Competitive research involves the examination of the online search and social environment for similar entities (companies, brands, people, etc.) to understand what makes their search and social results tick. We analyze the content and technical underpinnings of search results, then we perform a gap analysis to understand what might be missing from search results that could be leveraged to improve those of the target entity.

Some web pages are returned more often than others for competitors. We find the pattern in competitive search results to create custom lists. This way we know which general and specialty web properties to either create or cause to be created.

Some brands (companies, services, people, or other entities) can earn Wikipedia pages. Some cannot. Some only appear that they cannot. We find out what it takes for a given entity to get a Wikipedia page, and then create paths to success.

What are the most important search phrases people use to find your brand? The Key Phrase research phase looks at keyword volume, difficulty, competition, similar phrases, and more.

All reputation building or repair clients are invited to regular meetings to discuss the strategy, progress, tactics being used, and reporting what has occurred to date.

Once the research phase is complete, we begin to develop an online reputation strategy. It is the development of a plan of action to transform branded search results. The philosophical basis for a high-quality organic strategy is often the Reverse Wikipedia Strategy, which seeks to create the most natural search profile possible. The strategy is most often presented in a serial (step-by-step) format for later execution by members of the reputation team.

When unflattering images are returned in search results, or not enough of the right ones are, we find ways to correct the problem by researching content and image-related SEO patterns of similar entities. For example, sometimes we’ll recommend site development, and then promotion for the purpose of changing how search engines display images in search results.

Content takes many forms including articles, blog posts, social media posts and imagery, photographs and other graphics, presentations, video, and more. Content development may include any or all of these formats. The development process requires an understanding of the content goal, ideation, headline development, content or technical development, quality assurance, and publication.

Most web content is rarely consumed. The key to content performance is a combination of quality development and content promotion. Promotion takes many forms but can be categorized as paid, owned, or earned. Paid content promotion can include Google Ads or other types of paid sponsorship. Owned promotion is when a web property that is controlled by a brand is used to promote it. Earned promotion is when others promote content without compensation.

Corporate sentiment makes and breaks brands. Brand monitoring keeps tabs on the visibility of positive and negative content. When something negative pops up, or when it goes away, brand managers will want to know.

On-page analysis is an SEO (search engine optimization) term that refers to research into the content and technical performance of a given web page or site.