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How to rank regional brand's website for brand name above the global brand's website?

Discussion in 'White Hat SEO' started by worldatlarge, Mar 14, 2015.

  1. worldatlarge

    worldatlarge Junior Member

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    So the full question isn't as simple as the title makes it seem. For the sake of the thread, I am going to use "Toyota" as an example.

    Toyota is obviously a big, worldwide company. But each country and/or continents have their own Toyota distributors, and then of course individual local car dealerships. And each main distributor for a country or continent has its own website.

    So let's assume that the main Toyota distributor in North America is ranking well for important keywords like "car", "sedan", "SUV", "Truck", etc. Their website is good and they've done good SEO work, and actually outrank the main global Toyota website in all important keywords.... except for the brand keyword, Toyota.

    So for the most part, the North American Toyota distributor is pretty happy. Their website (let's pretend it's www.ToyotaNorthAmerica.com) outranks www.Toyota.com for every single keyword except when someone searches for "Toyota". As a matter of pride and good business, Toyota North America wants to outrank the global Toyota site when someone searches "Toyota".

    So how can "ToyotaNorthAmerica" outrank "Toyota" for the main brand keyword? They have been firmly ranking in the #2 spot forever.

    Some facts & ideas:
    • Their site is already in English, so they can't improve the language.
    • 99% of their links come from North American sites, so they can't really build more links from a certain geographic area.
    • Could they start building high quality links that point to the regional site, but with the main global brand? The idea behind this is to make the search engines begin to associate the global brand name "Toyota" with the site "ToyotaNorthAmerica". (So basically the link URL would be www.ToyotaNorthAmerica.com and the anchor text would be Toyota.)
    • Truth be told, the North American site is better in every way, has better content, has more backlinks and has great authority site backlinks (which is why it outranks the global site in every keyword except the brand name).
    • This isn't some affiliate thing, this is a real brand, with real distribution rights & contracts in place. Everything is 100% legit (albeit not on the scale of the actual Toyota company!). The regional distributor is proud to have made such great improvements for the Global brand name, and most of the global sales are coming from North America. The regional distributor feels they deserve this. (Maybe you don't agree, but please, that's not the point of this thread)
    • Programming the global website to detect visitors' regions and redirect to the appropriate regional website isn't going to happen (don't ask, lol).

    So, what can the regional distributor do so when someone searches "Toyota", their website is #1?


    PS-The use of Toyota is just an example, no copyright or trademark infringement intended, or whatever..
     
  2. ThopHayt

    ThopHayt Jr. VIP Jr. VIP Premium Member

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    Doesn't matter if you rank #2 for that one big keyword. Use Adwords to lock down advertising above the organic #1 spot as the #1 ad spot. Then you have viewers seeing your site twice, which seems to cause people to view it as more of an authority and is said to even make them more likely to click you otherwise.

    Box them in. And every time your ad gets clicked it makes them bleed clicks that they would have had at #1 and makes them weaker.
     
  3. worldatlarge

    worldatlarge Junior Member

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    Thanks for the advice :)