It goes without saying that if you want to discover more information about a brand, you’ll simply type their name into Google. What comes back on page one of the search results will then play a significant role in your opinion of the brand, and their online reputation among users.

For example, positive content is the first step towards a strong brand/consumer relationship. However, the opposite can be said for negative content, and you don’t get a second chance to make a good first impression – 22 per cent of consumers won’t buy a product if they find a negative article when searching a brand.

But what tends to rank well on the first page of Google? And how can you use this data to influence search results for your brand name? Here’s some data gathered and analysed for 500 brand names.

The importance of LinkedIn

LinkedIn is one of the most visible sites in brand search results, appearing on page one for 381 of the 500 companies analysed.

For many brands, LinkedIn is somewhat of an afterthought when it comes to social strategy, especially for B2C organisations. But on account of its prominent visibility for brand search results, it should be taken seriously.

Along with job candidates, LinkedIn could be the first port of call for potential customers and prospective clients too.

Don’t forget about Glassdoor either

Another overlooked site among digital professionals is Glassdoor, which provides “the inside scoop on companies with employee reviews, personalised salary tools and more.”

Glassdoor appears in the search results of 230 companies, and it has multiple page one appearances for 81 of those companies. What’s more, 199 of these companies had a rating that appeared as a rich snippet in search results. This could be a concern for many, as the average company rating was 3.4.

Given that’s its pretty much impossible to push Glassdoor out of branded search results, your best bet is to develop a great company culture and treat people well.

Own your Crunchbase page

Crunchbase describes itself as “the leading destination for company insights from early-stage startups to the Fortune 1000.” And when you consider that it appears for 26 per cent of companies, Crunchbase deserves your time and attention.

Despite the fact it is open to being edited by anyone like Wikipedia, the risk of vandalism is much lower.

In order to rank highly, try to fill out your Crunchbase profile as comprehensively as possible. This means providing your founding date, all locations, investors, news articles, etc. You should also populate them with unique content rather than copying and pasting text from other sites.

Next steps

First and foremost, review the list of websites and social profiles that appear most frequently on page one for your brand. Identify which of those are most relevant to your company and develop a plan of action for each.

Another option is getting inspiration from the search results of similar companies. By understanding what Google naturally ranks for a similar entity, you can draw up a strategy that addresses it.