A searcher's first experience with your brand happens on Google's SERPs — not your website. Having the ability to influence their organic first impression can go a long way toward improving both customer perception of your brand and conversion rates. In today's Whiteboard Friday, Rand takes us through the inherent challenges of reputation management SEO and tactics for doing it effectively.
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Video Transcription
Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we are chatting about reputation management SEO.
So it turns out I've been having a number of conversations with many of you in the Moz community and many friends of mine in the startup and entrepreneurship worlds about this problem that happens pretty consistently, which is essentially that folks who are searching for your brand in Google experience their first touch before they ever get to your site, their first experience with your brand is through Google's search result page. This SERP, controlling what appears here, what it says, how it says it, who is ranking, where they're ranking, all of those kinds of things, can have a strong input on a bunch of things.
The challenge
We know that the search results' content can impact...- Your conversion rate. People see that the reviews are generally poor or the wording is confusing or it creates questions in their mind that your content doesn't answer. That can hurt your conversion rate.
- It can hurt amplification. People who see you in here, who think that there is something bad or negative about you, might be less likely to link to you or share or talk about you.