Statistics show that searches which are specific to the name of a company, product, and/or service represent somewhere between 40 and 70 percent of all organic search traffic that ends up clicking through to a website. These types of specific searches are often associated with the late stages of the buy cycle, where the decision has been made and the searcher is simply trying to decide where the purchase will be made.
These late cycle searches typically result in the highest conversion rates, the longest time spent on a site, and the most pages per visit. These are searches that are paying your bills and making a large contribution to your bottom line. It’s surprising then that these searches are often ignored when it comes to protecting the company’s online reputation.
Leaving these search terms unprotected often results in nightmare reputation management scenarios when negative content shows up on the search engine results pages (SERPs) of branded search terms. These links can include unfavorable reviews from websites companies such as Yelp, Google Places, or any of the multitudes of sites where consumer feedback can be posted and seen by anyone on the web. If you consider how valuable these search terms are, they actually become some of the most important assets of an online business. As such, they should be protected and here’s how to do it:
- Building social channels around your brand – This is a quick and relatively easy way to populate your brand’s SERP with content that you control. These channels include Facebook, LinkedIn, and Twitter but don’t stop there.
- Build your fan base – Local businesses are increasingly viewed at offsite user review sites like Yelp to determine where consumers are going to spend their money. While asking for reviews may seem awkward and is frowned upon by these sites, you can let happy customers know that your business is listed on those sites with buttons on your site that link to the conversations on these sites.
- Optimize your web assets – Don’t miss the opportunity to optimize your social media pages, offsite blog, etc. with your most lucrative search terms.
You’ve probably insured the valuable physical assets of your company. Now it’s time to protect the assets that are driving high converting traffic to your site. For more information, visit: http://www.reputationmanagementllc.com/ or call (866) 530 7703.