As explained in my article Branding & the new Google Ranking: Why SEO is no longer enough... back in 2014, the brand and authority are playing an increasingly important role in search engine optimization . This ensures that search results can no longer be influenced by SEO techniques alone. It is just as much about marketing and PR . In addition to the well-known SEO on-page basics for ensuring crawlability, indexing control , optimizing internal links (see here ) and website hygiene, the triad of relevance, trust and authority must be considered first and foremost.
To be found on Google, but also in general, SEOs and online marketers should focus not only on content, link building and crawling and indexing control, but also on the effects on ranking through brand building . This requires collaboration with the people responsible for branding and PR. This way, possible synergies can be taken into account when designing the campaign.
In summary, it makes sense to associate your own brand with topics/products for which you want to be found in all marketing and PR activities with a view to Google ranking. Be it in marketing campaigns or marketing collaborations such as those done by Home2go or Footlocker to promote certain search query patterns.
One should try to generate co-occurrences and links from editorial environments related to the topic through PR actions or content marketing campaigns .
In general, it can be said that own content via owned romania phone number data media and signals via co-occurrences or brand and domain mentions in certain topic environments can increase the authority of a brand and thus the ranking for keywords located in these environments.
The more clearly Google can identify the positioning of the company, author, publisher, etc., the easier it will be to rank thematically relevant content linked to this entity.
The circle closes: Semantic Search & Digital Brand Building
This article brings more than 6 years of research into semantic search and entities full circle for me. Since the Hummingbird update in 2013, entities and semantic search have been the focus of my interest when it comes to search engine optimization. Through the experiences I have had with my own projects, I have become aware of how great the influence of the reputation and authority of a domain or an author, i.e. an entity, is in terms of visibility, rankings, but also completion rates or conversions.
With these insights, I have opened up another area since 2014 with digital brand building , which has stuck with me ever since. Finally, I would like to list my previous publications on the topic of digital brand building for you, the reader of this article, to read further. Have fun diving in. I hope I can inspire you...