TargetsFirst of all we should decide on the targets we want to realize. Very often these targets are as follows: - Increase of the brand awareness ratio. - Raise of the level of loyalty of clients and potential clients of the company. - Consolidation of the expert reputation of the company. - Raise of the common conversion level. Let’s consider possible tactics which you can find useful while solving assigned tasks.
Search OptimisationCuriously enough, search optimisation performs not only its basic function of sales attraction, but also can serve for the benefit of the whole brand : - Search Engines Reputation Management. The main task is to trample on negative comments in the search result on queries connected with the brand and encourage positive feedback.
Let’s analyze an example. There are several projects in the west of the kind of the RipOffReport.com system, whose business models cater for creation of pages with negative comments on companies (in most cases these comments are mendacious and artificial). These negative responses can be viewed in the search result with the keywords connected with the brand. The owners of companies can close the page with comments on their brand for a small pay (about $10 a month). How should we struggle with this?One should choose the most attractive (in terms of the content) pages from the top 50 of the Google search result and, using references, place them on higher positions in the search result of the queries on your brand thus squeezing all the pages containing negative feedback down to the 2nd or the 3d page. - Brand Keywords SEO. Search algorithms give priority to sites of companies in queries connected with their brands. Although, names of companies are very often misspelled. This is the reason why it sounds sensible to check whether the site of the company occupies a high position when spelled in different ways. The internal site statistics (Google Analytics) will help you detect misspelled words.