The online reputation of your brand affects all aspects of project marketing on the Internet. For example, reputable and recognizable companies have a higher CTR contextual ad compared to young businesses. The conversion rate of the site also depends on the credibility of the business. Therefore, the formation of reputation is one of the most important elements of content marketing.
As we wrote in an article about personalized content marketing campaigns on LinkedIn, monitoring social networks is one of the most powerful tools for managing brand reputation. With the help of automated services, marketers determine topics relevant to the audience related to the company's activities. So they get the opportunity to respond to negative information and maintain positive discussions. Creating background noise in social networks is one of the best long-term content marketing strategies.
Long-term strategies are the most reliable and effective, but many businessmen and managers do not agree to wait long for results. They want to get feedback immediately, as we wrote in the article about fast ways of promotion. Dominating Google’s first page for queries related to your brand refers to ways to manage your business reputation and quickly increase marketing effectiveness.
To dominate the first page of issue, you need to understand what blocks of information Google users are showing. You also need to know how to occupy the most prominent positions in these blocks. This article will help you literally grab the first page of issue related to your brand and business needs.
Check out the Google issue page for competitive commercial inquiries. You will have to scroll down to see the results of the organic issue. Contextual ads occupy the most prominent places in the SERP. Of course, issuing by branded request differs from SERP by competitive commercial inquiry. However, you probably want to fight for different types of traffic. Therefore, launching your own PPC campaign is the first step to dominance on the Google search results page.
Use AdWords extensions to increase PPC traffic to your site. Google offers businesses the following types of extensions for paid search:
- Location and phone number
- Special offers
- Phone number for direct call
- Social extensions
- Seller Ratings
- Dynamic display
You can combine extensions to take all the most prominent places on the first page of issue. Note the use of extensions by marketers of American retail chains Home Depot and Lowe's (see illustrations).
The “Additional Links” extension allows Google users to go to the right page of the retail network site directly from the search results page. But this is not the most important thing. Notice how much space at the top of the SERP the Home Depot ad takes due links.
Lowe's retailer also uses the "Additional Links" extension. In addition, Google users can subscribe to the newsletter of this chain of stores directly from the issue page.
Brands that have a business page on Google+ may take up additional space on the search results page. To do this, you need to link the publication on the site with the business page using the attribute rel = "publisher". This is similar to using the rel = "author" attribute to confirm authorship, which we described in an article about content theft.
Using the rel = "publisher" attribute, you will ensure that the number of followers on the Google+ brand page is shown in the SERP, as well as a preview of your latest posting on this social network.
Optimization of photos published on the site is another good way of domination on the issue page. The traffic generated by image search often exceeds marketers' expectations.
To optimize photos, include your company name and / or an important search query in the file name, in the URL where the photo is located, in the photo name and in the alt attribute.
It's no secret that Google prefers its own services, forming search results. Therefore, a video published on YouTube is the fastest to appear in the SERP. Creating and publishing branded videos is the best way to dominate the issue of requests, including the name of your company.
To get to the video search page, you need to publish at least one branded YouTube video. Of course, developing your own channel is the best option for promotion, but you can do without it at the start of a marketing campaign.
Optimize your video by including your company name in your YouTube username, video title and meta tags. This is enough for users to find your video by typing the company name in the search box.
Of course, you will have to make additional efforts if you want to dominate the video search page for competitive commercial inquiries. The number of comments and votes for your video on the YouTube page affects the ranking of videos in the search. If you publish YouTube videos on third-party sites, the number of Google +1 recommendations becomes an important criterion for ranking. In addition, if you develop a branded channel on YouTube, the link from the footer of the corporate website will be an additional factor in raising positions.
The Google+ Address feature is another handy tool for dominating search results. To take advantage of its capabilities, you need to register the brand’s business page on Google+.
Enter your address and refer to the appropriate page on the corporate website so that the search engine links your landing page to the address listed on Google+. If your business has several representative offices, indicate their addresses.
Promotional product listings
The function "Promotional product listings" caused sharp debates among marketers after the launch, as it had a negative effect on the CTR of standard contextual announcements. However, a business selling its own branded products can use this feature to dominate the issuing page.
Currently, ads of this type are very rarely issued for requests that include company names. However, the situation is likely to change in the near future. The search system seeks to extract the maximum benefit from user requests, and the demonstration of advertising lists of products on a branded request increases the likelihood of a paid click.
You can not directly influence the results of search results on the news. However, regular publication of press releases increases the likelihood of a SERP on the first page of a branded request. So make a plan for publishing press releases and stick to it.
Natural search is another way to dominate the first page of the issue. Of course, in most cases, the page of your corporate website is vital for a branded query. Therefore, it is displayed in the first place in the natural issue. However, this pattern does not always work when it comes to young businesses and small companies.
To display your newly created website in the first place of issue on a branded request, add it to the queue for indexing using Google webmaster tools. Read in our article on Google Webmaster Tools, how to do it.
Some resources, including Facebook, Wikipedia, YouTube, LinkedIn, Twitter, are often ranked above the corporate site for branded queries. To avoid this, create corporate accounts on each of these resources.
Refer to the brand profiles in social networks from the pages of the corporate website. This will increase their position in the issue and help you occupy a large area on the first page.
The dominance on the first page of issue on requests related to the brand, allows you to quickly increase the effectiveness of project marketing. Use paid and free tools to make your business visible in the SERP.
First of all, pay attention to the possibilities of paid search. By combining the AdWords extensions, you can take the most prominent places in the issue. Optimize your published photos and videos so that users can find your brand in search by pictures and videos.
Use the features of Google+. Add the address of the company using the Google+ Address function, and also use the rel = "publisher" attribute to make the business more visible in the SERP. Publish press releases to increase the likelihood of getting to the first page of the search results on the news.
Finally, use the power of natural delivery. Add a new site to the queue for indexing. Register your corporate accounts in social networks and link to them from the pages of the official resource.
Adapt the material to Google by George Fischer.