Managing Your PersonalOnline ReputationInterpreting and Influencing Search ResultsSean McGinnisMarketing GM, Director of D...
About MeMarketing GM Sears PartsDirect14 years digital marketing experienceDad, Husband, Son, Golfer, Gadfly, Lawyer, Lead...
Our Objectives & AgendaWhat, How & Why of SEOHow to analyze search resultsHow to create positive search resultsWhat to do ...
What, How & Why of SEO
What is SEO?It is the process of getting traffic from the“free,” “organic,” “editorial” or “natural”listings on search eng...
Why is SEO Important?Search remains a MASSIVE part of theonline experience among internetusers.17.5 BILLION explicit core ...
Why is SEO important?OrganicResultsPaid Results
Why is SEO important?90% ofclicks10% ofclicks
Why is SEO important?Notice the difference in clickthrough rate between #1 and#5 on Google & Bing.18.2% v 3.09% Google - 5...
Anatomy of a Search ResultBlended search results present multiple opportunities
But how do Search Engines WORK?
But how do Search Engines WORK?Algorithm decides the order of search resultsGoogle algorithm = 200+ signals. Changes conti...
Search Engines of Yesterday
Search Engines of Today• Is it relevant?– Text on the page– Title tags– Header content– Web Page Address (URL)• Is it auth...
The Power of a LinkAdobe Reader #1 of over 2.3 billion results
The Power of a LinkJust a download page. “Click Here” does not appear on page
Two MAJOR Algorithm ChangesPanda Penguin
Basic SEO Resources• http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/d...
How to analyze searchresults
Baseline Current Search ResultsBegin at the beginning
Mark search results to target• Identify negative search results you wish to remove fromfirst page.• Identify positive sear...
Create a Google AccountTable stakes – a must have if not yet in your portfolio
Complete Your Google AccountReview info linked from within Google Dashboard
Get Notified of New Search ResultsCreate Google Alert for everything!
How to create positivesearch results
Complete profiles on well regarded sites
Build Sites on Branded Domains
Guest posts & interviews
Link & Promote Wisely• Link to results you want improved to move from otherpositive and powerful assets.• Promote posts an...
Create Link Hubs
What to do aboutnegative search results
What to do about negative search results
VERY first step!Create positive search results!!!• See previous section of this presentation for ideas andtactics.• SEO is...
You can’t just hit “delete”, but…• Ask publisher to remove the negative item.• Treat it as you would a bad customer servic...
What to consider whenhiring an SEO consultant
Hiring an SEO Consultant?Think like a search engine!Resource: http://www.portent.com/blog/seo/how-to-hire-an-seo-company-2...
Final Thought…Engage in Reputation Management BEFORE you need it.
Questions?
Connect with me!Twitter – @SeanMcGinnisFacebook - @SMcGinnisLinkedIn - @SeanMcGinnis
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Managing your personal online reputation - Interpreting and influencing search results

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This presentation details a method for positively managing your personal online reputation (or that of your business) through interpreting and influencing search results. Tips and tricks include understand the basics of search engine algorithms, using positive SEO techniques and tactics to create fresh content that will push negative results off the first page of search results.

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  • 56 is the number of monthly searches run by every man, woman and child in the US. ALSO, 17B monthly search = 210B annual search run rate. If each was a dollar, and those dollars were stretched end to end, they would circumnavigate the earth – 32 TIMES!
  • No longer a simple list of 10 links. Hasn’t been for some time. Images. Videos. And now the Knowledge Graph – pulled from a variety of sources and built on the fly.
  • Wouldn’t it be GREAT if we had a big DELETE button on Google search results? Haha. Not gonna happen.Instead your goal is to push negative search results down the results page.
  • What should you look for? What does Google look for when making a recommendation? Relevance and Authority! How do YOU analyze those two criteria? Research, recommendations, word of mouth, buzz, etc…
  • Managing your personal online reputation - Interpreting and influencing search results

    1. 1. Managing Your PersonalOnline ReputationInterpreting and Influencing Search ResultsSean McGinnisMarketing GM, Director of Digital Marketinghttp://SearsPartsDirect.com
    2. 2. About MeMarketing GM Sears PartsDirect14 years digital marketing experienceDad, Husband, Son, Golfer, Gadfly, Lawyer, Leader, LunaticPLEASE Connect with me!Twitter – @SeanMcGinnisFacebook - @SMcGinnisLinkedIn - @SeanMcGinnis
    3. 3. Our Objectives & AgendaWhat, How & Why of SEOHow to analyze search resultsHow to create positive search resultsWhat to do about negative search resultsWhat to consider when hiring an SEO consultant
    4. 4. What, How & Why of SEO
    5. 5. What is SEO?It is the process of getting traffic from the“free,” “organic,” “editorial” or “natural”listings on search engines…. Payment isn’tinvolved, as it is with paid search ads.- SearchEngineLand.comSEO stands for “Search Engine Optimization”
    6. 6. Why is SEO Important?Search remains a MASSIVE part of theonline experience among internetusers.17.5 BILLION explicit core searches inMay 2012, up 2% from previous month.Google dominates market with two-thirds of searches. Yahoo search resultsare powered by Bing. TogetherBing/Yahoo 28.8% of searches.Do not ignore Bing/Yahoo!56 32
    7. 7. Why is SEO important?OrganicResultsPaid Results
    8. 8. Why is SEO important?90% ofclicks10% ofclicks
    9. 9. Why is SEO important?Notice the difference in clickthrough rate between #1 and#5 on Google & Bing.18.2% v 3.09% Google - 589%9.66% v 1.85% Bing - 522%Significant differencesworth pursuing
    10. 10. Anatomy of a Search ResultBlended search results present multiple opportunities
    11. 11. But how do Search Engines WORK?
    12. 12. But how do Search Engines WORK?Algorithm decides the order of search resultsGoogle algorithm = 200+ signals. Changes continually.
    13. 13. Search Engines of Yesterday
    14. 14. Search Engines of Today• Is it relevant?– Text on the page– Title tags– Header content– Web Page Address (URL)• Is it authoritative?– Authority of linking sites– Number of linking sites– Diversity of linking sitesBillions of pages indexed, hundreds of criteriaSearch engines today recommend just like you do!
    15. 15. The Power of a LinkAdobe Reader #1 of over 2.3 billion results
    16. 16. The Power of a LinkJust a download page. “Click Here” does not appear on page
    17. 17. Two MAJOR Algorithm ChangesPanda Penguin
    18. 18. Basic SEO Resources• http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf (Or justsearch Google for “Google Starter Guide”)• http://www.seomoz.org/beginners-guide-to-seo• http://searchengineland.com/guide/seo• http://blog.kissmetrics.com/seo-guide/• http://www.orbitmedia.com/blog/dont-forget-the-seo-basics
    19. 19. How to analyze searchresults
    20. 20. Baseline Current Search ResultsBegin at the beginning
    21. 21. Mark search results to target• Identify negative search results you wish to remove fromfirst page.• Identify positive search results on page 2-5 you wish todrive higher.• Identify neutral search results (those not negative but notpositive – maybe not even about you).Get a clear picture of the current landscape
    22. 22. Create a Google AccountTable stakes – a must have if not yet in your portfolio
    23. 23. Complete Your Google AccountReview info linked from within Google Dashboard
    24. 24. Get Notified of New Search ResultsCreate Google Alert for everything!
    25. 25. How to create positivesearch results
    26. 26. Complete profiles on well regarded sites
    27. 27. Build Sites on Branded Domains
    28. 28. Guest posts & interviews
    29. 29. Link & Promote Wisely• Link to results you want improved to move from otherpositive and powerful assets.• Promote posts and guest posts from social media and otherlocations.• Link back to your hub locations from all guest post bios.• Create content (posts, articles, videos, pictures, graphics)that is viral in nature and will be shared by others.
    30. 30. Create Link Hubs
    31. 31. What to do aboutnegative search results
    32. 32. What to do about negative search results
    33. 33. VERY first step!Create positive search results!!!• See previous section of this presentation for ideas andtactics.• SEO is a zero-sum game. Your competition can only losewhen someone else beats them to that slot!PRO TIP: Every site not controlled by enemy is potential asset.
    34. 34. You can’t just hit “delete”, but…• Ask publisher to remove the negative item.• Treat it as you would a bad customer service experience.• If abusive, illegal or threatening, report to hosting company.• If makes sense, offer to purchase the offending asset andredirect to your other assets.Besides better “positive SEO” there are many options…
    35. 35. What to consider whenhiring an SEO consultant
    36. 36. Hiring an SEO Consultant?Think like a search engine!Resource: http://www.portent.com/blog/seo/how-to-hire-an-seo-company-2012-edition.htm
    37. 37. Final Thought…Engage in Reputation Management BEFORE you need it.
    38. 38. Questions?
    39. 39. Connect with me!Twitter – @SeanMcGinnisFacebook - @SMcGinnisLinkedIn - @SeanMcGinnis
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