Five Blocks Presentation - Kahenacon 2013

Search Branding. Context is King!

May 2013

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

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

Slide 4

An Example

Slide 5

Marked Up

Slide 6

Negative results we identified

Slide 7

What else do we notice?

No corporate website No Wikipedia Insider Monkey? Has Google Knowledge Graph Has Google+/Local

Slide 8

Using Peers for Context

• We track the top 95 hedge funds• We track favorability, frequency, authority, content types, stickiness

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!)

Slide 10

Historical Comparison

Slide 11

Geographical

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

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

Slide 14

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 linksTrack keywords and competitors daily to get historical perspective.Check different geographies – use the different results to learn about the role of location.

Slide 16

Thank You!

Sam Michelson

CEO, Five Blocks

samm@fiveblocks.com

+972 (54) 440-6315