{"id":2036,"date":"2017-11-26T23:46:17","date_gmt":"2017-11-26T21:46:17","guid":{"rendered":"http:\/\/147.91.204.66\/wordpress\/brand-authority-as-an-seo-ranking-factor-semrushchat-2\/"},"modified":"2017-11-26T23:46:17","modified_gmt":"2017-11-26T21:46:17","slug":"brand-authority-as-an-seo-ranking-factor-semrushchat-2","status":"publish","type":"post","link":"http:\/\/147.91.204.66\/wordpress\/brand-authority-as-an-seo-ranking-factor-semrushchat-2\/","title":{"rendered":"Brand Authority as an SEO Ranking Factor #SEMrushchat"},"content":{"rendered":" <style>\r\n  .ui-tabs {display: table; }\r\n  .ui-tabs-nav {display: table;}\r\n \r\na.ui-tabs-anchor {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 15px; \r\n\tcolor: #B52700;\r\n        margin: 5px 20px;\r\n}\r\n\r\ndiv.ui-tabs-panel {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 14px;\r\n\tfont-weight: normal;\r\n\tcolor: #B35B22;\r\n}\r\n\r\n  <\/style><p>Search engine optimization also  called SEO is a subject covered by many individuals  and also blogs, its the process of making your website  appearance  appealing to the search engines in the hope of  obtaining a  special  position for your targeted keyword.  Throughout my  research study I  find  lots of articles that  offer some  excellent  understandings to  seo.<\/p>\n<p>  Listed below you  could  discover an  post from Kiss Metrics which I  located to be   valuable and very interesting . <\/p>\n<p>In last week\u2019s #SEMrushchat, we talked about an exceptionally important topic: how brand authority interacts with SEO as a ranking factor, since we just released our newest study: <a href=\"http:\/\/semrush.com\/ranking-factors\">the 17 most prominent Google ranking factors<\/a>. We invited expert, Jennifer Slegg &#8211; founder &amp; editor of The SEM Post, speaker, and author of Understanding Google Panda Algo Guide. Along with her and our other guests, we focused on questions like how to identify a good brand authority, how authority influences rankings, and how PR and SEO can, and should, interact. Here is what they had to say:\u00a0<\/p>\n<h2>Q1. How do you identify a good brand authority? What are the main metrics you would use?<\/h2>\n<p>There are three factors that come into play: expertise, authority, and trustworthiness. Expertise is your knowledge level and the value you can provide on any given subject. Expertise is your knowledge level and the value you can provide on any given subject. Your authority is how established your brand is, both in your industry and online. Trustworthiness is how much customers and industry peers trust that you, your content, and your products and services are all top-notch.<\/p>\n<p>When it comes to measuring these factors, there are a number of metrics to look at in order to get the full picture, all of which can individually strengthen your search rank.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">Often times, branded search volume increases as a brand becomes better known. Once upon a time, people didn&#8217;t include words such as &#8220;Amazon&#8221; &#8220;eBay&#8221; or even &#8220;Pinterest&#8221; in their Google\/Bing\/etc searches. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Jennifer Slegg (@jenstar) <a href=\"https:\/\/twitter.com\/jenstar\/status\/930832674939224064?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>There are several ways to measure this. The first is branded search volume, or how many people are searching for you by name. Instead of searching for \u201csneakers,\u201d for example, someone might search for \u201cNike sneakers\u201d due to the brand being well established. This includes branded products, content, and even social media.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A1: Brand Search Volume (for all &#8216;branded&#8217; terms: company, people, products, content, media, etc) <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Dan Shure (@dan_shure) <a href=\"https:\/\/twitter.com\/dan_shure\/status\/930831212813410305?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A1 People performing searches include brand name\/domain in their queries along w\/keywords, indicating a relationship between them. <a href=\"https:\/\/twitter.com\/hashtag\/SEMRUSHChat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#SEMRUSHChat<\/a><\/p>\n<p>\u2014 Bill Slawski (@bill_slawski) <a href=\"https:\/\/twitter.com\/bill_slawski\/status\/930835966608076800?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>Site links, including the number of backlinks a site has, are essential. In fact,\u00a0<a href=\"https:\/\/www.semrush.com\/blog\/semrush-ranking-factors-study-2017-methodology-demystified\/\">our Ranking Factors study <\/a>found that there was a direct correlation between the total number of backlinks a site had and its position in the SERPs, with every domain ranking for <a href=\"https:\/\/www.semrush.com\/blog\/proper-keyword-research-semrushchat\/\">high-volume keywords<\/a> having about 3x more backlinks than from lower-volume groups on the same position.<\/p>\n<p>That being said, you don\u2019t want to spam your links or use unethical practices to build links; <a href=\"https:\/\/marketingland.com\/10-big-brands-that-were-penalized-by-google-69646\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">Google penalized Rap Genius<\/a> for doing just that recently, knocking them from the top page of the results even for their own name. This lasted ten days.<\/p>\n<p>Social mentions are also a key factor. This can significantly improve your brand authority, and the transparency and user-generated content that comes with social media and social mentions can improve trust from other users and help you to be favored by Google.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A1. Metrics \/ indicators we look for when identifying good brand authority:<\/p>\n<p>Brand recall<br \/>Brand mentions online<br \/>Social brand mentions \/ day (or week or month)<br \/>Citations (press, journal, book)<br \/>Inbound links<a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/SEO?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#SEO<\/a><\/p>\n<p>\u2014 AccuraCast (@AccuraCast) <a href=\"https:\/\/twitter.com\/AccuraCast\/status\/930830250292011009?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>Other key metrics to keep an eye on include knowledge graph integration, competitors bidding on a brand, and co-citations with competitors in lists. \u00a0All of these indicate that people are talking about you and interacting with your content and brand organically, helping to establish your brand and raising your authority in Google.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A1. Also look at those in the market area with knowledge graphs&#8230; also a sign of authority from Google. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Jennifer Slegg (@jenstar) <a href=\"https:\/\/twitter.com\/jenstar\/status\/930830813490319360?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p><span class=\"b-blog__image zoom\"><img loading=\"lazy\" alt=\"q1-chat-recap.jpg\" height=\"431\" src=\"https:\/\/d30cz2g5jd7t8z.cloudfront.net\/media\/ac\/fe\/acfedbef66ea16a8fa9493778859683e\/resize\/885x431\/q1-chat-recap.jpg\" width=\"885\" role=\"button\" \/><\/span><\/p>\n<h2>Q2. Should marketers work to increase the branded search volume, or is it something that comes naturally as a result of good PR? Why?<\/h2>\n<p>While good PR can naturally increase branded search volume, marketers should also be working diligently to increase their branded search volume simultaneously. Though this may come naturally on its own, deliberately helping this metric increase is always a good idea and producing content that will increase the branded search volume is a good plan.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A2: Marketers should work to increase branded search volume with positive sentiment. They can do this by promoting good PR, responding to mentions, producing quality products, etc. Branded search volume will increase as a result of this. <a href=\"https:\/\/twitter.com\/hashtag\/SEMrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#SEMrushchat<\/a><\/p>\n<p>\u2014 Kiana LeClaire (@kiana_leclaire) <a href=\"https:\/\/twitter.com\/kiana_leclaire\/status\/930833512147619840?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>Ideally, you want customers to search for \u201cLush bath bombs\u201d instead of just \u201cbath bombs,\u201d or \u201cpepsi.com\u201d instead of \u201csoda.\u201d While it\u2019s relatively easy to rank for branded keywords, it\u2019s more difficult to get customers to search for them.<\/p>\n<p>To do this, you\u2019ll need to <a href=\"https:\/\/www.quicksprout.com\/2017\/05\/15\/how-to-gain-more-branded-search-volume-to-your-website\/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">spark interest using strategies<\/a> such as guest posting, word-of-mouth marketing, referrals, and creative campaigns that keep users coming back. It\u2019s about building up your brand and making people interested in that. Having strong content can, over time, also help with this; it is why people search for things like \u201cJon Loomer Facebook Ads blog post.\u201d<\/p>\n<p>While you can easily rank for brand keywords (unless there is competition for a said keyword), it is better to optimize the brand for all keyword buckets equally. According to Ryan Glass &#8211; <a href=\"https:\/\/twitter.com\/ryangphx?lang=en\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">@RyanGPhx<\/a>, \u201cMarketers like to drive up branded search volume, and SEO experts want to drive it down and diversify the terms we are visible for.\u201d<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">a2 When the Brand is established, branded search does come naturally. Brand Authority can be gained by social integration, blogging &amp; being everywhere your audience resides. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Debi Norton (@BRAVOMedia1) <a href=\"https:\/\/twitter.com\/BRAVOMedia1\/status\/930834422261219333?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>It is essential that you are always focused on increasing your <a href=\"https:\/\/www.semrush.com\/blog\/building-brand-awareness-improved-online-visibility\/\">brand awareness<\/a> because it doesn\u2019t just \u201ccome naturally\u201d today, where there is an overabundance of content and a near crisis of attention scarcity. You could search for almost any given topic and be shown thousands of blog posts and hundreds of free ebooks. While some will definitely be others, it is the brand authority that will often carry the most weight in determining where users click. Unfortunately, it doesn\u2019t matter how great the content is if you haven\u2019t been able to build a name around it.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">Q2. Yes SEOs should work to increase the branded search volume via some influencing and positioning. It does also come naturally over time, but as SEOs we want to influence this. That&#8217;s one of the reasons why clients pay for SEO&#8230; <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a> <a href=\"https:\/\/t.co\/32U9i9TisK\" rel=\"noopener noreferrer\" target=\"_blank\">https:\/\/t.co\/32U9i9TisK<\/a><\/p>\n<p>\u2014 Peter Mead (@petermeadit) <a href=\"https:\/\/twitter.com\/petermeadit\/status\/930833411429634048?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A2 : Nothing comes naturally and a good PR action is worthless if no SEO work and branding strategy has been undertaken beforehand. Branded search volume is a regular to do for marketer. Launching TV, Content, Paid or Offline campaings to boost the volume is crucial <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Fanny Heuck (@FannyHeuck) <a href=\"https:\/\/twitter.com\/FannyHeuck\/status\/930836661751156736?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>In addition to producing more content, you should also be focusing on presenting your products and services in a clear, concise language that includes search phrases that will likely be used by consumers. This is where smart copywriting and keyword research comes into play. If you have optimized your product for \u201cballet slippers\u201d but most of your target audience is searching for \u201cpointe shoes,\u201d you will miss out on a lot of searches &#8211; and a lot of sales.<\/p>\n<p>You shouldn\u2019t neglect the organic power of social mentions and PR placements. They provide a well-rounded, holistic brand authority that is difficult to match without them. Encourage customers to leave reviews, which have a strong word-of-mouth advertising feel and the benefit of immense visibility and immortality on your site. Some reviews will be SERP-friendly, which will automatically help you in rankings and brand authority. Even if they aren\u2019t, however, Google takes customer reviews and mentions of your brand into their ranking consideration.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A2: It never hurts to increase brand awareness, video has been shown that it&#8217;s the best way to build awareness. I would say focus 70\/30 between unbranded and branded <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Danny Ray Lima (@dannyraylima) <a href=\"https:\/\/twitter.com\/dannyraylima\/status\/930834291142963200?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A2: I mentioned this in previous chats: what your business does IS content. Do cool stuff, talk about it and others will, too <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Chris Countey (@chriscountey) <a href=\"https:\/\/twitter.com\/chriscountey\/status\/930833895960010752?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A2. Optimize for branded search with your SEO and paid strategy, but don&#8217;t neglect the organic power of social mentions and PR placements. Together these will provide holistic brand authority. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 CallRail (@CallRail) <a href=\"https:\/\/twitter.com\/CallRail\/status\/930835299164356609?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A2: Yeah, branding is part of a holistic popularization practice. Ignoring branded search traffic and going just after strangers who don&#8217;t know you doesn&#8217;t make sense. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a> <a href=\"https:\/\/t.co\/64HNRQNCJ2\" rel=\"noopener noreferrer\" target=\"_blank\">https:\/\/t.co\/64HNRQNCJ2<\/a><\/p>\n<p>\u2014 Tadeusz Szewczyk (Tad Chef) (@onreact_com) <a href=\"https:\/\/twitter.com\/onreact_com\/status\/930834762217984001?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>And, as Andrew Martin &#8211;\u00a0<a href=\"http:\/\/twitter.com\/AndrewDoesSEO\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">@AndrewDoesSEO<\/a>\u00a0pointed out, organic content has the capability to alleviate some of the need for PPC campaigns. When you are building relationships on social media or through content organically, you are staying relevant and on their mind. They will trust you more, and if they need something your business can offer, they will actively search you out instead of you needing to pay for PPC campaigns to win over these customers. You can then allocate that budget to other, more difficult targets like connecting with cold audiences.<\/p>\n<p><span class=\"b-blog__image zoom\"><img loading=\"lazy\" alt=\"q2-chat-recap.jpg\" height=\"398\" src=\"https:\/\/d30cz2g5jd7t8z.cloudfront.net\/media\/68\/e3\/68e3daf15c9ca9627930cdd7f32e06f2\/resize\/885x398\/q2-chat-recap.jpg\" width=\"885\" role=\"button\" \/><\/span><\/p>\n<h2>Q3. How should SEO and PR work together? What are the main touch points?<\/h2>\n<p>It is very clear that SEO and PR go hand-in-hand. Whether it\u2019s a press release\u00a0or outreach for a guest posting opportunity, you have to think of both disciplines both separately and together in order to get the most out of your marketing. If you want your press release to do well, for example, you want to make sure it is optimized for SEO. At the same time, that very press release could benefit your SEO strategy. The two disciplines are separate, but they are entwined.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A3: I think it\u2019s important that all PR departments be aware and monitor how SEO is affecting their brand exposure. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Joseph Sarci (@Joseph_Sarci) <a href=\"https:\/\/twitter.com\/Joseph_Sarci\/status\/930836090503745537?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A3: PR needs to know the importance of attracting links and using keywords in content that is distributed. An SEO should make sure these are known by the PR team. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Netvantage Marketing (@netvantage) <a href=\"https:\/\/twitter.com\/netvantage\/status\/930836283332661248?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>In many cases, after all, the best place for some of your content to live isn\u2019t necessarily on your site, but on another site. This has enormous SEO benefits of a good backlink and a strong, relevant built-in audience. Plus, SEO can directly affect the outcomes of our PR goals; an SEO-optimized press release, after all, can ensure that as many people as possible see\u00a0it. They increase visibility in different ways, and together they can increase brand authority for optimal SERPs.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A3. Just working *together* would be a start.<\/p>\n<p>If your PR team is trying to hide a bad story, or a surface a good one SEO can help.<\/p>\n<p>If your SEO team is trying to improve rankings around target topics, PR can help. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Optimisey (@Optimisey) <a href=\"https:\/\/twitter.com\/Optimisey\/status\/930836969554436097?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>It is clear\u00a0that good content writers or PR individuals and strong SEO marketers aren\u2019t always the same people, even if everyone has a general understanding of the other disciplines. PR workers are typically focused specifically on content and sharing certain messages, whereas SEO experts are focused on the array of technical factors that will affect search results.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A3. 1\u20e3 earning mentions and making sure they have a backlink \ud83d\ude0f Editorial links can make huge difference. 2\u20e3 normally good tech SEOs and good content writers aren&#8217;t the same people. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Xenia Volynchuk (@Xenia_Volynchuk) <a href=\"https:\/\/twitter.com\/Xenia_Volynchuk\/status\/930836732278464512?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>Because of this, both the PR <em>and<\/em> content teams and the SEO marketers should be checking in with each other regularly about the goals they have and how to meet them.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\"><a href=\"https:\/\/twitter.com\/hashtag\/SemRushChat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#SemRushChat<\/a> A3: Biggy: Make sure everyone is on the same page of what is important and what isn&#8217;t important. PR should check in with SEO to see what has traction and what isn&#8217;t. Can&#8217;t squeeze water out of a rock folks. <a href=\"https:\/\/t.co\/VPJ76u7Ei1\" rel=\"noopener noreferrer\" target=\"_blank\">pic.twitter.com\/VPJ76u7Ei1<\/a><\/p>\n<p>\u2014 Colt SebastianTaylor (@ColtSTaylor) <a href=\"https:\/\/twitter.com\/ColtSTaylor\/status\/930835974153785344?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>PR and SEO are stronger together, and weaker apart. This is a consistent theme that our experts noticed and made sure to point out when weighing in. If you want your big announcement to get as much visibility as possible, after all, you need strong SEO behind it. This can happen when all press releases and content are run by the SEO team, and feedback from the SEO team is observed regarding link opportunities.<\/p>\n<p>Some important examples of how PR and SEO teams should be working together include:<\/p>\n<ul>\n<li>\n<p>Educating each other and creating goals &#8211; and the strategies to accomplish them &#8211; together.<\/p>\n<\/li>\n<li>\n<p>Discussing media outreach. The PR team might know that the audience on one site is a better fit for your business, but your SEO specialists might be aware that a different site would provide more valuable backlinks (or that <a href=\"https:\/\/searchengineland.com\/5-ways-seo-pr-working-together-248528\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">certain links <\/a>on the same page might be more valuable than others). Together, they will make sure all the bases are covered.<\/p>\n<\/li>\n<li>\n<p>Developing strategies to distribute and amplify content. When consulting each other, these teams can make sure that all of your content is highly readable by both Google and your target audience.<\/p>\n<\/li>\n<\/ul>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">I think it is important that both teams work together. Or at the very least, give a heads up for anything that could impact the other, such as a PR announcement or the SEO team launching a new content area or feature. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Jennifer Slegg (@jenstar) <a href=\"https:\/\/twitter.com\/jenstar\/status\/930836784442875904?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p><span class=\"b-blog__image zoom\"><img loading=\"lazy\" alt=\"q3-chat-recap.jpg\" height=\"440\" src=\"https:\/\/d30cz2g5jd7t8z.cloudfront.net\/media\/b9\/e9\/b9e91ac60ea2ef94bdb2aa9b4cf2876c\/resize\/885x440\/q3-chat-recap.jpg\" width=\"885\" role=\"button\" \/><\/span><\/p>\n<h2>Q4. How, if at all, could authority influence positions in search? \u00a0<\/h2>\n<p>Authority can, and does, influence search a great deal. Brands with higher authority are often more desired, and therefore searched out more frequently by customers because it\u2019s a brand that they trust. This, in turn, results in even better search visibility because it\u2019s getting more traffic. Authority means trust, after all, and <a href=\"https:\/\/searchengineland.com\/gary-illyes-ask-anything-smx-east-285706\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">trust means better CTR<\/a>, which means more authority. All of this is an upward\u00a0spiral that means better SERPs across the board, giving you the ability to rank for more difficult and valuable keywords and show up higher in the results.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A4: According to [Google Mu] You need awesomeness to get the Higher SERPs. Be awesome, you will be authorized \ud83d\ude09 <a href=\"https:\/\/twitter.com\/hashtag\/SEMRushChat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#SEMRushChat<\/a><\/p>\n<p>\u2014 Saad AK (@SaadAlikhan1994) <a href=\"https:\/\/twitter.com\/SaadAlikhan1994\/status\/930840127773073408?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>This doesn\u2019t just go for consumers; bloggers and publications prefer trusted brands, too. They will trust you and your content more as reliable and accurate, so it\u2019s much easier for a trusted brand to get links than it is for an unknown company to do the same.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A4. Authority influences position in search by increasing viewer visibility as well as trustworthiness. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 April Pensa (@AprilPensa1) <a href=\"https:\/\/twitter.com\/AprilPensa1\/status\/930840320450990080?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>This means that known brands have an enormous natural advantage when it comes to generating significantly more backlinks. And, the more backlinks you get, the better your SERPs become. On top of that, if you are able to optimize for keywords correctly, you will dominate the organic traffic, too. Again, it is all about that upwards spiral and building momentum.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A4. And bonus! When a site has high authority, it also tends to be sites people are more willing to link to, to share, to recommend, etc. These reinforce the brand (to increase those branded searches), help brand awareness and have the side effects of helping SEO. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Jennifer Slegg (@jenstar) <a href=\"https:\/\/twitter.com\/jenstar\/status\/930838783930466304?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>In the meantime, there are strategies you can use to make your content more linkable and trustworthy to new visitors. These strategies include:<\/p>\n<ul>\n<li>\n<p>Sourcing statistics and facts that you can back up and verify from other credible sites and publications.<\/p>\n<\/li>\n<li>\n<p>Adding social share buttons, or quotable \u201cClick to Retweet\u201d CTAs in the text to increase social shares and drive up social proof.<\/p>\n<\/li>\n<li>\n<p>Mentioning influencers, brands, and publications in your own articles, which can help put you on their radar.<\/p>\n<\/li>\n<li>\n<p>Providing value with your contest instead of just trying to sell your products or services aggressively.<\/p>\n<\/li>\n<\/ul>\n<p>It is also worth noting that domain names and queries are seen as search entities instead of brand entities; it is <a href=\"http:\/\/www.seobythesea.com\/2017\/05\/how-does-google-look-for-authoritative-search-results\/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">why Google favors big brands<\/a>. This is why big brands sell a small portion of what companies only sell\u00a0but consistently rank better for broad search terms because of their site and brand authority in the space. If you search for organic soap, for example, you might be sent to Whole Foods or Target which has two or three choices, instead of a small local business with twenty-five options.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A4: Authority influences search rankings in many ways, some of them indirectly, others directly. Authority sites like the NYT have a much bigger impact due to &#8220;trustrank&#8221; algorithms search engines use even when the link is somewhere at the bottom. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a> <a href=\"https:\/\/t.co\/OH119EtERw\" rel=\"noopener noreferrer\" target=\"_blank\">https:\/\/t.co\/OH119EtERw<\/a><\/p>\n<p>\u2014 Tadeusz Szewczyk (Tad Chef) (@onreact_com) <a href=\"https:\/\/twitter.com\/onreact_com\/status\/930840214955798529?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p><span class=\"b-blog__image zoom\"><img loading=\"lazy\" alt=\"q4-chat-recap.jpg\" height=\"377\" src=\"https:\/\/d30cz2g5jd7t8z.cloudfront.net\/media\/d9\/fb\/d9fb6677c8f17e4da8fbc7cc188e8fd3\/resize\/885x377\/q4-chat-recap.jpg\" width=\"885\" role=\"button\" \/><\/span><\/p>\n<p>In this way, authority heavily influences the search user, and those enterprise-level clicks will significantly boost your ranking position; even smart keyword research can only do so much against that kind of authority level. The only way to combat this factor is to build up more authority for your own brand.<\/p>\n<h2>Q5. How can negative sentiments in the SERPs affect authority, and how would that negativity also affect rankings?<\/h2>\n<p>Negative sentiments or reviews can cause an almost immediate drop in CTR and traffic, especially if those sentiments pop up towards the top of a search engine, like the United Airlines debacle that happened earlier this year; news reports about the scandal ranked above the business\u2019s site. Negative sentiments can cause your brand reputation to suffer, losing trust or earning you less of it, sinking the amount of traffic you are getting. Simultaneously,\u00a0fewer\u00a0people trust your brand, which means that fewer people are looking for it, hurting you again. We talked about an upwards cycle in question 3; this is a downward\u00a0spiral you don\u2019t want to get sucked into.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A5 &#8211; neg sentiments won\u2019t affect authority directly but a drop in traffic will &#8211; brand rep suffers and earns less trust less traffic again and then the downward spiral starts. <a href=\"https:\/\/twitter.com\/hashtag\/SEMRushChat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#SEMRushChat<\/a><\/p>\n<p>\u2014 Simon Cox (@simoncox) <a href=\"https:\/\/twitter.com\/simoncox\/status\/930840764304756736?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>To top it all off, Google has recently incorporated sentiment monitoring into the Quality Rater Guidelines. They want site raters to look for the reputation of the sites they rate, specifically telling them to look at <a href=\"https:\/\/gofishdigital.com\/sentiment-as-a-ranking-signal-for-entities\/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">off-site sources of reputation<\/a>. If you have bad reviews on Yelp or several bloggers hot on your tail saying that you aren\u2019t reliable, your SERPs are going to drop. There\u2019s nowhere to hide, so you need to be ready.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A5: Google &#8211; like many other companies &#8211; monitors user sentiment and uses it as a &#8220;negative&#8221; ranking factor ever since many hate bait articles have impacted their search results heavily in the past. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a> <a href=\"https:\/\/t.co\/SuPJKU6kWJ\" rel=\"noopener noreferrer\" target=\"_blank\">https:\/\/t.co\/SuPJKU6kWJ<\/a><\/p>\n<p>\u2014 Tadeusz Szewczyk (Tad Chef) (@onreact_com) <a href=\"https:\/\/twitter.com\/onreact_com\/status\/930842001523822593?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A5 Google has published a patent that says that sentiment in reviews can cause search results to be boosted or demoted (depending upon the sentiment involved.) <a href=\"https:\/\/twitter.com\/hashtag\/SEMRUSHChat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#SEMRUSHChat<\/a><\/p>\n<p>\u2014 Bill Slawski (@bill_slawski) <a href=\"https:\/\/twitter.com\/bill_slawski\/status\/930841634111078400?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>Because of this, you want to do what you can to avoid negative reviews and comments online. Offer incredible customer service, produce great products, and make your customers happy, and all the E.A.T. goodness can follow. It is important that you don&#8217;t just wait for\u00a0Google to start knocking you down, you should\u00a0actively monitor both social and traditional media channels. SEMrush has <a href=\"https:\/\/www.semrush.com\/features\/brand-monitoring\/\">brand monitoring tools<\/a> that allow you to see what other people are saying about you (since they might not always say it to you) in real-time, allowing you to get ahead of any type of bad situation.\u00a0<\/p>\n<p>Negative sentiment\u00a0can erode your brand in the long-term as users slowly abandon you as a viable authority, source, and brand. It can also hurt you even quickly in the short-term if you are unlucky and don\u2019t respond to it fast enough, and the situation escalates with stories across multiple mediums and a flurry of negative social mentions. Keep in mind that every single business will have unhappy customers\u00a0and that this is almost unavoidable.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A5: But when it comes to rep, nearly all sites will have some kind of negative feedback. This is normal&#8230; even the most awesome business will sometimes not be able to please everyone. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Jennifer Slegg (@jenstar) <a href=\"https:\/\/twitter.com\/jenstar\/status\/930842262006673410?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p>It is also true that negative sentiment can be more powerful than positive sentiment in some cases. After all, one unhappy customer will tell ten of their friends to never shop again, while one happy customer will tell only one of their friends about their great experience. In one scenario, you lose eleven customers; in the other, you gain two. Negative reviews that show up online can do even more damage.<\/p>\n<p>Here is the good news: while no brand wants to have negative comments about them online, it isn\u2019t an automatic death sentence. If the situation is handled well or if it\u2019s an occasional or isolated incident, they can recoup. If not, of course, they\u2019ll be purchasing a ton of reputation management and maybe getting a new PR team to boot.<\/p>\n<div>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\" xml:lang=\"en\">A5: Negative results, like an article, can very much impact branding. But negative results can&#8217;t destroy a brand unless it&#8217;s a very small local business. <a href=\"https:\/\/twitter.com\/hashtag\/semrushchat?src=hash&amp;ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">#semrushchat<\/a><\/p>\n<p>\u2014 Kevin_Indig (@Kevin_Indig) <a href=\"https:\/\/twitter.com\/Kevin_Indig\/status\/930841168627228672?ref_src=twsrc%5Etfw\" rel=\"noopener noreferrer\" target=\"_blank\">November 15, 2017<\/a><\/p>\n<\/blockquote>\n<\/div>\n<p><span class=\"b-blog__image zoom\"><img loading=\"lazy\" alt=\"q5-chat-recap.jpg\" height=\"411\" src=\"https:\/\/d30cz2g5jd7t8z.cloudfront.net\/media\/40\/cc\/40cc582238b4c8e7113e7f968dfe3804\/resize\/885x411\/q5-chat-recap.jpg\" width=\"885\" role=\"button\" \/><\/span><\/p>\n<p>Are there any other questions you have about brand authority coming into play as an SEO ranking factor? Do you have any additional insight? \u00a0For more information, check out our recent <a href=\"https:\/\/www.semrush.com\/ranking-factors\/\">study about the 17 most prominent Google ranking factors<\/a>.<\/p>\n<p>If you would certainly such as to check out even more articles on search engine optimization then really feel complimentary to browse our other short articles. We have numerous even more curated write-ups from Kiss Metrics and I hope you enjoy reviewing them.<\/p>\n<p><a target=\"_blank\" href=\"https:\/\/www.semrush.com\/blog\/brand-authority-as-an-seo-ranking-factor-semrushchat\/\">Read more&#8230;&#8230;&gt;click Here&lt;<\/a><\/p>\n<script type='text\/javascript'>\r\n jQuery(document).ready(function() {\r\n    jQuery( \"#tabs_2036\" ).tabs({\r\n    collapsible: true,\r\n    active: false\r\n        });\r\n\tjQuery( \".scroller_2036\" ).width(jQuery( \".scroller_2036\" ).width()+1);\r\n\t\r\n\t\r\n\t\r\n  });\r\n  \r\n  <\/script>\r\n  ","protected":false},"excerpt":{"rendered":"<p>Search engine optimization also called SEO is a subject covered by many individuals and also blogs, its the process of making your website appearance appealing to the search engines in the hope of obtaining a special position for your targeted keyword. Throughout my research study I find lots of articles that offer some excellent understandings &hellip; <a href=\"http:\/\/147.91.204.66\/wordpress\/brand-authority-as-an-seo-ranking-factor-semrushchat-2\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Brand Authority as an SEO Ranking Factor #SEMrushchat<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand Authority as an SEO Ranking Factor #SEMrushchat - test<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/147.91.204.66\/wordpress\/brand-authority-as-an-seo-ranking-factor-semrushchat-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Authority as an SEO Ranking Factor #SEMrushchat - test\" \/>\n<meta property=\"og:description\" content=\"Search engine optimization also called SEO is a subject covered by many individuals and also blogs, its the process of making your website appearance appealing to the search engines in the hope of obtaining a special position for your targeted keyword. 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