It almost seems unfair that Google’s whims can boost a business’s reputation, or destroy a reputation marketing campaign. The biggest search change was the first attempts at solidifying Google’s Knowledge Graph. Even Forbes Magazine has discussed the difference between Content and Context.
Anyone who has researched Reputation Management understands that if you don’t optimize for the right keywords, or choose the right Google Plus category, you can find yourself ‘lost in cyberspace.’
Google wants to target longer keywords. That is the short answer. In truth, Google wants to answer questions for the searcher. Imaging someone is looking for a medical clinic. Google wants to know what kind of medical clinic. Where is this medical clinic? Who wants to go to this clinic? Why?
This is why SEO is dead replaced multi-layered internet marketing designed to answer consumer’s questions. But Google is never that simple. You need to understand the Google Ontology, and have a basic understanding of Google’s algorithm. This always opens up the expectation of ‘what lies beneath.’
The Expert Effect
If you thought the Google Panda and Penguin algorithms were hard to navigate. Google is now looking for experts in their field. So now, Reputation Marketing is a foundation on which SEO is built. If you are not an expert then it is more difficult for the SEO team to get your website to the top of the ranking positions.
This is why reputation marketing is so much more than adding citations. Those citations need to send a message. Directories need to lead people to your site. Meta tags need to be optimized for ‘selling to consumers’ not ranking on search engines.
You’ve probably already noticed that Google has removed the portrait photos from the searches. This isn’t surprising. SEOs have had the idea it was going to happen. After all, there isn’t that much room on the search pages without adding photos.
Google authorship is still a strong Reputation Marketing tool. The only reason that Google removed the images was to make the search results appear better on mobile. Google did test Authorship, back in May, for a few hours each and concluded that the images did not change the click through rate.
Mobile Search and Google Voice
Most shoppers use mobile devices to make purchases. Google responded with Google Now, and Google voice. Ignore these and you ignore tools that can make and break both your SERPS and your online reputation.
Another buzz word that circled the internet marketing world in 2014 was Micro Data. Some people call it the new meta data although this is wrong. Instead it is a way to build your reputation on your website, and use it to increase your search ranking results.
What Does This Mean For Your Business?
Every connection point on the internet where your website touches will directly affect your online reputation. If these points build trust, attract followers, and lead people to your website than they will build your reputation. They will build trust in your brand. They will drive consumers to your website.
Schedule time to connect and discuss your specific needs.