The truth behind Search Engine Visibility — Chris Dickey // Visably

Quotes

• “Visibility is the thing I consider to be the shared voice. Out of the places where conversations are happening, what percentage of that share is around your brand. In the search landscape you could say that it is the first page of search.” -Chris

• “You can also look at it from a different perspective, how likely is it that somebody is going to trip across your stuff in the search or really anywhere in that matter.” -Chris

• “In the PR industry, we look at shared voice like, out of all the conversations in the X subject, how many of it included our brand and you can measure that. The same goes with the concept in search. I think of it as like, how do you increase the likelihood that someone is going to stumble across your brand and your product in any given keyword search.” -Chris

• “From a PR perspective its just a much deeper pull. It is much more blurry because there is so much static out there. From an SEO perspective, its really finite. Youre just looking at this ten organic results buttressed by ads and then snippets here and there. The landscape that youre playing in is way smaller and of course that is amplified across in the level of keywords.” -Chris

• “The total readership of the NewYork Times over the course of a month is something like 16 million and a PR person will get a single mention in a page under the NY Times, likely not the front page, and theyll put in the PR report 16 million impression and of course, that couldnt be farther from the truth.” -Chris

• “There are so many mechanisms to bring a customer back or rope them in once they are in the funnel. But to get them in the funnel can be a really challenging dilemma for a lot of marketers.” -Chris

• “Visably, the company that I am behind, we have a score called the Visably Score. It looks at all those central touchpoints then we do a couple of things. We look and say, “Is this your website? Yes or No then if it is your website we believe that, regardless of the rank in the page, theres an extra brand value to have in your website showing up in the first page of the search.” -Chris

• “Is there an image associated with the link or not? Even if you dont click on the link we believe that an image heightens the brand value of the page or your visibility forthat matter.” -Chris

• “And then it was the more empirical aspects like whats the clickthrough rate on any given SERP feature on the page and how does that clickthough rate change with the addition of a special SERP feature.” -Chris

• “The Visably Score looks at the holistic set of variables from clickthrough rate to position on the page, the type of SERP feature to image and no image, to the presence of your own brand on the website and then it takes all that and identifies where you exist within that framework and applies a score that basically relates to the likelihood that someone is going to discover your brand.” -Chris

• “At the end of the day, search should be managed as a multi-channel platform and its a place where you should get this deeper level of analytic, data-backed from all these keywords that youre interested and doing well in and decide which of these keywords is transactional and how are we performing those transactional keywords and is this something our ecommerce team can improve upon.” -Chris

• “Theres a balance that I think most digital brand directors should be striking between how much money do we spend bidding on a keyword vs optimizing organically for it. If you are doing well organically and you can empirically show that you are winning a lions share of the click on the page organically through all these multi-channel efforts, could you spend your SEO budget elsewhere to reach page results that you are not doing as well organically?” -Chris

• “I do think that there is something to be said for understanding not only for how your web properties are showing up but combining that data with how other brands are talking about you so you understand the true coverage of a given keyword is whether it is owned or earned content.” -Ben