Ep 281: How To Protect Your Brand SERP
Play • 12 min

Sean: Now, the last question would be what do you do when you did your best to secure the first page of Google, top 10 results, you got your website, fantastic stuff.

Get your social media platforms, edited it as best you could. And here comes a scandal that has your name on it. How do you get rid of that? Because we got people asking me that stuff. Well, not all the time, but there are those difficult questions that come by. What do you usually say to them?

Jason: Well, there are multiple aspects of this, some of it - in fact, looking after your brand SERP, I've just said not only is it a great business card, it's helpful to your audience, it drives your digital marketing strategy, but it also protects you because if you've got control of the first two to three pages through content that you've worked on actively either you control your semi control.

It's difficult for that negative content to then rank because it has to prove itself to be useful and valuable to your audience in Google's eyes. And that's very difficult to do from page five or page six. If you've done what I've just told you to do over the couple of two to three years. And you'll probably get very, very stable and that's the other thing is brand SERPs tend to be very stable once you've worked at them properly.

You will have protection against that kind of problem. Then you have the question once it does happen, I'll tell you what not to do, and that's trying to drown it. Traditionally, ORM will say, let's create lots of articles and we will create so much content that we will do.

Now, if you think that through it doesn't make sense and it simply doesn't work. Because what you're doing is creating brand new content that has no value in Google's eyes and expecting Google to put it right in front of your audience front and center. It won't do that. What you should do is what I call leapfrogging, is find the content underneath that is valuable to your audience that is helpful to your audience. And help Google to understand, that is better content for it to be showing your audience more representative of who you are more helpful to them than the negative content that's currently ranking. And then leapfrog over itfor it.

Sean: Got it. I got an answer now. Thank you for that.

Jason: In fact, as the brand search guy, I'm going against traditional. ORM techniques, online reputation management techniques, and saying the best way to do it is to control your brand SERP, then you control the message. If you control the message, that negative stuff has trouble getting anywhere near it.

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