Posts Tagged ‘SEO’
The new service by Google has lit quite the fire under the SEO market as users are using search tool Google Instant under a new ‘Stop, Drop and Scroll’ policy. Highly innovative in design, the ability to constantly refresh the suggested search terms (and then a page of search results for said suggested terms) is said to “revolutionize the industry”.
Yes, well, this is all well and good for Joe Bloggs who wants to find that restaurant he went to last year but can’t quite remember the name of because he was a little drunk and was more concerned with the low cut top his date was wearing, but people in the SEO industry have had to go back to the ol’ drawing board.
It used to be enough to optimize pages to respond to keyword searches. A bit of market research could show you what people were searching for, and what words they were using. You could optimize pages so that they scored highly in keyword density and meta tags. And of course, it helped if your links themselves were optimised. Getting to the top of Google then relied upon the strength of your page and how many strong links were directing to your site. Simpler times!
With Google Instant now predicting search queries as the user types, it’s causing a dramatic shift in what’s being searched for. There have been arguments over how many people actually look at their screens as they type anyway, and whether they would even see the suggestions coming up on their screen until they’re finished typing? But then people are very easily influenced by the power of suggestion, and will likely end up “searching” for for things that Google suggests, rather than following up on their original query.
So the problem SEO faces is a way of overcoming the fact that users aren’t necessarily going to be “searching” for the things you expect them to. The French don’t seem to like Google too much, and have now found Google liable for a search term that came up next to somebody’s name that was considered defamatory in nature. Also, because the person was related to an ongoing (seperate) court case, the French judicial system also claimed Google were potentially guilty of influencing the outcome of that court case too. Google’s response was “the ‘suggestions’ produced by Google Suggest are an aggregate of user-entered search terms”. Well, that’s useful information at any rate.
In terms of how SEO companies can react to this – it seems fairly straightforward. There’s the obvious re-emphasis on getting search results into the top 3 or 4 (due to the ‘drop down’ of suggested searches occupying a greater portion of the displayable page than the standard text box). That’s just down to trying harder to achieve what SEO engineers were already trying to achieve anyway. Now though, because your standard two-keyword searches are likely going to be based on suggested third terms too, there is more to optimize for. Optimizing for search strings like “one two” is straightforward enough, but if you’re trying to optimize for “one two” and Google suggests “one two three”, “one two buckle my shoe” and “one two three four” – you might have a problem. The search results that come up wont be for the original search string “one two” but for the top suggested search term “one two three”, and then give the user the options for the other suggested terms, the user is statistically more likely to click one of the suggested terms than stick by their original search.
Contrary to suggestion that Google Instant has killed SEO and Reputation Management, the reality is far from it. What it has done is made SEO harder and Online Reputation Management more important. As an SEO company, you’re going to have to focus on both ensuring you optimize pages that directly relate to directly relevant search strings, but also find a way of optimizing for suggested search terms too.
With all the work that’s gone into optimizing webpages up to this point, and Google Suggest diluting the concentration of hits a properly optimized website was receiving previously, SEO companies will now have a busier time than ever to achieve the results they were previously enjoying. By that same token, SEO companies are also set to soar in their demand.
Out of great chaos comes great order, and with it – great profit.
Is reputation management more important a matter to small businesses than to large corporations? Yes, small companies have a lot more to lose from a storm of negative comments and it can actually destroy them when compared to a multi million dollar firm that has the deep pockets to afford such an awful attack. A small company may not be often able to wait or counteract in accordance with big corporations.
But there is always a solution for small firms to control their online reputation by taking a proactive approach by constantly using organic SEO to boost positive listings in SERPs, address negative publicity swiftly and professionally.
Reputation management has always been a success factor in ensuring a company’s success. Online reputation management involves maintaining your company’s positive image over the web and combating the negative publicity as soon as it arises.
With a plethora of sites through which consumers exchange their ideas, the anonymity that the Internet provides may encourage disgruntled customers to voice the bad experiences with a sole purpose of sabotaging the company in question. Unfortunately no matter how well a business is run, there will always be dissatisfied customers who will take to the Internet no matter how willingly you try to address the situation.
Transparency is always important in managing your online reputation. When faced with such scrutiny, it’s best to address these problems directly instead of hoping or assuming they’ll clear all on their own. Let your customers know what you are doing to improve your company’s brand image and when problems seem to arise, make them know your side of the story as well.
Of course, it’s far easier to have reputation management services from experts and work on building your business and products better.
We have written a lot on online reputation management, but this time the topic is going to be Reputation Management For.com and the business we are doing at Reputation Management For.com. This because reputation management is now an organised industry, with big business being done.
So what’s special about Reputation Management For.com?
- We have been ranked No.2 by topseos.com: topseos.com, an independent authority on search vendors, has ranked us No.2 among the Best Top 10 Reputation Management Firms in the US for the month of June 2010.
- We don’t cut corners: We don’t like taking short-cuts or going the easy way. We work hard to win.
- We move with the times: We move with the times and take in all changes, technology-wise and otherwise too.
- We work 24×7: Spread across continents and with our team-members working from different countries, we manage to keep it all going 24×7, 365 days a year.
How does it work?
Online Reputation Management is not that simple, but with our expertise and experience, we get to make it all simple. So here’s a list of what all we do, for our clients:
- Writing blogs, posting articles etc for you, to make sure you get a real big online presence.
- Writing professional online press releases for you, keeping track of all updates concerning you and your company.
- Branding. Branding is our forte. We take you for a brand and set out to promote you using all resources available.
- Providing quality content, coming from genuine writers who have a passion for writing and who know how SEO works.
- Providing full assistance from a team of writers, SEO professionals, designers, programmers et al, spread over different parts of the world.
- Making sure your presence is felt in a big way on the social networking zone, focussing on social networking sites and doing social bookmarking too.
- Giving top priority to promptness and professionalism.
- Using advance technology, tools and gadgets that help track and mend online reputation management.
- Interacting frequently and freely with clients, making sure we deliver what they expect from us and also to impart to them the feedback that we get.
- Studying things in detail and bettering ourselves so that your trust in Reputation Management For.com remains intact…always.
What makes us different…
Well, all this is what every reputation management company does. So, what’s it that makes us different? Let’s take a look
- We maintain and mend the online reputation of a client who’s in real big reputation crisis. We have done that many a time and know ways to handle it. We salvage your reputation in the hours of the most severe of crises.
- We have been the first to recognise that the age of conventional PR is over and it’s now the age of Reputation Management. We do understand that in modern times, Reputation Management encompasses Public Relations and hence we are masters in Reputation Management as well as PR.
- We do day-to-day monitoring of our clients’ online reputation, maintain graphs, charts et al to support this monitoring.
- When it comes to using new ideas, new tools etc and making the most of research and analyses, Reputation Management For.com scores high marks.
BP, caught in the oil slick is trying hard to retain its lost ground by fixing its damaged online reputation by investing heavily in Google adwords that will reroute the searches to the BP’s initiatives to manage the oil spill rather than the loss and environmental disaster caused by the spill as such! In an attempt to put back the derailed brand reputation of BP after the Gulf oil spill, BP has shelled out a fortune in its pay per click campaign by bidding on keywords in Google, Yahoo and Bing to filter search engine users and to guide them to their sites instead of letting them stray into other sites, where the users might find the horrible effects and natural disaster caused by the oil spill.
The keywords like oils spills and Gulf oil spill are some of the many queries BP is currently bidding on. It’s been suggested that BP is spending upwards of $10,000 a day to maintain the top spots. This brand protection move is a smart tactic to minimise the damages caused by the gulf oil spill and to retain its customer base. The present Google search come up with well orchestrated results like info about Gulf Mexico spill and learn more about how BP is helping instead of the oil spill as such!
However, the mood of social network users like twitter and face book has reached the levels of accusations where people have rated the negligence of BP as nothing short of “Accidental terrorism”, and there has been many angry reactions including the launch of the Top Kill initiative, and the call to boycott BP. Thus at the end of the day, the customers wont be ready to buy the story if BP is not doing enough to fix the problem and to pay damages for the clean up operations.
Suggested posts for further reading
Reputation Management is about what you do, say, and what others say about you. So do we have a tinge of PR into this. What is public relation (PR) all about? We have already debated in the past about PR being one tool that is mostly about marketing and communication, but we haven’t talked about how PR culminates with reputation management. What is the role of SEO that completes the cycle?
Public relations is one factor that takes care of your reputation, with the intention to influence customers and support their belief about your product goodwill. It is a continuous process to maintain an amicable understanding between public and an organization. PR supports the efforts of reputation management, and there are various techniques to do that; press release, blogs, copy writing are some of the essentials that is used as a public relation strategy. Dealing with crisis management both online and offline is another form. All this signifies that constant communication is the core and vital that helps to put an effective image of your brand.
Next comes Search Engine Optimization (SEO), the most powerful tool in the armour. SEO agents know how to target keywords that is causing damage to your reputation and in the bid will kill them to minimize the damage. The only difference is unlike every time SEO here will not only concentrate on doing online stuff thereby missing the real issue of reputation management, and overlook the cause of potential damage to the brand or business.
Finally, the complete package of RM, PR plus SEO is here to stay and deliver the requisite in keeping the reputation of your organization the way you want, after all your business deserves it.