There are three major factors that affect Google’s Brand Ranking Factors: expertise, authority, and trustworthiness.
Expertise is your knowledge level and the value you can provide on any given subject.
Your authority is how established your brand is, both in your industry and online.
Trustworthiness is how much customers and industry peers trust that you, your content, and your products and services are all top-notch.
When it comes to measuring these factors, there are a number of metrics to look at in order to get the full picture, all of which can individually strengthen your search rank.
1. Brand Name Anchor Text: Branded anchor text is a simple — but strong — brand signal.
2. Branded Searches: It’s simple: people search for brands. If people search for your site in Google (ie. “Backlinko twitter”, Backlinko + “ranking factors”), Google likely takes this into consideration when determining a brand.
3. Site Has Facebook Page and Likes: Brands tend to have Facebook pages with lots of likes.
4. The site has a Twitter Profile with Followers: Twitter profiles with a lot of followers signals a popular brand.
5. Official Linkedin Company Page: Most real businesses have company Linkedin pages.
6. Employees Listed at Linkedin: Rand Fishkin thinks that having Linkedin profiles that say they work for your company is a brand signal.
7. The legitimacy of Social Media Accounts: A social media account with 10,000 followers and 2 posts is probably interpreted a lot differently than another 10,000-follower strong account with lots of interaction.
8. Brand Mentions on News Sites: Really big brands get mentioned on Google News sites all the time. In fact, some brands even have their own Google News feed on the first page:
9. Co-Citations: Brands get mentioned without getting linked to. Google likely looks at the non-hyperlinked brand mentions as a brand signal.
10. The number of RSS Subscribers: Considering that Google owns the popular Feedburner RSS service, it makes sense that they would look at RSS Subscriber data as a popularity/brand signal.
11. Brick and Mortar Location With Google+ Local Listing: Real businesses have offices. It’s possible that Google fishes for location-data to determine whether or not a site is a big brand.
12. A website is Tax Paying Business: Moz reports that Google may look at whether or not a site is associated with a tax-paying business.
Here is a complete overview of Google’s Algorithm Factors.