Search Engine Optimization

Search Engine Optimization: what it is and how to manage reputation

What do potential customers read Search Engine Optimization when they use the Google engine to find out about a company or a product? Negative research results can harm a company’s entire business. Managing Brand Reputation also means ensuring positive content and reviews in relation to the keywords searched and suggested by Google.

More and more consumers are researching opinions on brands and products before making a purchase . In fact, net of personal love-brands, the increasingly aware and informed user. When faced with a new need or a range of products that are not familiar to him. Relies on other users of the network who have already tried them.

Search Engine Optimization Results

This means that potential consumers turn to Google and search for information. Or read Amazon reviews before putting a product in their cart. Or Tripadvisor reviews before booking a restaurant. Consequently, what the user sees on the SERP (Search Engine Results Page) or in the “reviews” section of any search engine, is essential.

As with people – during a job interview or on a first date – the harsh reality is that you can’t make a second first impression .

Like it or not, potential customers form their first opinion of a product, brand or service, in seconds. Simply by looking at the Google SERP and trusting what they find in the top positions of the first page.

SEO Reputation Management, because it is essential to preside over the SERPs

Therefore, every brand would like to have a positive reputation and rave reviews, especially on search engines. Brand reputation is important on any channel, from print to social media, but on engines it has an even greater value due to its persistence and the enormous search volume that especially branded keywords have . We’ve already talked about how often cleaning up a negative reputation is complex on both traditional and digital media.

This set of activities can be defined as SEO Reputation Management.  In Italian reputation management on search engines , where SEO means Search Engine Optimization.

Therefore, it is essential to monitor all those queries that include the name of your brand, combined with words such as “opinions” and “reviews” – in a positive way – or worse, “scam” or “it hurts”. In fact, if among the suggestions of Google and among the results in SERP, the name of your company is positioned together with these terms, the damage will be exponential Search Engine Optimization.

Just think of a food product that has among the first results of the SERP articles that associate it with. The fact that it hurts or that the company that produces it exploits its employees in some way.

Unfortunately, the content of negative search results can damage the entire business of a company. Impacting customer expectations and, consequently, the conversion rate, ergo sales.

Online reputation management SEO activities

So how to protect yourself from negative situations? First, remembering that SERPs become much easier to control when they are made up of so-called “proprietary” search results. Thanks to owned results , in fact, a brand is able to control the entire first page of Google, for example, so as to make it “clean” and leave no room for possible negative results.

The proprietary results include, for example, the website itself – corporate and / or e-commerce. But also corporate social accounts and articles from the official Blog.

Search Engine Optimization

If all these channels are optimized and active, frequently populated with quality content. It will be easier for them to rank well on the engines of Search Engine Optimization.

There are also non-proprietary results , that is, all those articles that speak well of the company, made by journalistic editors or by sector bloggers: the activity of Digital PR , therefore, and the dissemination of positive news on the brand and products, the care of relations with journalists and active collaborations with influencers in their own field are of considerable support of online reputation.

Search Engine Optimization importance

The reviews also have great importance , on which it is good to have the possibility of monitoring and moderation, especially if the “stars” that indicate the appreciation of the public are immediately visible also in SERP thanks to the implementation of the so-called rich snippets , ie the previews of the results Google enriched with useful details for the user of Search Engine Optimization.

All these activities of creating positive and qualitative content are the heart of SEO Reputation Management and can be activated both in a preventive manner and when there is already an ongoing crisis , and it is therefore necessary to undermine the negative results present from the SERPs.

Also remember the last possible option when none of these “positive” activities work. The request for the removal of malicious URLs , through the appropriate form of the right to be forgotten by Google .

Brand protection: Search Engine Optimization PPC strategy on branded keywords

There is an endless debate surrounding the topic of bidding for branded keywords.  that is, on the fact that company A can also “bid” on branded keywords of a Company B. Technically and ethically it would be a thing not to do. But it is always good to be on guard in order to avoid potential “attacks” by competitors.

This is where SEA ( Search Engine Advertising ) , i.e. paid campaigns on search engines , comes into play as a brand protection and SERP control tool . Including your brand name in the PPC (Pay Per Click) strategy is therefore advisable because. Otherwise, competitors may appear before our brand.