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Build a brand outside of Google
There was recently a huge leak from Google that detailed much of how their search algorithm works, and it was quite eye opening. One of the best overviews of the leak comes from Rand Fishkin, and you can read it here.
In digging in, he had a few very insightful thoughts that I wanted to share here.
Big brands matter
He had a few thoughts about building a big brand in order to rank well in Google. Here is one:
“If there was one universal piece of advice I had for marketers seeking to broadly improve their organic search rankings and traffic, it would be: “Build a notable, popular, well-recognized brand in your space, outside of Google search.”
A related thought is a bit more glum, and essentially says to put your efforts elsewhere if you can’t be seen as a major brand.
“The content you create is unlikely to perform well in Google if competition from big, popular websites with well-known brands exists. Google no longer rewards scrappy, clever, SEO-savvy operators who know all the right tricks. They reward established brands, search-measurable forms of popularity, and established domains that searchers already know and click.”
