Brand sentiment by design
Although nothing has been explicitly confirmed, mounting evidence (https://netm.ag/2E9PZwE) suggests that brand sentiment is now contributing to search engine visibility but how can we capitalise on this as a designer? Well, as with privacy, brand sentiment starts with design. When designing UX, think about the entire customer experience. Social media mentions: let the user share your content Customer service: resolve issues via social media Online reviews: rich snippet data, Yelp, TripAdvisor, etc Positive brand mentions in content could be a contributor to SEO too, as well as social selling (i.e. the quality of verified reviews from items sold via social media).
It can be hard to know what to focus on when the world of tech evolves so quickly but when it comes to SEO, taking a user-centric approach to design makes the most sense. Think: if you were the user, how would you evaluate the quality of a brand?
Encouraging social media mentions and helping the user share your content can help improve public sentiment about your brand