Predictive Power of SERPs

11 Dec

The Predictive Power of Search Engine Results Pages (SERPs)

The top-ranked brands in those “Best/Most Valuable Brand” surveys almost without exception claim a significantly higher percentage of the Top 20 search results for queries for their own names than lesser ranked brands do. A reasonable explanation is that better-managed brands extend best practices throughout their entire operations, including online. And it’s a self reinforcing cycle: the more visible they are in the Top 20 search results (the only ones that really count) with positive, company endorsed content, the more traffic they get, the more customers they win, the more attention they receive from the media, analysts, investors, opinion researchers, and partners.

When measured over time, a brand’s performance in the Top 20 results can not only indicate whether it is maximising its online opportunity but can also anticipate increasing or declining interest from consumers, journalists and other commentators, which in turn is valuable knowledge for the investment community and acquiring companies. Of course, search results performance is only one metric of overall online performance. There are many others, but they key point about SERP performance is that the search engines tend to factor in those other metrics (broadly, metrics of strength and popularity) when ranking brands in their results. Tip: don’t just score the brand name; score the brand name with words like, e.g. complaints, scam, ripoff, unfair, layoffs, and other terms that suggest customer or employee dissatisfaction. And, compare several brands with similar market characteristics or financial fundamentals side by side. Look for company owned webpages, social profiles and apps, for desktop sites and mobile sites.

A brand’s weighted SERP score is thus more than a proxy for its historic overall online performance: it’s actually a predictive indicator of improving or deteriorating prospects.

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