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Controlling the conversation around your brand is critical to upholding and improving reputation and converting more customers. Here's how to make sure you monopolize all the available paid and organic brand real estate on the first page of Google.
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Paid Search
While it seems obvious to buy your brand terms in paid search to acquire more real estate, many additional tactics exist to maximize this space. The following are ad extensions available in Google that increase the depth of your brand listing:
- Location extensions
- Call extensions
- Offer extensions
- Sitelinks extensions
- Product extensions
- Social extensions
- Dynamic search ad extensions
- App extensions
Google+
Brands that have verified Google+ accounts can capture side rail real estate for brand terms by utilizing rel="publisher". This works similarly to authorship but is tied to Google+ pages as opposed to individual accounts. The result is a rather large piece of real estate that includes your follower count and a link with image to your latest post.
Google Images
Optimizing key images on your site such as your logos is another great way to take up potential search engine results page (SERP) real estate. Image search has the potential to drive more incremental visits than you might expect.
YouTube & Other Video
In an effort for Google to continually promote their own properties, videos from YouTube are becoming more prevalent for a variety of different search queries, including brand terms. Having branded YouTube videos is a great way to own your brand terms. In order to take advantage you need to have at least one video hosted on YouTube.
Google+ Local
Local presents another great opportunity to occupy additional brand real estate. Make sure you have a verified business listing and your feed is optimized.
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Think about it: with SEO so tenuous, grabbing as much real estate as possible on the first page of Google is available with paid. There are enough tools available today to make that happen.