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Month: November 2014 (page 1 of 3)

Managing a Good First Impressions

Interested in what people find when they Google your brand? This search reputation module is here to help you be more aware of the information that’s constantly published about your brand, analyse its impact on reputation and track changes.

Most of us know that first impressions are a big deal.

It’s what makes important introductions so stressful — at the back of our minds, we have that terrifying awareness that a poppy seed stuck in the teeth could be costing us the opportunity of a lifetime.

But how many of you have stopped to think about your digital first impression?

Don’t kid yourselves: in this day and age, the first thing anyone’s going to do when you catch their interest is run a Google search on you.

Potential employers, fans who’ve seen your work, creepy crushes and stalker exes — they’ve all got the Internet.

And it’s worth your while to ask yourself just what they’re going to see if the search.


Because first impressions – no matter where they happen – disproportionally affect another persons long-term perception of you!

When we say “first impression,” we’re talking about a deeply ingrained mental bias that forms within the first ten seconds or less of meeting a person.

It’s very unusual for a person to change his or her overall impression of another person’s character over time. It can happen, but it’s the exception, not the rule. Most of the time, we form an opinion and stick with it (in part because our brains hate to deal with being “wrong,” and so will consciously ignore evidence that might disprove our assumptions).

That’s true in person, and it’s true online too. If someone skimming over your public online presence for the first time finds you tedious, or offensive, or even just sloppy in your punctuation, that impression is going to stay with them.

And whether it feels like it or not, people are looking: in most surveys, a majority of managers, recruiters, and HR personnel (sometimes up to 90-95% of them, depending on your industry) say they use web searches and social media to evaluate potential hires and clients.

Keep an eye on your competitors

Keep an eye on your competitors – It’s a SEO war going on out there! Each of your competitors is aiming for something. We always track all of them in order to give you real-time and historical insights on how they rank and how many visitors they reach. Now you have the tool to see their focus and analyse their trends. Watch their moves and adapt your strategy!

Focus on key-audiences, not only keywords

Focus on key-audiences, not only keywords – The secret behind a smart SEO strategy is segmentation. It is similar to the way you look at your business: you have different products or services, and each answers a specific need for a specific target audience. With the new SEO monitor tool you can create semantic groups, analyse and manage them separately, and focus on the really important ones.

Google owes you nothing

Ranking in the search engines is not a civil right.

You don’t “deserve” to have your content found by Google. (Or Bing, or Yahoo, or anywhere else.) That’s not a service that Google has promised you.

Weirdly enough, Google won’t even promise you that they’ll accept large amounts of your money to run advertising on their AdWords platform. They can take that away any time as well. Without necessarily giving you a reason.

Too often, we think that because we put a ton of work into being found on the search engines, that we are somehow entitled to that juicy position on the results page. It doesn’t work that way.

The greater your sense of entitlement about what companies like Google owe you, the more frustration and anger you’ll feel when you get smacked. Which you will, if you’re in the game long enough.

High-quality original content is SEO

I probably should have put this first because it can’t be stressed enough for SEO. Your site needs to provide high-quality and original content. You will read this maybe a hundred times as you research SEO. Content is king. And I firmly believe this to be true. If you are under the impression that the internet is so big that search engines can’t identify content as really unique, guess again. One afternoon spent playing with CopyScape will convince you that there is technology available today that is able to tell you if any given sentence has been repeated anywhere on the Internet.

It’s staggering, actually, when you really think about that. The volumes of data are just outrageous. But if CopyScape can do it, I’m betting that Google can do it also. And I firmly believe that your site receives a positive bump when Google determines that the content is original. Many people have asked me if using content that is repeated on other sites will penalize the site. I believe the answer is no, you will not be penalized by Google (copyright infringement is a completely different and very serious legal topic that I won’t go into today). But I also believe that you won’t get where you want to be by using content that already has high mileage. The other hot debate related to how sites using duplicate content can actually rank higher than the site where the content originated from.

Yes – This has been demonstrated empirically a bunch of times. But you don’t need to be too concerned with that for reasons we will get into later. Just keep your eye on the ball. Put in the time, energy and creativity it takes to create unique content and you will be rewarded. Plain and simple.

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