Pro-Active Reputation Management
PAST & CURRENT CLIENTS
PUBLICATIONS
DAN HINCKLEY
Co-Founder
Eight Years of Reputation Management
and SEO experience
Extensive Federal Web Architecture
experie...
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 ...
Why Do We Need ORM?
A Personal Online Reputation
Management (ORM) Problem
According to Google Search Results “This
Winner has been with his wi...
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 sea...
Check Your Autocomplete Values
You can view the top 10
results for a phrase in
Google Autocomplete using
an undocumented G...
Check The Complaint & Review Sites
See gofishdigital.com/blog/complaint-search for a tool that
searches over 40 complaint ...
Next: Claim Your Property
Register Social Media Profiles
Facebook, Twitter, Google+, LinkedIn, Quora, Flickr, YouTube, everything
else…
KnowEm.com w...
Structure Your Website Properly
Help Google and other search engines identify
which social profiles are yours.
Anchor text...
Buy Domains
Buy YourName.com or something close. Snatch up
other TLDs like .com, .net, .me, etc
Consider buying 10 or so m...
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...
Listen for Mentions on Social Media
Today’s Twitter complaint can become tomorrow’s
ComplaintsBoard.com rant. Catch both n...
Link Build to Other People’s Positive
Content
Look on page 2, 3 and beyond of the SERPs
for your brand name. Is there neut...
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.co...
Thank You
West Palm Beach SEO Meetup - Proactive ORM
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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 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

    1. 1. Pro-Active Reputation Management
    2. 2. PAST & CURRENT CLIENTS
    3. 3. PUBLICATIONS
    4. 4. 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
    5. 5. What is Online Reputation Management? MONITOR | CONTENT CREATION | CONTENT PROMOTION | REPORTING
    6. 6. 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
    7. 7. Why Do We Need ORM?
    8. 8. 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.
    9. 9. 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.
    10. 10. Why Proactive? Because an ounce of prevention is worth a pound of cure. - Benjamin Franklin, ORM Pioneer
    11. 11. Again, Why Proactive? Because this could happen to you.
    12. 12. First Things First: Check If You Have any Problems 13
    13. 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
    14. 14. 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.
    15. 15. Check The Complaint & Review Sites See gofishdigital.com/blog/complaint-search for a tool that searches over 40 complaint sites.
    16. 16. Next: Claim Your Property
    17. 17. 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).
    18. 18. 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”)
    19. 19. 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:
    20. 20. Then What: Everything Else
    21. 21. Leverage Schema.org Markup • Add star ratings to Google Search Results
    22. 22. 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
    23. 23. 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
    24. 24. 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.
    25. 25. H&M Is Doing It Right Google+ Updates Microsite Wikipedia Facebook Apps Twitter YouTube
    26. 26. CONTENT PROMOTION SEARCH ENGINE OPTIMIZATION TECHNIQUES BACKLINKS REFRESH WEBSITE CONTENT CLICK THROUGH RATE
    27. 27. Questions? Dan Hinckley @dhinckley on the Twitter Dan.Hinckley@GoFishDigital.com Slide Deck Available at: GoFishDigital.com/florida-meetup/
    28. 28. Thank You

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