Online Reputation Management for Brands and Affiliates in 2016: Knowledge Graph, Natural Language Queries and More - BAC2016

1. @irishwonder BAC 2016
What You Need to Know

2. @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

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2016

4. @irishwonder@irishwonder BAC 2016
2016

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

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BEFORE vs NOW

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Vodafone’s problem
In 2014

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Vodafone’s problem
In 2016

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Ryanair’s problem
In 2014

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Ryanair’s problem
In 2016

11. @irishwonder@irishwonder BAC 2016
Universal Search Extended Search
• images
• videos
• news
• maps
• shopping (product listings)
• etc.
• Knowledge Graph elements
• featured snippets
• People Also Ask
• etc.

12. @irishwonder@irishwonder BAC 2016
 Compare these Knowledge Base cards

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 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

14. @irishwonder@irishwonder BAC 2016
 An example of a brand having a Knowledge
Graph card with minimum information:

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

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 You can opt out
<meta name="googlebot" content="nosnippet">
 But you can’t opt in

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 However you can increase your chances:

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 Search box
 Bottom of SERPs

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 In addition to search suggestions

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 Search Volume
 Amount of Existing Content

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 Natural language queries
 Some only happen once but they are grouped
 Summary search volume
 Availability and amount of existing content
answering the question

23. @irishwonder@irishwonder BAC 2016
 2011: Successful Google Suggest
manipulation test
 2016: Successful People Also Ask
manipulation test

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Before:
After:

25. @irishwonder@irishwonder BAC 2016
 Source: SearchMetrics 2016 study

26. @irishwonder@irishwonder BAC 2016
 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…

27. @irishwonder@irishwonder BAC 2016
 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

28. @irishwonder@irishwonder BAC 2016
 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

29. @irishwonder@irishwonder BAC 2016
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