Do you want to know what search terms people are using to find your site? There’s an easy way to find out.
Just sign up – or have your client sign up – for the Google Search Console at https://www.google.com/webmasters/tools/home.
That’s just one of many tips shared by Sam Michelson, CEO/Founder of the digital reputation management firm Five Blocks, and chapter member Nancy Sterling, APR, senior VP at ML strategies, at the May Independent Practitioners Network meeting.
The duo provided a succinct overview of strategy and tactics need to both boost SEO and make negative comments online less prominent.
Success at managing online reputation requires a strategic view and holistic approach, they said.
Even so, some important tips, secrets and best practices that will help you surmount some common hurdles.
Avoid duplicate content – Google won’t rank the same content twice. It won’t help your cause to have verbatim or nearly verbatim text in multiple places on your website, press releases and so on. There’s no problem with reusing the same ideas. You just need mostly fresh copy.
Each executive should have his or her own page on the corporate website. It hurts SEO to have multiple executives crammed into one page.
Search results vary by geography. This reflects Google’s assessment of the interest in each location. Be aware of this and accordingly to get the best results.
Monitor by your results by location. Then you can determine if an issue is location-based in order to formulate solutions.
There are many ways to remove content – don’t limit your thinking. Sometimes it’s a simple as asking someone to take down content. Occasionally, you might even buy out an offensive site.
Context is important – track peers and competitors to understand which ones are being treated better in search and why. Identify opportunities.
The Google Knowledge Panel is powerful – learn how to influence it, especially via Wikidata.
Google now allows you to do this on behalf of your client by verifying the control of social media properties.