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Five Blocks Presentation - Kahenacon 2013


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Sam Michelson CEO of Five Blocks presentation for‎ 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.

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Five Blocks Presentation - Kahenacon 2013

  1. 1. Search Branding. Context is King!May 2013
  2. 2. Slide 2Five 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
  3. 3. Slide 3Search Branding / Reputation Management Your Brand is your greatest asset – protecting it andexpressing it properly is crucial Search is an experience – it’s about the total picture notabout a single result, Google cares about that totalexperience Searchers are constituencies – understanding what theyneed informs online branding strategyThe focus is not the target site’s position. It’s presenting thebrand online to tell the brand’s story.
  4. 4. Slide 4An Example
  5. 5. Slide 5Marked Up
  6. 6. Slide 6Negative results we identified
  7. 7. Slide 7What else do we notice? No corporate website No Wikipedia Insider Monkey? Has Google Knowledge Graph Has Google+/Local
  8. 8. Slide 8Using Peers for Context• We track the top 95 hedge funds• We track favorability, frequency, authority, content types, stickiness
  9. 9. Slide 9Peer 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!)
  10. 10. Slide 10Historical Comparison
  11. 11. Slide 11GeographicalCompare in UK
  12. 12. Slide 12Why Context is King Comparing to Peers helps you understand what toexpect Context helps you identify opportunities Historical Context gives directional perspective Geographical Context helps you identify URLs rankingbecause of location
  13. 13. Slide 13In 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
  14. 14. Slide 14
  15. 15. Slide 15Oh… Just 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 lookat the # of linksTrack keywords and competitors daily to get historicalperspective.Check different geographies – use the different results tolearn about the role of location.Track the trends rather than chase the algorithm
  16. 16. Slide 16Thank You!Sam MichelsonCEO, Five Blockssamm@fiveblocks.com1.323.238.4676