As a digital marketing expert, customers look to Nicholas Bereznai of Durham to develop winning content strategies for their brand. Many people and businesses alike want there to be a secret success formula. While Nicholas Bereznai does not believe there’s a blanket way to achieve great online rankings within the Google search engine, he does believe results are a matter of trust. Now, what does Nicholas Bereznai of Durham mean by this?
One thing to understand about Google is that they want to deliver search results that deliver the information their searcher seeks. Google makes their money by placing targeted ads in their search results and ensuring that they remain the most popular search engine in the industry.
When a site fails to deliver the proper info, and people leave within seconds, it can cause that website to plummet down the search engine rankings. Nicholas Bereznai of Durham believes people are quicker to hop from one source to another mainly because of a lack of trust. People go into a new website with skepticism. The online landscape has earned a reputation as an untrustworthy space. Brands that fall under certain verticals have an uphill battle to earn the trust of the Google search engine. These verticals include:
- Banking
- Health
- Finance
- Legal
- Recruitment
- E-Commerce
- And More
With the searcher’s natural inclination being not to trust what they discover online, Nicholas Bereznai of Durham looks at every client and develops a strategy to establish a few different solid points to help both Google and the average Internet user grow their faith in a brand.
For well-established businesses, this process can start with brands showing off their experience. Experience is one thing when a business themselves are talking about its years of experience in the industry. Still, it’s truly impactful when other trusted publications are speaking to a brand’s experience. This is why Nicholas Bereznai of Durham is such a big proponent of public relations. A good PR campaign can secure quotes for a business or guest leadership articles that provide additional layers of credibility for an online business persona.
The next pillar of trust is expertise. Those businesses that are just getting started have the added burden of showing expertise without being able to point to a track record of success. The way PR can help with this initiative is by securing opportunities for a company’s leader in industry-specific publications. Where people new to the landscape often get in trouble is accepting PR opportunities with anyone who will have them. If the publication does not match up with a new business, it can often do more harm than good in terms of establishing credibility.
A strong link-building portfolio is a great way to show Google that a business can be trusted. Backlinks and brand mentions in strong publications is a great way to surge any businesses online resume. A digital marketing expert should look at variety and quality when working on link building. Gathering several junk links is just a waste of time. It’s also a waste of resources to collect a bunch of links from the same source. Google will flag a website as spam if they have too many links from a single source. Having a few links from the same website is okay, but variety is essential.
Trust is at the heart of the Google algorithm. Every business can benefit from having a CEO or other company leader willing to get in front of the camera or make themselves available for interviews. The more opportunities one acquires, the more it will snowball, as journalists also want to see that a source is comfortable being interviewed and can deliver the proper insights.
Nicholas Bereznai of Durham recommends creating stories when possible. A lot of journalists are looking for different ways to attract a larger audience. By pitching a unique story idea, businesses can break through and start to accumulate interview opportunities for their spokesperson of choice. When a company is a clear thought leader, the sky is the limit for its ability to rank for its desired keywords – as long as its pages are properly optimized.
