Scoring Brand Online Strength by Simple Count/Share

10 Oct

Scoring Brand Online Strength by Simple Search Results Ownership Count/Share

I first discovered the relationship between search engine results page (SERP) performance and company performance in 2006. The first “top brand” source I used was the Interbrand/BusinessWeek Top 100 companies survey published August 7, 2006 (http://www.businessweek.com/magazine/toc/06_32/B399606globalbrands.htm). I ran a Google search on each company (I queried the exact name, without keyword modifiers or qualifiers) and classified the Top 20 SERPs according to who claimed the results of a query for its name: the enterprise (EGM), mainstream media (MSM), consumer-generated media (CGM), or others (OGM).

In 2006, I did not rank-weight the search positions; I scored using a simple count, treating all Top 20 positions as of equal value. I changed to rank weights in 2009.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: