Does Traditional Marketing Correlate To Incoming Links And Rankings?
Defining a brand name building strategy should always first priority to SEO or any other marketing activity. Branding is what determines the direction that marketing need to take, and assists make the best judgement call. Simply puts, a well curated branding technique brings function and consistency to everything that a brand does. This is why an SEO strategy can just be as good as a brand name strategy is. When SEO is built on the foundations of a brand, it is most likely that it will enhance the authoritativeness and relevancy, and in turn this will affect brand name KPIs.
If we think of that the links were gotten naturally, we might say a lot about a brand name by taking a look at its backlinks profile, like the awareness that various campaigns produce, for example. This is the direction that things are taking, Google even published on their blog site recently reminding blog writers to use no follow and follow relationship when they’re writing an advertising post.
There’s no arguing that this is the only way of approaching links, but how reliable is it? Hyperlinks are a vital ranking signal, and brands want to stay up to date with their rivals. Is branded material enough to obtain all the links a brand name ‘require’ to be on top of their online game? And just how much does a top quality digital Public Relations method in fact impact links?
I will explore this by comparing the backlink profiles of brands that have a distinct top quality strategy with their primary rivals.
Chipotle is understood for its objective of providing food with stability, and this positioning dictates all their marketing activities. This method had great results, sales increased, and it created more awareness, as we can see on this Google
It was only in 2014 that there were more searches for ‘Chipotle’ than for ‘Taco Bell’, its primary rival:
Can we likewise verify this favorable pattern in Chipotle’s backlink profile? I would anticipate so however to answer that question, let’s take a look at their Trust and Citation Flow and Topical Trust Flow:
Taco Bell has a higher Trust Circulation than Chipotle, nevertheless the latter is getting links from a more diverse set of sources and their topical trust circulation remain in line with the brand’s technique.
Something else I want looking at is the history of the referring domains to see if it reflects what’s been happening with the brand name– from their main marketing stunts to any particular circumstance they had to handle.
Looking at this graph I would state that it shows exactly what’s been going on with Chipotle and its main competitor. Chipotle originated from behind and got more domains linking to them than Taco Bell in mid 2014/early 2015, however things changed once again in mid 2015. In fact, Chipotle faced a few problems because year, like the E.coli scenario, and this might help to discuss exactly what we see here.
Let’s relocate to another example:
Domino’s not only altered its product (enhanced the quality of their pizzas) back in 2009 but it likewise changed its interaction strategy and completely accepted digital. This impacted sales positively, and gave the brand name a place on tops like the most loved brand names by youth in the UK. Can we get any insights about this based upon their backlink profile?
Looking at the Trust and Citation Flow, Domino’s is plainly ahead of its competitors in the UK, and it also has a larger number of domains connecting to their website.
Prior to 2013, Domino’s had roughly the very same number of referring domains than Pizza Hut, nevertheless this situation altered in early 2014 and we see the brand name getting the greatest variety of referring domains more often, perhaps due to Domino’s marketing efforts.
Let’s take a look at a last example:.
This time I will look at a brand that creates a lot of buzz rather often, Red Bull, to see if the links that they get might be related to their content strategy. For consistency functions, I will compare this brand name with its main competitor, Monster Energy.
Taking a look at the referring domains for both brands, we see that Red Bull has more peaks than Monster Energy, so I will make the presumption that those are not due to an industry trend however to Red Bull activities. Multiple things can explain those peaks, however I would anticipate some connection with their material technique. The most significant peak takes place around September 2013 so I did a timespan search to see if there was anything going on at that time that may describe this, and this is what I discovered:.
Around September 2013, Red Bull released a documentary about among their most popular campaigns, the Strato Jump, and this most likely led to more sites linking to them.
A great brand name is one that knows who it is talking to, corresponds and knows how to get the message across. If everything works well, when a brand name releases a new project, this will have an impact on brand KPIs like brand name awareness, word of mouth, sales, and it will produce more links.
The function here was to explore if a branded strategy can affect a brand’s backlinks profile. There’s only a lot we can say by looking at 3 examples, nevertheless I believe that we can see some connection here. A branded strategy does not necessarily imply a higher Trust Flow however it can impact the number of links a brand gets and their relevancy, and we can constantly expect that to influence the Trust Circulation positively. Any marketing group can match the material plan versus its backlink profile to analyse if there’s any connection between projects and links, and do the same thing for their competitors, this will provide some insight about how people react to various campaigns and exactly what creates more awareness, which can be really beneficial to any brand working on its material method.