We already
saw in a previous article what is the difference between SEO On Page and SEO
Off Page , so today it is time to find out within our organic positioning
strategy which SEO techniques that are performed outside our website are more
successful and get more organic traffic .
One of the
main characteristics and differences that SEO techniques have with their
sisters is that we do not have total control over them.
Here it is
no longer worth optimizing the page , but we must convince others that our
content is very good and get them to involve us in their content (through
mentions or backlinks ).
The best SEO
Off Page strategy for 2020
Create a
brand with authority
Google has
already stated on more than one occasion like here , that it likes brands and
that it trusts them because over time it has been verified that they offer
truthful information.
It is not
"wise" nor do I think you have to do a master in SEO to understand
that search engines "do not trust" new websites for a while.
new websites
Credibility
gives security
If as a
personal brand or business brand you do not generate credibility, you will
hardly be able to position yourself on the Internet.
If we take
into account that website visitors have an average of 10 to 20 sec . To decide
whether to stay or leave, this is the time you have to offer - credibility.
The success
of your website will depend on your credibility
If you want
to attract visitors to your website, you will have to work to build trust and
credibility.
Creating a
brand is one of the best SEO Off Page tactics that can be used today if our
goal is to get large amounts of traffic from search engines.
We already
know that Google can especially spread all kinds of false information,
(remember the controversy that has been with the Donald Trump elections ), and
Google knows all this.
Mission 1 of
search engines is to guarantee results that are appropriate to the user's
search intention and that the information they offer is as reliable as
possible.
And this is
why google trusts the big brands, the media, etc.
Here we are
not going to discuss whether all the information released by the media is more
or less reliable, what we are going to check is how if we create a brand of
authority Google will position us better.
Websites of
authority or human authority
For major
search engines, it is simple, some pages are considered more reliable than
others.
If those
authority pages link to other pages, then those that receive gain reputation in
the Google and Bing ranking systems .
Why SEO
should focus on building a brand
A few years
ago, two of the great representatives of google declared that "the
brands" are the ones that dominate organic results.
google
brands
For a long
time I have been checking how influencers and marketing experts "push
us" to create a personal brand as a possible solution or alternative to
finding a job for others.
In Spain,
the issue of finding work for someone else is not very encouraging, and if you
know how to “do something” fairly well, it is possible that creating a personal
brand will have work.
However, the
question is:
Is it better
to create a personal brand or just a brand?
I recently
read an article discussing whether it was better to create a personal brand or
to simply create a brand. And after reading various points of view, I think
creating a personal brand with your name is a mistake.
I know ... I
did it wrong. My personal brand ginesmayol.com is not the best idea for the
future (I will try to solve it soon 😉)
From a
business point of view, an online personal brand with the name “ t
allerpepe.com “ will not be worth much money in the future and it will be
difficult to sell it.
However, if
you create a brand like " mitaller.com " and position it as a brand
on the Internet, it will have much more value in the future and it will be
easier to sell it.
It is only a
personal vision, but maybe it will help you to see the pros and cons of
creating a brand , before getting down to business (if you haven't already, of
course).
In case you
are determined to create it, you have to know the necessary requirements to
create a personal brand .
A bit of
search engine SEO analogy
Big brands
dominate most organic results.
They get
better rankings with fewer links.
They have
preferential treatment.
The new
featured snippets are theirs.
Featured in
featured news
If we carry
out a simple “travel” search with an average search volume of 60,000 this is
what we can see:
google brand
All that
appears on page 1 of google are big brands, with authority and prestige on the
Internet.
Devils ! if
there are studies that indicate more data on whether we should create a brand
or not,
60% of
global consumers with Internet access prefer to buy new products from a family
brand rather than switch to a new brand, according to a Nielsen study.
Confidence
is one of the most important factors in making a purchase decision . And it's
no different when it comes to organic search results.
As a general
rule, we click on the results that we know and trust.
And it all
comes down to - one brand.
OK, so what
happens to the "little marks"?
How can I
position my "small brand" in google, this is a good question that you
should ask yourself if this is your case.
For any type
of search query, there are generally a large number of pages that are
potentially capable of satisfying that query.
Users expect
a search engine to take on the role of expert librarian and do the filter work
for them, and direct them directly to the best results for that query.
Here are
some good ideas:
Build links
from authoritative sites that help signal to google that you are a trusted
brand.
To become a
benchmark in the sector, you can start by being locally first.
Having a
great presence on social networks or forums also helps.
Build
relationships with industry influencers.
Get social
media influencers to mention you. (see below)
Collect
brand mentions and testimonials on the website.
Use social
networks to build brand reputation.
Use expert
platforms to create relevance and brand authority.
On this last
point, say that google prefers comments about a brand or website within the
site itself, rather than on third-party sites, such as facebook, twitter, etc.
This is
another classification sign that many forget that it exists
Great SEO
experts are very concerned that users leave comments on their posts, there will
be a reason ...
comments
Let's go
with the example of the denominated
"
Social SEO ", does it or does it not count for organic rankings)
Analyzing
Twitter
On Twitter,
for both Google and Bing, " who you are " as a person or brand on
this social network can affect the performance of a page in normal search
results.
People with
authority on Twitter lend their authority to the pages they post.
I have found
an interview with senior members of these two search engines on the
relationship between social signals and organic ranking, and this is a summary
of what they have commented:
#1. If an
article is retweeted or referenced on Twitter, do you consider it to be a
signal outside of the search for unfollowed links that may arise naturally?
Bing:
We look at
the social authority of a user. We look at how many people follow, how many
people follow, and this can add a little weight to a listing in the usual
search results. It has much more weight in Bing Social Search, where tweets
from the most authoritative people will flow to the top when the best matching
relevance is used.
Google:
Yes, we use
it as a signal. It is used as a signal in our organic and news rankings. We
also use it to improve our universal news by marking how many people shared an
article
#two. Do you
calculate if a link should have more weight depending on the person who tweeted
it?
Bing:
Yes.
Google:
Yes, we use
this as a signal, especially in the "Top Links" section [of Google
Realtime Search]. Author authority is independent of PageRank, but is currently
only used in limited situations in normal web search.
#3. Do they
track links shared within Facebook, either through personal profiles or fan
pages?
Bing:
Yes. We look
at the shared links that are marked as "Everyone" and the shared
links from Facebook fan pages.
Google:
We treat
links shared on Facebook fan pages in the same way that we treat tweeted links.
We do not have personal Facebook profile data.
This is a
summary of the interview, but we can already get relevant information:
Both Google
and Bing use twitter to learn more about the authority of a person or brand.
Facebook has
"caped" to enter google and bing bots, especially personal profiles.
The news is
not classified according to the number of shares or likes, but the authority of
the person or brand that gives them.
Search
engines may use some form of PageRank for social media.
Everything
indicates that retweets serve as a new form of link building .
Maybe for
this reason, a good brand building strategy is to have your page mentioned in
tweets by people with authority, and that can help improve your ranking in
search results, to a certain extent.
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I have it
clear!
conclusion
In reality,
modern search engines like Google or Bing use hundreds of factors (or signals)
when evaluating the authority and relevance of web pages, but we can reduce
them to two main categories:
Content = relevance.
Links = authority of external subpoena.
At the
moment the best organic positioning tactic is still based on 3 pillars:
originality,
relevance and trust
Investing in
branding may not have immediate effects, but surely when you see how brands are
dominating this world, you want to have started earlier.
Increasing
the CTR in your analytics means that users trust your content more, and that
translates into sales.
The universe
of the Internet of Things ( IoT ) continues to grow.
The arrival
of connected speakers from Google, Amazon, Apple and Movistar to Spanish homes
has accelerated AI at home : voice commands will become the main means by which
we will interact with technology on a regular basis.
The voice
assistants of each of these companies, Google Assistant, Amazon Alexa, Apple
Siri or Movistar Aura, will be part of any brand positioning strategy soon.
Now, knowing
that building a brand reputation is the best option for better organic results,
I can only say: it 's time to create an incredible brand!
