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The Marketer’s Guide to Surround Sound SEO You are familiar with the constant quest to be the first in search engine result pages for essential keywords if you have started your SEO strategy.

It is also clear that specific keywords are more difficult to master than others. The keywords we want to rank for most often are the ones taken by the most prominent players in the game. If you feel that you don’t have the reach you want, there are other ways.

It is called Surround Sound SEO.

What is Surround Sound SEO?

Instead of ranking your website domain first, why not rate the content already ranking? It’s great to type number one, but it’s even better to see on the SERPs’ top pages for keywords. This is even better.

It’s great to be #1. It’s better to be everywhere.

This is Surround sound SEO. Hubspot invented the strategy to create a “surround-sound” effect. Your brand will be featured on top websites associated with your target keywords. This will ensure that people willing to buy from you will continue to see your brand on trusted sites.

This allows you to remain relevant and unavoidable, even if the person is not on your site.

Research has shown prospects visit three websites on average before purchasing. Ensure that you are in as many places as possible. Your brand will be more visible on trusted websites during the consideration stage. This will increase your chances of being a candidate for the buying stage.

After you have established the foundational SEO principles for your website, Surround Sound SEO will be most effective. Surround Sound SEO works best when you have found some authority and are working on ranking your domain.

This long-term strategy relies on relationships to get your brand featured in others’ content. It’s not suitable for everyone. If you are interested, you can follow my Surround Sound SEO Routemap to find out if it’s for you.

Sometimes it can be challenging to get top-ranking websites to feature your brand as it is to get your domain to rank. This roadmap will help you conquer smaller wins that are more easily achieved before moving on to more prominent players.

SEO Foundations

Before you can create a Surround Sound SEO strategy that works for your brand, there are some SEO basics you should know.

Establishing trust and credibility with your customers is the first step. A professional website is the best way to achieve this.

Ranking for SERPs is all about having a professional website that loads quickly. Without a website, you cannot rank. You can’t type without one.

These basics will help you build trust with your audience and potential business partners.

Get your resources together.

Before you begin your Surround Sound SEO strategy, consider all the resources you may need.

Here are some questions to ask:

To tackle any marketing strategy, including Surround Sound SEO, it takes a team (or some excellent software). The following are the players I recommend to have on your team to get the best results:

  1. An Outreach Specialist

This is probably the most crucial role. This person will be responsible for your outreach strategy and execution. This person is accountable for creating emails and building relationships with editors on high-ranking websites to get you into essential conversations.

  1. Editor and Writer

Although the writer and editor can be seen as distinct roles, it is rare for a writer also to edit their work. Writers and editors are responsible for writing, editing, and outlining all content. They will also make sure that brand style standards are met.

  1. Project Manager

Project managers are responsible for ensuring that everything runs smoothly. If you work with freelancers, they will monitor progress and delegate tasks.

It’s okay if you don’t have enough time to hire for all these positions. These skills can be found in your existing team members. This may be a challenge they enjoy.

Level 1.

After your website is live, you can establish trust with your audience.

  1. Get listed on SaaS review sites like G2 and Capterra.
  2. Establishing your social media presence.

This stage is called “catch up.” Your established competitors have a lot of SERP real estate. It’s essential to obtain features on third-party sites that rank alongside your brand. Sites like Yelp and Glassdoor are two examples.

Industry-specific review sites will have different relevance to you. You can search for your competitors to find them if you don’t know where they are (and that can be done by doing a competitor analysis).

After you have identified the review sites or directories on which you wish to feature your business, you need to include as much information as possible to make it a trustworthy listing—all details about your business, including images and descriptions (bonus points if you have videos).

Social media is about the top four: Facebook, Instagram, Linkedin, and Twitter. You should also pay attention to your target audience’s most frequented platforms. Make sure you review your accounts regularly and update any incorrect information.

Once you become part of the conversation about a brand, you can expand your reach to other websites.

Level 2.

Collaboration with other media and websites is critical in establishing your brand’s authority and brand recognition within your industry. Your goal is to be featured on as many media platforms and websites as possible so that you can become integral to any conversation related to your brand.

This level is all about building trust with consumers and brand awareness. Participating in industry conversations makes both. These objective third-party sites can also tell buyers about your brand’s quality – these recommendations can be efficient.

Additionally, you should establish relationships with essential websites in your industry. You will eventually reach out to more established sites, often approached by multiple brands weekly. The first collaboration can make a significant impact on your reputation, and it will help you get to the next level of the Surround Sound SEO Roadmap.

Be Mentioned in Top-Ranking Pages For Your Keywords

This is Surround Sound SEO’s core concept. When a trusted source talks about the “best bed in a mattress box” and Purple or Casper are mentioned, you must be mentioned in the article.

Although you’ll need to continue to reach out, and it may take some time, the potential value of these mentions cannot be overestimated. The screenshot shows that if your brand is mentioned on the love and lemons page, it could be seen by more than six thousand people per month.

These opportunities can be found by simply searching your keywords and looking at the results to see if any mention you or your competitor. You could also use Surround sound from Semrush to instantly serve these up.

Level 3. Level 3.

Press coverage

You need to get media coverage if you are building a Saas business, whether you have raised capital or are pre-seed. A comprehensive tool such as Prowly makes combining all elements of successful PR outreach easier.

By writing a press release, you can tell the world everything you want to say.

Once you’ve created your media audience, you can access a vast searchable database that allows you to select journalists based on their location, subject, platform, and other criteria. Once you have created a media audience that is most likely to respond, you can track their reactions and follow up with them as necessary, moving the conversation towards your goal of brand coverage.

Guest Blogging

Each industry has its collection of niche blogs, associations, or information sites. These sites should be prioritized in order of importance and ranking in the Surround Sound SEO authority.

Next, contact the “little guys,” starting at the bottom, for guest posts or content collaborations. You’ll gain more brand awareness and be able to build your niche blog list.

Collaborate With Indirect Competitors

A significant level 2 strategy is working with others in the same market but offering a different solution.

HigherMe, for example, is a restaurant-hiring solution for busy franchisees and restaurant owners. The software is only used to facilitate the hiring process. What about after-hire?

7shifts, a company that offers a service called “7shifts”, can pick up the customer journey from HigherMe. They solve the problems restaurateurs have when it comes to scheduling shifts for multiple employees.

These two companies may be able to collaborate because they both serve the same market but solve different problems.

It is a great way to expand your reach by finding these indirect competitors in your market. Reach out to them with a proposal of collaboration. You will likely have a conversation if you suggest a specific activity (e.g., a co-marketed webinar).

Podcasts Appearances

Let’s not forget podcasts.

This strategy is similar to that used for niche blog collaborations. Before you tackle the industry’s leaders, start with lower-level podcasters. It cannot be easy to find podcasts with established audiences. You’ll need to be confident and prepared before you attempt to reach those with large audiences.

Listen Notes is the best site to find podcasts. You can also visit the site created by Bonjoro’s head for growth Casey Hill to find out more about booking podcasts.

Get more inspiration from our case study that shows how Surround Sound SEO helped a podcaster increase his search share from 0 to over 45 percent.

Level 4. Level 4.

This level will make you a well-known figure in your field for your ability to collaborate with others and produce great educational content.

Your site has been built and featured on several podcasts and websites. Google will show not only your website and social media but also the podcasts and interviews you have done in the past.

As you are mentioned on more pages that rank high for your keywords, your brand will start to gain a share of search. The surround sound effect is entirely in force.

Now you’re ready to make the leap and collaborate with more influential people with a broader audience. This level is for authoritative sites in your niche and areas with comprehensive topic coverage. These could include:

1. Wikipedia

2. News websites, both national and international

3. Podcasts or blogs by thought leaders in your field that are authoritative

4. Competitors nearby

Your experience has given you some confidence in your content creation skills, so it is worth trying out with more prominent creators.

As you become an expert, larger publishers may start to reach out to you for advice.

Take the initiative and use Surround Sound to identify more high-value opportunities.

At this point, Surround Sound strategies should focus on branding in general and not just SEO. Throughout your career, you have worked hard to establish credibility in your area and SERP rankings. This is your chance to make your brand more known to a broader audience.

Your hard work and progress through the Surround Sound SEO Roadmap have allowed you to reach a level where you can consider more complicated options.


Wikipedia once deemed unreliable, has increased its monitoring. It is now the most challenging place to find a link that the editors haven’t removed.

Wikipedia’s exclusivity and rebranding make it a powerful backlink source for your brand and SEO.

To edit pages, you will need to create an account. You will need patience and work, but it is well worth it!

After verification, you can create a page about your company. You can add details that make it worthwhile for Wikipedia to keep. Consider Company history, including more information and growth figures.

Partner with high-value companies

Smaller players might be interested in working with you or partnering with you if you are a respected authority in your field. There is even a possibility of being asked to speak at industry events.

Although this may seem daunting initially, don’t be afraid to take advantage of the opportunities. These smaller players are working up the same level as you. By helping them, you can stay in the conversation and strengthen your relationships and backlinks.

These collaboration tips will ensure you always benefit from working with your partners.

Surround Sound SEO: Closing in

Surround Sound SEO can help you expand your reach, whether you are a long-standing SEO who competes with more reputable SEOs or if your foundational SEO skills are starting. Consistency and hard work are the keys to success, as with all good things in life.

Surround Sound helps you navigate Surround Sound SEO using the easiest way to find opportunities based upon your most important keywords and closest competitors. Get it today for free.

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