Search Engine Results Page [SERP] Landscaping...

Where do you come in a search?

It’s important to know how you are represented in the Search Engine Results Page [SERP] because this is the information your “Publics” use to develop their opinion.

If the results present a negative view about your organisation, whether you feel it’s fair or not, you need to act.

Also if the results don’t emphasis what you want, then again there is work to be done.

How do you Lanscape?

There is no set method for landscaping but the basic premise is straightforward. See an example landscaping table

Firstly, develop a scoring system so you can measure your results.

For example, if you search on your organisation’s name and a page from your site is first on the list score +5, because this is where you should be.

However if you aren’t first then score -5. Do the same for positions 2,3,4 & 5 reducing the score by 1 each time.

At the same time develop a scoring system for results that show any negative or positive comment.

For example you may appear at position two in the search on your organisation’s name but it may be negative comment from another party.

Secondly, create a table that shows:

• the page title
• the URL of the page returned
• the type of page returned [website, blog, social network]
• the category of the page [corporate, citizen journalism]
• brief content summary [positive, negative]
• the position in SERP results
• any links to other significant pages [you may want to address content in these later]

Thirdly, calulate a score for each position and develop an overall score for your organisation.

Benchmark against others

Finally, you should benchmark against your competitors so that you understand your relative position.

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