Five Blocks Presentation - Kahenacon 2013
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Sam Michelson CEO of Five Blocks presentation for http://www.kahenadigital.com/kahenacon/ 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. Search Branding. Context is King! May 2013
- 2. Slide 2 Five 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. Slide 3 Search Branding / Reputation Management Your Brand is your greatest asset – protecting it and expressing it properly is crucial Search is an experience – it’s about the total picture not about a single result, Google cares about that total experience Searchers are constituencies – understanding what they need informs online branding strategy The focus is not the target site’s position. It’s presenting the brand online to tell the brand’s story.
- 6. Slide 6 Negative results we identified
- 7. Slide 7 What else do we notice? No corporate website No Wikipedia Insider Monkey? Has Google Knowledge Graph Has Google+/Local
- 8. Slide 8 Using Peers for Context • We track the top 95 hedge funds • We track favorability, frequency, authority, content types, stickiness
- 9. Slide 9 Peer 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!)
- 12. Slide 12 Why Context is King Comparing to Peers helps you understand what to expect Context helps you identify opportunities Historical Context gives directional perspective Geographical Context helps you identify URLs ranking because of location
- 13. Slide 13 In 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. Slide 14
- 15. Slide 15 Oh… 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 look at the # of links Track keywords and competitors daily to get historical perspective. Check different geographies – use the different results to learn about the role of location. Track the trends rather than chase the algorithm
- 16. Slide 16 Thank You! Sam Michelson CEO, Five Blocks samm@fiveblocks.com 1.323.238.4676