Are you losing your own business?

Many businesses don’t consider their position on search engines below the number 1 spot. Out of the 10 listings on search engine pages most businesses presume that people searching for there businesses will click on the correct URL. How does a new customer know which is the correct URL?
A while back one of the eye tracking reports suggested that 85% of visitors to Google click on the first 3 positions. You need to ask yourself these questions.

Do you have a website listed in all 3 positions that promotes or protects your brand?

Do you control the content on all 3 websites?

Are you OK with letting 15% to 60% of potential business slip away?

If the answer is no you need to do more to protect your brand online, now.

By using these simple tips you can protect your brand terms on search engines from unsavory reviews and also claim back some business from resellers and affiliates or if your operating within the Travel industry, GDS systems.

  • Domain Names
    • When many companies enter on the internet to trade the usual only purchase a handful of domain names that incorporate there brand term. I most cases businesses purchase www.brand.com and www.brand.co.uk. This is a fundamental mistake, the remainder of the other domains, .org, .net, .tv etc are then left available for anyone to buy. Many of these domain names will be picked up by resellers and affiliates trying to generate sales of the back of brand terms being searched on Google, Yahoo and MSN.
    • Solution: Buy up all variations of your brands domain name.
  • Land, not Redirect
    • A common mistake made by businesses when they purchase additional domain names relating to the brand terms is to simply redirect them to the main site i.e. point the .co.uk domain name to the .com domain name using 302 redirects. This offers zero benefit when protecting your brand, search engines will simply consider the main domain name to be the original site and then devalue the other domains that point to it.
    • Solution: Create landing pages for the other domain names, the landing pages can consist of some sales material and deep link into the main site, it doesn’t have to be a full blown website. Setting up these landing pages on a separate server from the main site will also offer a small benefit.
  • Alerts
    • You really need to be knowing when other websites are commenting on aspects of your business whether good or bad. To do this on a higher signup to Google Alerts, this will notify you when a website is talking about your brand and identify you websites using your brand terms to gain business. A way to monitor blogs and websites outside of Google is by setting up RSS feeds for search terms on Technorati,  visit Technorati and search for your brand, within the search you’ll see a RSS  subscride button. Add this to your preferred RSS reader.
    • Solution: Setup Google Alerts and Technorait RSS feeds.
  • Shift Focus
    • When you start to receive bad online press and it filters through onto blogs one thing to do is to shift the focus by putting a press release or a special offer. Use the blogs you’ve created to distribute the new shift in focus. It is also possible to pay for blog posts on top bloggers websites. This could be a quick solution if your new blogs aren’t quite up to scratch.
    • Solution: Push on new news via your blog and look at using a pay per post system like www.payperpost.com

I hope that some of these tips help you protect your brand within the online environment, these tips are just a sample of a full Online Brand Protection and Monitoring strategy. Hopefully they’ll be applied to your strategy.

Blogged with Flock

Tags: , , ,