Online Reputation Management in 2016

@irishwonder BAC 2016

Online Reputation Management

What You Need to Know

@irishwonder@irishwonder BAC 2016

2014: What ranks for the brand name/ brand +

review / other related searches What ranks for key business people’s names What Google suggests for brand related

searches What unrelated keywords the site ranks for

Usually, all but #1 are ignored by site owners

What Online Reputation Consists of


2016

What Online Reputation Consists of


What users search for How they word it Not just what ranks but how it appears How users behave (CTR, bounce rate etc.)

Online Reputation Factors in 2016


BEFORE vs NOW


Brand Name SERPs – Brand Hijack

Vodafone’s problemIn 2014


Brand Name SERPs – Attention Hijack

Vodafone’s problemIn 2016


Brand Name SERPs – Poor Ratings

Ryanair’s problemIn 2014


Brand Name SERPs – Poor Ratings

Ryanair’s problemIn 2016


Universal Search Extended Search• images• videos• news• maps• shopping (product listings)• etc.

• Knowledge Graph elements• featured snippets• People Also Ask• etc.

Universal Search and Extended Search


Compare these Knowledge Base cards

Knowledge Graph Elements


Verify the site in Google Search Console Business info incl. contacts available (with

structured data markup) Local businesses: use Google My Business Social media accounts clearly identifiable Wikipedia article Same process for key figures in the

company

Knowledge Graph – Ways to Enhance


An example of a brand having a Knowledge Graph card with minimum information:

On the other hand…


MOST IMPORTANTLY:users should be searching for various things related to your company

Knowledge Graph – Ways to Enhance


You can opt out <meta name="googlebot" content="nosnippet">

But you can’t opt in

Featured Snippets

https://support.google.com/webmasters/answer/79812


However you can increase your chances:

Featured Snippets


Search box

Bottom of SERPs

2014: Google Suggest


Negative Mentions Ranking for a Suggested Negative Query


In addition to search suggestions

2016: People Also Ask


Search Volume Amount of Existing Content

What Influences Google Suggest?


Natural language queries Some only happen once but they are

grouped Summary search volume Availability and amount of existing content

answering the question

What Influences “People Also Ask” Boxes?


2011: Successful Google Suggest manipulation test

2016: Successful People Also Ask manipulation test

Everything Can Be Manipulated (If You Know How)


Succesful People Also Ask manipulation test

Before:

After:


Source: SearchMetrics 2016 study

Universal Search: Integration Increases


If images are included, rank in image search If videos are included, rank in video search If news are included, make sure positive

stories get in the news regularly And so on…

Reputation Management in the Age of Universal Search


The top ranking video from video search is included in universal search

Make sure to have an active Youtube channel

Make sure to put up videos targeting your brand keywords

-> Youtube SEO

Example: Video Search


More to keep an eye on Watch not just what ranks but how it ranks Watch for integrations of universal search

elements Watch social media and video sites

Watch Your Reputation


Questions? Feel free to get in touch!

• [email protected]• Twitter: @irishwonder• Facebook:

http://www.facebook.com/irishwonder• LinkedIn: linkedin.com/in/irishwonder• Blogs:

http://www.irishwonder.com/blog/ - general SEOhttp://www.irishwonder.syndk8.co.uk/ - darker areas

Online Reputation Management in 2016

Internet

Transcript of Online Reputation Management in 2016