Changing Your Digital Perception

A Rebranding Campaign Overview

We all have suffered a bad review or two in the never ending quest to be King Kong in the vast digital marketing jungle. Thus, navigating the slippery moss covered vines of doing business online, some of us have become victim to a bad rap. From billing mistakes, to policy snafus, customers can be downright vicious when they feel wronged or mistreated. Holding the assumption, that like myself, no missteps or oversights have been perpetrated out of malice on your behalf, a bad reputation is sometimes accurate yet unfair. Furthermore, any slight or misunderstanding can end up being a death toll, especially for a small or medium sized business. Fortunate for us, time heals all wounds and redemption is not out of reach. Like the lesser Gods above, Google is a benevolent and forgiving deity and retribution is within reach. It’s just going to be a little bit of a lot of work, so buckle up and breathe easy as I expound.

 
Since the start of 2018, many of the leading SEO specialist estimate anywhere between 500 and 600 hundred adjustments or changes to Google's algorithm. That said, the focus of your branding should be sustained and razor sharp. These updates have been mostly around site optimization and ranking factors. Therefore, your focus should match that of Goggles in order to give the best possible ROI to your clients. In order for customers to dominate their local search, the first goal should be to dominate yours. This will be achieved via a drawn out rebranding campaign, starting with your corporate or company site. Although Your current site may look good, perhaps the On-Page SEO and PPC advertising are lackluster. How about using a full custom template from Envanto to build out the type of website that will not only look good but dominate local search. Along with new PPC campaigns, Social Media management and optimization, aggressive Email marketing, in-house Lead Generation and extensive Blog creation and repurposing. 

How to Upgrade your Online Reputation for Slackers like Myself

TIME TO GET STARTED

The approach is simple. Dominate, first, your own local market and grow outwards from there. Blogs and Social Media will be the first phase as your simultaneously rebuilding the corporate site. By the time the site is finished your Social Media network would have began to grow and there should be enough content rich blogs to accompany your companies online branding relaunch. Crowdfire (https://www.crowdfireapp.com/), a free or $33 monthly Social Media tool, in my humble opinion has the most bang for your buck. With it you will automate Social Media posts, upload blogs and Animatron content as well as video content. There are several other useful features your SEO 

Specialists should take full advantage of as well. Once fully up to speed on how you want to implement the Crowdfire tool, create a How To for your customer service representatives and account managers. Also, create a Company Alignable account. Its similar to other platforms but more of a business to business networking tool. These in conjunction or combined with FB, Instagram, and Pinterest will be the base of your Social Media push. Content, content and more CONTENT.
As you see below, direct website traffic is the number 1 ranking factor for Google moving forward, followed closely by dwell time. Actually the first 4 ranking factors all have to do with site traffic, just reinforcing the idea of how important driving users to your site is.
GOOGLE: TOP 10 RANKING FACTORS 2018
Direct website visits
Site dwell time
Pages visited per session
Bounce rate
Total referring domains
Total backlinks
Total referring IP’s
Total follow-backlinks
Content Length
Security (HTTPS)
ADDITIONAL FACTORS
(but less relevant)
Total anchors
Keywords in anchor
Keywords in body
Keyword density (percentage of keyword usage throughout the articles content)
Keywords in title and title tags
Keywords in meta descriptions
Video on page (with alt image text)
Image compression (with alt image text)
These factors are a strong guideline to take advantage of and implement. Not all end all be all list but it assuredly gets the ball rolling in the proverbial right direction. Any SEO literate manager or specialist should be able to put the above Google ranking factors to good use, so I won’t go on and on about them. Just be sure to use them or your road to redemption will be the traffic circle from hell that you can’t seem to exit from.
Customer Review Relevance
And How I Almost Forgot About It
So, making a long story a little longer, following Google best practices for 2018 along with a total SEO overhaul, will get your brand going in a new direction. However, not to be outdone, customer reviews is one of the final pieces to the rebranding puzzle. Online reviews are also one of the main factors Google measures, outside of On Page Optimization. On average a 4.5 star review score is about what Google is looking for when it comes to website authority. Putting it simple, Google wants the best answer to a users search query and who better to supply that answer than the users themselves. So when a random search is made for “best auto repair near me”, the search algorithm weighs content relevance and other on page optimization factors for sure, but what opinions of users in the area prove to be weigh quite heavy. That said, making sure your companies reviews are top notch is a overwhelming necessity. I won’t go into the plethora of suggested ways to harvest reviews, that’s for another blog post, just know that to keep that consistent first page positioning, what ‘they’ say really matters.
Now I know the last section began with, “to make a long story a little longer”, and I obviously made it A LOT longer, but hey, it was necessary. So if your online reputation isn’t that stellar, try some of the strategy we just joyously covered and rebrand the hell out of yourself. Of course print campaigns and all that is part of the whole shabang and rebranding isn’t about one particular platform, you can’t forget about your online rep. Go forth and change those opinions grasshopper and don’t be shy about sharing this kick butt Company Rebranding bible. Sharing is caring and I could use the exposure. Please and thank you!