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Expert's advice

SERP checker tool – do you need one?

Why? It’s simply because it’s a new technology and not everyone is an early adapter. But everyone will adapt SERP checker tools in a year or two, of that we are certain. Learn about importance of SERP monitoring and various tools that will help you get ahead of competition.

What is SERP?

SERP is short for Search Engine Results Page. In simple words it’s the page you see when you search for anything in Google, Yahoo or other search engine. So you type in a query, get various results generated by e.g. Google and that is SERP.

In most cases what you see on SERP is:

  • 10 results per 1 page with links to various publications. You probably heard about it in relation to SEO. Every business competes to get to the Top10 as it accounts for almost all of the clicks (Source: https://backlinko.com/google-ctr-stats). Nowadays people don’t want to lose any time and won’t go to the second page.
  • Sometimes you may get more than 10 results when for example you get relevant sponsored ads. In Google you may see up to 3 such propositions on SERP and in most cases it’s various brands advertising themselves for relevant keywords. Like when you’re searching for the best cars of 2020 and see ads from car dealers.
  • Contextual answers like when you want to do some math or check currency exchange. Google then provides answer without the need of clicking any links.
  • Pictures or videos when Google thinks it would be the best answer to your query.
  • Related queries when Google suggests what other users were looking for that may be closely related to your search.
  • Many, many more in form of snippets. SERP is more complicated with each year as Google wants to answer your question and spare you any clicks. That’s why sometimes you may see biograms of important people, graphs, special pages about e.g. COVID or UEFA championships or product reviews with links to various stores.

Why is SERP important?

There are two main reasons:

Leads from SERP

As we mentioned before almost everyone decides to click one of the results from the first SERP. That’s why everyone uses their own SEO knowledge or hires a SEO specialist to prepare a strategy for getting to the Top10 SERP results. If you’re not there then it’s not really a difference if you have 20th or 1000th position. If you want to get new clients and better revenue then first invest in SEO. It is also the last high traffic place where you can get significant organic reach just through relevant content that you’re creating.

Brand reputation on SERP

It’s not all about marketing campaigns now, that information exchange takes seconds and one bad comment can lead to a crisis. You may prepare an excellent campaign and slogans but when it comes to making a purchase or choosing a service almost everyone turns to Google (Source: https://gs.statcounter.com/search-engine-market-share). What do they see when they search for your brand? Do they see excellent reviews or negative opinions? If you have a negative result about the brand in Top3 than your sales may plummet and without SERP monitoring you’ll be wondering why.

How SERP tracking tools can help you

SERP checker tools can let you compare yourself to your competitors. You can define for what keywords you want to position your domain and analyse what is your position for each one. This will help you decide where you should put most of your efforts. Maybe it’s a word with smaller reach but it’s easier to get to SERP Top3 or maybe you want to focus all your activities on the most popular keyword.

Such tools can also help you define keywords. By performing domain analysis you will find out for what keywords you’re already positioning and sometimes even get advice on what to do if you want to get higher on SERP.

You can also use tool focused on brand reputation to find out, how you’re perceived by Google users, what people can find out about your brand and get notifications when something bad is happening.

Recommended tools for you to test can be found in the last paragraph of this article.

Specifics of Google SERP

Now, we will go into the details of Google snippets. How Google helps users and makes the most of SERP and what besides 10 links can they encounter. We focus on this search engine as it accounts for 93% (Source: https://gs.statcounter.com/search-engine-market-share) of whole SERP traffic.

  • AdWords – 1-3 paid results that Google defines as most relevant to the query, usually consist of CTA slogan and sometimes of stars (reviews) and links inside the publication.
Google AdWords example
  • Featured snippets which provide the best answers to the query and are created from the fraction of the most relevant publication. It can be about a famous person, event or even a popular game like Pokemon GO
Google snippets example
  • Questions that are often connected with your query and provide you with answer without clicking any links.
Google similar questions example
  • Videos or images – there are times when videos or images may answer our questions better than words. In these instances Google will decide to provide you with visual answer in addition to links that are always on SERP.
  • If what you’re asking can be answered with a number or graph then Google will try to do it. Like when you ask what is the answer for 2+2 or how many people live in USA.
Google knowledge graphs example
  • Knowledge panels are one of the most robust snippets. For products they can combine reviews, links to sellers and details or most important facts about a country if that’s what  you’re looking for. 
Google shop example
  • Local info – sometimes you look for things that are near you like ATM, café or a hairdresser. For such queries Google will show you a map with the 3 best options highlighted.
Google restaurants example
  • Sometimes you have to do a search on the website you’ll access. If Google thinks that a webpage can do something better than them then It will provide you with special links that lead to e.g. websites with restaurant reviews or price comparison aggregators.
Google sites example
  • Hotels – SERP for hotels is really useful. You will get an answer in a form of map with hotels, opinions about them, prices or even an option to choose when and for how many people you want to rent a room.
Hotel results example
  • Flights – as Google has its own Google flights app it will show you a fragment from it when you’re looking for a connection. Flights panels on SERP lets you choose date and destination and give you various price options to compare.
Google flights example
  • Important event page – When something important for the world or country happens Google creates a dedicated site for it. A few years ago it was Olympics or elections, now it’s COVID-19.
Google local info example

The best SERP checker tools

SERP checker tools are many and they have somewhat different functions and prices. We’ll describe three, that we think you simply must test out.

SERP Checker

SERP Checker will give a lot of useful data for a start. You just type in your domain and will get results for all the keywords for which your rank in Top100. If you create a free 10-day account you can check all these keywords and perform a SEO analysis that will help you grow your business through SERP without any limits. After that it’s about 30$ per month.

One of the really interesting features is an option to perform analysis for a specific location that may be strategic to your business. Specifically, if your business needs real life interaction like e.g. a restaurant or a beauty salon.

Is is also a SERP checker tool focused on Google, so if you know that your customers may use other search engines then you should consider another tool.

AccuRanker

One of the most popular tools on the market. Easy to understand, well-organized and really powerful. It has a lot of features but clean design makes it approachable even for people new to SEO. If you’ll decide to invest some time, you’ll profit from it.

It’s great if you want to dive into SEO, have multiple domains and want to manage them all from one dashboard. Graphs and charts will make it easy to analyse positioning and make data-driven decisions. AccuRanker also gives you possibility to do a SERP check for your competition, get updates on-demand or take advantage of great customer support.

It’s not free like SERP Checker but you can try it for free for 14 days and get a lot more features. If you decide for a paid plan you must be ready to pay about 100$.

Sentinic

As both previous tools should be used for making decisions about SEO strategy and are useful mostly for getting new customers and leads then Sentinic is a SERP checker tool for brand reputation protection.

It has a simple design that you know from your favourite apps and provides features important for protecting your brand. Our tool is focused on monitoring keywords on SERP related to your brand, products or services. It helps you identify not how your website is positioned for a specific keyword but which results influence your customers and how they change in time. You will know which results people see when they Google your brand, which ones are the most important and will be able to adjust your content strategy to push negative publications out of Top10 results.

You will also get automatic sentiment analysis for all results, option to monitor many countries and languages simultaneously and notifications about most important updates on SERP. With these features you won’t miss a single negative publication. It’s just 9$ dollars for basic plan and you can test it for free for 14 days.

SERP checker tools – start today

Don’t wait for others to get ahead and start testing these tools today. You’ll see that your business can really profit from it. If you’re already monitoring social media, forums, articles etc. then monitoring SERP should be an obvious next step.

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Expert's advice

10-minute guide to brand monitoring

Introduction to brand monitoring

Source: Vector created by macrovector – pl.freepik.com

Nowadays every internet user may become an ambassador and help your brand get new clients and boost sales or on the contrary, become your enemy that turns all the others against you. That’s why a quick response to any allegations is so important. It’s not a problem if they write you an e-mail or tag you on FB because you can easily access the comment and react. A problem arises when they do not do that or you missed a comment because you didn’t have active brand monitoring.

In this era of worldwide connection you cannot afford to be even one step behind. In this article we will show you some great tools that can help you with brand monitoring and brand protection.

But first you have to really understand why managing a business without brand monitoring is not a good idea.

7 reasons why brand monitoring is a must

Customer service

Source: Vector created by freepik – pl.freepik.com

Everybody hates to wait, be it in a line or for an e-mail response. With social monitoring you know about a new comment or complaint seconds after it was published. Most of internet users write to brands with questions ranging from delivery or payment methods to the products way of manufacturing or ingredients. You don’t’ want to make them wait because in that time they may start looking at your competition. If you can make a purchase through 2-3 clicks in a few minutes than you don’t want to wait days or sometimes even hours for a response. Brand monitoring will find any such question or comment so you can proved answer faster than anyone expects.

Some customers complain about the client service they had e.g. on the phone so you can prove them wrong by providing excellent service online. Turning an angry customer into a satisfied one may present your brand in even better light than a comment that was positive from the start.

Brand promotion

Sometimes you don’t have to invest into influencers as many normal users will get you the same reach and their reviews may be seen as more honest. Use these comments to your advantage. Using brand monitoring find the best ones to give your thanks or ask for even more feedback or if you can put these comments on your website. If someone is your fan for a longer time you may even think about a small present to keep them loyal to your brand.

Don’t forget to ask people to write their reviews on the websites that give you most of the leads.

Product or service improvement

Don’t look at feedback only from the perspective of negative or positive. Many users write more detailed reviews of what they liked and didn’t like or even share their ideas for new products or trends that you can implement. With a lot of feedback, especially if some comments being repeated you may find a great way to improve your business. Without brand monitoring you may miss much of that feedback and customers on different sites may focus on different aspects of your brand.

Finding leads

Monitoring your brand is not the only thing you can do. You can monitor keywords that define what you do or sell to generate leads. Maybe someone writes a comment about looking for the best brand monitoring tool? Then what’s better than using this tool to comment under his post with a free trial offer. Of course it works in other situations like e.g. someone looking for a hairdresser, a new laptop or cheap apartment. Every business can find new Clients online through brand monitoring.

Measuring campaign effects

Data analysis in Sentinic

If you’re launching a new campaign you want to know if it’s effective. Brand monitoring is a great way to find out both the reach and engagement of your publications. For example you may create a dedicated hashtag to your campaign ad see both how many publications with this hashtag were published, how much and what type of engagement they generated. Is it generating likes or maybe this campaign is also shared and commented? Find out by using brand monitoring tools that we talk about below.

Keeping track of competition

Monitoring your competition is a great idea in so many ways. First of all you may learn from them. See, when and who they’re engaging, what types of campaigns are successful and which are not. Second you can learn from their mistakes. Last but not least you may take their clients for yourself. Maybe some of their clients are unsatisfied and look for alternatives? Through brand monitoring you can engage them and drive this traffic to your channels.

Analysing your reputation

Sentiment analysis in Sentinic

Of course we talked about monitoring opinions, comments and reviews to act on them but what you want to really achieve is a great overall brand reputation. You want people to recommend you in every possible situation. So look how you are perceived in different mediums. Social media, forums, blogs but also search engine results. You may look great on many websites but which websites people are clicking? That you can find out only by monitoring e.g. Google to see what results customers get when they Google your brand. Are they reading the best reviews about your services or the worst ones? Find out, by using the right tools that we talk about below.

5 best tools for the job

Google Alerts

Free

Not everyone can afford a pricey tool. Maybe you just launched your business and marketing budget is not that big. Google Alerts is one of few free solutions that may be a right fit for you. You just choose the keywords you’re interested in and get e-mail alerts whenever a new publications appears. You won’t get a lot of analytics from this tool and it may flood you with alerts when a keyword is popular but it’s good at the beginning.

Brand 24

Plus plan – 49$

Everyone cares about social media, it’s the place where most of the comments are published nowadays, with FB groups even forums drifted from other sites to Social Media. Brand24 offers a good value for money with both Social Media and internet monitoring. News, blog, videos, podcasts and all that with sentiment analysis, influence score and other metrics useful for your brand. It has many options so it’s a good tool for someone who’s already familiar with different online platforms.

Hootsuite

Professional Plan – 19$

It is the best for those who like to keep everything organised, clean and simple. With this brand monitoring tool you can organise your social media content into different tabs so you won’t feel overwhelmed with one huge stream. Their filters are great and easy to understand so you won’t waste time while looking for relevant brand mentions. If you want to focus on social media than that’s the brand monitoring you need.

Ahrefs

Lite Plan – 99$

It’s not that easy to understand, but if you need a comprehensive SEO tool then Ahrefs will give you everything you need. Webpage and content analysis, keywords explorer that will help you choose what to monitor and SERP tracking so you will be able to evaluate your progress. It’s pricey but it’s still good value for money.

Sentinic

Basic Plan – 19$

It is the only kind of this tool on the market. Search engine results monitoring is not about looking for what people are telling about you. It’s about monitoring what they can find out about you. Let’s face the facts. Most of the people don’t comment but look for opinions and also most of us Google products or services before making a purchase. This brand monitoring is focused on brand reputation protection. You can monitor keywords related to your brand, products or services to find out which results influence your customers and how they change in time. It can even warn you about upcoming crisis or can be used to analyse your content campaign results.

Now you know why brand monitoring is a must and which tools can help you. The last part is choosing the right keywords for monitoring. Click this link to learn how to choose the best ones: https://sentinic.com/post/choosing-keywords-for-monitoring

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Expert's advice

Discover Sentinic – SERPWoo alternative that you need

The search results alternative for SERPWoo with features that you won’t get anywhere else.

Sentinic gives you more than just monitoring. It saves time and money. Don’t do by hand what AI can do for you.

Follow millions of Google users:

  • See what they can find out about your brand
  • Save time with automatic AI sentiment analysis
  • Be the first to know about harmful publications
  • Focus on mentions with high impact on your sales or reputation
  • Monitor your brand, products and even competitors
  • Check your marketing/PR campaigns performance

All this by saving 50-60% compared to SERPWoo!

SentinicSERPWoo
Basic Plan 19$Bronze Plan 49,95$
Advanced Plan 39$Silver Plan 99,95$
Agency Plan 99$Gold Plan 199,95$

Key features

Phrase monitoring

Monitor your brand, products, services or even competition. Choose up to 30 keywords important for your reputation or sales and focus on results with the biggest impact. With daily update of Google Top20 results you won’t miss a thing.

Projects

Organise your Keywords into Projects for easier management. Use it for your advantage to save time or work internationally on just one account. In Sentinic each project can be used to monitor different country and language.

Sentiment analysis

The most advanced AI for sentiment analysis will save you hours. The feature you won’t get in SERPWoo analyses all Top20 results and gives exact score on scale from 0 to 100 so you don’t have to read the publications. Just log in and see how many negative, positive or neutral publications there are for each keyword.

Keyword Score

Know if you have to worry in a matter of seconds. Keyword Score will tell through just one number if the Keyword fares well or bad according to Top20 results. It’s a resultant of sentiment analysis of all Top20 results for both click searches when users read contents of publications and non-click searches when they just look at titles and leads. It even takes into account reviews (stars) seen next to some Google results. It’s updated daily so one glance is enough to know if something important happened and you need to check it.

Notifications

Our notification system will inform you about all important changes like a new negative result in Top3 or a negative result going several positions up in just a day. With this feature you will be ready to prepare for a crisis or even prevent it!

Data history

Analyse data from up to 90 days. Predict trends, discover most influential sites and plan your SERM strategy accordingly.

Clean design

Our platform is designed just like your favourite apps. You can get anywhere with one or two clicks. Learn how to use it in 3 minutes and don’t ever feel confused, it’s easier to master than SERPWoo.

Don’t take our word for it!

Test for FREE for 14 days and choose the best tool yourself. Just click below!

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Expert's advice

SERM – Introduction to Search Engine Reputation Management

Introduction

Almost every transaction starts with a search. According to the latest data, 93% of consumers first search for information about goods or services before they buy them online or in a physical store (Google/Ipsos, Global Retail Study, 2019).

Source: Think with Google

That’s why you must expand your marketing activities to the platform that’s used by everyone but not many people give it attention that it deserves. I’m talking about Google of course. You’ve prepared great campaigns for Social Media, OOH, care about SEO an PR but all it comes down to is: “What will they Google about your brand”.

It’s even more important now with COVID-19, growing e-commerce and people’s focusing on opinions and reviews they find in Top10 Google results instead of deciding by testing something in the store or just going with the feeling.

What is SERM

SERM is short for Search Engine Reputation Management. It’s all the activities that make sure your brand looks the best when people use search engines like Google to find the best product or service for themselves.

In the simplest terms SERM is making sure positive results about your brand are in Top10 Google results and the negative ones are pushed below so no one can ever find them.

Whenever someone looks specifically for your brand, usually through the phrases like [brand’s name] + [opinions/reviews/pros&cons/alternative] or for a type of product that you offer you want to end up in his search with a positive result.

To do that you must always be one step ahead and you can do it through constant monitoring and a set of dedicated marketing activities. Remember that just one negative review can eradicate months of hard work and gathering positive opinions. Prepare for that situation right now!

How to do SERM?

There are many activities that you should incorporate if you want to present yourself from the best angle and avoid a crisis.

Take control of Google results with these tips:

Optimizing your website

First of all you must think and analyse which keywords people use when they are searching for the product or service you’re providing. They sometimes will look specifically for your brand but you want to position yourself for other queries. For example if you’re selling laptops you want to end up in Top10 search results when people type in “The best laptops under 3000$”. You can choose the best keywords by using Google and looking at its search suggestions or use Google Keyword Planner – just create a free account and try it out, you won’t regret it: https://ads.google.com/intl/en_en/home/tools/keyword-planner/

Creating a blog

Try to think about the questions that people can ask and position yourself as an expert. E.g. as a laptop store you may want to create articles about repairing a laptop, choosing the best one for a specific purpose or tips how to extend battery life. Regularly updated blog will be positioned higher by Google which prefers new content and give you more opportunities to be found by internet users. Try to create different type of content like webinars, Q&A, tutorials or infographics.

PR activities leading to new publications

When your website is linked on other, trusted websites it will be positioned higher by Google. That’s why you want to create engaging press releases that brand portals will want to publish. These articles also have the chance to position themselves higher than maybe some negative reviews of your brand that you want to push out of Top10 results. You may also think about sending your products to influencers or inviting them for testing your services.

Citings on other websites

Think what you can offer to other people and portals. Maybe conduct a research that is related to your brand? That way websites and blogs may want to use your research and cite you and link to your website. Every link of that type will position your content higher in Google results and give you a chance to take Top10 for yourself. Some sites can also publish your paid articles if you’re willing to invest.

Creating engaging Social Media profiles

Create and manage your own social media channels like Facebook, Instagram, Twitter, YouTube or LinkedIn. Interesting and often updated profiles will position themselves really high so when someone Googles your brand he will come across the content that you’ve created and you control.

Talking with people!

Many brands panic or feel anger when they see a negative review and focus on getting rid of it. First of all it’s not possible in many situations and second, they’re missing a great opportunity. The right response from the brand can turn the man from complainer into an ambassador. Listen, what people have to say, think why they wrote it and provide a solution, explanation or an apology. People will forgive a mistake if you react the right way.

Constant monitoring

To do all the above activities the right way you must always know what people can find out about you in the search engine. Top20 results in Google may change even daily and you want to be on top of that. You can do it by hand and type in the most important keywords like opinions about your brand in the search query to go through Top10-20 results. But do you have time for that? Won’t you miss anything? You can save time and avoid a potential crisis by using a dedicated solution created with SERM in mind.

The right tool for SERM

Many guides like this one start with an advice to do constant monitoring and search for your brand on Google. But not everyone has time for that. Specifically if your offer is vast, you have many competitors and want to be up to date with many keywords.

That’s why a tool like Sentinic is a must for a business with online presence.

Brand crises happen a lot more often now that people have constant access to internet and social media through theirs smartphones and can write a review even when they’re still in the restaurant they’re reviewing.

Just one negative review can generate a crisis and if you don’t react in time you can lose years of marketing work and creating your positive online presence.

With Sentinic you can choose up to 30 keywords related to your brand, products, services or even competitors and start automatic monitoring. Sentinic will monitor Google Top20 results so you will know all about Top10 results that affect opinions of internet users and next 10 results that may in time take place of the current search results leaders. With that you can prepare for the worst. Every bad publication was first somewhere far from Top10 and ignored before it exploded.

Sentinic also provides you with a sentiment analysis for all Top20 results. Using the best AI on market we’re analysing titles, leads and the whole content of the publication to create an accurate estimation. With this you know what you should care about in terms of seconds. Sentiment is updated weekly so even if something changes you will know about it. It’s especially important with aggregators like price comparison pages.

We also created a Keyword Score to make your life easier. It ranges from 0 to 100 and shows you if the Keyword is perceived negatively, positively or neutrally by internet users. This score is updated daily and you see the change right away on the platform so you will be able to find the cause of a sudden loss or gain.

It takes into account all the Top20 results for this keyword, their sentiment, how high they are positioned and more. If you want to know specifics, click here -> https://sentinic.com/post/idea-and-technology-behind-sentinic

You can even monitor several keywords using Projects. They will show you through a Project Score – an average score of all Keywords Scores associated with this project. You can for example create a project “Laptop models” that contains keywords with opinions and reviews about different types of laptops you have in offer.

Finally, you get an amazing Highlights feature that will send you notifications about the most important changes in Top20 like a significant gain or loss in score or a new publication appearing in Top20 Google results.

Using Sentinic for SERM will make your life that much easier and your marketing much more effective.

You don’t have to take our word for it. We offer a free 14-day trial, so you can test Sentinic yourself. Just click below, we don’t take any credit card info! 

Click and test for FREE!

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Google monitoring – 8 reasons you shouldn’t do it by hand

Introduction 

We all use machines, platforms and technology instead of doing things by hand. In most cases it’s obvious. Nowadays no one wants to wash clothes without a washing machine or monitor social media by going manually through each channel and dozens of hashtags that are important for their company.

But there is still this place called Google search engine where many people do the monitoring by hand. With billions of active users, brands cannot afford that negative Top10 results will affect their reputation or impact sales. Some people think that it’s ok as it’s not that time consuming but there are so many reasons to use a platform and forget about manual labour.

8 reasons why: 

1. It’s impossible for 1 person to monitor several keywords 

With our Agency plan you can monitor up to 30 keywords and organize them in projects. You can monitor e.g. your company, competitors, products, services, clients or subcontractors. Options are endless and it would be impossible for one person to go through that many results and not miss any important changes.

2. You cannot spend endless hours on manual monitoring

Just how much time you can allocate for manual Google monitoring for it to be cost effective? Can you give your employee 15 minutes for this? Probably. But can you give him an hour daily? Not likely. With Sentinic everything is automatic and takes seconds. You need just few minutes each day to check all the changes from the last 24 hours and go back to other responsibilities.

3. No one can read all top publications daily 

Ok, you’re checking Google and see the titles but it’s not enough. To check properly if a title is negative or positive you have to go through the contents. It’s even harder with aggregator websites with hundreds of users’ opinions where just a few new ones can greatly affect your reputation or sales.

With our platform you get automatic sentiment analysis that provides you with a precise estimation. It’s updated weekly so even changes in the aggregators won’t be a problem. Do you want to know more about how we calculate it? Click here!  

4. You won’t be able to remember data from a month before

You won’t see a trend without perfect memory. By analysing data from a longer period, you can identify e.g. which results are set in stone and which are mobile and change often in Top20 results. This data is crucial to make the right SEO strategy decisions and take the Google Top for yourself. It will also help you when you just don’t have time to check Google on a specific day.

5. Going through 20 results is too time consuming

Everyone cares about Top10 results as they are what we see on the first results page and this is the place where most of the users end their search for answers. But the second results page is the waiting room for Top10. Knowing that for example a negative result went up several places in the last days we may predict that it will appear in Top10 and start affecting users’ opinions.

6. It’s easy to miss important changes

There are some days when you just don’t have time to check the platform or you just don’t want to. Highlights system will take care of that and inform you about all the crucial changes. New negative result in Top3, a negative result going up by 3 places or a big change in Keyword Score? You’ll get an e-mail notification about it so you will be able to react in real time.

7. You get personalized results

Yes, it’s a bad thing. Normally it’s ok to get the results that match our interests and opinions but not when you want to know what others see. Using Sentinic you get the average Google results. So, you don’t get results specific to yourself and your search history but results that can what the whole population usually sees while researching your company.

8. Monitoring other countries and languages is pretty much impossible 

Let’s assume your company is active in various countries and you want to either compare how you fare in each of them or just have all the monitoring in one place. Sentinic lets you monitor almost all of Europe and USA with other countries coming soon. Keep everything tidy in one place and monitor even the languages that you don’t know.

We believe that these 8 reasons are enough to forget about doing things by hand and at least test out how Sentinic can improve your Google monitoring. Learn the basics with this article! 

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Expert's advice

The 3 reasons why you simply MUST monitor your brand reputation in Google

Very few companies monitor their reputation in Google! From our discussions with entrepreneurs we know that most of them focus on monitoring their online communication or the position of their company’s website in search engines. In general, few realise that the search page showing information about their company in Google is… their front page in the largest newspaper in the world! 

So, what is “online Reputation”, and why does it matter so much? 

Think of someone who is considering getting a job at your company. Initially, they may reach out to their friends, or family to get some advice… However, as more aspects of our life become heavily reliant on new technology, the above example is becoming vastly more rare.  

A significantly more likely scenario is going to involve a potential employee conducting one simple activity… a Google search of your brand’s name.  Perhaps, your new potential employee is going to consider performing a search which is going to include such terms as: [your brand’s name] opinions, [your brand’s name] working atmosphere, and working at [your brand’s name]. The contents of such search may include opinions on the job portals, reviews on third party websites, and various articles which are referring to your brand on industry websites. All of this information does have an impact on the choices which are going to be made by your potential employees.  

The same applies to opinions on products. Before you buy a particular car or TV set, you check the opinions about it, don’t you? Whether you like it or not, the vast majority of your customers, employees or business partners will sooner or later check what Google has to say about you. What they see affects your reputation. 

Unfortunately, almost 100% of all social media or Internet monitoring programs do not take into consideration the visibility of content found in top 10 or top 20 results within Google. Being mentioned on a niche forum or having something shared about you on Facebook is not as important as the article which has just landed on the first page of the search engine! Undeniably, Internet monitoring is very important, but many companies overlook the very significant aspect that is content visibility. Internet monitoring is not the same thing as monitoring your reputation in Google! 

Your reputation in Google can and has to be monitored. Basically, it’s about constantly following what your customers and business partners find on Google. Not what Google found about us in general, on the 45th or 73rd result page, but what they will find immediately, on the first or second page. Naturally, in practice, monitoring and analysing your reputation involves not only regular checking of the search engine and top10 results for the several phrases we deem important. This also includes monitoring changes in reviews, analysis of their undertones/sentiments, keeping track of publications that enter the second top10 results and which soon will have the potential of reaching the front page.  

Now, let us explore what are the three main reasons why the most successful brands dedicate their effort to monitoring their reputation in search engines.  

1. Everybody uses search engines 

In various markets, Google competes with different search engines such as Bing and Baidu. Despite this fact, it has enjoyed the strongest position for many years and continues to do so. Globally, up to 74% of Internet users use Google regularly. In many parts of the world, such as Europe and the USA, Google’s position is much stronger. You can automatically assume that if someone is looking for an opinion about you, he or she will use Google. And search results in Google represent one of the most important media that PR, HR and marketing should be interested in! 

StatCounter Global Stats – Search Engine Market Share

2. Up to 81% of your potential prospects are going to perform a research about your brand. 

There is a vast range of studies which indicate that prior to a purchase, consumers perform research about the product, or brand. They are likely to consider such content as reviews, third party opinions, and the comparisons of quality, or price with similar products.  

It is fair to say that the behaviour of potential customers is going to vary depending on the product category. It is clear that once a potential prospect is set to purchase such a product as a car or high-end electronics, they are going to dedicate more time to the research.  

In the case of cheaper items, an in-depth research, is a less likely occurrence. However, even with a category of items which hold a less significant amount of value, prospects may decide to dedicate a particular amount of time to the research about the given item. Job candidates look for opinions as well.  

In a case of applying to a new position, the potential employees may have interest in learning about the organization with which they are going to cooperate.  

Another important element which may involve the importance of maintaining a fine online reputation, does include the fact that the potential business partners may also be interested in performing a research about your brand prior to initiating a cooperation. 

On average, it can be said that 81% of consumers check the online opinions before ordering a product (source:  http://www.adweek.com/digital/81-shoppers-conduct-online-research-making-purchase-infographic/)!   

3. The information contained within the Top 10 or Top 20 search results does remain as one of the most reliable sources of information for over 65% of consumers. 

Search results are a highly reliable source of information for your consumers. A significant amount of decisions which are associated with the buying process, is related to the search results. A distinct third party research does indicate that for a particular amount of users, the above channel does remain a sole platform for initiating the research process about your brand. Search is often the only way they use to verify the opinions about you.  

Research shows (source: https://www.edelman.com/sites/g/files/aatuss191/files/2019-03/2019_Edelman_Trust_Barometer_Global_Report.pdf) that up to 65% of consumers indicate the search results as one of the most reliable sources of opinions.  

Obraz zawierający zrzut ekranu

Opis wygenerowany automatycznie
Source: Edelman

Your customers, when looking for information about your company or product, will trust Google results much more than posts in social media or your company’s website. Trust in search results is as high as in articles published in traditional media! 

Start monitoring your reputation for free 

With Sentinic, we allow you to effectively monitor all of the activity associated with the dedicated keywords. Our platform does include an 14 days free trial. Once you have set-up your account, the process of analyzing the relevant keywords is going to be entirely automatic.  

Sentinic is available for free during the test period. All you have to do is register and identify the keywords that interest you. Our software will immediately start analysing and evaluating the results that your customers and contractors encounter. We will show you a detailed analysis of what – and how – affects the opinions about you. Try it out, elevate your business with Sentinic!  

Categories
Expert's advice

Sentinic, a new SERP checker tool

Introduction 

Sentinic is an entirely new type of SERP checker tool. Some of you already use SERP platforms to monitor how your own website looks in search engine results and compare it to the competition. But you don’t have any tool that allows monitoring Google for any phrase you may want and have to do it by hand. It’s astonishing as most of the internet users start their purchase journey on Google, look for information about your brand there or compare your products to the competition.

That’s why we created Sentinic. We want you to successfully protect your brand reputation by monitoring the biggest search engine. With Sentinic you choose the keywords you want to monitor and it can give you amazing results and save a lot of time.

Some examples: 

  • Monitoring opinions or reviews about your brand can help you prevent a crisis, find out which sites and publications affect users’ opinions about your brand and where you should concentrate your activities to increase sales
  • Monitoring your own brand as an employer can give you insight into what you should improve, where people find information about you and if it is positive, negative or neutral through our automatic Sentiment analysis
  • Monitoring your competition will make it possible to look into the effects of their SEO and content marketing strategies and learn from them to improve your own activities

Before we go into further detail let’s talk about what is SERP and why it’s important for those new to SERP marketing.

What is SERP? 

SERP is the Search Engine Results Page. It is the page that you see after you type in a query into e.g. Google and get the results.

The SERP in Google is the most interesting out of all search engines, not only because Google accounts for more than 90% of all searches but also because it’s the most developed SERP out of all.

If your page ranks in Top 3 of Google results for a specific query it can be presented in a different way than the rest as Google is always expanding its snippets and features options.

Let’s see what we can find on Google’s SERP: 

  • AdWords – a max. of 3 paid results that are most relevant to your query and won the automatic auction, usually consist of text and sometimes of stars (reviews) and links inside the publication
AdWords example
  • Featured snippets which are the best answers to your question according to Google cut from the fragment of the most relevant page like the answer to who Donald Trump is or how to catch pokemons. With these answers non-click searches become more frequent than ever
Snippets example
  • Similar questions that show you queries similar to your own and let you get an answer without entering the website
Similar questions example
  • Videos or images – sometimes Google may decide that images or videos better answer your query than text and proposes you such results above any links to publications
Images and videos example
  • Knowledge graphs will usually appear when you ask a question suggesting that number will provide the best answer
Source: Wikipedia
  • Knowledge panels with info like reviews, places where you can buy your product and links to details, opinions and sellers or most important facts about a person or a country if that’s what you asked for 
Knowledge panel example 1
Knowledge panel example 2
  • Local info – when you search for something that Google defines as local search like a resraurant, shop or ATM it will give you the 3 best options it found for you on a map
Local info example

Google may also suggest websites that can help you find the best options on a panel above typical results 

Best websites example
  • Hotels – if you look for a hotel SERP will present you with a sort of app where you can see a map with hotels, their reviews, prices and even an option to choose when you want to book a room and for how many people 
Hotels example
  • Flights – when you look for a flight you will see a special panel with Google Flights, a service that can help you find cheapest flights to your destination
Flights example
  • Special page – sometimes there is an event of such importance that Google creates a special page just for this result. In the past it was e.g. Olympics, now it’s coronavirus
Special page example

Click and non-click searches 

Not long before it was obvious that when we search for something and see our SERP we always click one of the results. We type in a query, look at possible options and enter it ro read a publication. 

Now, according to Search Engine Land 2019, about half of the searches end without a click. Some may think that Google loses its importance as a selling platform but we think it’s something else entirely.

Source: SparkToro

As you could see in the possible options of SERP results they can provide you with an answer without the need of entering any site. You may do some math, check currency exchange rates, look for an image or just see an answer in the titles or leads of the articles. There are so many ways of getting the answer directly on SERP that save you that one click and time needed to find an answer on a website.

That’s why Sentinic takes into account both click and non-click searches when calculating Keyword Image Score (in short: how this keyword is perceived by internet users through Google Top20 results) as they sometime give users a different view on the same subject. For non-click searches we analyse position of the result and sentiment of its title and lead. For click searches we also take into account the sentiment of all the contents of the publication that you can access. Taking these two factors into account Sentinic provides you with an average of what both type of internet users would think about the keyword and provide you with a score useful for your brand reputation monitoring.

Why you should be on SERP 

According to the latest data more than 90% of purchases start with a search engine (Google/IPSOS, Global Retail Study, 2019). Even when we buy in a physical store, 80% of us first check the product online. 

Source: Think with Google

Nowadays we find even more uses for Google. We check brands in Google before applying for a job or read about their CSR policies and subcontractors before deciding to cooperate with them. Actually, we use it for everything as people generate about 60 000 searches per minute and each day there are queries that were never typed in before.

This means that you just cannot ignore how you present yourself in Google. As all platforms want you to pay money for ads it’s one of the last places where you can hope to get this organic traffic and new clients almost for free.

When you ger on SERP and count in Top10 Google results it also provides your business with legitimacy. People assume that Google answers are trustworthy and most of them get their answer from Top3 results. That’s why you have to aim high and try your best to position yourself when people search with keywords that relate to your business.

How to get on SERP 

There is one proven strategy for getting on SERP and it’s using all tools that are in your disposal. PR, e-PR and content marketing combined give you the best chance to be in Top10.

Basics of what you should do include: 

  1. Optimizing your website. SEO is a must if you want to rank high. Cooperate with experts who will help you identify keywords crucial for your business and prepare your website in such a way that it will rank high for specific queries. Prepare meta-descriptions (what user sees in Google results) in a way that will encourage people to click. Also, your website shouldn’t put too much pressure on the internet connection and has to load fast as Google prefers such sites and puts them higher in ranking. You can read more about it here.
  1.  Creating content that answers your customers questions like Q&A, webinars or articles not only informs people about your brand but also position you as an expert and visits to your e.g. blog or social media channels will increase your visibility. You should add new content regularly as Google prefers active websites that are updated often.
  1. Making your social media channels stand out. Facebook, Instagram and LinkedIn are now the main sources of information for many users. Make sure that you have the most important info about yourself on these channels and that your publications are engaging. These channels work as additional websites and can also rank high in Google.
  1. Asking clients to leave their reviews as one happy client can get you 10 more, or even 1000 if we’re talking influencers or big companies. Just remember to remind them and if you have a unique testimonial, make it stand out on your website. Do the same with logos of big clients.
  1. You can sometimes even force reviews on people by e.g. sending them your products or access to services for free to in hope that they will test them out and leave reviews. Use it to reach people that may normally be unattainable for you.
  1. e-PR includes creating publications about your business, products or services that can be interesting for the media. Everybody is hunting for news so if you can prepare a press note that can catch attention of internet users then do it and send it to various editors. Free publicity will help you especially in the beginning.
  1. Link building and paid articles are also a great in improving visibility. Making sure that people put links to your website in their articles will make Google see it as more trustworthy and beneficial for internet users. Paid articles on other websites work even better.  

You can try it yourself. We offer 14-day free trial with no credit card required. 

Monitoring is crucial 

Getting on SERP is not everything. If you get in Top10 Google results that probably means that you’re becoming well-known. That means that you get a lot of new, loyal clients but you also get some haters and have to protect your brand reputation.

Brand crises are more common as ever as one opinion can strongly affect a reputation and with internet and social media everyone can reach many other of your customers.

Just one negative review can generate a crisis and if you don’t react in time you can lose a lot of money or reputation. That’s why you must always be up-to-date with what people write and read. You need to know what publications affect their opinions, what is currently in Top10 and prepare if some negative publication goes up on SERP.

Top20 Google results that you see on the first two SERP pages are really dynamic. You can test it yourself by typing the same query for a few days straight and you will see that the results differ at least a little. 

Of course, there are a lot of different keywords or phrases that people can find you through and monitoring them closely by hand is near impossible. That’s why we tried to make your life easier and save you time, money and reputation. 

With Sentinic you can choose up to 30 keywords like “Your brand’s name+opinions or reviews” or “your brand’s new products or service” and start automatic monitoring. Sentinic will monitor Google Top20 results so you will not only know which Top10 results affect opinions of internet users but also get insight into what goes up in the next 10 results. With that you can prepare for the worst. Every bad publication was first somewhere in the depths of internet before it got to Top10.

Apart from the results, we give you a sentiment analysis for each result that will tell you if the publication is positive, negative or neutral on a scale of 0-100. With this you don’t have to waste time by reading all the content yourself, you will know if you have to worry right away. This sentiment estimation is updated every week so even if the content of the page changes you will know about it.

Example from Sentinic

We also give you a Keyword Score that we mentioned earlier that through one number on a range from 0 to 100 shows you if the Keyword is perceived negatively, positively or neutrally by internet users. This score is update daily and you see the change right away on the platform so you will be able to find the cause of a sudden loss or gain.

You can even monitor several keywords using Projects. They will show you through a Project Score – an average score of all Keywords Scores associated with this project. You can for example create a project Brand Reputation that contains keywords with opinions and reviews about your brand and its services and with that easily monitor them all.

Finally, you get this great Highlights feature that will send you notifications about the most important changes in Top20 like a significant gain or loss in score or a new publication appearing on SERP.

Using Sentinic for SERP monitoring you will not only find out how you or your competition fares in Google but also be able to protect your reputation. Remember – getting on SERP is one thing, staying there with positive image is another. 

Finally, you don’t have to take our word for it. We offer a free 14-day trial, so you can test Sentinic yourself. Just click below, we don’t take any credit card info! 

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Sentinic Guide

Choosing keywords for monitoring

If you’re new to Sentinic we recommend reading Beginner’s Guide before this article.

Introduction 

How do you search for something on the Internet? You probably use Google as most people on Earth. It controls more than 90% of the search engine market worldwide (Gs.statcounter, 2020) and people generate 63 000 queries per minute (SearchEngineLand, 2016). 

Source: Oberlo

We all use it before making a purchase decision (93% according to Google/Ipsos, Global Retail Study, 2019) to compare products, services and search for opinions or reviews. It’s similar with looking for a new job when we want to know as much as possible about a potential employer (64% according to Careerbuilder, 2019).

Source: Oberlo

That’s why it’s crucial to know what people can find in Google about your business. You should monitor what appears in Google Top20 results when people look up name of your business or opinions and reviews associated with it, but there are many more possibilities. You may want to monitor your specific products, services or branches. Sometimes it’s a good idea to even monitor how you are perceived as an employer and how your subcontractors or competition fare in Google. 

Options are limitless as 15% out of trillions of queries each year are entirely new and have never appeared in Google before. People can ask for the same thing in a lot of ways and that’s why choosing the right keywords to monitor is so important.

We will help you with that with our simple 5-step guide. 

Choosing the right keywords is crucial 

If you want to measure anything you must be consistent and invest time. When creating a survey, you always choose a closed set of questions and ask them over and over to compare changes over time and have the data that is credible. With Sentinic keywords you must do the same. Make a thoughtful decision and stick to it.  

You may want to go with a feeling while choosing keywords and test a lot of them, but you will lose time and may get data that is not helpful. No matter what you monitor, you will get data, but is it data that you can act on? Is it data that can prevent a crisis and show you trends in Google Top20? 

Different phrases are more or less often typed in Google and you may want to monitor these with high traffic but don’t fall for that trap. 

Choose keywords and phrases specific to your business that can really generate traffic. Of course, people can stumble upon your brand looking for something else but then a chance of click or purchase is really low. Keywords important to your brand may get low searches but this is the place where you may find new clients. This is the phrase that may have the biggest impact on your brand. 

Step 1: Think like a customer 

We’re all customers using Google to find products, services or information about various brands. While choosing keywords to monitor you must think just like your customer would.  

Most probably you should and will monitor [your brand’s name] + opinions or reviews after it. But that’s not all. Sometimes it may be beneficial to monitor:

  • new, flagship product that will get reviews in the coming days e.g. “adidas Ultraboost 2020 review”
  • well-known product that may be a subject to change in opinions like “Is Coca Cola unhealthy?” 
  • specific target group like your investors e.g. “CD Projekt stock after Cyberpunk delay” or potential employees through “work in EY opinions” 
  • whole product category like “best mountain bikes” 
  • opinions and reviews about competition to compare and learn from them 

The best option would be to create a long list of the important keywords and eliminate them until you are left with these that may help you protect brand reputation and generate sales. It will also help you choose subscription plan that is right for you. 

Example for McDonald’s restaurant chain 

Step 2: Let Google help you 

Google is always trying to help us in any way it can. While struggling to look for the best phrases you may want to look how Google is trying to finish your phrase. These suggestions are based on what people type in so you may be sure that someone already searched for it. You can also scroll down. At the end of the results page, you will find the same suggested phrases. 

Example for “adidas ultraboost” search query 

Step 3: Use free tools that can help you 

There are many tools you can use to choose the right keywords. It will take time with some of them to create accounts and learn how to use them but in the end you will have the best keywords and data that helps your business grow.

For example https://questiondb.io/ lets you find questions from Google containing phrases of your choosing and related keywords. 

If e.g. you produce and sell mountain bikes it helps you find what questions people ask about them. 

Example from questiondb.io  

The most useful tool may be Google Keyword Planner. It can tell you how often a phrase is looked up in Google. The only minus is that you have to create a free Google Ads account here https://ads.google.com/. But with that you get access to the whole platform and you can create ads in Google, YouTube and most importantly for us, get the Keyword Planner. 

In Keyword Planner you can get suggestions based on the keywords you thought of or on a specific website. 

Options in Google Keyword Planner  

Aside from suggestions what else internet users can look for you get information about average monthly searches, if many people compete for this keywords in Google ads and what is the estimated price if you decide to run a paid campaign  

Google Keyword Planner results 

Take advantage of Keyword Planner or look for one of similar tools on the Internet. It will help you, we’re playing a long game here so invest time and energy in the beginning.

Step 4. Make a decision and test it out 

We know that choosing the right 3 keywords may be really hard or just impossible for some companies. That’s why we have 3 subscription plans suited to the needs of businesses both small and large. You can change your plan in any moment so don’t hesitate if you feel like adding more keywords.

Sentinic subscription plans 

Remember that you don’t have to be afraid of choosing keywords that aren’t optimal. Sentinic lets you make keyword changes when you want. See where you get useful data, which phrase are dynamic and should be monitored in case of crisis or where your target group is active and start constant monitoring.

Changing a keyword 

You must remember though that you will lose all the data collected before making a change so it’s better to test in the beginning and stick to the best keywords after a while. 

Step 5. Ask for help 

You don’t have to be an expert in everything. That’s why it’s sometimes the best solution to use the help of SEO experts or marketing agencies when choosing how to promote your business. There are a lot of people with knowledge and experience that can help you both in choosing the best keywords and configuring your Sentinic account. 

You can always write to us directly on hello@sentinic.com or use the in-platform chat. We are always here to help you resolve any problem you might have. 

Categories
Sentinic Guide

Beginner Guide for new users

Welcome to Sentinic! 

This article will guide you through all the basics from creating an account, setting up your first project and choosing keywords to finally accessing the data. 

If you want to know more about how the platform works and why it can be beneficial for your business, please click here to read more about technology behind it

Step. 1 Choosing the right plan 

When you create an account you always start with a 14-day free trial account which gives you access to the basic plan. You can use this time to learn how Sentinic works, what you want to use it for and which one of the subscription plans will be right for you. 

To do this, click the Try for FREE button on sentinic.com or Sign up for FREE button in the upper right corner of the webpage. 

Step. 2 Creating an account 

Here you need to put contact data, password and check the regulations button. 

While creating a free account we do not ask for credit card data and we won’t charge any money till you choose a paid subscription plan. 

You can also use button Sign up with Google and type in your address and password for Gmail. 

Step. 3 Creating first project 

Now there are two things you need to choose. 

First is what country you want to monitor and in what language.  

You can choose only one per project. If you’re operating in USA and you want to monitor your own market, check if there is USA and ENG at the top. If you want to change country or language to e.g. Spanish, just click Change button.

Second and most important thing is choosing the three keywords you want to monitor. 

They can be related to your business, its services, products or competition.

Let’s assume that we want to see how we as Sentinic are perceived by Google users and what monitoring platforms has the best positioning. 

For example, we type in: 

  • Sentinic opinions 
  • Sentinic reviews 
  • Internet monitoring platform 

Step. 4 Waiting 

Now we are gathering the results for you. It should take about 10 to 15 minutes. Also, your account is being activated in the meantime.

Step 5. Accessing your Project data

After data is gathered you will be automatically directed to the project subpage. 

Here you can see all your Project data and access Keywords. 

On this screen you can see: 

  • Name of your project: first is always called My first project 
  • Your chosen keywords and their scores – Keyword Image represents how it is perceived through Top20 Google results according to position and sentiment of each result 
  • This is also a place where you can change your project settings like its name and zoning – i.e. which country and language tou are monitoring and add new keywords if your subscription plan allows it

Below you can see latest highlights for this project – i.e. the most important changes from all monitored keywords like significant changes in sentiment or results going up or down in Top20.

In the end of this page you can see how Keyword Image and Sentiment were changing throughout the last 90 days. You can analyse what happened, which results were the most influential and what are the proportions between positive, neutral and negative results.

Now let’s access more detailed data about one of the keywords. To do this, just click one of the keywords.

Step 6Accessing your Keyword data 

Now you’re in the most important place of the Sentinic platform.  

Here you can find all the data crucial to your business: 

  • Keyword Image which represents how it is perceived through Top20 Google results according to position and sentiment of each result and how it was changing. You can analyse data up to last 90 days.
  • Sentiment Summary showing proportions between negative, positive and neutral results in Top20, also for up to last 90 days. 
  • Latest Highlights showing the most important updates for this specific Keyword like significant changes in sentiment or results going up or down in Top20. You can also click to see View all highlights to access Highlights from previous days.
  • In the upper right corner you can find an Edit Keyword button which lets you change the Keyword you’re monitoring. Please bear in mind that if you decide to make a change, you’ll lose all the data you gathered up to this point.

Below you can see the Google Top20 Search results. It lets you analyse, what internet users see when they type your keyword in Google. These are the results for today. Grey, red or green squares show if the results went up, down or didn’t change position since last day.

You can also see Sentiment analysis for each result. It tells you if the content of this result is positive, negative or neutral according to the wording used in the publication. From here you can also click on the result to either access it on website or see details.

Let’s see the details. Here you can see position and sentiment of this result and changes since last day. You can also edit your Sentiment manually, if you see a fault in the algorithm’s evaluation. Please bear in mind that manual changes will turn off future automatic sentiment evalutaion for this result.

You can also click one of the buttons to either access publication on website or see preview from Google results.

Below you can find how this publication’s position in Top20 and sentiment changed over time.

This is the end of our tour through platform functions. Now let’s access your account.

Step 7Managing your account 

To access your account move your cursor over your e-mail address in the upper right corner and choose Account details

Here you can see your e-mail address. If you want to change it, write to us on hello@sentinic.com

You can also change the password and newsletter settings manually. 

Now let’s click Billing. 

There you can change your billing information like address, VAT number or credit card number.

After the end of free trial we invite you to click Choose your plan and decide for a subscription.

You have three options: 

  • Basic – it’s the plan you have now. If that was enough for you then we recommend staying with this option. 
  • Advanced – this plan lets you set up even 10 keywords so you can monitor more closely, even your competition. Choose it if you felt limited with 3 keywords. 
  • Agency – do you want to use Sentinic for many brands or branches of your company? Choose Agency plan with 30 keywords and unlimited projects to get the most out of our tool. 

You can also contact us to get an enterprise solution created just for your specific needs. 

If you choose one of the options you will keep your keywords and all the data you gathered during free trial. 

Thank you for learning about Sentinic. We hope to see you among our users.

If you want to know more about how the platform works and why it can be beneficial for your business, please click to read this article.

If you need some help or have further questions write an e-mail to hello@sentinic.com

We’re here to help you protect your Google reputation. 

Categories
Expert's advice

How to start brand reputation management?

What is brand reputation? 

Brand reputation is a crucial aspect for your business. It shows how you are perceived by your customers – both the ones you have and potential. Building a positive brand reputation is a must for the business to grow. 

Creating a brand reputation management strategy will let you project the right image that brings you more customers. Nowadays more and more of them look for reviews and opinions in Google before making a purchase decision – some say it’s even 93%*! CSR, values, where you are getting the ingredients or components for your products and creating them all make an impact and should be a part of a well-prepared brand reputation management strategy. 

Source: Think with Google

You need to be sure that it is your brand people talk about when they ask friends, family or Google for recommendation. 

We know that brand reputation management may sound complex for some but it’s not if you invest some time into learning how to do it. In essence it’s just making the right plans and decisions basing on data. 

*Google/IPSOS, Global Retail Study, 2019 

Why should I care about reputation? 

First, we have to make sure what is a good reputation. It’s when you click all the checkboxes for your customers. Think carefully about what is important for your target group. Do they want to buy innovative products, are they in love with handmade and local products or do they value quality above all else? 

In the end, when your brand is seen as the one that is close to their needs and opinions, they will feel good about paying for your product or service.  

For example, If I am pro-ecological, vegan and progressive I may want to buy from the clothing brand which gets its components locally, produce clothes in their country of origin and their employees get a fair wage. Then even if the product is more expensive, the brand is so close to my views and generates such a positive brand image that I just feel great while buying from them. 

If they feel guilty or think you don’t meet their values, they will just go elsewhere or focus only on the price. 

But how to create this positive image? How to maintain it? It may not be easy, but we have some tips for you to help you start. 

Project the image you want 

Brand reputation management is making people see you just the way you want. You want to look affordable and friendly? No problem! You want to be exclusive and innovative? Ok! That’s why first you have to think carefully, decide how you want to be seen and be consistent – just stick to your decision. Otherwise people may not be sure what you stand for and will choose someone closer to their values or you may get a lot of negative comments for not being truthful and your brand reputation won’t be strong enough yet to survive it. 

With right brand reputation management your business will have its loyal clients who may even become natural brand ambassadors that protect you even during a crisis. Let’s assume you decided what image you want to project and now you want people to see you as such. 

Ask yourself a question. Where customers find info about you? Of course, through other people and internet. The first we can affect only through direct contact, it usually happens after buying a product, the latter however, we can affect through various marketing and positioning activities.  

It’s not a sprint, it’s a marathon 

Online brand reputation management consists of dozens of intersecting activities spread over time. You cannot expect to see results right away but if you invest some time and effort, you most certainly will have the results. 

Thankfully internet is a really flexible place where we can do a lot to manage our online reputation by following simple steps presented in this article. You don’t have to manage your reputation like we say but it’s a method proven through years of experience. 

Content marketing 

Content marketing is a great way to position yourself as an expert. In most cases it works through blog articles, videos or ebooks that your brand creates. It’s an educational content that gives something to your customers for “free”. Why the quotation marks? Because in exchange you get people to know you, to perceive you as an expert and come back for additional content. 

It may be everything from cooking videos, hairstyling tips or articles about zero waste. It just have to be connected to what your business excels at. 

Once your content is published more and more people will take notice through Google organic results and even share it with their friends. 

This is one of the most popular ways to build your online brand reputation. 

Customer satisfaction

That’s obvious. Happy customers will stick to your brand and won’t look for a substitute. That’s why you should focus on their happiness and experience. Talk to people, react to negative comments by gathering feedback instead of arguing and grow from it. With every satisfied customer you get even more who will read opinions, reviews and further share their experiences. 

Successful brand reputation management requires some micro-management work. Make sure that you address each person individually and make them feel special. Stay in touch with people through e.g. newsletters, ask them to share opinions through surveys and you will be seen as a brand that really cares about its clients.  

Employees satisfaction 

Many businesses focus on clients and their opinions but there is a group that may make more harm or good to your brand reputation management than any other. It’s your employees. 

Unsatisfied employees may leave harmful reviews that will affect you for years. They have inside knowledge and may be seen as more credible than others. Satisfied employees on the other hand will become your best brand ambassadors. They may be indispensable in the first months of your brand reputation management and getting new customers to hear about you. 

Social media 

We are all using social media channels and you probably plan to create at least facebook and instagram accounts for your business if you haven’t done it already. A positive social media presence is the best option for fast brand reputation building. 

Remember to engage people, talk to them, listen to their needs and create meaningful content. No one wants to waste time online but everyone likes a good laugh or learning. Prepare your publications in a way that they offer something instead of being just a marketing slogan. 

SEO 

 SEO (Search Engine Optimization) strategies help you reach top positions in Google when people look for phrases connected to your brand. For example, if they are looking for the best new laptop you may want to be in top results when they type “best laptop under 3000$”. With SEO marketing experts you will choose which keywords are the most important to your brand and optimize your website and content marketing strategy so you will get better positioning. This will drive traffic to your website and grow sales. 

Brand monitoring 

Now, we told you what you can do, but If you want to successfully manage it and be on top, you have to start by monitoring Google. That’s where most people look for information about brand, its products or services. It’s the biggest search engine and monitoring lets you react to reviews and opinions because you will know that they appeared in top results. You may want to position yourself in a certain way but need to know where your target group is present. For every business this knowledge is crucial. 

You need to know what’s happening, who is saying what and observe new trends. Using this you can adjust your brand reputation management strategy in real time.

You can do it by hand just by typing your company, reviews etc. into Google and analyse results one by one every day till the end of time. It’s not a joke.  

Of course, it’s free if you do it like that but nothing comes without a price. You pay with time and risk. Can you really afford to go through at least Top 10 results in Google and see what all of them tell about you? Especially if you’re a bigger or new business and have a lot on your mind? Can you risk that while you take a break from this there won’t be a new, harmful publication leading to losing customers? 

Additionally, you lose all the benefits of online tool that let you monitor numerous phrases. Not just your company, but also competition, reviews, opinions, products, associates or suppliers. You also don’t have access to history and cannot analyse easily what gains positions in Google and in time may become the most important publication for your brand’s reputation. 

While choosing the right monitoring tool you should take many things into account like price or what you exactly want to monitor. That’s why we want you to try Sentinic. It’s not only one of the cheaper tools but also the only one that lets you monitor Google. With other tools you can monitor social media or forums. But let’s be real. Facebook and Instagram give us great analytical and notification tools for free and small, online forums are almost nonexistent.  

But almost all of us use Google and there is not a one business that doesn’t care about how they fare in Google.  

What do we offer? 

We offer complex Google results monitoring: 

  • Up to 30 keywords monitoring 
  • Sentiment analysis & score Highlights reporting 
  • Daily Google Rank update 
  • Weekly sentiment 
  • Data history 

How each of these features can help you manage brand reputation? 

Successful brand reputation management requires up-to-date data that is easy to comprehend. Without this you may easily miss a new mention that can affect your brand reputation. 

Our job is to help you get all these results under control. Let’s go through each of the features. 

Keywords monitoring

Sentinic will show you Top20 Google results for all the keywords you chose. This means each day from the account creation, our system will check what people see when they type your keyword in Google and present you Top20 results i.e. results from the first and second Google results pages. 

Depending on the subscription plan you can monitor up to 30 keywords. They can be everything you want. They can be reviews or opinions about your business or its products, they can be about competition, working for your brand or in your sector or even about new trends. With our platform you can monitor not only your brand reputation but also look up others.  

More on how it works and why we monitor Top20 Google results you can read here 

Sentiment analysis & score 

For all the aforementioned Top20 results our system will perform sentiment analysis. Using the Repustate engine all publications are rated basing on the words used in the content. With this you get a sentiment estimation in the form of score on the 0-100 range where 0 means very negative and 100 means very positive.  

This feature makes it easier to manage your brand reputation by saving you a lot of time. Now, you don’t have to waste time by clicking links and reading the contents. We do it for you automatically.  

Highlights reporting 

The most important thing in brand reputation management is staying up-to-date with opinions about your business. That’s why all crucial changes in Top20 results will be reported to you in form of e-mail highlight updates. Every day you will find a message with the most important updates like significant position or sentiment changes. Through this we make sure that you don’t miss crucial info like sentiment change in the publication that was positive in previous weeks.  

Data history 

What you don’t get by doing monitoring by hand is data history. You cannot go back and check something important from a week before or analyse trends in Google that may be crucial for your business. With Sentinic you can e.g. see that a negative result is gaining positions with each passing day and may in a week go from position twenty which is not influential to position in Top10 which really affects opinions about your brand. 

Such trends analysis will make your brand reputation management much more effective. 

You can try it yourself. We offer 14-day free trial with no credit card required. 

What should I monitor? 

Reviews and opinions 

83% of internet users consult Google before making a purchase and it’s similar for choosing services provider or looking for a new job. Nowadays we have dozens of options in every area. Either in choosing a barber, restaurant or marketing agency and If we don’t have a lot of experience in a specific field we always turn to Google. 

Usually we begin by checking reviews and opinions. Even though many of such publications may be bought people still find them more truthful and informative than a company’s website or marketing slogans. That’s why you simply must know what potential customers can find in Google. 

Opinions and reviews from other people affect your brand reputation and with knowledge of which publications people read you may i.e. adjust your SEO or marketing activities to accentuate sites with good opinions or try to diminish influence of negative publications by answering people’s allegations.

Image as an employer 

Recruiting new talents becomes harder with each passing year. In many industries like IT for example talent seekers fight for the best specialists by adding more benefits to their offers. But what’s most important is your brand’s image as an employer. You may add more benefits but if potential employees look up your brand in Google and find negative opinions then it will be for nothing. 

By using Sentinic you will not only find out which websites affect their opinions and if the reviews there are positive or negative but also analyse trends and find out if a new positive or negative influence is gaining positions in Top20. Through this you can prepare an anti-crisis strategy or take advantage of a positive publication by making it stand out even more. 

Potential customers 

We all get new customers from the internet but we may do more than wait for them to find us by chance. You probably have SEO optimization on your website and use digital advertising but with brand reputation monitoring you can learn where people look for information. For example if tourist is looking for a restaurant he may type in Google “best burgers in New York”. By monitoring this keyword you can find which websites with recommendations he will see and may affect his or her opinion.

Thus you may try to get on one of these websites by contacting the author or learn from them how to better position the sites you’re on or what makes restaurants recommandable.

CEO or board members 

Some companies are perceived through people who created them ora are active spokesman. Take Tesla for example. This brand and Elon Musk are so closely connected that his words may affect the company’s stock price and brand reputation. That’s why for some businesses it may be beneficial to monitor their own CEO or employees and be able to act when they say something deemed negative.

Prepare for the worst and you’ll minimise damage of any crisis or even prevent it.

Competition 

It’s always good to know what others are doing. Not only to compete with them but also to learn. By monitoring your strongest competition you may learn how this brand is positioning itself, what opinions people have about them and how they use Google results to their advantage through SEO or other marketing activities. 

Is brand reputation management important? 

Brand reputation management is a must if you want to expand your business. Positive associations with the brand build loyalty which leads to even more customers interested in your products or services. Without brand reputation management you can only expect short-term gains and a certain level of achievements but with building your image you will grow exponentially.

To build your online reputation you must be up to date to avoid harmful publications and a loss in sales. Using monitoring platforms can save you time, effort and even money. It’s easy to lose face and gain a negative label if you don’t act in time and with monitoring it’s a lot easier.