PROTECT YOUR BRAND: PART 3
CONTROL YOUR GOOGLE 10
It’s becoming more and more important for small business owners to “own” their Google results. In a world where you are what Google says you are, when someone searches for your name they need to be able to find you. The real you. Not a look-alike, another company with the same name or some social profile gaff you thought you had taken care of ages ago. Business owners must protect their brand, and sometimes that means doing just a touch of proactive online reputation management to secure your Google 10.
Your Google 10 is the top ten results that appear when someone does a Google search for your company name. How do you go about ensuring you own all ten spots? Surprisingly, it’s not that hard. Here are some of the sites and profiles you’ll want to grab and pay some attention.
Grab your .com
Chances are you already have this one and it’s naturally ranking very well for your brand. Congrats. That’s one listing. Now make sure you purchase the domain for at least 10 years. Then helps with search engine rankings. With that done, it is time to go after the other nine spots on Page One.
Grab other related domains
Once you own your .com, buy your .net, .us, .org, .biz, etc. The cost to purchase domains is minimal and ensures that you competitors don’t get them. If money is no object, also buy all domains related to your company name and variations on your company name.
Join Professional Directories
Whatever your industry, there are guaranteed to be at least a handful of directory or resource sites you can join to help customers find you, while also helping you to take advantage of the company profile pages they offer. Often these directories will require a small application fee for your profile to be reviewed, but if you’re able to choose targeted sites, you’ll get both customers and a major search ranking benefit from them. To find these directories, try doing a search for [your industry + directory].
Besides just being a great way to reach out to customers, social profiles are known for how well they rank in Google due to their authority and all the links being pointed at them. If you’re looking to claim some space, try creating a Facebook Fan Page, Twitter account and corporate accounts on sites like LinkedIn, Crunchbase, Naymz, Unyk, Plaxo, etc. Don’t just register the accounts, though. Actually build out the profiles and make them useful. There’s no sense ranking a profile if the information on it isn’t up to par.
Target Industry-Specific Social Sites
Thanks to the social media boom, there are social sites now geared toward virtually every industry on the planet, whether it’s finance, law, real estate, financial planning, taxation, etc. Find your niche and get involved. Create accounts on these sites and engage in the community when it makes sense. Many of the smaller social sites will also allow you to link to your “mainstream” social media accounts like Twitter, Facebook, etc. Take advantage of this feature. The more links you get to each account, the stronger it will become and the better it will rank. If there are any forums in your area of specialty, consider creating usernames on those as well.
The search engines like media. In fact, they like it so much that they’re starting to replace “regular” search results with images, videos and news clippings. Because so few companies are being proactive about media content, you can often overtake competitor listings simply by creating media content and optimizing it – including the name of your company in the title, file name, description and within the tags, etc. Note, video and small businesses go really well together. Obviously, Flickr, YouTube, etc. are great sites to focus on for these purposes. If you’re really adventurous, perhaps even create your own podcast!
Guest blogging is a great way to increase visibility and bring visitors to your site. It can also be an effective way of grabbing more search real estate. Offer to provide a blogger with unique content in your site. In return, you’ll often be given a brief bio box which will allow you to link out to your Web site and maybe even some other prominent profiles or content pieces. If the site owner is agreeable, you should also put your name and company name in the Title tag of that entry.
Speak At Local Events
Look for opportunities to speak or get involved with local events in your niche. These spots usually come with speaker bios that you can build out to rank very well (and very easily) for your name and company. They’re also exactly what you want to be ranking for when a potential partner or prospect goes searching for your brand. It shows that you know what you’re talking about AND that you care about your community.
If the list above looks a bit overwhelming, fear not. Chances are you won’t have to create each and every account mentioned in order to secure and protect your Google 10. Remember, not only is variety is the spice of life…it is what achieves Google rankings.
QUOTE OF THE WEEK
"A good reputation is more valuable than money." Publilius Syrus