More than ever, internet marketing demands a whole new approach. Search engine listings-the principal drivers of online traffic for the majority of businesses-require a more sophisticated, thoughtful approach to get 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 gives more consistent, powerful returns than any tactic containing come before: brand mentions.
The Benefits of Brand Mentions
Brand mentions are linked mentions of your manufacturer on major media publications like Mashable, TechCrunch, or even the Wall Street Journal.
Brand mentions start out with great content. In case you have fantastic content in your website, like an infographic with unique insights, or even an in-depth post authored by an industry expert on the staff, journalists at major media publications might find it beneficial to cite those resources to assist claims within stories that they’re writing.
Each time a journalist publishes a story that cites or references your content within their story, you obtain credit in Google’s search ranking algorithm. Google’s algorithm has grown so sophisticated the mere mention of your brand within an authoritative context (regardless of whether it’s not linked) is sufficient pass trust and authority for your site. Google uses mentions and links because the primary ranking factors within its search algorithm; the greater brand mentions you may have from authoritative, trustworthy, quality publications, the more Google will trust your brand, and thus display it higher searching results.
But brand mentions are way over just a search engine marketing 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 the planet. Each article published on these sites attracts a large number of views during the duration of its existence, with each reader will discover your brand if it’s present in the article. The outcome is totally new, direct visits to the site from the referral sources. One of our clients has earned more than 10,000 referral visits from brand mentions, with new referrals still coming in daily-a result that will typically cost $100,000 or higher using a traditional PPC campaign like Adwords. Exactly 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 subjected to your name brand, that customer grows more familiar with your business. Research indicates that familiarity brings about favorability, and so higher sales. Appearing more often than the competition also causes it to be very likely your brand name will pop into your head first when potential customers are ready to make a purchase. Making your name visible and available through brand mentions greatly increases your brand’s visibility, which results in greater conversions.
3. Improved Reputation and Trust
Once you’ve gotten published on the major publisher, you’ll earn the legal right to brag about this. 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 conversions.
4. Compounding Returns
Appearing in a published article through a brand mention isn’t a 1-time tactic; it’s a good investment with compounding returns. Articles published on major media publications typically remain internet and indexed in the search engines indefinitely. The more time that passes, the greater views each article will receive, and also the more referral traffic you’ll earn. The greater number of articles you can be found in, the more authority you’ll build, as well as the better reputation you’ll develop.
So, How can i Get My Content Looking at Journalists?
Earlier, I discussed how brand mentions start with exceptional content. There’s just one problem; how can you have that content before journalists for them to reference it in their stories?
You have a few choices for doing this. The DIY-approach would be to identify publishers which you’d prefer to acquire brand mentions, then identify journalists and editors at every publication, then contact these to make the pitch. Unfortunately, this strategy will rarely yield any responses as a result of high number of spam emails journalists and editors receive from eager business people hungry for the opportunity to their very own brand mentioned on these publications. Additionally, it’s often hard to find contact details for journalists and editors, as numerous have hidden it as a result of growing sick and tired of the bombardment of cold outreach.
The subsequent alternative is usually to work with 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 to a dozen of them per day. This is known as the “spray and pray” approach. If they send enough emails, maybe a journalist will bite; it becomes a numbers game for your PR agency. Unfortunately, they generally do not know the number of journalists will respond, or from which publications.
At AudienceBloom, we require a different approach. We build relationships with journalists then provide elite support for these people, assisting with writing, editing, obligations, and quotas. If they need to have a story, or perhaps a source for any story, we deal with them directly to write and edit an ideal 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. By using this approach, we bridge the gap between content and journalists at major media publications, and we’re able to include our clients inside the content writing and approval process.
This approach produces a a lot more clearly-defined deliverable than what PR agencies offer. Rather than guessing at the amount of placements you’ll get, or which publishers they’ll appear, we’re in a position to tell our clients exactly which publishers will probably be publishing each story, and allow 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 of your strategy. What’s new may be the boost in popularity of the strategy, which is actually a direct reaction to 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 contributed 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 no more work with their customers, since they haven’t developed the resources, processes, or relationships to take care of the evolution of your industry.