What Do Your Google Search Results Say About You? Create a Brand Cloud to See for Yourself

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Most corporate execs know that organic search results are important to a brand’s reputation — at least, in an abstract way they do. But how can you show execs the impression their brand’s Google results are making on potential customers (or investors, or employees)?

I like to use TagCrowd, which creates tag clouds based on word frequency. I simply take all the words in the first three pages of the search results for a brand, dump them in TagCloud and see what it spits out. It’s a great tool for visualizing the terms people see (and thereby associate) with your brand.

Think of it as “brand cloud” for your online reputation.

For example, here’s the brand cloud for one of the world’s most popular brands, IKEA:

This is a brand manager’s dream. Appropriate terms to describe the product (“furniture,” “kitchens”) are supported by positive adjectives such as “best” and “personalized.”

By contrast, here’s the brand cloud for Exxon:

The cloud prominently features negative terms such as “Valdez,” “spill,” “damage,” and “exxonsecrets.” It should come as no surprise that Exxon is not one of America’s more popular brands.

Obviously, Exxon Mobil can’t make the Valdez oil spill go away. But perhaps if it did more to curry favor with its customers and the general public, the Google results would paint a prettier picture.

Finally, here’s a brand cloud for my agency (based on the first three pages of Google results for the term “Idea Grove”):

Try it on your own brand. You may be surprised by what you see.

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About the author

Scott Baradell
Scott, president of Idea Grove, oversees one of the fastest-growing and most forward-looking public relations and inbound marketing agencies in the southwestern United States. Idea Grove focuses on helping technology companies reach media and buyers; and its clients range from venture-backed startups to Fortune 200 companies. Scott launched Idea Grove in 2005 along with his groundbreaking blog, Media Orchard. He has been a consistent innovator in the public relations and marketing space. Scott was among the first to understand the role of blogging in audience building. He was quick to recognize the vital importance of content quality and the power of social sharing. Most significantly, he developed a system that integrates public relations, content creation, social and search marketing, and conversion rate optimization into a program that produces hard-dollar results for clients.

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One thought on “What Do Your Google Search Results Say About You? Create a Brand Cloud to See for Yourself

  1. D Lloyd

    Interesting. Tried this with my organization. Concise look at the first impression we are supplying with search results returned.
    BTW…Brand Cloud? Isn’t that what Tom Hanks was diagnosed with in Joe Versus the Volcano?

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