Brand Search Visibility Audit

A brand search visibility audit performs a search for the brand name. It evaluates what Google understands about the brand as an entity.

The audit collects the following information:

• If the Google Knowledge Graph includes one or more likely entities
  • For a search of the most likely entity the audit collects
    • If the search triggers a Google Knowledge Panel
      • The richness of the knowledge panel
    • If the search triggers Google Knowledge Cards
      • The richness of the knowledge cards
    • If the search brings up any related web pages
    • Which web pages are desired to rank for the brand name in search results
      • How the desired state matches the current state
• If a search for the brand name connects to the determined entity
  • If not, the above data is also collected for the brand name search results
• Other notable discoveries, such as images or related entities

The search results are evaluated for up to 100 entries. Further, the audit is performed for specific country and language combinations.

What is the deliverable?

We aggregate the collected information into a report. The report includes:

• Snapshots of the search results as PDF files
• A table of URLs found
  • A classification, if each URL is relevant
  • The classification, which results are the most important
• A calculated score for easy comparison between two versions. A version can be a different entity. The version can also be a different language or time of the audit.

This audit requires that the client indicates which of the websites in the search results are relevant to the entity. And which webpages would be desired to be at the top of the results

How long does it take to perform an audit?

We can usually deliver a single audit within three business days. Large numbers of audits, greater than 5 may take longer to finish.

What are the next steps after an audit?

The brand search visibility audit is the basis for coaching a client. Coaching helps the client to become a public figure in the eyes of Google.

Can I monitor my brand search visibility over time?

We can also do repeat audits in intervals of a month or quarterly. This is a way of monitoring the brand's search visibility. Monitoring the visibility is a great way to see if changes to websites and profiles are working well.

Is this the same as an SEO audit?

This is similar to an SEO audit, but not the same. This audit focuses on the brand name as an entity in the Google Knowledge Graph and the search results. You can view it as a micro SEO audit for a single keyword, the brand name. But that would be a gross simplification.

An SEO audit is typically more comprehensive. It targets an entire website and its keywords. Furthermore, it evaluates SERP rankings for keywords and competing websites.