Social Media – Part 2: Dominating the Search Engine Results Pages
Last week I talked about how to stay active, answer questions, etc. to keep brand awareness high and reputation management under control. This week, I’m going to give you an overview of how to dominate the SERP’s (Search Engine Results Pages) by using Social Media to your advantage.
We all know since the “Web 2.0 Evolution” there has been a massive influx of Social Media properties on the web. That being said, you can use this to your advantage from another Branding and Reputation Management aspect by using them to control the top 10 results listed in the SERPs for your branded search. (e.g. digg)
Here is what you do:
1. Find Social Media sites that are relevant: Do some quick research and find the sites that are relevant to you. If you do real estate, using YouTube is a great site…at the same time…if you are a large tech company, TechCrunch’s “CrunchBoard” is a great place to get a public profile about your company. Quick note though, keep this up to date…some brands do a bad job of this.
2. Build your branded social media page: Getting a public page on hot spots like MySpace, Facebook, YouTube, etc. is very easy to do and build. There is already a template behind them, all you need to do is adjust it so that you are branding your page appropriately. Some sites, (e.g. MySpace) require some markup/css, but still very simple. Most organizations have already done this, if you have, GREAT!, you’re already one step closer to success.
3. Subdomians: Google has cracked down on the subdomain issue as of late, but, that being said for branding purposes, it is still helping out in dominating the SERPs. For example, having a careers or jobs mini-site/subdomain on your brand (e.g. careers.myawesomebrand.com) will give you yet another listing.
4. Blogging: O.K., I realize this is not so much related to a social media site…but it is related to the SERPs and control them. Blogging around your topic and creating linkbaitable items will not only get you a ton of traffic, but the true success comes from the amount of links for your site. So, be sure to set your blog up on your domain as a subfolder (http:://thegreatestbrandever.com/blog) or as a subdomain (blog.myreallycoolbrand.com). Along with all of that, you can use your blog as a great tool to pass some great PR value and Link Popularity to your Social Media sites.
5. Link Building: Doing link building on your “.com” is not the only place to focus. Granted, that being said, most social media sites do contain some heavy PR value and a good starting point. So, with very little effort, but an effort none-the-less, you will be able to rank those pages. So, send a link from your “.com”, your blog, etc. and a small link building effort should help.
Now, remember, these are the 5 steps to achieving Search Engine Results Page domination. Doing only 1 or 2 of these things will help your organization, but, you will receive the most effectiveness by following the steps and ensuring the dependencies.
Overall, your goal for the overall effort is reputation management and ensuring that your brand is controlling the SERP for a branded search (e.g. “Digg”). Doing so can have a tremendous amount of value and reduce a ton of negative publicity for your brand.