More than ever, online marketing demands a fresh approach. Search engine listings-the key drivers of web site 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 clients, achieving los angeles seo firm success requires strategic branding and authority building, and there’s one strategy rapidly growing in popularity which offers more consistent, powerful returns than any tactic that has come before: brand mentions.
Some great benefits of Brand Mentions
Brand mentions are linked mentions of your own brand on major media publications like Mashable, TechCrunch, or The Wall Street Journal.
Brand mentions get started with great content. In case you have fantastic content on your website, for example an infographic with unique insights, or even an in-depth article created by a niche expert in your staff, journalists at major media publications may find it beneficial to cite those resources to back up claims within stories that they’re writing.
Every time a journalist publishes a narrative that cites or references your articles inside their story, you receive credit in Google’s search ranking algorithm. Google’s algorithm has grown so sophisticated the mere reference to your brand in an authoritative context (even if it’s not linked) is enough to pass trust and authority to the site. Google uses mentions and links as being the primary ranking factors in their search algorithm; the more brand mentions you might have from authoritative, trustworthy, quality publications, the greater Google will trust your brand, and so display it higher in search results.
But brand mentions are way over just a search engine optimisation strategy. There are actually 4 main benefits:
1. Increased Referral Traffic
Mashable. TechCrunch. The Wall Street Journal. You recognize these names because they’re many of the most popular publishers on earth. Each article published on these internet websites attracts 1000s of views throughout its existence, with each reader will realize your brand if it’s present throughout the article. The result is completely new, direct visits in your site from all of these 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 through a traditional PPC campaign like Adwords. The identical client has seen a boost 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. Each time a potential customer is in contact with your brand name, that customer grows more informed about your company. Studies have shown that familiarity brings about favorability, and thus higher sales. Appearing with greater frequency than the competition also can make it more inclined your brand will come to mind first when prospective customers are ready to buy something. Making your name visible and available through brand mentions greatly increases your brand’s visibility, which leads to greater conversions.
3. Improved Reputation and Trust
Once you’ve gotten published on a major publisher, you’ll earn the legal right to brag about it. An “As seen on” section on your own homepage or “Contact Us” page that highlights logos of publishers which your brand is featured serves as extremely strong social proof, thereby increasing conversion rates.
4. Compounding Returns
Appearing in the published article by way of a brand mention isn’t a one-time tactic; it’s a smart investment with compounding returns. Articles published on major media publications typically remain online and indexed in Google indefinitely. The better time that passes, the better views each article will receive, as well as the more referral traffic you’ll earn. The better articles you can be found in, the greater number of authority you’ll build, as well as the better reputation you’ll develop.
So, How do I Get My Content In Front of Journalists?
Earlier, I discussed how brand mentions begin with exceptional content. There’s just one problem; how would you get that content looking at journalists so they can reference it within their stories?
You do have a few choices for the process. The DIY-approach is usually to identify publishers on which you’d like to acquire brand mentions, then identify journalists and editors at each publication, then contact them to help make your pitch. Unfortunately, this approach will rarely yield any responses due to high number of spam emails journalists and editors receive from eager business owners hungry for the opportunity to have their 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 tired with the bombardment of cold outreach.
The subsequent alternative is 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 some time; as a journalist myself, I receive to a dozen of them per day. This is called the “spray and pray” approach. Should they send enough emails, perhaps a journalist will bite; it will become a numbers game for your PR agency. Unfortunately, they generally do not know the amount of journalists will respond, or from where publications.
At AudienceBloom, we require a different approach. We build relationships with journalists after which provide elite support for these people, assisting with writing, editing, obligations, and quotas. Once they want a story, or even a source for a story, we deal with them straight to write and edit the perfect story, or identify the perfect source. Within these stories, we identify chances to reference our clients’ content, as a way to highlight our clients as experts or authority sources within each story. Using this approach, we bridge the gap involving the content and journalists at major media publications, and we’re able to include our clients within the article writing and approval process.
This method results in a far more clearly-defined deliverable compared to what PR agencies offer. Instead of guessing at the number of placements you’ll get, or which publishers they’ll appear, we’re capable to tell our clients exactly which publishers will likely be publishing each story, and let our clients pre-approval of each and every story before publication.
The simple truth is, brand mentions are nothing new; nor is content marketing, which can be at the heart in the strategy. What’s new will be the increase in interest in the strategy, and that is a direct consequence of recent Google algorithm changes that emphasize brand signals over other metrics. Google has changed its algorithm to favor brands that show 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 do give you results. Unfortunately, nearly all SEO and digital marketing agencies continue to be stuck performing tactics that no more help the clientele, mainly because they haven’t developed the resources, processes, or relationships to keep up with the evolution in the industry.