PRontheGO: How To Measure Reputation Through Google
Tags: Startup Marketing, Public Relations, Entrepreneurship, Reputation Management, Pr

PRontheGO: How To Measure Reputation Through Google

We asked our PR and SEO experts to explain how reputation can be measured through Google. How can search data be used to track public feeling, trust and reputation? Here’s the experts’ insight:

Set Up Google Alerts.

Paige Arnof-Fenn, Founder & CEO of Mavens & Moguls:

“To measure your online reputation I recommend you set up a Google Alert for both your company’s name and your own name to notify you any time one of your press releases post, when your name is mentioned on another website, or whenever you are indexed by Google. As a business leader, you’ll want to monitor and track everything that reflects on your business and you personally as well. It is best to know what digital dirt exists on you so you do not get blindsided or surprised when people check you out online.”

Alex Membrillo, CEO at Cardinal Digital Marketing Agency:

“Using Google Search and setting “alerts” for your name and brand is a great way to monitor your overall web presence. In other words, what content exists about you or your company. Things that Google can help you measure are: · What content exists about your brand — both positive and negative · Reviews — Found on Google and other third-party sites. · Google “search suggestions” related to your name, company, and search terms. · News and top stories related to your company. I recommend setting up alerts, so you’ll be notified if new content is detected related to your company, including top executives. While you are at it, alerts can also be agreat way to keep tabs on the competition. If you spot negative or inaccurate information in the SearchResults, then you’ll want to manage your reputation and work to resolve issues. However, the first step is simply using Google to identify what’s out there about you.”

Consult Google Search Console.

Lisa Hopkins, Senior Marketing Consultant at Stacey E. Burke, P.C.:

“Google Search Console provides a wealth of information about how searchers are finding your website, including the number of search impressions and clicks your website receives for specific queries. You can use this information to evaluate your company’s reputation. For example, if your website receives a high number of impressions for “best divorce lawyer,” you can be fairly confident your brand has a strong digital reputation. If the click through rate (or the ratio of the number of times someone clicks on your result in organic search results as a percentage of the total impressions your result receives) is high, it indicates users find your content interesting, informative, and valuable.”

Explore Backlinks & Mentions Through Ahrefs.

Antonio Wells, CEO at NAMYNOT Inc.:

“This is a great subject, and honestly, without the help of third party tools it can be very difficult to gauge a website’s reputation. My firm uses AHREFs to help gauge authority. They have a few features to help aggregate massive search data and help you to put into content. For example, when I look up pronthego.com, AHREFs shows the site has a “Domain Rating” of 25 out of 100. This is a good start. We further investigate the authoritativeness of the site by exploring its Backlinks. Backlinks are one of the top 3 signals Google factors into search algorithms. It’s how they measure E.A.T. (Expertise, Authority, and Trust..) We look for mentions from other highly authoritative sites and how they’re mentioned.”

Analyze Keyword Search Data.

Harriet Chan, Co-Founder and Marketing Director of CocoFinder:

“Search data can help you discover how people think and feel about your brand or your organization. Looking at keyword search data, refers to analyzing conversations, trendy popular words, and phrases people enter into search engines. Search engines now enjoy as much credibility as traditional media in terms of the information found and how trustworthy it is, which means using Google to look up your company is a very effective way of measuring your current online reputation. Search data analysis is the process of using social engine data to gather consumer insights into thoughts around your brand.”

Measure Returning Visitors.

Dorota Lysienia, Community Manager at LiveCareer:

“During the pandemic, people have become more demanding digital users that want websites to run smoothly. Thus, the online experience is now an even more meaningful indicator of your reputation. Returning visitors metric is an excellent source of search data that can support you in measuring your reputation. This metric shows how effective your website is at building and retaining an online audience. You can track how often people visit your website and see traffic patterns over time. It’s also a good idea to look at the average time on site and month-to-month comparison to analyze your audience’s behavior during a specific period.”

Use Google Trends.

Garit Boothe, Founder of Garit Boothe Digital:

“Here’s my tip for tracking your company’s reputation on Google. Type the name of your company into Google Trends. If your company name appears as a “company” instead of a “search term” in the autosuggest bar, click on that. Google Trends will show you the growth of your branded queries and interest over time. It also shows you where there is interest in your company geographically, and what related topics and trends correlate to your company.”

Measure Brand Sentiment.

Tory Gray, Principal SEO Consultant of The Gray Dot Company:

“We measure brand reputation on Google primarily through 2 lenses: • Brand awareness (volume) and • Brand sentiment (good/bad) In terms of brand awareness, we like Google Trends for broad data and Google Search Console for brand specific data. Google Trends will show you shifts in total growth or declines in trending search volume inquiries. You can use GSC to see specifically which queries are in association with your brand name, and use that data to do your own manual research around what and who shows up in those queries. For example, chances are people are looking for “{brand name} reviews” and you want to have a good idea of what page 1 and page 2 results look like for that query. Learn more about the impact of positive vs. negative reviews here. That leads us to brand sentiment, where you’ll want a good tool to help you measure that at scale. Check out this article by Search Engine Journal.”

Thank you!

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PRontheGO.com — The Creative Entrepreneur’s source for PR hacks.

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