors, several have hidden it due to growing sick and tired of the bombardment of cold outreach.
Another alternative is always to hire a PR agency. PR agencies build email lists of journalists and send them story “ideas” or “interview opportunities” via email. These emails often become annoying after a while; like a journalist myself, I receive as much as a dozen of those daily. This is known as the “spray and pray” approach. When they send enough emails, maybe a journalist will bite; it becomes a numbers game for that PR agency. Unfortunately, they generally do not know just how many journalists will respond, or that publications.
At AudienceBloom, we go on a different approach. We build relationships with journalists then provide elite support for them, assisting with writing, editing, obligations, and quotas. If they require a story, or a source for a story, we work with them instantly to write and edit the perfect story, or identify the right source. Within these stories, we identify opportunities to reference our clients’ content, as a way to highlight our clients as experts or authority sources within each story. By using this approach, we bridge the space involving the content and journalists at major media publications, and we’re capable to include our clients from the article writing and approval process.
This process results in a a lot more clearly-defined deliverable than what PR agencies offer. As an alternative to guessing at the volume of placements you’ll get, or where publishers they’ll appear, we’re capable to tell our clients exactly which publishers will likely be publishing each story, and allow our clients pre-approval of each and every story before publication.
In reality, brand mentions are nothing new; nor is content marketing, which is at the heart from the strategy. What’s new is the surge in interest in the strategy, which is actually a direct outcome of recent Google algorithm changes that emphasize brand signals over other metrics. Google has evolved its algorithm to favor brands that demonstrate dexipky68 ties with trusted publishers, and specifically branded links and mentions on trustworthy sources.
These changes have ended in an explosion of popularity in content marketing, which many have called “the new SEO” and blurred the lines between PR and SEO. Google has finally created an atmosphere where cheap, spammy gimmicks don’t work, while real, quality content publication and branding signals really do work. Unfortunately, virtually all SEO and digital marketing agencies will still be stuck performing tactics that no longer help the clientele, mainly because they haven’t developed the time, processes, or relationships to keep up with the evolution from the industry.