Reactive ORM and Crisis management is expensive…. Really, really expensive. Tactics include creating new sites and aggressively backlinking, buying people’s blogs and sites, in some cases paying of extortionist sites – all of this under a very aggressive time frame to clear up a name quickly. That doesn’t come cheap.
Proactive Reputation Management
Pro-Active Reputation Management Brian Patterson May 9, 2012 1
A Personal Online Reputation Management (ORM) ProblemMeet Carl Oliveri. CPA, MBA, Husband, and accused cheater on… “This Winner has been with his wife for many years. And has cheated on her for about as long” Is it true? Who knows, but it ranks #6 in Google for his name. 2
A Business ORM Problem6 of the Top 10results for asearch of thisbrand arenegative. Thatcan’t be goodfor sales. 3
Why Proactive? Because an ounce of prevention is worth a pound of cure. - Benjamin Franklin, ORM Pioneer 4
First Things First:Check If You Have any Problems 6
Check The SERPs For Your Name & Brand Name Pro Tip: Use this URL string in a private browser window to retrieve Google search results that are neither personalized nor location specific: http://www.google.co.uk/search?q=keywords+go+here&gl=us 7
Check Your Autocomplete Values You can view the top 10 results for a phrase in Google Autocomplete using an undocumented Google API.Use UberSuggest.org & mangoco.com/blog/autocomplete to 8review your Autocomplete values.
Check The Complaint & Review SitesSee mangoco.com/blog/complaint-search for a tool that 9searches over 40 complaint sites.
Register Social Media Profiles Facebook, Twitter, Google+, LinkedIn, Quora, Flickr, YouTube, everything else…KnowEm.com will register your name on 300 social media 11sites for $600 (smaller plans available).
Buy DomainsBuy YourName.com or something close. Snatch upother TLDs like .com, .net, .me, etcConsider buying 10 or so modified versions of yourdomain, for example:BrandNameSucks.com (so nobody else does)BrandNameReviews.comBrandNameNews.com, etc. This slide sponsored by:BrandNameFoundation.comBrandNameBlog.comBrandNameJobs.com, etc…. 12
Stockpile Positive ReviewsDo’s Don’tsAsk for Reviews – It’s like asking a Incentivize or reward reviewerscustomer to “tell a friend aboutus” Go crazy setting up fake accounts to create fake reviewsThank and engage everyone wholeaves a review Argue publicly with any negative reviewersOn Yelp, friend/like/followpositive reviewers 14
Listen for Mentions on Social Media Today’s Twitter complaint can become tomorrow’s ComplaintsBoard.com rant. Catch both negative and positive mentions in real-time.There are plenty of free and paid social media monitoring 15tools. Our recommendations – Free: Trackur, Paid: UberVu
Link Build to Other People’s Positive Content Look on page 2, 3 and beyond of the SERPs for your brand name. Is there neutral or positive content? Point links to it. Pro Tip: Strong domains like those of newspapers and other legitimate websites can handle a more ‘diverse’ link profile. Low(er) quality links still improve rankings if they point to very strong domains. I’m not advocating using stuff like this, but… 16
H&M IsDoing It RightGoogle+ UpdatesMicrositeWikipediaFacebookAppsTwitterYouTube 17
Questions? Brian Patterson @brianSpatterson on the TwitterBrian.Patterson@GoFishDigital.com Slide Deck Available at: GoFishDigital.com/meetup/ 18
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