secure high quality back links simultaneously. This is crucial to not only protect your brand but secure top organic search engine rankings. Let’s get into the process.
Setting Up Brand MonitoringThe very first thing you need to do is set up the monitoring process. There are several tools on the market that can do this for you, but I would recommend two of them. First, the free option, Google Alerts and second, the paid option, Trackur. I’m not going to go through the detailed process of setting each of these up to monitor your brand (it’s pretty straightforward), however, I’d like to address what you should be monitoring:
- Brand name
- Names of your company executives
- Names of your top products or services
Setting Up A Review ScheduleBecause I’m a time management and efficiency freak, I usually don’t check my monitoring tools on a daily basis. For some brands… you know, those big ones like Dell, Nike, or Nordstrom, you may have to monitor daily, sometimes even hourly. I mean, Dell has a Social Media Command Center where they monitor their brand 24/7. I’ve seen it in person and it is freaking awesome! When setting up a review schedule, you will need to make a business decision on how often you need to check in and see what’s being said about you. I recommend at least once per week and increase it as your brand awareness grows.
Opportunity AnalysisOnce you have your review schedule set up, the next step is to look for opportunities. There are two different opportunities you are looking for.
- Content that is negative toward your brand
- Link opportunities
- Brand mentions without a link back to your site
- Use of an image, video, or digital asset without credit given