More than ever, online marketing demands a brand new approach. Search engines like yahoo-the main drivers of website traffic for most businesses-call for a modern-day, thoughtful approach to experience visibility, traffic, and sales. In stark contrast from dangerous, spammy tactics still perpetuated by many people marketing agencies for their clients, achieving los angeles seo companies success requires strategic branding and authority building, and there’s one strategy rapidly growing in popularity that provides more consistent, powerful returns than any tactic containing come before: brand mentions.
The key benefits of Brand Mentions
Brand mentions are linked mentions of your own manufacturer on major media publications like Mashable, TechCrunch, or maybe the Wall Street Journal.
Brand mentions start with great content. For those who have fantastic content on your own website, for example an infographic with unique insights, or perhaps in-depth post authored by a niche expert on your staff, journalists at major media publications could find it useful to cite those resources to assist claims within stories that they’re writing.
When a journalist publishes a tale that cites or references your posts in their story, you receive credit in Google’s search ranking algorithm. Google’s algorithm has expanded so sophisticated that this mere reference to your brand within an authoritative context (even if it’s not linked) is enough to pass trust and authority for your site. Google uses mentions and links as the primary ranking factors in its search algorithm; the greater brand mentions you have from authoritative, trustworthy, quality publications, the better Google will trust your brand, and consequently display it higher in search results.
But brand mentions are far more than just a search engine optimization strategy. There are actually 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 on earth. Each article published on these sites attracts thousands of views during the duration of its existence, and each and every reader will discover your brand if it’s present throughout the article. The result is completely new, direct visits to the site from these referral sources. One of our clients has earned a lot more than ten thousand referral visits from brand mentions, with new referrals still arriving in daily-a result that could typically cost $100,000 or higher using a traditional PPC campaign like Adwords. The same client has seen an increase of 75,000 unique monthly visitors from search traffic, growing from 100,000 to 175,000 and beyond.
2. Increased Brand Visibility
The value of brand familiarity is incalculable. Every time a potential customer is exposed to your name brand, that customer grows more acquainted with your company. Research indicates that familiarity results in favorability, and thus higher sales. Appearing more frequently than your competitors also causes it to be very likely your manufacturer will pop into your head first when prospective customers are prepared to make a purchase. Making your name visible and available through brand mentions greatly increases your brand’s visibility, which results in greater conversion rate.
3. Improved Reputation and Trust
Once you’ve gotten published with a major publisher, you’ll earn the legal right to brag regarding it. An “As seen on” section in your homepage or “Contact Us” page that highlights logos of publishers which your brand is featured can serve as extremely strong social proof, thereby increasing sales.
4. Compounding Returns
Appearing in a published article by way of 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 internet and indexed in the search engines indefinitely. The greater time that passes, the better views each article will get, and the more referral traffic you’ll earn. The greater number of articles you can be found in, the greater authority you’ll build, as well as the better reputation you’ll develop.
So, How do you Get My Content Before Journalists?
Earlier, I discussed how brand mentions begin with exceptional content. There’s only one problem; how can you get that content before journalists so they can reference it in their stories?
You will have a few selections for the process. The DIY-approach would be to identify publishers where you’d love to acquire brand mentions, then identify journalists and editors at each publication, then contact those to help make your pitch. Unfortunately, this process will rarely yield any responses due to the high number of spam emails journalists and editors receive from eager business people hungry for the chance to their very own brand mentioned on these publications. Additionally, it’s often difficult to find contact information for journalists and editors, as numerous have hidden it on account of growing sick and tired of the bombardment of cold outreach.
The next alternative would be to engage 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 before long; like a journalist myself, I receive as much as a dozen of these per day. This is called the “spray and pray” approach. Should they send enough emails, maybe a journalist will bite; it will become a numbers game for your PR agency. Unfortunately, they generally do not know how many journalists will respond, or from where publications.
At AudienceBloom, we require a different approach. We build relationships with journalists then provide elite support to them, assisting with writing, editing, obligations, and quotas. Should they require a story, or possibly a source for a story, we deal with them instantly to write and edit the right story, or identify the right source. Within these stories, we identify the opportunity to reference our clients’ content, so that you can highlight our clients as experts or authority sources within each story. Applying this approach, we bridge the gap involving the content and journalists at major media publications, and we’re able to include our clients in the content writing and approval process.
This process produces a a lot more clearly-defined deliverable than what PR agencies offer. Rather than guessing at the volume of placements you’ll get, or which publishers they’ll appear, we’re in a position to tell our clients exactly which publishers is going to be publishing each story, and let our clients pre-approval of every story before publication.
In fact, brand mentions are nothing new; nor is content marketing, which can be at the heart from the strategy. What’s new is definitely the surge in interest in the strategy, which is actually a direct consequence of recent Google algorithm changes that emphasize brand signals over other metrics. Google has evolved its algorithm to favor brands that show dexipky68 ties with trusted publishers, and specifically branded links and mentions on trustworthy sources.
These changes have led to 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 environment where cheap, spammy gimmicks don’t work, while real, quality content publication and branding signals do give you results. Unfortunately, virtually all SEO and digital marketing agencies are still stuck performing tactics that will no longer work for their customers, since they haven’t developed the resources, processes, or relationships to take care of the evolution of your industry.