Sam Michelson CEO of Five Blocks presentation for http://www.kahenadigital.com/kahenacon/‎ on the importance of understanding the context within which an online brand exists before you begin Reputation Management. Peer and industry context, Geographical, Historical etc.

1. Search Branding. Context is King!
May 2013

2. Slide 2
Five bullets about Five Blocks
 Technology/Services Brand/Reputation Management - since 2003
 Boutique agency,18 people: programmers, writers, webmasters,
SEOs & client managers
 ~50 Clients, 250+ Keywords, (Tracking 10,000’s of Search Results)
 $180B+ investment under advisement
 Selective client engagement

3. Slide 3
Search Branding / Reputation Management
 Your Brand is your greatest asset – protecting it and
expressing it properly is crucial
 Search is an experience – it’s about the total picture not
about a single result, Google cares about that total
experience
 Searchers are constituencies – understanding what they
need informs online branding strategy

4. Slide 4
An Example

5. Slide 5
Marked Up

6. Slide 6
Negative results we identified

7. Slide 7
What else do we notice?
 No corporate website
 No Wikipedia
 Insider Monkey?
 Has Google Knowledge Graph
 Has Google+/Local

8. Slide 8
Using Peers for Context
• We track the top 95 hedge funds
• We track favorability, frequency, authority, content types, stickiness

9. Slide 9
Peer Comparison
 85% of peer hedge funds have a homepage – usually at #1
 50% have Wikipedia – average position #2.8
 50% have Insider Monkey – average position #4.3
 32% have Google Knowledge Graph
 40% of Hedge Funds with no HP have Insider Monkey at #1
(30% with no HP, have Wikipedia at #1!)

10. Slide 10
Historical Comparison

11. Slide 11
Geographical

12. Slide 12
Why Context is King
 Comparing to Peers helps you understand what to
expect
 Context helps you identify opportunities
 Historical Context gives directional perspective
 Geographical Context helps you identify URLs ranking
because of location
Without Context you don’t know what you’re seeing
You don’t know what it means
And you don’t know what to do

13. Slide 13
In Summary…
 Without Context you don’t know what you’re seeing
 You don’t know what it means
 And you don’t know what to do

14. Slide 14

15. Slide 15
And one more thing…
All of this applies to SEO as well!
You want to meet your business needs?
 Look at your peers – what are they about? Don’t just
look at the # of links
 Track keywords and competitors daily to get historical
perspective.
 Check different geographies – use the different results
to learn about the role of location.

16. Slide 16
Thank You!
Sam Michelson
CEO, Five Blocks
samm@fiveblocks.com
+972 (54) 440-6315