Usually the easiest thing an SEO can do for a major brand is get a number one ranking for that brands product names. There is an exception to that rule though. Getting ranked for product names when the product doesn’t exist yet can be a challenge – especially if there is any significant amount of pre-release publicity.
Search Mojo has represented several major brands in the past year that have had major new product launches. The anticipation of the arrival of some of these products has been huge and the build up of hype surrounding them by fans, bloggers and the press has in some cases been rabid. Examples include the Doritos Locos Taco from Taco Bell, the as yet unreleased Call of Duty Black Ops 2 and the 2013 Mazda CX-5.
As an SEO it is exciting to work with big brands with a lot of hype around their new products, but there are some significant disadvantages to be overcome. The very hype that builds the excitement for the coming of the new product has to be overcome in search results. All of those articles, blog posts, pictures from trade shows of new products, leaked YouTube videos, Spy Cam pictures are competition in the Search Engine Results Pages that you as an SEO will eventually have to outrank.
I recently read this article from Danny Sullivan at Search Engine Land about how false and spam press releases are being distributed via PRWeb, after yesterday’s big tech news that PRWeb ran a press release that falsely reported the acquisition of WiFi provider ICOA by Google. Danny’s article makes some excellent and painfully true points about the inherent flaws with both PRWeb’s internal QC processes for the press releases distributed through its platform, and with how Google News indexes news items.
