Earn Your Street Cred
One of the most misunderstood aspects of what drives SEO is that not all of it is driven by your SEO people. Take Stirling Ultracold’s exponential organic growth in Q4 2020, for example.
Before this surge, the SEO team was making steady gains by cleaning up HTML tags, modifying design on key pages, selectively expanding copy, etc. At the end of Q3, however, Stirling Ultracold was thrust into the public spotlight due to their role in the COVID-19 vaccine supply chain. Not only did they garner coverage from websites like The New York Times, NBC, etc., but they almost immediately experienced signiﬁcant organic trafﬁc gains. The traditional SEO work that was conducted before this fame helped to ensure they were positioned in search results properly to capture that attention. But the growth itself was much more of a PR win than an SEO win, even though SEO performance hit all-time highs.
This case study speaks to the power of reputability and its critical role in SEO. Google is a business, like any other. Their model thrives on repeatedly delivering the best results to users. If they were to deliver untrustworthy results, they could lose their market share in the search engine space (which is about 92% worldwide).
As far as algorithms are concerned, “reputability” is straightforward to quantify. Generally, the more credible links pointing to your site from the most diverse set of sources, the better (e.g., 1 link, each from 100 different credible websites, is better than 100 different links from 1 credible website). Also, remember that brand names are also keywords. So even if you’re getting some coverage on websites that don’t directly link back to your website, the sheer repetition of your name in credible spaces is still a helpful win (albeit not as much so as a link).
This is where SEO ties in with other B2B marketing disciplines, such as public relations, social media, proper YouTube usage and other marketing campaigns. Any legitimate channel that improves visibility to your brand content opens the possibility to backlink opportunities.