Online Reputation Management - a dying skill?
During the last week there has been a lot of buzz regarding Google handling brand searches as if they where site: searches, meaning a search for "dn" (Dagens Nyheter, big newspaper in Sweden) would yeild a top 10 list of hits in the result page, where 8 of them actually are from dn.se.
This is something that you have been able to see on google.com for some of the more known brands like, "apple" for instance. And starting from last night it is coming to Google Sweden as well.
To see it you have to be logged out from your Google account and just go to google.se and do a search for something like dn or sony ericsson.
This will of course have huge implications on workign with Online Reputation Management, where a lot of businesses have been working hard to "get rid of" negative listings in the search engine result pages for their brand searches. I guess only the future will tell us if this is something that is here to stay or not.
Another question is of course how this will effect develpoments in the Google Adwords area. Since a lot of brands will more or less own the organic listings for a lot of searches.
Klikki AB
Comments
While Google would see a loss of income if the brand owner decides to stop advertising on Adwords I think in the balance of things they will win since it will force virtually all other businesses promoting that brand to use Adwords.
Scott Roemermann
So to the classic question with these types of solutions - like with domain names: how to handle the fact that there are multilple companies worldwide in different industries that are actually called Apple and that have trademark protection within their segment or industry. (Swedish example: Saab Automobile and Saab AB). Who gets the magic site: search result?
@scott, since Google is changing their position regarding advertising on third party brand names effective from september 14 I guess we will see a lot of ads on brand names soon, http://www.nytimes.com/2010/08/05/technology/05google.html
Bernt Johansson
Yes, I've seen others speculating that the timing of these two changes was no coincidence.
Scott Roemermann
There is probably not a coincident that these changes happends simultaniously. SERP is dominated by brand name owner (e. g. dn.se) and at the same time ads can be shown on those brand searches. Loosers: comparison sites and companies who relies heavily on resellers. Winners: Brand name owners with e-commerce and Google.
Otto Ringborg
Search Engines change their algorithm and it is true that brand name and its owner dominate the SERPs. Still we don't know what will happened it the future with SE algorithm and it is better to also give some priority on your online reputation management. Its not bad to be sure.
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