The construction of a modern brand is inseparable from the construction of a network website, which inevitably involves SEO technology. This article will start from the internal construction and external promotion of the website to explain in detail how to use modern SEO technology to establish network brand authority.
Obviously,search engineThe technology is built on the understanding and influence of network entities, and often also leans towards the traditional marketing view.
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The evaluation of E-A-T (the first letters of English words for professional knowledge, authority and credibility) in Google's recently updated quality evaluation guidelines shows that search engines are shifting from brand-related indicators to the recognition of web page visibility in search results. The establishment of an online brand or brand authority is very similar to the traditional SEO approach we are familiar with.
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Build a strong online brand presence, Improving the visibility of the website requires two main processes: one is the internal construction of the website, and the other is the promotion outside the website.
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this is todayAdvanced SEO optimization technologyAnd the perfect combination of network brand effect, the following is the practical experience in this regard.
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1. Select a field for planning
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Building brand-related expertise is the fastest way to differentiate your brand from the competition. The reasons are as follows:
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1) Demonstrate your brand’s expertise in one or two areas of the industry, which will become a unique selling point.
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2) Once you become an authority in the field, it is not difficult to expand and penetrate into more competitive areas of the industry.
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3) Obviously, search engines prefer authoritative brands in various fields.
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To give a simple example, in 2010, I started blogging, but the blogs I wrote covered all aspects. After a few months, I decided to focus on a specific area of ??SEO - link building, and wrote a lot of tutorials on link building.
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The main purpose of creating a link building tutorial is to increase the popularity of the blog brand, so that I can more easily share my knowledge about marketing (covering SEO techniques, social media, content marketing, email marketing, etc.) many audiences.
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Improving the quality of branded content is helpful for search engines, thereby increasing brand awareness and authority. Start with categories that get more natural links, shares, and link exchanges. In areas where competition is fierce or where market dominance is likely, improve the quality of content relevant to your brand. This is the easiest and most effective way to make your brand stand out, especially in the early stages of your business.
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2. Optimize semantic retrieval and knowledge graph
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In the past, most website builders thought that as long as the content of the article was optimized so that search engines could understand it better, there was no need to pay too much attention to the grammatical errors of the article. But now, with the continuous improvement of search engine technology, the entire optimization process is also more complicated, and search engines will only reward those websites with higher credibility.
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Relevant technologies and factors include entity recognition and disambiguation, structured data or schema markup, natural language processing, indexing, concept matching, etc., which are determined by branding trends and people's daily way of thinking. Brands that are easily recognizable are more likely to get a head start.
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How to start? Google will tell you the answer.


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3. How to optimize the knowledge map of the website and simultaneously establish an authoritative brand on the Internet
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1. Provide the best answers to the questions people ask
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Someone once conducted research on Google's knowledge quiz and found that Google's quiz can not only bring more traffic to a company, but also enhance the brand's authority and popularity in the industry.


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Of course, the answers posted in Google Knowledge Answers also need to be authoritative (such as natural links, domain name authority, etc.).
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But search engine crawlers evaluate whether the article content on a webpage matches the quiz before deciding whether to crawl the webpage.
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1) If the content of the website is related or close to the questions in the knowledge quiz, then the website will be crawled by search engine crawlers.
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2) If the answer in the knowledge quiz comes from a highly credible third-party website, even if this website is not an authoritative website such as Wikipedia, it will be valued by search engines.
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Therefore, optimizing your content on Google Knowledge Graph can better provide relevant expertise to your customers.
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2. Make clear to your customers what your brand is about
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An attractive brand helps your website stand out from the cutthroat online competition. Brand optimization determines how customers perceive you. This process is very important. It confirms the results of your SEO, brand promotion and other aspects of your efforts.



The higher the weight that search engines give to your website, the higher the credibility of your brand and the better the ranking of your webpage.
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3. Build a strong creative community
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The author's profile may have already been removed from search results by search engines, but that doesn't mean the author's markup is useless.


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The images above fully demonstrate the importance of author markup. Obviously, the authority of the author helps to improve the search engine ranking. Through the author's name, the Google search engine can easily identify it, so as to judge the entire article and improve the Google ranking of the website.
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In addition, the reputation of the author can also increase the popularity of the website in the industry. The reputation of the author can add points to the website, thereby improving the ranking of the website on the Google search engine.
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This approach is a great addition to brand building, especially when you are raising awareness of your brand by blogging in a particular niche, which can help attract more readers quickly.
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There are many ways to optimize knowledge graphs. The following methods are very effective for optimizing knowledge graphs:
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1) Use real names in articles
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2) Establish corresponding links for the articles
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3) Implement structured data to increase the exposure of web pages
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4) Use the same attribute
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5) Optimize the display of Google+
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6) Try to be exposed on Wikipedia
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7) Edit and upgrade your Freebase entry
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4. Improve brand awareness by building external links
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The right relationship can promote the expansion of external links.
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In the past, most link builders thought it would be best to post thousands of links of all kinds, including spam, to attract more users to the site.
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Unfortunately, blog marketing is rampant nowadays, and if you still use this method to establish external links, it may have a negative impact on the website.
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The best way to do this is to find a few high-reliability sources, and posting multiple links on these resources will far outperform thousands of unit links on less-reliable sources. the
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Focusing on external link building demonstrates its relevance, as it is likely to be the strongest off-site signal.
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When other influential websites choose your brand (whether through links, shares or other methods), this website will include your website in the recommendation list, so that your website will be more likely to gain the trust of search engines.
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If other people see that your brand can be trusted by other more credible websites, then they will trust your brand more, and at the same time enhance your brand's industry authority.
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These relationships also present the opportunity to acquire natural links and generate leads, as other credible brands in the industry also believe in your brand.
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5. Formulate feasible measures
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1. List the top sites in the field, especially those with a high search share.
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There are tools that provide this data, such as SEMRush, Compete.com or Alexa.com.
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Of course, you can also use Google Search and SEO Quake to find out more authoritative websites in related industries. Google provides the most reliable data, so its tool is one of the best predictive tools out there.
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There are other free tools that can be used for this prediction, especially when cleaning lists (such as when removing duplicate domains or excerpting unique home pages, but also from Facebook, Wikipedia, and some other well-known news site to find some related sites)
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2. Try to select at least 2 websites with the highest weight among the top 50 websites on the list, go deep into them, and become their regular users.
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First of all, you can participate in the discussion on their forum.
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To regularly provide corresponding content for their website, without interruption. Of course, you can also cooperate with them, for example, you can also invite them to publish content on your website.
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This will not only help bring more traffic to your website, but also increase the value of your own brand (these are based on your relationship with more influential brands in the industry).
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This kind of relationship can save you a lot of pressure on link building in the later stage. As long as you can establish a solid connection and content foundation for your brand, you may even get the opportunity to publish content on other authoritative websites in the industry in the future.
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3. Publish content that your target audience cares about.
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Track your target audience on social networks, pay attention to the topics they are interested in (must be related to your industry), and understand what kind of content they will share with their fans.
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Knowing this will help you connect with potential readers and get them to share your content.
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You can also find out what kind of websites they generally visit.
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4. Make full use of your own forum.
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Collaborate with people who are already involved with your online branding, including blog comments, social networking sites, forums, and more. Identify who contributes most to the discussions, whether they run their own sites or are your peers.
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Leveraging these interactions can help form a good long-term relationship that benefits both parties. For example, invite them to promote on your website, or you can also promote your website on their website or blog.
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Or you can use this method to participate in other people's brand building. For example, you can participate in those famous brands in the industry (these can be obtained through blog comments). If they are interested in your topic, invite them to promote it on your website.
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Building a strong connection helps with external link building, and more importantly, it strengthens a brand's online presence.
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in conclusion
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SEO is of great help in promoting the website brand, likewise, branding also helps SEO. If you can combine the two organically and make full use of them, you will stand out from the competition in the industry.