Branding & Linkbuilding: Analysis with Broadband Deals

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Importance of branding
If we stick to SEO, a brand can generate traffic in two different ways:

With your brand (branding)
With more generic keywords, if you carry out a coherent positioning strategy
However, some brands have managed to boost their brand so much within a specific sector that the brand itself has a higher search volume than the sector in which it operates. A good example: JIRA. As we can see in the image below, the brand has managed to gain the same weight as the service it offers: a solution to implement the agile method within an organization .


It is a very comfortable situation, which has been worked on for years, both by its journalist email database Marketing department and, above all, by its Product department, offering a quality result. The JIRA brand will remain for at least a couple of years within what is called Top of Mind for this sector. This means that, if I say “Agile” to a person, most of the time they will think of JIRA. We all want to live this situation, right?

There is another case, but one that could be the same: VPNs. A few years ago, VPN programs were used only by IT professionals or users in specific countries with censorship problems. Since the Snowden affair and the strong growth of privacy concerns among citizens around the world, personal use of VPN programs has exploded. One company, NordVPN, has understood this and has invested massively in generic acquisition channels such as YouTube. Of course, the popularity of its brand has increased, for example in France, one of its main markets:


Their promotion may seem excessive (many users of the platform complained about seeing the same advertisement all day long), but these ads, together with sponsored content on popular general channels, have enabled the following situation: a democratization of VPN use, an expansion of the number of potential customers for the brand and a strong partnership in some markets between VPN and NordVPN, as has happened in France, following the example we discussed above.

Illustration: A person asks on Twitter which VPN he could use, and most recommend NordVPN. This example is not a valid market study either, but it is an explanation of the reality of the market, at least in France.

Improve your SEO!

Tweet: “I urgently need to hire a VPN but I don’t know of any. Any recommendations?”


Also, consider that the success of the brand is also due (I'm going to say supposedly, since I haven't tried the product) to the quality of the service. No marketing campaign could work if the advertised product does not meet the needs of its users.

However, not all brands have the financial capacity to carry out such actions as NordVPN does. For brands that want to make themselves known, there are other strategies, one of them being PR. In the next section, as promised, we will analyze a campaign carried out by BroadBands Deals in England.

Campaign context
First of all, we would like to clarify that SEOCOM has no ties to this company or the agency that carried out the campaign. The purpose of providing this example is only to present the case, as it is quite interesting in relation to the topic we are dealing with in this post.

As you can see on their website, this company specialises in comparing Internet access offers and rates. This is a rather boring sector and one with low link generation potential for traditional sites. So, without sponsoring content or really having one of the best offers on the market, it will be difficult to generate links naturally.

Based on this situation, the page used to create links has beecates the estimated income generated by Spotify for some of the main songs on the platform. A topic far from what this company sells, but which at least allows for generating more links. The study is simple, since it presents data in an interactive way that we can calculate ourselves, that is: