How To Use Google Alerts In Your Online Marketing Efforts

Posted on March 10, 2008 by Eric Hebert
Filed Under Online Reputation Management |

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alarm.jpgOne of the emerging (and frankly frightening) aspects of the web is online reputation management. In a nutshell, it’s making sure that the information regarding yourself and your business is GOOD and TRUE and not anything that is going to hurt you. Now, there are many different aspects of reputation monitoring, and one in particular is Google Alerts.

Google Alerts allows you to take a keyword phrase (for example, your name or company name) and receive a notification each time Google finds a new page using that phrase. My Google Alerts has my name “Eric Hebert” and my company name “Evolvor”, amongst other words and phrases.

Whenever someone mentions my name or company online, I know about it IMMEDIATELY thanks to Google Alerts - it sends me an email letting me know where the mention is.

Why is this a good thing? Because I can then ENGAGE that website with additional information. If someone mentions my name, I can then comment or send an email to the webmaster regarding the page in question. If the mention was a good one (”Eric is the coolest dude”), then I could thank him or her and make a connection. If it was bad (”Eric is a huge loser”), then I could ask why or try to change his or her opinions of me - or tell that person to go $@%@ themselves. Either way, I am aware of what is being said about me and my company, which is VERY important!

So you see the importance of Google Alerts as far as brand reputation is concerned. But how can it effect your marketing? Simple. Stay on top of your targeted keywords and phrases, set up through Google Alerts. Whenever a mention is made, that’s an opportunity for you to join the conversation and engage the webmaster, and hopefully generate interest in your website and all of it’s offerings. This is especially important in obtaining inbound links to your site.

Let’s say for example that Joe Schmoe sells some custom Ford Mustang body kits through his Mustang website. If he sets up “Ford Mustang” as his Google Alert, he’ll be notified every time someone mentions the phrase. Now Joe can see what people are talking about related to the car, and maybe he’ll find a few sites that he could get a link from or at the very least a comment on a blog post.

Other Ford Mustang people might see his name or brand over and over again on Mustang related sites, building his credibility and reputation (and links) as the de facto Mustang expert.

Same for a band trying to get the word out. Let’s say you’re a hard rock outfit that would appeal to fans of Metallica. You could set a Google Alert up for “Metallica” and then join in on the conversation anytime someone mentions them. This could introduce new fans, get links in to your site, and overall increase awareness of the band.

If you’re not using Google Alerts, I hope this post will motivate you to get stated (it’s FREE!). Can anyone think of any other creative ways to use the service?


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9 Responses to “How To Use Google Alerts In Your Online Marketing Efforts”

  1. andymurd on March 10th, 2008 6:18 pm

    Google Alerts is a really under-utilised tool. I’ve used it for years now and its saved my bacon a couple of times by allowing me to get into conversations early.

    I also find it useful when building a brand or choosing a domain. I’ll set up an alert and watch for a few days to find out if anyone else is claiming the name.

    I just wish they’d deliver alerts via RSS, though.

  2. Mark Alves on March 10th, 2008 10:47 pm

    Here are some Google Alert-type monitoring options available via RSS:
    http://doteduguru.com/id98-monitor-institutes-online-identity.html

    Another RSS option is:
    http://serph.com/about/

  3. Classic Mustangs For Sale on March 10th, 2008 10:50 pm

    Ironically, I found out about this post via a Google alerts that I received earlier today! As you mentioned in your post I had set it up for Ford Mustangs and it picked up your entry.

    It’s interesting since you mention ford mustang a couple of times in your post but it’s not necessarily the main topic.

  4. Greg Rollett on March 11th, 2008 9:05 am

    Eric,

    Google Alerts are great for online reputation management. All of our clients have them for terms that relate to their business. One of the hardest things to do is drive links and traffic for your site. Using the Metallica example, you can multiply the number of comments, links and information you put on the web. This is ultimately the key in helping new readers find your site and find you informative.

    It also works great to see if Google is indexing pages that you post. When you put up a blog post with a term that you have in a Google alert, Google should in theory, pick it up. If not, you can start to assess the situation. Obviously Google doesn’t index immediately but they are getting good, especially with blog content.

    Go Google Alerts!

  5. eric on March 12th, 2008 3:22 am

    That’s really cool ford mustang dude. Now you just have to realize that 1. My no-followed links don’t matter and that 2. Your silly cloud/tag based Ford Mustang site is never gonna cut it. It’s cute that you understand the importance of Google Alerts but just not the other fundamentals of the web.

  6. seoreef on March 21st, 2008 8:24 am

    You hit the nail in the head, very good article. Adding you to my RSS reader.

  7. The Proven Way to Attract More Customers (and Readers) : Brazen Careerist on April 22nd, 2008 7:04 am

    […] conversations on your site and outside of your site. 3. Link building 4. Reputation Management (Google Alerts = free and easy) 5. More content that your clients, fans and customers want to […]

  8. Larry on May 4th, 2008 9:41 pm

    I have been using Google Alerts for a while. I use it to track entries on the net about my business. I use it to keep up to date on issues related to my law practice. For instance I do mediation. I can enter a term like “interest based bargaining”. Then I can stay up to date on everything on this issue.

    I also use it as a resource to gather research information from which I can draft articles, ebooks and the like.

    Great blog. thanks also thanks to the people who commented. Good information to use.

    Anyone got any information on how to best eliminate negative entries on the internet about you or your company, I would appreciate hearing from others.

  9. Eric Hebert on May 5th, 2008 1:39 pm

    Eliminating negative entries is tough, and an entire “online reputation management” industry has sprung up around it.

    The first question you have to ask is whether that negative entry is true or false information. If it’s false, you can ask the owner of that information to take it down.

    If it’s true, then the best you can do is publicly respond to it the best you can.

    The most important thing to remember is making sure that you populate search engine results with as much positive information as possible, and to make sure that information consistently outranks the negative stuff.

    For more info on this topic, check out Andy Beal,
    http://www.marketingpilgrim.com/internet-marketing-books

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