Search Results: Own Your Online Reputation

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In this presentation, learn tips from BrandYourself Co-founder & CEO, Patrick Ambron, about how to take control of search results for your own name and own your online reputation. Patrick goes into

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Search Results: Own Your Online Reputation

  1. 1. Search Results: Owning your Online Reputation Patrick Ambron Co-Founder & CEO
  2. 2. • Introduction to Online Reputation Management • Building content you want people to find • Ensuring your content is visible (SEO tactics/tricks) • Case Study #1 • What to do if something negative shows up • Case Study #2 • Special Offer AGENDA
  3. 3. INTRODUCTION TO ONLINE REPUTATION MANAGEMENT
  4. 4. 1 BILLION 75% names are Googled every day of HR departments are required to research candidates online How you come across online is incredibly important
  5. 5. Most people are not represented well online Most of you fall into 1 of 3 categories… The Problem:
  6. 6. …the negative category
  7. 7. …the irrelevant category
  8. 8. … or the “hey, that’s not me” category
  9. 9. In fact, BrandYourself started when our co-founder Pete couldn‘t get an internship because employers were Googling him and finding... A criminal with the same name The REAL Pete Kistler, NOT a criminal INSTEAD OF
  10. 10. Pretend you’re a hiring manager… You have three potential employees:
  11. 11. Which category do the search results for your name fall into?
  12. 12. Some things to keep in mind when Googling your name…. • Google customizes search results based on what it knows about you (Sign out of Google account /incognito search) • Google your full name and any variations • Consider any identifiers someone may use
  13. 13. CREATING CONTENT YOU WANT PEOPLE TO FIND
  14. 14. 1. Build a personal site • Wordpress • Weebly • Blogger There are so many free and easy ways to build a site. These rank highest: Our Recommendation: WordPress (flexible design, very SEO friendly) • Tumblr • About.Me • Many others
  15. 15. Fill it with relevant content about YOU Tip: Use your real name wherever you can
  16. 16. 2. Get on Social Networks Search engines love ranking social networks high because they are credible and constantly updated.
  17. 17. 3. Start blogging Unless you are an objectively terrible writer with no intention to improve, you should be writing blog posts. Volunteer to write for places like Huffington Post. Tip: Subscribe to relevant RSS feeds in your interests and write one reaction a week.
  18. 18. 4. Post interesting content: Good: Bad:
  19. 19. Keep it clean or keep it private Keep in mind: Nothing is really private online.
  20. 20. ENSURING YOUR CONTENT IS VISIBLE (SEO TACTICS)
  21. 21. WRONG…Because, search engines make mistakes. If I build all this content, Google will automatically find it, right?
  22. 22. Solution: SEO “Search Engine Optimization” is the process of creating or improving content to make sure it shows up as high as possible for a specific keyword (YOUR NAME).
  23. 23. SEO Basics: Factors You Should Understand On-Page SEO Off-Page SEO • Social Sharing
  24. 24. • Costs about $10 per year • Make sure you use yourname.com or some variation with your name in it (petekistleronline.com) • Register it for as long as possible (2 years or more) – Even if you don’t plan on using it immediately, it keeps someone else from taking it • Where to get your domain: GoDaddy.com, hover.com Step 1: Get Your Domain Name
  25. 25. Step 2: Structure Your Site Well Make sure your name exists in all of these places and you’ll be off to a good start: Tip: Use WordPress All-in-one-SEO-Pack plugin • Title of website • Headline of each page • Navigation
  26. 26. Step 3: Use your REAL name Good:
  27. 27. Bad: Step 3: Use your REAL name
  28. 28. Step 4: Link all your content together Let search engines know they are all “voting” for each other to rank high
  29. 29. CASE STUDY #1
  30. 30. WHAT TO DO IF SOMETHING NEGATIVE SHOWS UP FOR YOUR NAME
  31. 31. If you have one or more negative results showing up for your name, you have a few options: 1. Get it Removed • Ask to have the content taken down • File a claim with Google • Get the site taken down 2. Bury it 3. Bump it off
  32. 32. The best way to handle negative search results is to create relevant, positive content to take its place BEWARE any companies who promise quick fixes, guaranteed results or are not transparent about their practices
  33. 33. CASE STUDY #2
  34. 34. ADDITIONAL TOOLS & RESOURCES

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