Why Brand and Reputation Management SEO are the Way Forwards

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If I were to sit in a meeting with a big client now and tell them to slash a little of their traditional SEO budget and instead spend more time optimising the top 30 SERP’s for variations of their brand names, they would literally laugh me out of the room.

People and big companies have only these last few years got their heads around SEO, they now know that in order to get more traffic, more sales and more revenue, you need to optimise your site and make its targeted keywords appear as high as possible in all the major search engines.

But moving forwards more and more independent SEO’s are going to be jumping onto the scene, as well as this more and more SEO companies opening up shop. So with even more SEO’s and more companies competing for the same term(s) every sector is going to be a battle field, but there are a few options:

  1. Optimise for long tail terms and drive traffic through with ranking for quantity terms rather than the quality ones. (Again this will start receiving huge amounts of competition).
  2. Optimise for local terms and then slowly optimise for all the locations that you cover, you will have a lot less competition, but will the search volume and customers be there?
  3. Finally and this is what I see expanding rapidly in the next few years, especially for mid sized companies and large companies that are already advertising by other means and already get a lot of direct traffic.

If you look at some of your client’s analytics data you will see that, some of the terms that actually bring the most visitors are their brand terms. As an example, do you know how many people actually go to Google and type in Facebook rather than just typing it in the browser?…….  1,680,000,000 that’s how many!

Now that is not even including mis spellings, so now imagine your client getting a fraction of brand searches, or for the rich and famous reputation searches. Currently there are not many SEO’s concentrating on this factor, but let’s just think about what happens if you do not own the rest of the sites, in the Top 5 or the Top 10? You are basically going to be losing traffic that you could have easily grabbed and converted.  But what is even worse is imagine that Top 10 for your branded term had 3-4 bad experiences or false negatives about your clients company or image, you could potentially be missing out on lots of click throughs even though you are number one for your brand term, because people are seeing the negatives about you.

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Brand and reputation searches are on the increase, just take a look at the above graph, this is persistent with most brand terms.

Over the next few years Brand management SEO and reputation management SEO will literally have to be offered as a separate service to clients, because although you may be number 1 for your brand. Is that really enough? What do you think?

Musa Aykac

Musa Aykac

Musa has been into internet marketing since he was 14 years of ages, he started off obsessed with driving traffic into the now redundant MSN... Read Full Bio
Musa Aykac

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  • Jon

    I'm often surprised when I look at Analytics data and see brand names coming in for the top 50 or so traffic drivers. With the recent brand algorithm update if Google “knows” you're a brand you should happily fill the top 7 results with ease. I'm yet to see how brand is determined if you're not a massive worldwide player like Apple or Microsoft though…

  • Vinicius B. Peixoto

    Great article! I definitely agree and would like to add one more point:

    “Finally and this is what I see expanding rapidly in the next few years, especially for MID SIZED COMPANIES and LARGE COMPANIES that are already advertising by other means and already get a lot of direct traffic.”

    Although I think the quick expansion will be especially for mid sized and large companies, just like you pointed, I also think small business should be managing their reputation – SEOing – since their first dive into the online marketing world.

    Maybe, small-business people can think: 'Surely, a big/huge company needs to manage their online reputation, but I do not think my company is big enough to be talked/blogged about.'

    Nowadays, people talk about everything on the web, especially if they are not pleased with a product or service. A company may not be talked/blogged about as much as others, but if the few reviews/opinions that a user can find about a company is a negative one, it can cause a huge friction in the conversion proccess – if observed the conversion proccess not as a linear one.

    Online reputation management for small business can be really handy to lead them to the success. And, maybe, the lack of it can lead them to the contrary.

    Ps.: Any company – huge or tiny – will never be away of negative opinions. Therefore, manage the critics!

  • Seomasterkiev

    reputation has great impact on company*s sales and revenues

  • Eric Weidner

    yes, we've noticed that the big, existing brands have a huge advantage over new companies and companies entering the same vertical. There is probably no solution but to spend serious time and resources on online branding (both SEO and PPC) to at least get the door opened …

  • WebHosting Guru

    Definitely, a branded business has an advantage than those that are not. But that entails reputation buildup for that brand. The brand can also be quickly destroyed by a mere false accusation. You know how fast news is over the internet.

  • McGarrell Reilly

    I agree with the author, SEO is not only about driving web traffics but also promoting brand awareness and managing online reputation. Good brand name will attract more visitors to your site naturally.

  • asset protection

    Musa knows what he's talking about. Seriously, this author is one of the people who knows what he's doing. How do I know? Because reputation cannot be faked on the internet, there is always someone who knows how to find anything about anybody. Only good products and services will deliver businesses to success. There is no substitute, and the internet is a clever way to tell others about it.