Posted by randfish
The first experience of a researcher with your brand occurs on Google's SERPs – and not on your website. Having the ability to influence their first organic impression can go a long way towards improving both the customer perception of your brand and the conversion rates. In today's whiteboard on Friday, Rand takes us through the challenges inherent in managing SEO reputation and tactics to do it effectively.
Howdy, Moz fans and welcome to another edition of Whiteboard Friday. This week, we discuss the management of SEO reputation.
It turns out that I have had several conversations with many of you in the Moz community and many friends from the world of startups and entrepreneurship about this problem that arises from consistent way. Seeking your brand in Google, experience their first experience before you even arrive on your site. Their first experience with your brand is via Google's search results page. This SERP, controlling what appears here, what it says, how it says it, where it ranks, where it ranks, all these kinds of things, can have a strong influence on a lot of things.
We know that the content of search results can have an impact …
- Your conversion rate. People see that criticism is generally mediocre or that the wording is confusing or that it creates questions in their mind that your content is not responding. This can affect your conversion rate.
- This can hinder amplification. People who see you here, who think you have something negative or negative, are less likely to bond or share or talk about you.
- This can have an impact on customer satisfaction. Customers who are going to buy from you, but who see something negative in the search results, are more likely to complain about it. Or if they find that your rating or rating is lower or otherwise, they are more likely to contribute negatively than they had seen you had stellar problems. Their expectations are biased by what is in these research results.
So many conversations I've had, for example with people in the startup business, look like, "Hey, people are looking at my product, we're barely there at the moment." We do not have those customers as customers, we may think that we are doing astroturfing by competitors, or that somebody is jumping right here and trying to take advantage of the fact that we have a lot of research going on. marks now. "So frustrating.
How can we influence this page to maximize the positive impact for our brand?
However, there are ways to remedy this. To change these results, improve them, for example, which I should mention that I was a member of Minted's board of directors, and so I believe that my wife and I still have shares in this company. So, complete disclosure there. But struck, they sell greeting cards. The greeting card market is about to warm up before November and December here in the US, which is Christmas time, and when they sell a lot of these cards. So we can do some things.
I. Change the rank. So, potentially delete and add new ones here, give Google different options. We could change the ranking order. So we could say, "We prefer it to be lower and the other to be higher." We can change that through SEO.
II. Change the content of the ranking pages. If you have bad reviews or if someone has written about you in a particular way and want to change that, there are ways to influence that as well.
III. Change the SERP features. So, maybe we could get images, for example, Minted cards, which would make people more likely to buy them, especially if they are exceptionally beautiful.
IV. Add the best stories. If Minted has a good press about them, we could try to push Google to use News information here. Maybe we could change what happens in related research, that sort of thing.
V. Offset search request. So, if you find that people start typing "Struck" and maybe some searches are suggested "Struck against X competitors" or "Card problems hit" or whatever, I do not think only in suggestion, but there are a lot of companies that have this problem. When this is the case, you can also modify the search request.
Reputation Management Tactics
Here are a number of tactics that I worked on with the help of Moz's SEO director, Britney Muller. Britney and I have imagined a set of tactics, so many that they will not fit right here, but we can describe some of them in the comments.
A. Direct the link to the URLs of your site (Help with 1 and 2). First and foremost, links remain an important factor in the content you see here. Thus, because Yelp is a powerful domain and they have a lot of links, they can even have a lot of links to this page about Minted, it is the case to change these links, to redirect some of them , linking from your own site, linking articles to which you contribute, linking, for example, the CEO's bio or a prominent influential on the team's bio when they go to talk to events or contribute to sources , or when they support public causes, or when they write in the press, changing these links and where they indicate can have a positive impact.
One of the problems we are seeing is that many brands think: "All my links on my brand should always be on my homepage". This is not really the case. That may be the case that you really want to find, hey, maybe we would like our Facebook page to rank better. Or, we wrote an excellent Medium article about our engineering practices or diversity practices or how we contribute to our community. Let's see if we can indicate some of our links.
B. Pitching Journalists or Bloggers or Publishers or Content Creators on the Web (Help with 1, 4, a little 3) of any kind, to write about you and your products with parts bearing the title of the mark. It's about one of the biggest missing elements. For example, a San Francisco Chronicle reporter could write an article about Minted and say something like "At this startup, it's not uncommon to find blah blah blah". What you want to do is say, "Come on, man, just put the word" Struck "in the title of the play." If they do, you have a better chance of having this piece potentially ranked here. It's something harder to do for anyone with whom you work, and maybe a reporter at the Chronicle, but a blogger who writes about you or a critic, who is sympathetic to you, the type of ground would have much more likely to have some opportunity. It can also enter the main features of SERP.
C. Create your own content (Helpers with 1, a little 3) . If they do not do it for you, you can create your own content. You can do it in two ways. One concerns open platforms such as Medium.com or Huffington Post or Forbes or Inc. or LinkedIn, these sites accept those who accept much more demanding publications, who accept contributions much less often, but who rank well in your field. . You do not have to think about it exclusively from the point of view of strengthening links. In fact, you do not care about nofollow links. You do not care if they give you no connection. What you are trying to do is indicate your name, title, keywords in the title element of the message being created.
D. You can influence opinions (aids with 3 and 5). Depending on the site, it is different from one site to the other. I therefore put TOS acceptable, acceptable service conditions for your satisfied customers and quick and diligent support to the unfortunate. For example, Yelp says: "Do not solicit notices directly, but you are allowed to say," Our company is on Yelp ". For someone like Minted, Yelp is primarily a physical and Minted Location Located in San Francisco, in their offices, it's odd that this is ranking here. In fact, I would not expect that to be the case. I think it's a strange result to have for an online business, to have its physical location there. So, certainly pushing people who use Minted to rather than contribute to their Facebook comments or Google reviews to actually say, "Hey, we're also on Yelp. If you are happy with us, you can consult us there. "Not going to leave us a criticism there, but we have a presence.
E. Trademark Infringement Filing (Aides 1 & 3) . This is a legal and a legal point of view, but it works in different ways. You can make a letter or e-mail from your lawyer's office, and often this will prevent you from doing so. In fact, brief story, one of my friends, who has a business, discovered that their product was featured on the Amazon site. They do not sell on Amazon. Nobody resells on Amazon. In fact, most of the time, the product has not even been shipped yet. When they looked at the critics, because they did not sell a lot of their products, it was an expensive product, and none of the people who had left comments n & # 39; In fact, he was their client. So they went, "What's going on here?" Well, it turns out that Amazon, in order to list your product, needs your trademark authorization. So they can send a lawyer's note to Amazon saying, "You're using our product, our trademark, our brand, our visuals, our photos without permission, you have to take them."
Digital Millennium Copyright Act (DMCA) is another way to go. You can do it directly via Google, where you drop and basically say, "Hey, they took us copyrighted content and they use it on their website, and that 's it. is illegal. " Google will actually delete them from the search results.
This is not necessarily a legal angle, but I bet you did not know it. A few years ago, I had an article on Wikipedia about me, Rand Fishkin. There was a piece of Wikipedia. I do not like that. Wikipedia, it's uncontrollable. Because I am in the world of SEO, I do not have a very good relationship with Wikipedia editors. I have therefore put pressure on them, on the article's discussion page about me, to have it removed. Wikipedia has several conditions for deleting a page. I think I removed mine in the category not quite remarkable, which, I think, probably always applies. It was very successful. So, wonderfully, now, Wikipedia no longer ranks in my name, which means that I can control the SERPs much more easily. So a potential there too.
F. Use of brand advertising and / or marketing influence to push researchers to different sentences (Aids with 5) . So, what you call your products, how you market yourself, is often the way people will pick you up. If Minted wanted to replace Minted cards with punched photo cards, and they really liked the results with hit photo cards and they had a better conversion rate, they could start using them with their advertising and to their influential marketing.
G. Circle the name of your brand, in the same manner, with common text, anchor phrases, and links to create or strengthen an association that Google constructs around language (Helpers 4 & 5) . In this example, I've already said that Minted plus a link to their photo card page or Minted photo cards appearing on the web, not only their own website but everywhere else that Minted cards we have tested this. You can actually use the anchor text and the surrounding text to sort the bias, in addition to the way people perform searches, as Google shows.
H. Take advantage of some platforms that rank well and influence the functionality of SERP (Aids with 2 and 4) . So, rather than just trying to get into normal organic results, we could say, "Hey, I want images here." Aha, Pinterest does a phenomenal job at SEO of the world. If I put a bunch of photos of Minted, Minted cards or photo cards on Pinterest, I was much better at positioning myself and triggering the image results. " same thing with YouTube for videos. You can do the same thing with new sites and for what is called the feature of the most prevalent stories. The same goes for local and local review sites for maps and the local results function. So, all kinds of ways to do it.
Four last topics before concluding.
- Registering and Using Distinct Domains Do I have to register and use a separate domain, such as MintedCardReviews, owned by Minted? Generally not. It's not impossible to do SEO for reputation management, but it can be difficult. I'm not saying that you might not want to go around once in a while, but in general, it's a bit like creating your own reviews, your own site. Google often recognizes these and looks behind the domain registration wall, and potentially you have very little opportunity to rank these, and you make a ton of links and stuff like that. Better to use someone's platform, which can already classify, usually.
- Negative SEO attacks. You may remember the story of a few weeks ago, in Fast Company, where the mattress brand, Casper, was accused and found guilty of having bought links negative on a site of critics. giving their mattresses bad reviews, and minimal effect. I think, especially nowadays, that it's much less effective than a few years ago after the latest Google Penguin update. But I would not recommend it. If you are discovered for this, you can be sued.
- What about the purchase of reviews and review sites? That's what Casper ended up doing. While they were buying negative links on this site, they ended up making an offer and buying back the person who owned it. This is definitely a way to go. I do not know if it's the most ethical or honest thing to do, but it's a possibility.
- Surveillance of the mark and rankings. Finally, I urge you, if you do not experience them today, but you worry about them, watch your mark well. You can use something like Fresh Web Explorer or Mention.com or Talkwalker. And your ranking too. You want to track your rankings to see who appears and who does not. Obviously, there are many SEO tools to do it.
All right, everyone, thank you for joining us, and we'll see you next week for a new edition of Whiteboard Friday.
Transcription of video by Speechpad.com
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