I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. Now – what was it you wanted to sell me? Moral: Sales start before your salesman calls…
Findability: Can your brand name, product or service be found easily?
Linkability: Are you linking out and being linked by others?
Relevance: Are the search results relevant to your potential customers?
Differentiation: Are the generic searches for your product or service rated higher than your competitor’s?
Search engine results are key
68% click a search result in the 1st page of results
92% will go up to (at most) 3rd page before changing query (half will switch after 1st page)
39% believe that the companies whose websites are in top search results are the leaders in their field.
Key lesson: If you're not ranking well for your desired search terms, brand names and other important key words and phrases, you're missing out on significant, highly qualified traffic .
Source: iProspect & JupiterResearch, Search Engine User Behaviour Study on Google, MSN, Yahoo! Users, 2008
British Airways vs Virgin Atlantic: A basic search results comparison
“ British Airways” – 1 st Page Results Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/
Google search tips 1. Capitalization and quotation marks: Google searches are NOT case sensitive. Searches for najib razak, Najib Razak , and naJIb rAZak will all return the same results. Use “quotes” or + sign to include all words. Eg: a +b 2. Limit to .my sites Example 1: killinghall site:com.my Example 2: “abdullah badawi” site: gov.my 3. Either OR. If you want to include either this or that in result list, use the OR operator ( must be upper-case ): Example: "siti nurhaliza" OR "datuk khalid” site:my (Leave out the OR, Google returns pages that include both terms)
4. Exclude the Wrong Results Using -
Exclude irrelevant results with minus (-) operator on every word that you want to exclude and try again.
Eg: killinghall -school -“north yorkshire"
5. Finding different Filetypes
Go to Google > Advanced Search.
Try finding Acrobat (pdf), Powerpoint (pps), Excel spreadsheet (xls) files on any .gov.my site.
Example: site:bnm.gov.my filetype:xls
6. Older stuff
Try Google Cached or www.archive.org
7. Daterange trick: as_qdr=d7, where d=day, 7=seven
Google AdWords: search results Exercise: 1. Search for keywords of your product 2. Who’s advertising your keyword?
AdWords is Google's flagship advertising product, and main source of revenue.
AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads.
Google's text ads are short, consisting of one title line and two content text lines.
Website publishers can earn a portion of the ad revenue for placing Google-administered text and image ads on their sites or blogs.
The ads generate revenue on a per-click basis.
Google utilizes its search technology to serve ads based on website content, the user's geographical location, and other factors.
Tracks and generates detailed statistics about visitors to a site.
Used to optimize AdWords campaigns by analysis of where the visitors came from, how long they stayed, their geographical position and where exactly visitors click on the site.
Building a simple monitoring dashboard
Rich Site Summary/Really Simple Syndication is a method to syndicate your web content out to users. Using RSS files, you can create a feed that supplies headlines, news, blog posts, comments, forum threads, photos, audio files, and even video to your “subscribers”.
Subscribers can use a dedicated software called an RSS reader or aggregator to “pull in” all their favourite web content into one location and scan quickly. Current browsers come with integrated RSS readers.
Users can also use a web-based aggregator to pull-in feeds that are constantly updated and view a web page of feeds. Eg: Bloglines, Google Reader, Netvibes
Exercise: Add feed to iGoogle 1. Go to http://www.thestar.com.my/rss
2. Right click RSS, copy shortcut (IE) or copy link location (Firefox), or copy link address(Chrome)
3. Open igoogle.com. Click on ADD GADGETS Top left. 4. Click on “Add feed or gadget” (bottom left) and paste URL (over http://)
5. Create a dashboard of feeds and divide into tabs (topic headers) To add a tab, click on down arrow and Add Tab You can add up to 9 posts/updates per feed and re-arrange pages into 1-column, 2-column or 3-column
Method B: 2. Clicking on RSS button 1. Switch to Google 2. Subscribe
2. Add to Google homepage
Marty Weintraub, http://www.aimclearblog.com Bonus: How to Build a Reputation Monitoring Dashboard: http://tinyurl.com/repboard