Using Google’s Related Searches

How often do you look at search results for your company/brand name to see what content is appearing? If you aren’t doing this often, it may be hurting you for a number of reasons. There could be negative content written about your company, or an individual within your company, negative reviews, incorrect information (address, phone number, etc). There could be any number of things ranking in the search results that you’d rather not be visible. Managing your online reputation is paramount for any business with a web presence. This article isn’t going to focus on that topic necessarily, but, I wanted to discuss Google’s related searches as this may uncover some keyword phrases that Google considers related to your business.

Before jumping into this, remember that Google’s related searches can be personalized on your past search history if you’re logged in to your Google account. I would suggest logging out, or doing an incognito search (if using Chrome, hit CRTL + N) to remove all personalization.

Formica Media vs. Formic Media Example

Using Google’s related searches is not complex at all, but as I mentioned, it’s just forgotten about by many marketers/agencies. As an example, I did a search for “formic media,” as I wanted to ensure our digital assets/content/social media profiles were all ranking well for our brand name, and there wasn’t any negative content listed. I noticed something interesting when doing this. Take a look at what appears in Google’s related searches (at the bottom of the search results page).

Using Google’s Related Searches image formica blog post1

All of the results are looking pretty normal, and logical, as we host free monthly seminars, submit press releases on a fairly regular basis, write a blog (obviously) and Anvil Media is our parent company. The one that sticks out is “formica media.”

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I have to assume to those folks searching for “formica media” are, in fact, trying to find Formic Media. Doing a search for “formica media” you won’t find anything related to Formic Media, which could pose a problem if people don’t know our actual business name (they’re close, but still may not reach us). So, what to do?

You need to properly optimize content on your site (or blog) for the misspelling. These types of searches are happening all of the time, as a large percentage of the American population has a hard time with spelling, which is why Google offers up this great “service.” Create content around the misspelling, using an example as I’ve just done in this blog post. My end goal is to get this blog post to rank for “formica media” so folks searching for Formic will see this blog post and be able to find Formic Media.

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