Five Blocks Presentation - Kahenacon 2013
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Search Branding. Context is King! May 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.
Transcript of Five Blocks Presentation - Kahenacon 2013
Search Branding. Context is King!
May 2013
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
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
Slide 4
An Example
Slide 5
Marked Up
Slide 6
Negative results we identified
Slide 7
What else do we notice?
No corporate website No Wikipedia Insider Monkey? Has Google Knowledge Graph Has Google+/Local
Slide 8
Using Peers for Context
• We track the top 95 hedge funds• We track favorability, frequency, authority, content types, stickiness
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!)
Slide 10
Historical Comparison
Slide 11
Geographical
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
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
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
Slide 14
Slide 15
And 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 linksTrack keywords and competitors daily to get historical perspective.Check different geographies – use the different results to learn about the role of location.
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