Search & Social: Solving the SERP Puzzle
• Once you have built social profiles, are they showing up in the results? If not, review your engagement, optimization and linking strategies for that property. Each profile can stand alone as a marketing vehicle. But when presented in one spot, as in the search results, they tell a powerful brand and marketing story.
• Do you own the entire first page of earned results? You should. What is appearing in the results if your company isn't? For companies with more generic names, like Subway, you may never be able to own all the Page One real estate. But at least with frequent monitoring, you'll understand the landscape.
• What do your site links look like? Is the anchor text optimized or defaulting to gibberish? Do the six links reflect the diversity of your offerings? If not, you have some ability to control the redundancy within webmaster tools by requesting that some links be suppressed from appearing. And, most importantly, do all of the links work? If not, you could be providing a poor customer experience.