Your SlideShare is downloading. ×
0
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Search reputation-management
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Search reputation-management

268

Published on

International Search Summit in London , Oct-2010

International Search Summit in London , Oct-2010

Published in: Business, Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
268
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 1 The Art Of Search Reputation Management Mikkel deMib Svendsen Ninja SEO & Serial Entrepreneur Mail: mikkel@demib.com Phone: (+45) - 22 27 07 10 Blog: blog.demib.com Twitter: demib Strike Point WebMasterRadio.fm (FREE) www.webmasterradio.fm/International-Marketing/Strike-Point DaveN & Mikkel deMib Svendsen Monday at 21:00 CET +2 MILLION DOWNLOADS
  • 2. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 2 Everyone have the right to speak (free speech) ... But that doesn't mean anyone actually have to hear it ...  If you can somehow promote the positive things said about you and suppress the negative then off course you should! ... And that's exactly what you can do with Search Reputation Management ...!
  • 3. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 3 Two important Facts About Search 1. All people search! Don’t fool yourself – more and more of your prospects search too! 2. Search results form opinions! What people find searching strongly influence their opinions on the topic
  • 4. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 4 How Can Bad Search Results Hurt You? Consumers may not buy your products Most often there are several brands or vendors to chose from It will reduce the effectiveness of your branding campaigns People search for brands, slogans & tag-lines used in large branding campaigns If what they find contradict or make fun of your campaign they may not trust you In a “worst case scenario” things may get worse much faster People search when a plane crash – but what will they find? Are you (SEO-) ready for it? In general: Negative results will undermine your brands! Investors may not invest in your company Companies may not want to take your investment ...! Journalists may pick up on the bad stuff they find researching your market You may not get the job (or date) you want
  • 5. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 5
  • 6. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 6
  • 7. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 7
  • 8. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 8 3 groups of strategies to fight free speech Legal strategies Most often negative sites are not actually doing anything illegal Offending sites may not be in your jurisdiction However, if it’s the right way to go – this may be your cheapest option Paid strategies Pay your way to limit the problems and emphasize the good stuff Organic strategies SEO on steroids ... You can not expect to get rid of all the negative things about you – but you can supress some of it and promote the possitive things. You can shift the ballance to the better
  • 9. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 9 Never, ever, ever ever call your lawyer as the first thing in a reputation management case! They often makes things worse! and they have no clue about the possible options (... like a bull in a china shop) I LAWYERS
  • 10. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 10 Where do you start ... It depends on what your goals are ... Do you just want to better understand your reputation in search - in general ... - and deal with it if necessary? Have you already identified one really bad listing you want to “neutralize”? Do you want to protect an upcoming branding campaign in search? Do you want to prepare yourself for a worst case scenario?
  • 11. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 11 Steps to Search Reputation Management
  • 12. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 12 Step 1: Select Your Keywords Focus on your brand-sensitive keywords Keywords that is used to research you, other top-managers, brands and products It takes an awful lot of work to do full scale analysis of keywords If you have many keywords prioritize them in an A and a B list Do not focus on search volumes – but on impact! Keywords is the key to all search marketing!
  • 13. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 13 Step 2: Collect Search Result Data Select the most used engines in your target market Usually Google, Yahoo and Bing – but not always! Search locally! If you are not local use a local proxy Use default (local) settings Basically: Mimic your target users as close as possible when collecting data! Focus on top listings Collect data from top 10, 20 or 30
  • 14. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 14 Step 3: Rate Each Unique URL 1. Very negative (Rate: -1) - the most negative pages you can imagine from independant parties 2. Negative (Rate: -2) - negative pages 3. Neutral (Rate: 0) - listings that are not about you 4. Positive (Rate: +1) - posstive pages 5. Very positive (Rate: +2) - the most posstive pages you can imagine from independant parties
  • 15. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 15 Store the raw ratings for all your keywords
  • 16. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 16 Use conversion and weighting scales Read Bill Hunt & Mike Morans book: Search Engine Marketing, Inc. - for more suggestions on ranking scales (Distribution of clicks by search ranking, page 165)
  • 17. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 17 Collect additional data for each unique domain
  • 18. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 18 Step 4: Analyze Each Keyword Are the keyword competitive or not? Are the top ranking websites very prominent and well optimized for the keyword? Or is it just the “best” there is? What characterize the total result? Mostly positive results with just a few negatives (2) and fewer very negatives (1) Mostly negative and very negative results Mostly neutral results – unrelated and unprotected results Only positive and neutral results ... 
  • 19. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 19
  • 20. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 20 Step 5: Analyze The Negative Websites How well is it optimized? Check for the usual SEO factors: Indexing, Backlinks, Domain Age, Rankings etc. Who owns it? Is it a private person, a company or a large corporation? Is it possible that the owner could be influenced with money? Is the content legal? If you think it is and you can find out who is doing it and that person is within your jurisdiction – then let your lawyer have a look at it But don’t act yet! Wait until you have the full overview of options!
  • 21. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 21 Step 6: Decide on The Right Strategies Two categories of strategies Brand, campaign or worst case scenario protection General overview or damage control Legal, Paid or Organic? Which mix of solutions are most likely to work for you? Get a good overview before you decide! Most often a combination of Paid and Organic is the best solution
  • 22. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 22 A good protection strategy: Tail Gating Tail Gating will protect you against future attacks Angry customers Negative news Worst case scenarios Any positive or neutral site can be used ... All your own sites and your close partners sites Profile pages, blogs, sub-domains, keyword-domains etc. Any site where there is no risk of things turning negative The goal with a Tail Gating Strategy is to “block the top” - dominate top 10-30 for your top brand-reputation keywords
  • 23. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 23 Step 7: Execute Your Strategies Be very careful! – Search Reputation Management can seriously backfire if not done perfectly!
  • 24. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 24 First, lets look at a few organic strategies ...
  • 25. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 25 Can you remove negative sites? Yes, but there are no perfectly reliable methods Things that should harm your competitors may instead benefit them or harm you! Big brands and sites driven by advanced webmasters will get back in very fast Will hacking the websites work ...? Yes it may, but It’s illegal …! It’s illegal – even if you just break in to “update” the robots.txt file, mess up their titles or make other “updates” that they probably won’t recognize before its to late When did you last check you robots.txt file? If you are like most – its probably a long time ago ...
  • 26. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 26 Push down the negative sites! Make other, more positive, pages rank above the bad ones It’s like “normal” SEO – but instead of ranking just 1 site you have to rank 10, 20 or more! All positive or neutral pages can be used! Pages on your own sites Pages on partners sites Pages on 3rd party sites Social sites, online profiles, business listings etc You can not always expect to outrank all the negative sites Use other methods to “remove” more of the rest ...
  • 27. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 27 Make a different page on a site rank better Negative pages from prominent sites are hard to suppress Instead, find a less negative page on the same site and optimize (link build) it! This listing is currently on page 1 in Google Score -1 This listing would probably be much better to have! Score +1 This can be done with the right amount of link building to the second page!
  • 28. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 28 Manipulate the source … Inject new pages on sites If there is no other (and more positive) pages on a community site you can boost - then make your own! If it is a major newspaper – create a bait they can’t reject  (consult a PR expert) Add you point of view If comments are allowed explain your case well and you may win the users … Supply new “evidence” to the author Try to make them use it Tip: Read up on your “Social Engineering” skills …
  • 29. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 29 Money talks - paid strategies works!
  • 30. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 30 Use Search Advertising It doesn't remove the negative results – but it do at least provide a platform for you to tell your side of the story
  • 31. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 31 Buy the negative sites Use ”stealth acquisitions” Most people are for sale – even the most dedicated people – if the price is right
  • 32. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 32 Bribe has such a bad name ... Financial enticements are acceptable to some degree in many cultures ... Just make sure what you do is legal ...!
  • 33. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 33 Step 8: Monitor & Benchmark Results
  • 34. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 34 Get alerted by Google – its free! www.google.com/alerts/
  • 35. Mikkel deMib Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dkMikkel deMib Svendsen • www.demib.com • mikkel@demib.com 35 May the force be with you ... Strike Point WebMasterRadio.fm (FREE) DaveN & Mikkel deMib Svendsen Monday at 21:00 CET +2 MILLION DOWNLOADS Mikkel deMib Svendsen Ninja SEO & Serial Entrepreneur Mail: mikkel@demib.com Phone: (+45) - 22 27 07 10 Blog: blog.demib.com Twitter: demib

×