Read how Google can strengthen and destroy your brand. It depends on how well you work with your own positioning and search engine tools.
Positioning is about perception
Positioning is about perception and how you are felt. You need to work with meanings and emotions.
This perception is formed from the following components:
- Product/personality: what benefit do you bring, what consumer need do you fill?
- Expertise: what are you willing to share? What problems are you ready to solve?
- Social role: who are you more than a business?
- Identity: does it match your brand?
- Emotions: what emotions do you want to evoke?
- Communication: your tone of voice and messages.
Brand development
Brand development can help you open the doors to consumers' hearts, drive change, and earn more.
Google plays a big role in brand development - it sees everything. Say only what you will be held accountable for, or don't say it at all. Yes, you can delete information, but it's much easier to build the right strategy from the start.
5% of people don't look for information beyond the first page of Google results - that's 1 person out of 20. And what they read about you on the first page will form the first impression. Therefore, enter the name of your product or your name in the search in anonymous mode, and you will understand what the audience knows about you.
It would help if you started building your brand by answering the question "How can you be useful and to which communities?". Next steps:
- Clean up your social media: review your feed and remove the "trash", add real photos and information, and review the marks on the photos;
- Be active and join regional and national events - it gives you recognition in the digital and physical environment;
- Expert columns - share your experience;
- Share everything you do as a specialist on social media.
How to produce content
- Build the headline correctly. It should contain keywords (searched for by consumers), specific words on the topic of the publication, your name and surname.
- The content should provide solutions to the audience's problems. If the audience reads that you had a similar problem and found a solution, it inspires trust.
- Adapt your text for Google according to the E-E-A-T principle (Experience, Expertise, Authority, Trustworthiness).
- Publish links, leads, and headlines with keywords correctly.
- Analyze your competitors and their keywords.
How to clean Google
Ideally, you should work in such a way that Google does not need to be cleaned. However, you may face an information attack, or you may make a mistake. What should you do in this case?
It is worth noting that you can only remove content that was generated and posted by you. As for unconventional methods, the easiest way is to contact specialized SERM agencies. They will use technical methods to remove what you consider irrelevant.
Other methods include removing the page from the search results via the Google Search Console or removing the AMP version along with the regular page.
In addition, you can try to "push" irrelevant content by increasing the positive rankings and increasing positive reviews.