This is kind of a mini-post. I’d like to reference an important post I saw on HubSpot’s blog indicating the rise in importance of branding to SEO, in the aftermath of Google’s Penguin 2.0 release. While we have always stressed the relevance of branding to user experience, it is good to know that Google is recognizing the validity of branding in the realm of Search. I recommend you read the post but here is what I see as the key takeaway:
Content Variety and distribution: Google places a premium on authenticity. Search engine crawlers are evaluating everything they can find about your brand, i.e., press releases, website content, pdfs, blogs, videos, articles, etc. The more variety the crawlers see of your content and the more they verify it as relevant to your target market, thus the more authentic and established they deem your brand to be. And defining your brand as an industry leader will result in better rankings.
So, rather than focusing too much on creating tons of back links to your site, your time is more wisely spent building your online brand, by producing and widely distributing relevant content on a regular basis.