{"id":1170,"date":"2021-01-08T18:20:30","date_gmt":"2021-01-08T18:20:30","guid":{"rendered":"https:\/\/seoprohub.com\/blog\/?p=1170"},"modified":"2022-08-05T11:07:59","modified_gmt":"2022-08-05T18:07:59","slug":"how-brand-reputation-can-be-impacted-by-google-serp-selections","status":"publish","type":"post","link":"https:\/\/seoprohub.com\/blog\/how-brand-reputation-can-be-impacted-by-google-serp-selections\/","title":{"rendered":"How Brand Reputation Can Be Impacted By Google SERP Selections"},"content":{"rendered":"\n<p>The purpose of this article is to portray a detailed analysis on how Google selects the People Also Ask Results (PAA) and what impacts it has on the reputation of various brands. To further this proposition, we are gonna use the company names from the 2019 Fortune 500 list. Our analysis will comprise Nozzle ranking data, an open-source analysis system from Baidu, i.e., Senta, and Google\u2019s Natural language API.<\/p>\n\n\n\n<p>For those of you, who are reading this article and don\u2019t know what PAA is, here\u2019s what will help you out:<\/p>\n\n\n\n<p>But first, for those unfamiliar with PAA results, this is what they look like:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"800\" height=\"312\" src=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/seo-1.png\" alt=\"seo\" class=\"wp-image-1172\" srcset=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/seo-1.png 800w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/seo-1-300x117.png 300w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/seo-1-768x300.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">(Source:https:\/\/searchengineland.com\/brand-reputation-and-the-impact-of-google-serp-selections-345005)<\/p>\n\n\n\n<p>Looking at the image above, the term CDW has been searched. If we were to ponder upon the suggested results, we could easily decipher that this term is searched quite often. So for every time you search CDW, you\u2019re gonna find the same search suggestions. It should be noted that these result placements are somewhat the same in both Google and Bing.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f1f8fea11ce\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f1f8fea11ce\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/seoprohub.com\/blog\/how-brand-reputation-can-be-impacted-by-google-serp-selections\/#Data_Processing\" title=\"Data Processing\">Data Processing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/seoprohub.com\/blog\/how-brand-reputation-can-be-impacted-by-google-serp-selections\/#Sentiment_Information\" title=\"Sentiment Information\">Sentiment Information<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/seoprohub.com\/blog\/how-brand-reputation-can-be-impacted-by-google-serp-selections\/#Data_Analyzing\" title=\"Data Analyzing\">Data Analyzing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/seoprohub.com\/blog\/how-brand-reputation-can-be-impacted-by-google-serp-selections\/#Sharing_Domain_Voice\" title=\"Sharing Domain Voice\">Sharing Domain Voice<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/seoprohub.com\/blog\/how-brand-reputation-can-be-impacted-by-google-serp-selections\/#PAA_Of_Companies_Varies_With_Time\" title=\"PAA Of Companies Varies With Time\">PAA Of Companies Varies With Time<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/seoprohub.com\/blog\/how-brand-reputation-can-be-impacted-by-google-serp-selections\/#PAA_Themes_For_Companies\" title=\"PAA Themes For Companies\">PAA Themes For Companies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/seoprohub.com\/blog\/how-brand-reputation-can-be-impacted-by-google-serp-selections\/#Company_Sentiment\" title=\"Company Sentiment\">Company Sentiment<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/seoprohub.com\/blog\/how-brand-reputation-can-be-impacted-by-google-serp-selections\/#Questioning_Legitimacy\" title=\"Questioning Legitimacy\">Questioning Legitimacy<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Data_Processing\"><\/span>Data Processing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Now that we have a grip on what PAA is, let us take a step forward to understand how the PAA results are processed. For that, we had the Fortune 500 list of companies in CSV format. From there, we loaded the names into the ranking tool, Nozzle. The entire data gets dumped by Nozzle into Big Query into a much easier format, viable for processing by Google Data Studio.<\/p>\n\n\n\n<p>Next, we took Senta to put on a sentiment score to the top-ranked PAA questions. Senta&#8217;s SKEP models are fascinating, as they utilize token masking and substitution to train the language model for analyzing sentiment tasking.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Sentiment_Information\"><\/span>Sentiment Information<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Followed by some experimenting, we came to the proposition that tasks pertaining to the aspect-based model performed much better than those of the sentence classification. For aspect, we took the company\u2019s name, as it\u2019s the prime center of sentiment. Aspect means a sentiment recipient that is a component of a service or even product.<\/p>\n\n\n\n<p>We also required a comparison with Google\u2019s NPI API data. So, we put the model\u2019s output between the ranges of -1 to 1. This was followed by using Google\u2019s Language API to obtain a comparison score so that the PAA questions get processed. Even with Google requesting sentiments that are entity-based, we took the decision of proceeding in the opposite direction in the form of correct labeling of companies since the entities were sort of missed or hit. Furthermore, we neglected the output magnitude since there was nothing equivalent to it in the Senta output.<\/p>\n\n\n\n<p>In the final step, we took the opportunity of setting up a rank tracking for all the 500 companies in Nozzle. This monitored the website upon whether they are legit or not. To support our identification, we used this year\u2019s revenue data in order to compare sentiment impact.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Data_Analyzing\"><\/span>Data Analyzing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To begin with our analysis, we took the data studio dashboard, giving readers the chance to ponder upon collected data. To help you understand, we have broken the data into ten different views.<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"Sharing_Domain_Voice\"><\/span>Sharing Domain Voice<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A few of the domains had top 10 companies from the 500. At first, <a href=\"https:\/\/en.wikipedia.org\/wiki\/LinkedIn\" rel=\"nofollow\">Wikipedia came with 97.4%<\/a> of the searched results, and LinkedIn on the second was having a score of 75%.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"989\" height=\"462\" src=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/123.png\" alt=\"Brand Reputation \" class=\"wp-image-1176\" srcset=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/123.png 989w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/123-300x140.png 300w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/123-768x359.png 768w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/123-940x439.png 940w\" sizes=\"(max-width: 989px) 100vw, 989px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\">(Source: https:\/\/searchengineland.com\/brand-reputation-and-the-impact-of-google-serp-selections-345005)<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"PAA_Of_Companies_Varies_With_Time\"><\/span>PAA Of Companies Varies With Time<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To further this view, we have a dataset of some of the prominent companies.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"800\" height=\"338\" src=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/company_paa_changes_time.png\" alt=\"Brand Reputation\" class=\"wp-image-1174\" srcset=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/company_paa_changes_time.png 800w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/company_paa_changes_time-300x127.png 300w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/company_paa_changes_time-768x324.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">(Source:https:\/\/searchengineland.com\/brand-reputation-and-the-impact-of-google-serp-selections-345005)<\/p>\n\n\n\n<p>The above picture shows results of the financial services company Morgan Stanley. From December 8<sup>th<\/sup>, four results have been leading the same order. If we were to compare this outcome with that of Microsoft, we are gonna get some diverse PAAs having daily changes.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"800\" height=\"339\" src=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/company_paa_changes_time2-800x339.png\" alt=\"\" class=\"wp-image-1179\" srcset=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/company_paa_changes_time2-800x339.png 800w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/company_paa_changes_time2-800x339-300x127.png 300w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/company_paa_changes_time2-800x339-768x325.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">(Source:https:\/\/searchengineland.com\/brand-reputation-and-the-impact-of-google-serp-selections-345005)<\/p>\n\n\n\n<p>Looking at this image, the median of exceptional PAA results for one company was seven after collecting data for two weeks. The median of the top 10 domains happened to be over the same period. Here is a chart showing those remarkable results.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"518\" height=\"600\" src=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/median_unique_paa-518x600.png\" alt=\"\" class=\"wp-image-1180\" srcset=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/median_unique_paa-518x600.png 518w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/median_unique_paa-518x600-259x300.png 259w\" sizes=\"(max-width: 518px) 100vw, 518px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">(Source:https:\/\/searchengineland.com\/brand-reputation-and-the-impact-of-google-serp-selections-345005)<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"PAA_Themes_For_Companies\"><\/span>PAA Themes For Companies<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>One of the most intriguing parts of the analysis is reviewing PAA questions and using common words to forge a view about what people think of companies. In most of the findings, Google indicates an interest in whoever owns the company.<\/p>\n\n\n\n<p>For the legit concern regarding different companies, the PAA result collection showed eight results that asked its legality.<\/p>\n\n\n\n<ul><li>Is bold precious metals legit.<\/li><li>Is AES legitimate.<\/li><li>Is bright house financial legitimate.<\/li><li>Is CDW com legit.<\/li><li>Is footlocker a legit site.<\/li><li>Is HD supply solutions legit.<\/li><li>Is live nation legitimate.<\/li><\/ul>\n\n\n\n<p>is New York life insurance legit<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"Company_Sentiment\"><\/span>Company Sentiment<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Coming back to the Senta models that covered the sentiment score. We took two of the best Senta models and <a href=\"https:\/\/cloud.google.com\/natural-language\">Google\u2019s NLP API<\/a> sentiment to get a complete overview, expecting the most balanced score as results. Below is an image depicting how the results can be viewed.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"800\" height=\"352\" src=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/Paa_sentiment1-800x352.jpg\" alt=\"Paa_sentiment1-800x352\" class=\"wp-image-1181\" srcset=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/Paa_sentiment1-800x352.jpg 800w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/Paa_sentiment1-800x352-300x132.jpg 300w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/Paa_sentiment1-800x352-768x338.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">(Source:https:\/\/searchengineland.com\/brand-reputation-and-the-impact-of-google-serp-selections-345005)<\/p>\n\n\n\n<p>We obtained the revenue changing numbers to look upon the relationship between the company sentiment and economic performance. Companies with a negative to average sentiment showed relatively weaker growth in terms of generating revenue.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"419\" height=\"415\" src=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/Paa_sentiment4.png\" alt=\"Paa_sentiment4\" class=\"wp-image-1182\" srcset=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/Paa_sentiment4.png 419w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/Paa_sentiment4-150x150.png 150w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/Paa_sentiment4-300x297.png 300w\" sizes=\"(max-width: 419px) 100vw, 419px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">(Source:https:\/\/searchengineland.com\/brand-reputation-and-the-impact-of-google-serp-selections-345005)<\/p>\n\n\n\n<p>With the global pandemic happening, it\u2019s understandable as to why the growth had spurted. Even if Google is more of a consumer question and sentiment reflection, it could be the results reinforcing the company&#8217;s financial solvency.<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"Questioning_Legitimacy\"><\/span>Questioning Legitimacy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The final part of our observation is covering the question of whether the company is legit. For that, we tracked over 1,000 searches, and amongst those, Wikipedia stood at first. These legit query results are owned by review sites, both business and career-related.<\/p>\n\n\n\n<p>The career sites lacked focus on informing customers as to whether the company is genuinely a real one or is it fake? If we were to look specifically at legit and legal targeted domains, the words would appear in the URL&#8217;s slug part<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"800\" height=\"437\" src=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/Paa_legitimacy2-800x437-1.png\" alt=\"Paa_legitimacy2-800x437\" class=\"wp-image-1184\" srcset=\"https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/Paa_legitimacy2-800x437-1.png 800w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/Paa_legitimacy2-800x437-1-300x164.png 300w, https:\/\/seoprohub.com\/blog\/wp-content\/uploads\/2021\/01\/Paa_legitimacy2-800x437-1-768x420.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">(Source:https:\/\/searchengineland.com\/brand-reputation-and-the-impact-of-google-serp-selections-345005)<\/p>\n\n\n\n<p>Upon observing, we found out that most of the questions challenging legality directed to the company\u2019s policy page. That\u2019s more of a good sign, as it can help in narrowing down the search.<\/p>\n\n\n\n<p>Based on our comprehensive research, the compelling point here is the line lying between the user\u2019s query, whether positive or negative. This also relates to active information suggestions that can change a user&#8217;s perception about the topic he\/he searches for. Google\u2019s selection is relevant only when the user uses the search engine to get to a particular site and does not require any feedback.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The purpose of this article is to portray a detailed analysis on how Google selects the People Also Ask Results (PAA) and what impacts it has on the reputation of&#8230;<\/p>\n","protected":false},"author":1,"featured_media":1185,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"yst_prominent_words":[470,463,478,59,490,468,473,469,467,69,471,486,464,474,472,466,488,475,487,485],"acf":[],"views":4532,"_links":{"self":[{"href":"https:\/\/seoprohub.com\/blog\/wp-json\/wp\/v2\/posts\/1170"}],"collection":[{"href":"https:\/\/seoprohub.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/seoprohub.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/seoprohub.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/seoprohub.com\/blog\/wp-json\/wp\/v2\/comments?post=1170"}],"version-history":[{"count":6,"href":"https:\/\/seoprohub.com\/blog\/wp-json\/wp\/v2\/posts\/1170\/revisions"}],"predecessor-version":[{"id":1263,"href":"https:\/\/seoprohub.com\/blog\/wp-json\/wp\/v2\/posts\/1170\/revisions\/1263"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/seoprohub.com\/blog\/wp-json\/wp\/v2\/media\/1185"}],"wp:attachment":[{"href":"https:\/\/seoprohub.com\/blog\/wp-json\/wp\/v2\/media?parent=1170"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/seoprohub.com\/blog\/wp-json\/wp\/v2\/categories?post=1170"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/seoprohub.com\/blog\/wp-json\/wp\/v2\/tags?post=1170"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/seoprohub.com\/blog\/wp-json\/wp\/v2\/yst_prominent_words?post=1170"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}