five blocks presentation - kahenacon 2013
DESCRIPTION
Sam Michelson CEO of Five Blocks presentation for http://www.kahenadigital.com/kahenacon/ on the importance of understanding the context within which an online brand exists before you begin Reputation Management. Peer and industry context, Geographical, Historical etc.TRANSCRIPT
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Search Branding. Context is King!
May 2013
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Slide 2
Five bullets about Five Blocks
Technology/Services Brand/Reputation Management - since 2003
Boutique agency,18 people: programmers, writers, webmasters, SEOs & client managers
~50 Clients, 250+ Keywords, (Tracking 10,000’s of Search Results)
$180B+ investment under advisement Selective client engagement
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Slide 3
Search Branding / Reputation Management
Your Brand is your greatest asset – protecting it and expressing it properly is crucial
Search is an experience – it’s about the total picture not about a single result, Google cares about that total experience
Searchers are constituencies – understanding what they need informs online branding strategy
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Slide 4
An Example
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Slide 5
Marked Up
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Slide 6
Negative results we identified
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Slide 7
What else do we notice?
No corporate website No Wikipedia Insider Monkey? Has Google Knowledge Graph Has Google+/Local
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Slide 8
Using Peers for Context
• We track the top 95 hedge funds• We track favorability, frequency, authority, content types, stickiness
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Slide 9
Peer Comparison
85% of peer hedge funds have a homepage – usually at #1
50% have Wikipedia – average position #2.8 50% have Insider Monkey – average position #4.3 32% have Google Knowledge Graph 40% of Hedge Funds with no HP have Insider Monkey at
#1 (30% with no HP, have Wikipedia at #1!)
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Slide 10
Historical Comparison
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Slide 11
Geographical
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Slide 12
Why Context is King
Comparing to Peers helps you understand what to expect
Context helps you identify opportunities Historical Context gives directional perspective Geographical Context helps you identify URLs
ranking because of location
Without Context you don’t know what you’re seeing
You don’t know what it means
And you don’t know what to do
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Slide 13
In Summary…
Without Context you don’t know what you’re seeing
You don’t know what it means And you don’t know what to do
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Slide 14
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Slide 15
And one more thing…
All of this applies to SEO as well!
You want to meet your business needs?Look at your peers – what are they about? Don’t just look at the # of linksTrack keywords and competitors daily to get historical perspective.Check different geographies – use the different results to learn about the role of location.