Protecting Your Brand Online

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There have been many changes with the Google search engine, and all of them have their fans and their enemies. One of the most polarizing updates that happened to the search provider however hasn’t been Panda or Penguin, it’s likely the autocomplete feature. Autocomplete if you’re unaware, is a feature somewhat like instant where the engine tries to guess what you’re searching for, by offering you some potential searches you can perform.

growthThe feature has picked up a few enemies on how it guesses what you’re searching for. Autocomplete uses the trending terms to build it’s list of terms which it then plugs into the search bar for you as you continue to type. Not only are the trending terms used to build the potential terms, but the search engine also takes your local area into consideration as well. For example, using Google.ca and being in Winnipeg, if I type the letters ‘bl’ into the search box, my personal autocomplete options are blackberry, blue cross, and blue bombers not necessarily in that order. The issues which surround autocomplete typically involve individuals or businesses who have had unfavorable news generated about them. Articles get written, opinions are formed and shared, and before long a local trend suddenly shows up in the autocomplete field. There have been lawsuits, threatening letters and court action filed against the search engine because of these occurrences, and so far in every case the search engine has won. The reason was always the same – they have no control over what people write and share on the internet, they only index it.

Autocomplete is just as important a search feature as any other out there, and it is invaluable where branding is concerned. As a business, your brand is everything, whether you are new or 50+ years old. Your name alone can help guarantee sales, new clients and a high quality referral trend if you play your cards right. You can use the social networking tools at your disposal to generate news and cull testimonials from your clients and customer base. Taking the time to manage your brand by creating your own news, your own trends can help the autocomplete feature to generate a positive spin on your name, and business. First impressions are everything, and where the internet is concerned a first impression lasts only a few seconds at best, so you need to make the best of it.