Online Reputation Management

Becoming A Brand By Emulating Other Brands: Interview With Ryan Jones

As part of our SEJ interview series, Ryan Jones at SapientNitro discusses how you can build your brand by emulating other brands.

As part of his day job Ryan manages SEO for several large, Fortune 500 brands. A common question that has come up from clients this year is whether or not Google has a brand bias. Ryan’s clients have been wanting to know if Google is interested in and/or rewarding brands.

Ryan says Google doesn’t have a brand bias, people have a brand bias. It’s not that Google prefers brands, it’s that people associate brands with quality, authority, and trust.

However, there’s no reason a site that’s not technically a brand can’t also establish the same trust, quality and authority.

In the video below Ryan explains how smaller websites can build trust with users by emulating big brands:

Here are some key takeaways from the video:

  • Building a brand is not easy. You have to be prepared to put in the same kind of work that the big brands are doing.
  • Do real company stuff. Engage customers and ramp up the overall quality of your business in order to build authority .
  • A lot of businesses approach SEO by wanting to take a piece of content and making it rank for a specific keyword. The approach taken by brands is the exact opposite. Brands figure out what people are looking for and then cater to their customer’s needs by building content around that.
  • If you’re a local business, take a local approach first. Start by building authority in your local community by becoming more involved.
  • Ryan says in order to become a brand, start living by the acronym QUART, which stands for Quality, Uniqueness, Authority, Relevance and Trust. If you follow the QUART method you can’t go wrong.

Please visit SEJ’s YouTube page for more video interviews.

94fad9aaf01d0abc16920ed55e21193c 64 Becoming A Brand By Emulating Other Brands: Interview With Ryan Jones

John Rampton

President at Adogy
Managing Editor John Rampton is an entrepreneur, full-time computer nerd, and PPC expert. President at Adogy. I enjoy helping people and am always online to chat +/@johnrampton
94fad9aaf01d0abc16920ed55e21193c 64 Becoming A Brand By Emulating Other Brands: Interview With Ryan Jones

You Might Also Like

Comments are closed.

5 thoughts on “Becoming A Brand By Emulating Other Brands: Interview With Ryan Jones

  1. Impressive takes by Ryan Jones. He made many valid points in this Interview. A small business can actually emulate big brands and become successful as such. For me the best takeaway from this post is this:

    A lot of businesses approach SEO by wanting to take a piece of content and making it rank for a specific keyword. The approach taken by brands is the exact opposite. Brands figure out what people are looking for and then cater to their customer’s needs by building content around that.

  2. Ryan’s got some very good thoughts! It’s the fact that people are searching for big brands more frequently than smaller brands is the reason for what seems to be a “search bias.” I definitely agree.

    The QUART concept is definitely an easy way to remember what smaller brands need to do in order to rank alongside the big ones. Thanks for your thoughts!