A brand’s online status can have a great influence on every aspect of the digital marketing program. It’s important to remember that monitoring your brand’s social activity is an effective long-term strategy. From click-through rate (CTR) to conversion rate, it’s critical to control all sorts of online activity around your brand in order to maintain its reputation on the Internet.
However, not many digital marketers have the patience for these kinds of strategies, especially when it involves their brand’s online standing. If it’s not a long-term strategy that they want, then perhaps they could implement a short-term strategy.
And what exactly should they do? Why, dominate the entire first page of Google, of course!
But how can they achieve this?
Doing so would entail a profound understanding of the various data types that Google offers. By dominating the first page of Google, let’s see how you can best take advantage of the tools that are already within your reach.
In organic search, the ranking depends on your brand terms. So what else can you do to increase your chance of ranking higher?
Use Google Webmaster Tools to audit your site links; and though you can’t control which links will display on the search engine result pages (SERPs), it’s possible to control not listing individual pages. Nonetheless, the challenge of owning your brand terms on the first page of Google is getting other domains to rank organically as well. Establish your branded accounts across several social networking platforms so there will be more chances of your brand to display on the first page. Popular platforms to use are Facebook, Twitter, LinkedIn, YouTube, and Wikipedia, as these normally rank high in SERPs.
Another great way to rank higher is to expand the social activity of your web properties. Linking your official site to the rest of your properties can ensure the growth of your brand’s visibility. Through press releases and building links to these web properties, it can prove to be an immense help with your brand’s ranking.
Press releases guarantee a significant increase for your brand real estate. It’s also advisable for you to create a calendar for press releases, as there is the possibility of it appearing on the SERPs.
YouTube & Other Video
YouTube is slowly becoming an established platform for various brands to use for promotion of any kind. Having a YouTube account is a step in the right direction, and branding your videos is an adequate move to own your brand terms.
Though, to rank your brand higher, see to it that your brand is in your YouTube username – including the title, description, and Meta tags of the video. You can also boost the video to increase the popularity of the post.
Embedding the videos on Google+ 1 and other social networking sites can prove to be an additional help of ranking it higher.
Searching for images on Google has become the social norm, and is capable of increasing visits to your page. Incorporating key images on your site is beneficial for your brand and is a great way to appear in SERPs.
To successfully manage optimising your brand’s logo for your brand terms, ensure to include the URL where the image is hosted, the alt attribute, title of the image, and your brand in the image file name.
Having a verified Google+ account for your brand is advantageous, and it can seize the side rail real estate for brand terms. Making use of ref=”publisher” is similar to that of authorship, but rather than separate accounts, it’s attached to Google+ pages. The outcome of this is comprised of your Google+ account’s follower count plus an image with a link to the latest post.
Google+ Local presents great opportunities for brands to take up more brand real estate. Make sure that the business listing is verified and the feed is optimised once your account is created. It’s also critical to have the pages link to your site in order for Google to converge your Google+ Local page and SEO landing page in the SERPs if you have multiple locations.
Google Shopping Ads – Product Listing Ads (PLAs)
Because of low Cost-Per-Click (CPC), Product Listing Ads (PLAs) garnered incredible results in the fourth quarter of 2014. In spite of that, PLAs rarely show in SERPs with regard to brand terms, but it’s only a matter of time before it does.
There are plenty of additional methods that exist that can make the best use of paid search for your brand terms, and these are called ad extensions. Although, bear in mind that it’s also possible to combine more than two extensions to maximise the use of premium ad space.
Below is a list of ad extensions that Google offers in order to increase your brand’s listing:
Over the past several months, Google has made it easier for you to attain this feat. In terms of brand terms, they have lowered the number of organic results to 7. However, dominating the first page of Google still requires a lot of work. It’s the first of several steps to take in order to achieve it.
By following the set of strategies listed above, doing so can guarantee your brand to improve its online standing, convert more users into customers, and increase social engagement.