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West Palm Beach SEO Meetup - Proactive ORM
 

West Palm Beach SEO Meetup - Proactive ORM

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A presentation on steps to proactively protect your online reputation management. Provided a high level strategy outline and details on where to create profiles, monitor your brand, and improve ...

A presentation on steps to proactively protect your online reputation management. Provided a high level strategy outline and details on where to create profiles, monitor your brand, and improve google rankings of positive content.

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  • 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.

West Palm Beach SEO Meetup - Proactive ORM West Palm Beach SEO Meetup - Proactive ORM Presentation Transcript

  • Pro-Active Reputation Management
  • PAST & CURRENT CLIENTS
  • PUBLICATIONS
  • DAN HINCKLEY Co-Founder Eight Years of Reputation Management and SEO experience Extensive Federal Web Architecture experience In depth knowledge of computer programming, network administration, and IT Recently Moved to South Florida
  • What is Online Reputation Management? MONITOR | CONTENT CREATION | CONTENT PROMOTION | REPORTING
  • ORM vs SEO SEO is promoting a single site up the search results for any given phrase ORM is promoting 30 to 50 sites into the top 20 results for a particular phrase. Usually a brand name or individual name
  • Why Do We Need ORM?
  • A Personal Online Reputation Management (ORM) Problem According to Google Search Results “This Winner has been with his wife for many years. And has cheated on her for about as long” Meet Carl Oliveri. CPA, MBA, Husband, and accused cheater on… Is it true? Who knows, but it ranks #5 in Google for his name.
  • A Business ORM Problem 6 of the Top 20 results for a search of this brand are negative. That can’t be good for sales.
  • Why Proactive? Because an ounce of prevention is worth a pound of cure. - Benjamin Franklin, ORM Pioneer
  • Again, Why Proactive? Because this could happen to you.
  • First Things First: Check If You Have any Problems 13
  • 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
  • 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 & gofishdigital.com/blog/autocomplete to review your Autocomplete values.
  • Check The Complaint & Review Sites See gofishdigital.com/blog/complaint-search for a tool that searches over 40 complaint sites.
  • Next: Claim Your Property
  • Register Social Media Profiles Facebook, Twitter, Google+, LinkedIn, Quora, Flickr, YouTube, everything else… KnowEm.com will register your name on 300 social media sites for $600 (smaller plans available).
  • Structure Your Website Properly Help Google and other search engines identify which social profiles are yours. Anchor text to social profiles on your website should be: [Brand Name] on [Social Network] (e.g. “Go Fish Digital on Twitter”)
  • Buy Domains Buy YourName.com or something close. Snatch up other TLDs like .com, .net, .me, etc Consider buying 10 or so modified versions of your domain, for example: BrandNameSucks.com (so nobody else does) BrandNameReviews.com BrandNameNews.com, etc. BrandNameFoundation.com BrandNameBlog.com BrandNameJobs.com, etc…. This slide sponsored by:
  • Then What: Everything Else
  • Leverage Schema.org Markup • Add star ratings to Google Search Results
  • Stockpile Positive Reviews Do’s Don’ts Ask for Reviews – It’s like asking a customer to “tell a friend about us” Thank and engage everyone who leaves a review On Yelp, friend/like/follow positive reviewers Incentivize or reward reviewers Go crazy setting up fake accounts to create fake reviews Argue publicly with any negative reviewers
  • 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 tools. 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.
  • H&M Is Doing It Right Google+ Updates Microsite Wikipedia Facebook Apps Twitter YouTube
  • CONTENT PROMOTION SEARCH ENGINE OPTIMIZATION TECHNIQUES BACKLINKS REFRESH WEBSITE CONTENT CLICK THROUGH RATE
  • Questions? Dan Hinckley @dhinckley on the Twitter Dan.Hinckley@GoFishDigital.com Slide Deck Available at: GoFishDigital.com/florida-meetup/
  • Thank You