In my presentations I often have several slides in there which are all about using bloggers to get more visibility in search engines. Bloggers already have rankings, already have webpages which are being well indexed by Google and already have authority. Why not use that authority? The big question however is: how can you find them?
One example I gave in my presentation at A4U was about how Universal Film Studios had used only seven influential bloggers to spread their message about the new Harry Potter Theme Park they were launching. Its a good example of how to build up your brand without actually spreading the message yourself.
Another good example I give more often is the one of Sony. When launching a new LCD Television, they looked for the influential bloggers in their industry and used them to spread the word about the new television even before the TV was actually for sale. They didn’t use the press until the television was actually in the stores. They gave the bloggers previews, send them pictures and videos and had them discussing it. That made that when the TV actually was there Sony dominated the search results. Not just with their own site, because they gained a lot of links out of the use of the bloggers, but also through the bloggers-websites. They were the ‘other’ results on the page. And they were all talking about the Sony TV. Some branding that was. (more…)