Enter the name of any company into Google and analyze the results – the so-called search results. Most likely, they will be diverse: the official site, articles, review sites, videos, news, social networks, etc.

However, in addition to the type of resource, the results differ in one more parameter – sentiment. It can be positive, neutral, and negative.

To assess the quality of an online reputation, you need to calculate the percentage of content of each sentiment in the top 20, top 40, etc. Moreover, the presence of even one negative material can cost a company of clients.

Of course, the best way to maintain your online reputation is to offer quality products and services and take care of the best interests of your customers.

But this is not always enough, especially in the field of finance and investment, where competitors often resort to black PR and fake negative reviews, and customers write complaints online even in case of small problems.

To achieve a high result, you need to use an integrated approach. It includes:

• posting new content
• interaction with resources for editing existing materials
• website and social media optimization
• working with search suggestions.

Important: the set of results in the top and their order often change, so you need to regularly monitor them and adjust the strategy accordingly.

Website, blog, and social media optimization

The official resources of the company should be at the top for brand queries. If this does not happen, they must be SEO-optimized:

• make sure that the name of the company is including in headings, title tags, and page names in social networks;
• adding keywords to content;
• create a uniform style of design and content across all social networks;
• add new content and posts frequently and regularly.

Important: properly optimized social networks can take up to half of the top 10, so you need to work on them especially carefully and by the content plan.

Autocomplete and predictive search

When the user starts to enter something in the search bar, the system automatically offers him some queries – these are autocompleting or predictive search.

The task of autocompleting is to make the search more convenient and faster, especially on mobile devices. However, in reality, they often determine the direction of the search and can lead the user to a completely different place than the company would like.

Detecting fake predictive search

Sometimes companies order an artificial cheat of predictive search to turn neutral queries like “where to profitably invest” into “where to profitably invest (company name)”.

The flip side of the coin is the promotion of negative customer feedback about competitors.

Important: Often fake predictive search can be eliminated by writing in support of the search engine and attaching arguments (graphs, etc.).

Negative predictive search

When it comes to uncoiled negative predictive search, the only honest way to get rid of them is to increase user demand for positive predictive search. To do this, it is important to publish quality content, news, updates on social networks, etc. to generate interest in the company.

Working with content

There are three ways to displace negativity:

1) New positive content. This includes:

• expert articles
• social media posts
• news stories
• and most importantly, reviews.

2) Substitution

This method is similar to the one used for reviews, although a publication budget is usually required.

First, a list of resources is compiled where there are negative articles or reviews about the project.

Further, SEO-optimized articles of a positive tone are posted on the same resources.

If you choose the right keywords and compose headlines, then the new article will get to the top (while the site itself will remain in the same position in the search results).

3) Negotiations on editing or/and deleting

It so happens that the author of an article writes about a project negatively, without understanding the product or based on customized critical reviews.

In such a situation, it is worth writing to the editorial office and politely explaining why the information given in the article is incorrect.

If the arguments are strong enough, the site may agree to edit the negative material or even delete it.

Important: to bring an article to the top, a combination of three elements is important:

• the quality of the content itself
• SEO optimization
• promotion using links.

In conclusion: a negative percentage is not the main thing

To achieve the effect that you need, you should combine a variety of techniques:

• working with media and influencers
• communication with the company’s clients to publish reviews
• work with autocomplete and predictive search
• SEO promotion
• creation of expert content, etc.

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It can be any search engine: Google, Bing, or even Chinese Baidu. All of them operate on the same principle: after entering a search query, from many sites are shown those that best answer the query in the opinion of the search engine.

Usually, the struggle is for the TOP-10 of the first sites, since the share of transitions to the second page of the search engine is rather modest.

The main task during SEO promotion is internal and external optimization.

Internal optimization:

• content,
• site load speed,
• an extension of landing pages for search queries,
• UX/UI convenience,
• compliance with search engine requirements;

External optimization:

• working with snippets,
• behavioral factors,
• backlinks to the site, etc.

The more high-quality sites link to your resource, the more likely it is to gain trust from search engines and be higher than competitors.

Usually, this is working with catalogs, media, thematic resources, and blogs. For topics where it is quite difficult to get backlinks, they usually create their own networks of sites to upgrade the main one or work with the released thematic domains and their further restoration.

SEO advantages:

• low user acquisition cost and long-term ROI;
• after bringing the site to the TOP, it will not require constant costs and you will be able to receive relatively free traffic, since, unlike contextual advertising, you do not need to pay for every click;
• a large number of users switch to organic search more often by scrolling through ad units;
• more trust – according to user reviews, trust in sites from organic search is higher than from advertising;
• you can promote any goods or services, even from “black” topics.

SEO disadvantages:

• time to bring the site to the TOP and the costs of implementing technical improvements to the site, writing content, and buying links, usually, after starting work on a new website, it takes three months or more to get visible results;
• not very suitable for seasonal businesses;
• when using black promotion methods, there is a risk of falling under the filter and losing all traffic from the search engine;
• the periodically updated search algorithm may affect your rankings and traffic;
  strict geographic referencing, it is quite difficult to promote a site throughout the country without separately optimized pages for each region or city.

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Marketers see the greatest benefit in extensions in significant time savings and acceleration of most processes. Knowing the most useful utilities for a specific version of Google Chrome can significantly increase both personal performance and the effectiveness of advertising campaigns. Choosing the right extensions for Google Chrome will help increase the efficiency of the marketer several times and save time on some processes.

Chrome extension for SEO

The category of these extensions includes special SEO plug-ins for the Google Chrome browser. They can be used to analyze data such as site X, meta tags, H1-H6 headers, positions in leading search engines, traffic, redirects, domain age, and many other SEO parameters required for technical analysis of the site or individual page.

Seo Meta in 1 Click

With the help of the Seo Meta in 1 Click extension, you can quickly get the following important information for a marketer:

• meta tag analysis and headline display;
• the meaning and role of images in a particular fragment;
• the meaning of the links in the title and the path to them;
• check of markings like Open Graph;
• check for the presence of installed analytics meters.

Among the benefits of the Seo Meta in 1 Click extension for Chrome, marketers include an intuitive and simple interface with clear tabs.

One of them has access to links for quick verification in other Google tools. These include:

• markup checking,
• mobile-friendly,
• Google PageSpeed.

With the plugin, you can see important details of the page in minutes.

SEO-HTML

The browser extension displays page data on internal and external links, as well as headings up to 3 level and image information when the page loads.

The main advantages of this plugin include the simplicity of the interface and the rapid receipt of the necessary data by the marketer. Works great for professionals who are responsible for filling the site (content managers) with content and are responsible for controlling meta tags.

Redirect Path

The main task of the SEO extension for Chrome is to display server responses. If the 301 redirect works, the plug-in shows the response header of the server and a detailed display.

Among the advantages of SEO, experts highlight the detailed information provided by the server at the request of a particular page. Everything is displayed until the date of the last modification (Last Modified) or the response timeout, IP, and server type.

By the way, this utility is considered an indispensable helper in cases where the site has 2nd or 3rd redirects. With its help, you can track the common source of errors.

SimilarWeb

The SimilarWeb extension is able to determine the amount of traffic from a competitor, as well as promotion channels by regional and thematic criteria.

The advantages include the ability to display information in visual form in the form of diagrams. You can detail any item for convenience. It is possible to analyze with the help of this service not only sites and online stores, but also mobile applications.

You can also compare mobile traffic with the desktop, which is also a good and visual feature in the process of promoting the site.

RDS Bar

This extension is able to analyze inbound link types, the total number of links on the page and site, as well as the position in the presence of a resource in search engines.

Among the conveniences of the service, marketers especially emphasize the clarity of the material and a clear navigation system.

You can display the page title in the background block. The utility outputs a large amount of data, which is very convenient for further analysis and design work.

MozBar

A feature of this extension is the ability to display a list of keywords by which users can find a particular page of the site. With its help, it is possible to make the qualitative and detailed analysis of what results of search delivery are at present, and also without special efforts to carry out a competent SEO audit.

The main advantages of using the plugin include the ability to analyze the speed of the site, as well as analysis of the effectiveness of titles and tags.

The plugin will highlight and help to find the following links. The keyword that the marketer is looking for can be highlighted online by finding the necessary pieces of text or pages for further analysis.

If the user has an account in the moz.com system, the information about the link parameters will be issued automatically, and it will significantly save time on making additional settings.

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After creating a landing page, you can assume that the first step in promoting a product or service of the company has been made. But it is important to remember that any product or service, even the highest quality, needs advertising. You can advertise them through various channels: paid and free.

PPC advertising, which literally stands for “pay per click”

With this type of advertising, payment is made for the user’s click on the link. Thus, there is a relationship: the more clicks, the higher the price of advertising. There is no bid here, as it is tracked by key queries. In some cases, it can be minimal, and in other key queries enormous.

In the USA, companies use this scheme for their work. The most popular of them is Google Ads. Many experts note in the work of this corporation much advantages, for example:

• it is one of the largest search engines;
• when entering a query in the Google field, the user informs the system which product or service he needs the most. This way, the ad will respond to the request and the customer will be less annoyed by being distracted by unnecessary spam. Thus, loyalty and the chance for further cooperation increase.

When working with networks, it is important to remember that they are commercial entities. So, sometimes there is a principle: whoever paid more is more important. But here plays a role in the concept of “advertising quality”. In other words, the ads must match the key that the user enters in the address bar. Also, advertising usually corresponds to the geography of users. In some cases, even the device from which the user entered the global network can play a role. These factors also apply to landings.

Summarize the information possible with the following conclusions:

• CTR (click-through-rate) is the clickability of advertising in relation to impressions, measured as a percentage;
• the relevance of the landing page must be equal to the key query;
• the ad and its text must also be relevant to the key request;
• matching the landing to the visitor’s device, the higher it is, the greater the loyalty of visitors.

CPC (cost per click)

As a result, we can derive the formula for the perfect and quality ad: the price of the advertiser for 1 click + the degree of relevance of the landing and the ad + the level of likeability.

It is important to remember that the structure in question is commercial. Because of this, those ads have a higher CPC. For example, if 60 people clicked on the first ad and 15 on the second, but the price was the same, the first option would appear in the search query at a higher level. But if you raise the price per click on the second ad, then their position in the search and profitability will be equal. Therefore, all formulas must be analyzed and calculated together with each other, not separately.

Here are some helpful tips for setting up advertising:

1. You should not try to sharpen one landing under different systems. It is necessary to understand that the requirements of the systems are different. Therefore, it is better to customize landing pages differently for each system.
2. For a successful campaign, it’s important to be able to set up your advertising correctly. The more precisely the keys are selected, the higher the chance to reach your specific target audience.
3. To optimize the budget, it is necessary to experimentally choose the most optimal rate price.

Also important not to hesitate to create multiple ads for different key groups. Experiments can demonstrate which key queries are most effective and which are wasteful.

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