While competitors like Bing and Duck Duck Go have made some inroads, Google is still the dominant force in the world of search engines. If there is negative information on the front page of the Google results for an organization or executive, the reputation and ultimately opportunities will suffer.
Some parts of the Google experience are outside anyone but Google’s control, and the famous search algorithm remains a closely guarded secret. But that does not mean one must be at the mercy of Google; there are other elements that can, and should, be controlled. Here are three essential parts of Google every brand should be controlling:
Search results are at the heart of the Google business model, and they are critical for the success of every business — big or small. In fact, search results matter far more than you know.
Businesses and executives do have some control over these organic search results, and they should work hard to optimize any and all online properties for Google. That is what search engine optimization, or SEO, is all about, and it should be a key part of every online strategy — especially if there are negative search results on page one.
When information emerges about a particular company or business leader, the Google News tab is where it will appear. Millions of people rely on the Google News feed for their information, and understanding how it is used is a critical part of managing one’s reputation.
An executive or enterprise can take control of the conversation by feeding Google News with a steady stream of positive stories about their company, brand, and name. When you control the conversation, it will be easier to control how others view you.
Only Google knows exactly how the auto-suggest feature works, but it is powered by search volumes and frequency of searches. The auto-suggest is designed to help users find more detailed information, but it can also have an impact on a brand or business’s reputation.
Third-party actors can manipulate these auto-suggest results, creating an unfair or distorted image. The more successful a business or executive is, the more they’re at risk of being targeted. Monitoring these results and working to correct them is one of the most important things executives can do to safeguard their reputations.
Google is the undisputed leader in the world of search engines, and that is unlikely to change any time soon. To optimize your success, you need to take control of your Google presence and put it to work for you. If you need help with this, reach out — our proven strategies empower you to do exactly that.