Disclaimer: This is a long article. We included images to break up sections and provide context – so it isn’t all copy. There are important Brand Community SEO techniques discussed – beyond the top stuff everyone else talks about – so the 5 minutes will be worth your time
Brand Community SEO tactics is in our bag of tricks that we use to grow brand community.
We quickly help ourselves and clients rank for competitive keywords on Google. From Brand Community SEO, Content Marketing and Cannabis Kits to list the most current.
Can you guess how we are able to do this? Well, it’s not because we are smarter than you… because we are not.
Instead, we’ve been practicing digital marketing since 2001. After a while, you learn what works and what doesn’t. So, if you want to achieve similar results, you have two options:
Option 1: Follow the cheat sheet below. It really works, you just have to put in the time and effort. And over time you’ll slowly see your rankings, traffic and revenue climb.
Option 2: Hire our agency. If you don’t have the time and need it done for you, check out LeFace Entertainment. And of course, you technically have a third option, which is to figure it out on your own.
So if you want to grow your rankings, just follow the tactics below. But before you start, keep in mind that this is an advanced cheat sheet… so I skipped the basics.
Increase the length of your meta descriptions
For a long time, meta descriptions had a character limit of roughly 165 characters.
This was generally considered sufficient for briefly explaining what a page was about so that both humans and bots would understand.
Prior to November 2017, 90 percent of descriptions were 165 characters or less. So that was usually the character count you wanted to shoot for. At that time, exceeding 165 characters was considered a no-no. But that changed recently as Google officially increased the length of snippets in SERPs. In fact, RankRanger found that the average snippet length went from being 160 characters to 230 characters, which is illustrated in this growth chart.
What was the point of this?
Here’s what a Google spokesperson had to say about it:
“We recently made a change to provide more descriptive and useful snippets, to help people better understand how pages are relevant to their searches. This resulted in snippets becoming slightly longer, on average.
It’s all about giving search users more information to go on so they can better decide if a particular page is worth checking out or not.
And according to Moz, “As of December 2 2017, 51 percent of search results have these longer snippets in at least 1 of the top 10.”
The takeaway? Start increasing the length of your meta descriptions and aiming for around the 230 character mark.
While you don’t necessarily need to go back and lengthen your existing descriptions, you’ll want to make them longer from here on out.
Find a Brand Community SEO niche
I think we can all agree that backlinks are one of the most essential elements of Brand Community SEO .
They’re still a primary currency that search engines examine when determining rankings.
So we break our backs trying to obtain high-quality, relevant backlinks.
But here’s the thing.
It can be tricky getting other sites in your niche to link to you.
After all, you are a competitor.
Linking to you could potentially dilute their rankings, which is especially problematic if you’re competing for those coveted, heavily searched keyword phrases.
So what’s the solution?
One technique we’ve had success with is finding a shoulder niche, which is a niche that’s closely related to your site’s main topic. You then create content around that shoulder niche and engage in link outreach like you would normally.
Since you’re not in direct competition with the brands you’re reaching out to, your odds of acquiring quality backlinks should inevitably increase.
So how exactly do you come up with a shoulder niche? I suggest using Buzzsumo because it will instantly provide you with a lot of different angles on a topic. And you don’t even need to have a paid account to use it for this purpose.
First you enter a broad phrase. We’ll just use “weight loss” as an example.
Instantly we get dozens of results. Right off the bat, this particular piece of content about keto recipes catches our eye.
We know that the ketogenic diet is really popular right now, so targeting that niche could definitely be viable. Another resource you can use is Google News. Again, type in a broad keyword and check the results. After scrolling down a bit, I see another piece on the ketogenic diet.
Just above that is another one that could also be interesting involving probiotics.
So just like that we have two potential topics to work with. At that point, it’s simply a matter of creating great content and reaching out to bloggers and influencers.
Use MarketMuse data
One particular tool that we’ve found to be a breakthrough is called MarketMuse, which is “an AI-powered assistant that accelerates content creation and optimization so you can win in organic search.”
This is an incredibly robust platform that does a few amazing things including the following:
- It analyzes a potential topic to help you decide whether it’s worth your time to write content on it
- Provides clear-cut recommendations on what to write and how to write it and
- Provides recommendations on how to optimize existing pages
There’s some crazy advanced AI in place here that’s light years ahead of most other tools. It’s like keyword research on steroids.
For example, there’s “depth score,” which shows how the quality of your content fares against the competition.
So if you’re looking for a legitimate, next generation SEO tool, I highly recommend taking a look at MarketMuse. It can help you take your SEO to the next level.
Sounds complex, but we’ll give you the exact tools to unravel this advanced form of Brand Community SEO optimization. We are referring to LSI graphs and topic coverage.
In Brian Dean’s list of the top 200 ranking factors, he lists the following three fairly high up.
#19 – LSI keywords in content
#20 – LSI keywords in title and description tags
#21 – Page covers topic in-depth
So LSI is obviously important.
Luckily, there’s another fantastic tool that can greatly help you cover a topic comprehensively and branch out far beyond just a keyword or two.
It’s called the LSI Graph, and despite the fact that it’s backed by DPO (double pushout) graph transformation, the tool itself is pretty straightforward.
Simply enter in a broad keyword into the search box.
Here’s what we got for SEO.
You can keep repeating this as many times as you’d like until you have a rock solid list of LSI keywords. I recommend adding them to a spreadsheet that you can quickly reference while writing your content. When you’re done, your post should be incredibly rich and cover all of the angles. An added plus is that it can provide you with ideas for sections in your content that you may not have thought of. So we find the LSI Graph to be a tremendously helpful tool.
Optimize for featured snippets
If you’re unfamiliar, “A featured snippet (otherwise called an Answer Box) is a brief answer to a user’s search query, which is displayed on top of Google search results. It’s extracted from one of the top-ranking pages for that search query and includes the page’s title and URL.”
Here’s an example of a featured snippet for the keyword “seo tips.”
Getting ranked in featured snippets is important because it gives you a huge edge over every other competitor in SERPs.
It’s actually known as “position 0” and is even better than number 1. And it’s the first thing users see after performing a search and stands out brilliantly.
Needless to say, this can help you generate a high volume of quality organic traffic.
While featured snippets don’t receive as many clicks (because users can often find key takeaways without actually visiting a page), they basically steal traffic from the rest of the search results.
Optimize existing content
You’ve got a post that’s ranking fairly well and is in the top 10 in SERPs. But it’s in the lower half somewhere between number 6 and 10.
It’s likely generating a decent amount of traffic, but it could certainly be better.
One way to crank up your traffic is to spend some time optimizing the existing post so that it reaches its full potential.
Here’s what you’ll need to do for this. First, use a tool like SEMrush to find posts that worth optimizing. Check out the domain overview of your site by searching for it.
Then scroll down to “Top Organic Keywords” for some ideas.
With just a quick glance, we can see that my post involving the keyword “instagram reposting” is a great candidate for a makeover.
This is definitely something that’s worth our time.
The only question is, what exactly should we do in order to optimize it? Here are some suggestions:
- Increase the length (aim for around 2,000 words)
- Look for information that can be updated and add new facts, figures, data, etc.
- Adjust formatting to make it more scannable
- Add more images
- Optimize Exting Images
- Add internal Links
On top of this, it’s smart to reshare it on social media, and you may even want to reach out to influencers to see if they’ll share it with their audience.
Now keep in mind that this is unlikely to result in a major improvement overnight, and it’s not guaranteed to hit number 1.
It just doesn’t work like that.
But if you’re patient and cover all of the bases, you should see some definite improvement within a month or two.
Once you find the right recipe that works, you can rinse and repeat to get the absolute most out of all your posts.
Use the skyscraper technique to outrank your competitors
All if fair in love and SEO. At the end of the day, search engine algorithms don’t discriminate. They’re not going to automatically rank one post higher simply because of who write it. vOf course authority plays into it, but that’s a whole different story.
What I’m trying to say is that everything in Brand Community SEO is fair game, and if you execute the right sequence of actions, you can outrank the competition.
One of my favorite strategies for doing this is the skyscraper technique, which involves three key steps:
1 Find link-worthy content
2 Make something even better
3 Reach out to the right people
This tactic involves some of the same principles as what I discussed in optimizing existing content but is specifically designed to usurp your competitors’ top content.
Here’s what you want to do.
Start by using a tool like SpyFuto spy on a key competitor. I’ll use ProBlogger as an example. Enter in their URL.
Scroll down to the “Top Keywords” section, and you can quickly tell which particular posts are generating the most traffic.
Note that the free version only gives you five of their top keywords, but that’s usually sufficient to work with and still supplies you with a boatload of helpful information.
You can learn more by clicking on a keyword.
Here’s what pops up when I click on “how to make money by blog.”
Some of the key information I want to check out is monthly searches (local and global) and ranking difficulty. Ideally, the keyword will receive a fairly high number of monthly searches and be easy to rank for.
Now let’s say that I’m interested in competing for this particular keyword.
The next thing I want to do is go back and click on “View all organic keywords.”
From here we can find the link to the specific article that’s ranking for that keyword.
Click on that and it takes me to the actual post.
At this point, my goal is to look it over and identify potential areas for improvement. Then it’s time to “skyscraper it” by making it even better.
Some ideas include:
- Creating a post that’s longer and more comprehensive
- Updating it
- Making the content easier to digest
- Adding visuals and other media
Get serious about YouTube SEO
Video is huge now. HubSpot even found that the average person watches 1.5 hours of video per day, and 15 percent watch more than three hours each day.
So this is certainly a medium I recommend using for marketing purposes. But how does this relate to thriving in SERPs?
It’s simple. Crush it at YouTube SEO to increase your exposure in SERPs. If you can rise to the top of YouTube, odds are you can achieve a solid ranking in Google.
First of all, you need to realize just how much Google loves featuring YouTube content. Google eats it up, this makes sense considering Google bought YouTube back in 2006.
Here’s what pops up when we search for “what is seo video.”
Just below the featured snippet and “People also ask” section, there are three videos. All of which are from YouTube.
Notice they’re not from Dailymotion, Vimeo, Twitch, etc. It’s strictly YouTube content.
The logic here is that by following best Brand Community SEO practices on YouTube, you can potentially get your video content featured on page one of Google.
You’re really killing two birds with one stone because you’re improving your ranking both on YouTube and Google at the same time.
Now I don’t have time to launch into an exhaustive guide on YouTube SEO, but here are some of the most important guidelines.
First, make the title at least five words long because this allows you to incorporate your entire keyword in without having to stuff it or make it sound unnatural.
Second, incorporate your target keyword into the video description just like you would with standard SEO. Third, treat the video description almost like a blog post where it’s robust and provides plenty of detail.
Third, be sure to actually say your target keyword in your video.
Because YouTube now transcribes its content, and saying the keyword helps it better understand what your video is about.
And finally, use targeted tags.
While this isn’t monumentally important, it certainly helps and also increases your chances of being found in related videos.
In mid-2014, Google officially announced that it was using security as a ranking signal. More specifically, sites with HTTPS were favored over those with just HTTP.
Cyber attacks have become a growing problem with an attack occurring every 39 seconds. What’s worse is that small businesses are especially vulnerable because they tend to lack the heightened security of larger organizations, making them easy targets.
In fact, small businesses account for 43 percent of all cyber attacks.
While security is important in general, it’s especially vital if you’re an E-commerce business who’s doing transactions online.
So our final point on this checklist is about maximizing security.
The best way to go about this is to obtain a secure socket layer (SSL) certificate.
Fortunately, this isn’t a big deal and isn’t super expensive. There are even some free options out there.
The bottom line is that you should definitely make the switch from HTTP to HTTPS by getting an SSL certificate if you haven’t done so already.
Google has made it abundantly clear that this is a ranking factor. And with the state of cybersecurity being like it is, I would guess that digital security will continue to become more and more important over time.
We find SEO infinitely interesting in growing our client Brand Community SEO ranking.
The fast rate of its evolution and the constant tinkering of search engine algorithms are what make for an optimal user experience and also what keep SEO marketers on our toes.
It’s amazing to think of how far this practice has come just in the past decade.
We’ve gone from very basic keyword research to incredibly complex techniques that run the gamut from on- page, off-page and technical SEO.
The points we’ve listed in this guide should ensure that you cover most (if not all) of the bases. Whether it’s making your posts in-depth by using LSI keywords, creating content that outranks your competitors or beefing up security, this should make for a comprehensive approach that’s necessary for succeeding at modern Brand Community SEO.
In turn, you can expect a significant improvement in your rankings and all of the benefits that come along with it. So now that you finished the cheat sheet, it’s time for you to implement everything you learned… or if you feel overwhelmed you can always reach out to LeFace.