More than ever before, web marketing demands a whole new approach. Search engines-the principal drivers of online traffic for many businesses-call for a more sophisticated, thoughtful approach to experience visibility, traffic, and sales. In stark contrast from dangerous, spammy tactics still perpetuated by many marketing agencies for clients, achieving seo company los angeles 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 that has come before: brand mentions.
The advantages of Brand Mentions
Brand mentions are linked mentions of the brand name on major media publications like Mashable, TechCrunch, or even the Wall Street Journal.
Brand mentions get started with great content. In case you have fantastic content on your own website, like an infographic with unique insights, or even an in-depth blog post created by an industry expert on your staff, journalists at major media publications will find it helpful to cite those resources to aid claims within stories that they’re writing.
Each time a journalist publishes a narrative that cites or references your articles within their story, you will get 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 sufficient pass trust and authority in your site. Google uses mentions and links since the primary ranking factors within its search algorithm; the greater number of brand mentions you have from authoritative, trustworthy, quality publications, the greater 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 marketing strategy. You can find 4 main benefits:
1. Increased Referral Traffic
Mashable. TechCrunch. The Wall Street Journal. You recognize these names because they’re some of the most popular publishers in the world. Each article published on these internet websites attracts thousands of views during the course of its existence, and each and every reader will become aware of your brand if it’s present throughout the article. The outcome is completely new, direct visits for your site from all of these referral sources. Our clients has earned over 10,000 referral visits from brand mentions, with new referrals still arriving daily-a result that would typically cost $100,000 or more through a traditional PPC campaign like Adwords. A similar 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
Value of brand familiarity is incalculable. Every time a potential consumer is subjected to your manufacturer, that customer grows more informed about your company. Studies show that familiarity contributes to favorability, and therefore higher conversion rates. Appearing more frequently than the competition also can make it much more likely your name brand will come to mind first when potential customers are willing to make a purchase. Making your business visible and available through brand mentions greatly increases your brand’s visibility, which leads to greater sales.
3. Improved Reputation and Trust
Once you’ve gotten published on the major publisher, you’ll earn the ability to brag regarding it. An “As seen on” section on your own 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 sales.
4. Compounding Returns
Appearing inside a published article through a brand mention isn’t a one-time tactic; it’s a great investment with compounding returns. Articles published on major media publications usually remain online and indexed in Google indefinitely. The greater time that passes, the more views each article will get, and also the more referral traffic you’ll earn. The more articles you show up in, the greater authority you’ll build, as well as the better reputation you’ll develop.
So, How can i Get My Content Before Journalists?
Earlier, I discussed how brand mentions start out with exceptional content. There’s merely one problem; how would you obtain that content before journalists to allow them to reference it with their stories?
There is a few options for doing this. The DIY-approach would be to identify publishers where you’d like to acquire brand mentions, then identify journalists and editors at each publication, then contact them to make your pitch. Unfortunately, this approach will rarely yield any responses because of the high number of spam emails journalists and editors receive from eager business owners hungry for the opportunity to have their own brand mentioned on these publications. Additionally, it’s often difficult to get contact information for journalists and editors, as much have hidden it as a result of growing sick and tired of the bombardment of cold outreach.
The subsequent alternative is usually 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 eventually; as being a journalist myself, I receive to a dozen of these per day. This is called the “spray and pray” approach. When they send enough emails, perhaps a journalist will bite; it will become a numbers game to the PR agency. Unfortunately, they generally have no idea just how many journalists will respond, or through which publications.
At AudienceBloom, we take a different approach. We build relationships with journalists and then provide elite support for these people, assisting with writing, editing, obligations, and quotas. When they want a story, or a source to get a story, we work with them right to write and edit the right story, or identify the right source. Within these stories, we identify the opportunity to reference our clients’ content, to be able to highlight our clients as experts or authority sources within each story. Employing this approach, we bridge the gap in between your content and journalists at major media publications, and we’re capable to include our clients within the content writing and approval process.
This method results in a a lot more clearly-defined deliverable compared to what PR agencies offer. Instead of guessing at the quantity of placements you’ll get, or which publishers they’ll appear, we’re capable of tell our clients exactly which publishers is going to be publishing each story, and enable our clients pre-approval of each and every story before publication.
In reality, brand mentions are nothing new; nor is content marketing, that is in the middle of the strategy. What’s new will be the surge in popularity of the strategy, which is a direct reaction to 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 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 really do work. Unfortunately, the majority of SEO and digital marketing agencies will still be stuck performing tactics that will no longer help their clients, since they haven’t developed the resources, processes, or relationships to keep up with the evolution of the industry.