Owning your brand or your name on Google

The title of this blog is a slight misnomer: you own very few things in Google’s eyes. Google rolls out small algorithm changes every day. These may only affect certain industries or certain businesses based on size. No one is ever sure of exactly what these changes are, and, according to the Financial Times, even the German government is pushing for more transparency on Google’s part. Interestingly, Google dominates the European search market even more than it does in the US. This blog offers a few tips that can help you “own” yourself on Google. In other words, I will explain how you, your company or your brand can show up for many search results on Google when someone searches your exact name or your company or brand’s name.

Let’s first look at the search engine results page for the search “Jayson Lutzky, P.C.” This is the name of a law firm. It shows mostly branded results, which is what one would want people to find for their business. They do not want unrelated results to show, because anyone who searches for their business word-for-word clearly wants relevant information. It’s best for Google to return a lot of relevant information than very little. The same applies with your personal name.

Google search results

Item 1 shows the search “Jayson Lutzky, P.C.” on Google. The second item is the firm’s official website. It is great that this is what showed up first as a large proportion of searchers click on the first item. Item 3 is part of the first result. It gives the address and phone number of the law firm, which can help direct people to the business. Additionally, item 4 on the right-hand side of the screen provides information about the business that Google has on file. It also shows four similar searches. While the firm would not want people to look

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at its competitors, Google often shows the results of similar searches in this spot. Items 5, 7, 8, 12 and 16 are all directories. Being listed in many directories is one way for your brand or company to show up on Google search results pages. Some of these results have ratings because Google crawls those directories for reviews and ratings and provides them to the searcher. Items 6, 13, 14 and 15 are all social media listings. Facebook, Twitter, LinkedIn profiles can all take up real estate on Google searches, so it is important that you, your company or your brand have profiles and fleshed-out pages as well. Image results are shown by items 9, 10 and 11. The images near item 10 are from YouTube videos. This shows the positive impact of a video on search engine results. Item 11 is an image of a map. This image came from a directory and is useful in this case study because it provides further reinforcement of the company’s location. The YouTube video, item 15, is also very important. It is another way for searchers to interact with the results and learn more about you, your business and your brand. For a video to show up, it must be properly titled, described and tagged.

Now that have seen one company’s page one results on Google, it is time to think about yours. Are you listed in the right directories? Are there many, if any, reviews and ratings? Do you have a Google Maps listing that gives Google information about yourself or your business as seen in item 4? Have you posted any videos to YouTube for your company? Are there images of you online? Is your name prominently associated with those images? If you have any questions about owning the search engine real estate when your name is searched for, do not hesitate to contact us at Search Light Internet Marketing. We offer a variety of online marketing services, such as web design, Search Engine Optimization (SEO to get your website to be listed towards the top of relevant Google results), assistance in completing your listing in directories, creating company Twitter and/or Facebook accounts and email marketing. Visit www.SearchLightIM.com to learn more about us or call 347-871-4141 to speak with an expert.

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Chief Content Officer at Searchlight Online Marketing

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