Shane Hampson
Online Reputation Management is the processof suppressing negative remarks from the firstpage of search results and creati...
   ORM is an important piece to every marketing effort:    SEO, SEM, print ads, radio spots, commercials, etc. are    gen...
   ORM is going to take advantage of a combination    of proven techniques to "attack" the issue(s).   Step One:    ◦ Cr...
   Social Media   Press Releases   Video SEO   Off-site content   Microsites   On-site content   Positive Reviews P...
   Social Media Sites such as Facebook, Google+, Pinterest and    LinkedIn all offer business pages you can create.    ◦ ...
A well written press release combined with syndication to theproper sources can generate a quick ranking for ORM as well a...
   Video’s are another fantastic resource we have at our disposal.   Google bought YouTube and has made it an integrated...
   Websites such as Squidoo, Slideshare, and PitchEngine that already have a    great page rank with the search engines c...
If you have been targeted by one of the major search engines as anauto suggest for a harmful term (ex. Example company sca...
   Creating on-site content such as examplecompany.com/reviews    /blog can be very beneficial for eating up real estate ...
   The two main techniques to get these profiles    and webpages ranked above the negatives.    ◦ Linking    ◦ Organicall...
   Linking is the last point we will discuss but it is without a    doubt the most important. The techniques we have disc...
   Organic community strength combined with a high PR are    some of the reasons websites such as Rip Off    Report, Piss...
I hope this presentation was helpful for yourreputation management campaigns.If you believe in keeping a clean reputation ...
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Reputation management

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National Reputation breaks down a reputation management campaign:
What it is, why you need it, whys effective and what techniques and tools you can use.

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Reputation management

  1. 1. Shane Hampson
  2. 2. Online Reputation Management is the processof suppressing negative remarks from the firstpage of search results and creating resistancefor any future complaints to appear on that firstpage of Google, Yahoo or Bing.
  3. 3.  ORM is an important piece to every marketing effort: SEO, SEM, print ads, radio spots, commercials, etc. are generating "buzz" about your business or product and peaks the interest of potential business. Ask yourself this: if you have a great product and a great marketing campaign you are getting consistent walk in traffic or a good CTR (Click Through Rate) but you are not converting the traffic in sales your probably missing your target ROI What could be the culprit? Picture the first page of Google search results as your resume meaning you have 7 to 10 spots to create a great first impression, if that first page is revealing words such as Scam, Fraud, Complaints, Rip Off, etc. it automatically puts a red flag in your customers mind and they may choose to move to a competitor who does not have anything negatively reflecting on their business.
  4. 4.  ORM is going to take advantage of a combination of proven techniques to "attack" the issue(s). Step One: ◦ Create content that has the potential to get ranked quickly and has credibility (page rank) and then make it appealing to the general public. Step Two: ◦ Get the content you created to rise in the rankings up and above the negative results!
  5. 5.  Social Media Press Releases Video SEO Off-site content Microsites On-site content Positive Reviews Pro Linking
  6. 6.  Social Media Sites such as Facebook, Google+, Pinterest and LinkedIn all offer business pages you can create. ◦ These have a great page rank in the eyes of Google.  Twitter actually can out rank most social media sites but the draw back here is that there is a limited amount of letters so if you have a big business name it may not get optimized for the keyword you want.
  7. 7. A well written press release combined with syndication to theproper sources can generate a quick ranking for ORM as well asgenerate quality high profile backlinks to help your SEO. Press releases offer one of the best ways to boost your search engine rankings and increase web traffic for your business. Now more than ever, Google values websites with lots of quality, newsworthy content that’s distributed around the web. Our monthly press release marketing program builds on all the best Search Engine Optimization and content marketing strategies to help you increase rankings and web traffic.
  8. 8.  Video’s are another fantastic resource we have at our disposal. Google bought YouTube and has made it an integrated part of their product line. (you can’t create a Gmail account without them trying to get you to set up your YouTube channel) Video content accounts for more than 50% of all web traffic in the world. That’s why Google places added importance on the creation and promotion of video content YouTube videos can be embedded, tagged, titled and optimized for the keywords you are trying to protect.
  9. 9.  Websites such as Squidoo, Slideshare, and PitchEngine that already have a great page rank with the search engines can be utilized with the proper content and keyword utilization (dont keyword stuff though). The combination of high page rank, the availability of custom URL’s and organic strength can be a phenomenal tool to be utilized. ◦ Organic traffic to these individual sites is extremely beneficial in helping you achieve the desired rankings. ◦ Q and A sites with organic community involvement (real users responding) can get you great rankings.
  10. 10. If you have been targeted by one of the major search engines as anauto suggest for a harmful term (ex. Example company scam) thena Microsite can be beneficial for you to sustain long termprotection . A great technique for microsites is creating an EMD (Exact Match Domain)  Exmple: if the keyword your trying to clean up is "example company scam" you may want to buy and host www.examplecompanyscam.com/org/net/etc.)  Exact match domains get ranked very effectively but since your starting from scratch it does take some time to see results.  EMDs are a great resource to spin a potential negative into a positive for example, instead of the potential customer seeing how you are a supposed scam they will see your micro-site and how not to get scammed by someone in your industry or field.
  11. 11.  Creating on-site content such as examplecompany.com/reviews /blog can be very beneficial for eating up real estate on that first page of major search engines. search engines already trust your site, if you apply proper white hat tactics you should be able to get indexed by the crawlers quickly and see rankings in a timely matter.
  12. 12.  The two main techniques to get these profiles and webpages ranked above the negatives. ◦ Linking ◦ Organically (through community involvement.)
  13. 13.  Linking is the last point we will discuss but it is without a doubt the most important. The techniques we have discussed are designed to get organic rankings but linking is really the bread and butter of every reputation management campaign. ◦ The goal of the linking campaign is to link to all positive and neutral information surround the negative complaint(s) in order to suppress the negative into the 2nd pages of search results. Linking is essentially a big popularity contest, you want as many votes of confidence as you get….. ◦ Heres the catch though bad links (links not relevant, or from bad neighborhoods) can actually hurt you more than help so make sure you are getting quality inbound links.
  14. 14.  Organic community strength combined with a high PR are some of the reasons websites such as Rip Off Report, PissedConsumer and Yelp are such a pain in the side and very hard to budge. Ever heard of fighting fire with fire? ◦ The same techniques used that brought the negatives up the search results you can bring your positive content you created to the top of the search results as well via organic strength.  Increase your popularity (Friends, circles, followers, etc.)  Get your content as many re-pins, Likes, Follows, retweets, etc.  The more comments, shares, times embedded, etc. the better!
  15. 15. I hope this presentation was helpful for yourreputation management campaigns.If you believe in keeping a clean reputation and wantthe help from a INC. 500 marketing firm pleasecontact National ReputationFree Customized Quote:Phone: 805.410.7984Email: shaneham@nationalpositions.com

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