Sentinic is an entirely new type of SERP checker tool. Some of you already use SERP platforms to monitor how your own website looks in search engine results and compare it to the competition. But you don’t have any tool that allows monitoring Google for any phrase you may want and have to do it by hand. It’s astonishing as most of the internet users start their purchase journey on Google, look for information about your brand there or compare your products to the competition.
That’s why we created Sentinic. We want you to successfully protect your brand reputation by monitoring the biggest search engine. With Sentinic you choose the keywords you want to monitor and it can give you amazing results and save a lot of time.
- Monitoring opinions or reviews about your brand can help you prevent a crisis, find out which sites and publications affect users’ opinions about your brand and where you should concentrate your activities to increase sales
- Monitoring your own brand as an employer can give you insight into what you should improve, where people find information about you and if it is positive, negative or neutral through our automatic Sentiment analysis
- Monitoring your competition will make it possible to look into the effects of their SEO and content marketing strategies and learn from them to improve your own activities
Before we go into further detail let’s talk about what is SERP and why it’s important for those new to SERP marketing.
What is SERP?
SERP is the Search Engine Results Page. It is the page that you see after you type in a query into e.g. Google and get the results.
The SERP in Google is the most interesting out of all search engines, not only because Google accounts for more than 90% of all searches but also because it’s the most developed SERP out of all.
If your page ranks in Top 3 of Google results for a specific query it can be presented in a different way than the rest as Google is always expanding its snippets and features options.
Let’s see what we can find on Google’s SERP:
- AdWords – a max. of 3 paid results that are most relevant to your query and won the automatic auction, usually consist of text and sometimes of stars (reviews) and links inside the publication
- Featured snippets which are the best answers to your question according to Google cut from the fragment of the most relevant page like the answer to who Donald Trump is or how to catch pokemons. With these answers non-click searches become more frequent than ever
- Similar questions that show you queries similar to your own and let you get an answer without entering the website
- Videos or images – sometimes Google may decide that images or videos better answer your query than text and proposes you such results above any links to publications
- Knowledge graphs will usually appear when you ask a question suggesting that number will provide the best answer
- Knowledge panels with info like reviews, places where you can buy your product and links to details, opinions and sellers or most important facts about a person or a country if that’s what you asked for
- Local info – when you search for something that Google defines as local search like a resraurant, shop or ATM it will give you the 3 best options it found for you on a map
Google may also suggest websites that can help you find the best options on a panel above typical results
- Hotels – if you look for a hotel SERP will present you with a sort of app where you can see a map with hotels, their reviews, prices and even an option to choose when you want to book a room and for how many people
- Flights – when you look for a flight you will see a special panel with Google Flights, a service that can help you find cheapest flights to your destination
- Special page – sometimes there is an event of such importance that Google creates a special page just for this result. In the past it was e.g. Olympics, now it’s coronavirus
Click and non-click searches
Not long before it was obvious that when we search for something and see our SERP we always click one of the results. We type in a query, look at possible options and enter it ro read a publication.
Now, according to Search Engine Land 2019, about half of the searches end without a click. Some may think that Google loses its importance as a selling platform but we think it’s something else entirely.
As you could see in the possible options of SERP results they can provide you with an answer without the need of entering any site. You may do some math, check currency exchange rates, look for an image or just see an answer in the titles or leads of the articles. There are so many ways of getting the answer directly on SERP that save you that one click and time needed to find an answer on a website.
That’s why Sentinic takes into account both click and non-click searches when calculating Keyword Image Score (in short: how this keyword is perceived by internet users through Google Top20 results) as they sometime give users a different view on the same subject. For non-click searches we analyse position of the result and sentiment of its title and lead. For click searches we also take into account the sentiment of all the contents of the publication that you can access. Taking these two factors into account Sentinic provides you with an average of what both type of internet users would think about the keyword and provide you with a score useful for your brand reputation monitoring.
Why you should be on SERP
According to the latest data more than 90% of purchases start with a search engine (Google/IPSOS, Global Retail Study, 2019). Even when we buy in a physical store, 80% of us first check the product online.
Nowadays we find even more uses for Google. We check brands in Google before applying for a job or read about their CSR policies and subcontractors before deciding to cooperate with them. Actually, we use it for everything as people generate about 60 000 searches per minute and each day there are queries that were never typed in before.
This means that you just cannot ignore how you present yourself in Google. As all platforms want you to pay money for ads it’s one of the last places where you can hope to get this organic traffic and new clients almost for free.
When you ger on SERP and count in Top10 Google results it also provides your business with legitimacy. People assume that Google answers are trustworthy and most of them get their answer from Top3 results. That’s why you have to aim high and try your best to position yourself when people search with keywords that relate to your business.
How to get on SERP
There is one proven strategy for getting on SERP and it’s using all tools that are in your disposal. PR, e-PR and content marketing combined give you the best chance to be in Top10.
Basics of what you should do include:
- Optimizing your website. SEO is a must if you want to rank high. Cooperate with experts who will help you identify keywords crucial for your business and prepare your website in such a way that it will rank high for specific queries. Prepare meta-descriptions (what user sees in Google results) in a way that will encourage people to click. Also, your website shouldn’t put too much pressure on the internet connection and has to load fast as Google prefers such sites and puts them higher in ranking. You can read more about it here.
- Creating content that answers your customers questions like Q&A, webinars or articles not only informs people about your brand but also position you as an expert and visits to your e.g. blog or social media channels will increase your visibility. You should add new content regularly as Google prefers active websites that are updated often.
- Making your social media channels stand out. Facebook, Instagram and LinkedIn are now the main sources of information for many users. Make sure that you have the most important info about yourself on these channels and that your publications are engaging. These channels work as additional websites and can also rank high in Google.
- Asking clients to leave their reviews as one happy client can get you 10 more, or even 1000 if we’re talking influencers or big companies. Just remember to remind them and if you have a unique testimonial, make it stand out on your website. Do the same with logos of big clients.
- You can sometimes even force reviews on people by e.g. sending them your products or access to services for free to in hope that they will test them out and leave reviews. Use it to reach people that may normally be unattainable for you.
- e-PR includes creating publications about your business, products or services that can be interesting for the media. Everybody is hunting for news so if you can prepare a press note that can catch attention of internet users then do it and send it to various editors. Free publicity will help you especially in the beginning.
- Link building and paid articles are also a great in improving visibility. Making sure that people put links to your website in their articles will make Google see it as more trustworthy and beneficial for internet users. Paid articles on other websites work even better.
Monitoring is crucial
Getting on SERP is not everything. If you get in Top10 Google results that probably means that you’re becoming well-known. That means that you get a lot of new, loyal clients but you also get some haters and have to protect your brand reputation.
Brand crises are more common as ever as one opinion can strongly affect a reputation and with internet and social media everyone can reach many other of your customers.
Just one negative review can generate a crisis and if you don’t react in time you can lose a lot of money or reputation. That’s why you must always be up-to-date with what people write and read. You need to know what publications affect their opinions, what is currently in Top10 and prepare if some negative publication goes up on SERP.
Top20 Google results that you see on the first two SERP pages are really dynamic. You can test it yourself by typing the same query for a few days straight and you will see that the results differ at least a little.
Of course, there are a lot of different keywords or phrases that people can find you through and monitoring them closely by hand is near impossible. That’s why we tried to make your life easier and save you time, money and reputation.
With Sentinic you can choose up to 30 keywords like “Your brand’s name+opinions or reviews” or “your brand’s new products or service” and start automatic monitoring. Sentinic will monitor Google Top20 results so you will not only know which Top10 results affect opinions of internet users but also get insight into what goes up in the next 10 results. With that you can prepare for the worst. Every bad publication was first somewhere in the depths of internet before it got to Top10.
Apart from the results, we give you a sentiment analysis for each result that will tell you if the publication is positive, negative or neutral on a scale of 0-100. With this you don’t have to waste time by reading all the content yourself, you will know if you have to worry right away. This sentiment estimation is updated every week so even if the content of the page changes you will know about it.
We also give you a Keyword Score that we mentioned earlier that through one number on a range from 0 to 100 shows you if the Keyword is perceived negatively, positively or neutrally by internet users. This score is update daily and you see the change right away on the platform so you will be able to find the cause of a sudden loss or gain.
You can even monitor several keywords using Projects. They will show you through a Project Score – an average score of all Keywords Scores associated with this project. You can for example create a project Brand Reputation that contains keywords with opinions and reviews about your brand and its services and with that easily monitor them all.
Finally, you get this great Highlights feature that will send you notifications about the most important changes in Top20 like a significant gain or loss in score or a new publication appearing on SERP.
Using Sentinic for SERP monitoring you will not only find out how you or your competition fares in Google but also be able to protect your reputation. Remember – getting on SERP is one thing, staying there with positive image is another.
Finally, you don’t have to take our word for it. We offer a free 14-day trial, so you can test Sentinic yourself. Just click below, we don’t take any credit card info!