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3 strategies for elevating brand authority in 2021

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A lot of clients come to us saying they want to be more respected in their space. They know their competitors are trusted and they want the same recognition, if not more.

This feels even more important now after the absolute disaster that was 2020. Consumers and clients alike just want to be able to count on brands and not stress over whether they’re making the right decision.

Marketers seem to know this. When we teamed up with Semrush to explore keyword search data in 2020 related to marketing goals, brand awareness and authority showed steady upward trends.

If you’re one of these marketers, I have some strategies you can use to improve your brand’s authority this year. It can’t happen overnight, but you can start implementing these strategies now to see results over time.

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I have some strategies you can use to improve your brand’s authority this year.

Strategy #1: Get media coverage

Media coverage can build the authority of your brand in a few ways.

For one, it’s hard for people to trust you if they don’t know you exist. Of course, you can pay for ads or kill it on social to get your name out there, but media coverage has other benefits, as well.

When reputable publications and websites reference your brand and link to your site, they’re sending a signal that they trust what you have to say. It’s third-party confirmation that you know what you’re talking about and/or have something to offer.

For example, for our client Stoneside, we surveyed folks to see how many purchased and cared for houseplants in 2020.

The report got coverage on TreeHugger and Simplemost, but it also served as great context for other articles, like HelloGiggles and The Weather Network.

hello giggles article headere

Image Credits: Fractl

having a houseplant article screenshot

Image Credits: Fractl

weather network screen shoit

Image Credits: Fractl

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Of course, getting media coverage isn’t easy. You need newsworthy content or an expert opinion to contribute, and you need to know how to pitch it to writers.

Small budget options

Are there industry blogs you can write a guest post for? Are there peers in your industry who are looking for quotes for their content? Start building connections with other industry experts. Cite their work in your content and build a rapport.

For example, I sometimes work with marketing tool brands like Semrush and BuzzSumo because those brands align well with Fractl, as we all work in the same industry.

You can also sign up for HARO, in which journalists post requests to speak to particular types of experts. However, it’s not often you’ll see relevant requests, and even then it’s a toss up whether they’ll reach out to you specifically.

Larger budget options

If you can afford it, a combination of content marketing and digital PR is the way to go. If you have resources internally — marketing folks who are savvy with data analysis and content creation — you can start by seeing if you have any internal data that would be interesting to a wider audience.

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NEWS

Google December Product Reviews Update Affects More Than English Language Sites? via @sejournal, @martinibuster

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Google’s Product Reviews update was announced to be rolling out to the English language. No mention was made as to if or when it would roll out to other languages. Mueller answered a question as to whether it is rolling out to other languages.

Google December 2021 Product Reviews Update

On December 1, 2021, Google announced on Twitter that a Product Review update would be rolling out that would focus on English language web pages.

The focus of the update was for improving the quality of reviews shown in Google search, specifically targeting review sites.

A Googler tweeted a description of the kinds of sites that would be targeted for demotion in the search rankings:

“Mainly relevant to sites that post articles reviewing products.

Think of sites like “best TVs under $200″.com.

Goal is to improve the quality and usefulness of reviews we show users.”

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Google also published a blog post with more guidance on the product review update that introduced two new best practices that Google’s algorithm would be looking for.

The first best practice was a requirement of evidence that a product was actually handled and reviewed.

The second best practice was to provide links to more than one place that a user could purchase the product.

The Twitter announcement stated that it was rolling out to English language websites. The blog post did not mention what languages it was rolling out to nor did the blog post specify that the product review update was limited to the English language.

Google’s Mueller Thinking About Product Reviews Update

Screenshot of Google's John Mueller trying to recall if December Product Review Update affects more than the English language

Screenshot of Google's John Mueller trying to recall if December Product Review Update affects more than the English language

Product Review Update Targets More Languages?

The person asking the question was rightly under the impression that the product review update only affected English language search results.

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But he asserted that he was seeing search volatility in the German language that appears to be related to Google’s December 2021 Product Review Update.

This is his question:

“I was seeing some movements in German search as well.

So I was wondering if there could also be an effect on websites in other languages by this product reviews update… because we had lots of movement and volatility in the last weeks.

…My question is, is it possible that the product reviews update affects other sites as well?”

John Mueller answered:

“I don’t know… like other languages?

My assumption was this was global and and across all languages.

But I don’t know what we announced in the blog post specifically.

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But usually we try to push the engineering team to make a decision on that so that we can document it properly in the blog post.

I don’t know if that happened with the product reviews update. I don’t recall the complete blog post.

But it’s… from my point of view it seems like something that we could be doing in multiple languages and wouldn’t be tied to English.

And even if it were English initially, it feels like something that is relevant across the board, and we should try to find ways to roll that out to other languages over time as well.

So I’m not particularly surprised that you see changes in Germany.

But I also don’t know what we actually announced with regards to the locations and languages that are involved.”

Does Product Reviews Update Affect More Languages?

While the tweeted announcement specified that the product reviews update was limited to the English language the official blog post did not mention any such limitations.

Google’s John Mueller offered his opinion that the product reviews update is something that Google could do in multiple languages.

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One must wonder if the tweet was meant to communicate that the update was rolling out first in English and subsequently to other languages.

It’s unclear if the product reviews update was rolled out globally to more languages. Hopefully Google will clarify this soon.

Citations

Google Blog Post About Product Reviews Update

Product reviews update and your site

Google’s New Product Reviews Guidelines

Write high quality product reviews

John Mueller Discusses If Product Reviews Update Is Global

Watch Mueller answer the question at the 14:00 Minute Mark

[embedded content]

Searchenginejournal.com

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