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Search reputation-management

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International Search Summit in London , Oct-2010

International Search Summit in London , Oct-2010

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    Search reputation-management Search reputation-management Presentation Transcript

    • 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 +2 MILLION DOWNLOADS Strike Point WebMasterRadio.fm (FREE) www.webmasterradio.fm/International-Marketing/Strike-Point DaveN & Mikkel deMib Svendsen Monday at 21:00 CET Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 1
    • Everyone have the right to speak(free speech) ... But that doesnt mean anyone actually have to hear it ... If you can somehow promote the positive things said aboutyou and suppress the negative then off course you should! ... And thats exactly what you can do with Search Reputation Management ...! Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 2
    • Two important Facts About Search1. 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 Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 3
    • How Can Bad Search Results Hurt You?Consumers may not buy your products Most often there are several brands or vendors to chose fromIt 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 youIn 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 Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 4
    • Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 5
    • Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 6
    • Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 7
    • 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 someof it and promote the possitive things. You can shift the ballance to the better Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 8
    • I LAWYERSNever, ever, ever ever call your lawyer as the first thing in areputation management case! They often makes things worse! and they have no clue about the possible options (... like a bull in a china shop)Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 9
    • 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? Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 10
    • Steps to Search Reputation ManagementMikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 11
    • Step 1: Select Your Keywords Keywords is the key to all search marketing!Focus on your brand-sensitive keywords Keywords that is used to research you, other top-managers, brands and productsIt 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 listDo not focus on search volumes – but on impact! Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 12
    • Step 2: Collect Search Result DataSelect 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 Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 13
    • Step 3: Rate Each Unique URL1. Very negative (Rate: -1) - the most negative pages you can imagine from independant parties2. Negative (Rate: -2) - negative pages3. Neutral (Rate: 0) - listings that are not about you4. Positive (Rate: +1) - posstive pages5. Very positive (Rate: +2) - the most posstive pages you can imagine from independant parties Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 14
    • Store the raw ratings for all your keywords Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 15
    • 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)Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 16
    • Collect additional data for each unique domain Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 17
    • Step 4: Analyze Each KeywordAre 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 ...  Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 18
    • Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 19
    • Step 5: Analyze The Negative WebsitesHow 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! Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 20
    • Step 6: Decide on The Right StrategiesTwo categories of strategies Brand, campaign or worst case scenario protection General overview or damage controlLegal, 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 Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 21
    • A good protection strategy: Tail Gating The goal with a Tail Gating Strategy is to “block the top” - dominate top 10-30 for your top brand-reputation keywordsTail Gating will protect you against future attacks Angry customers Negative news Worst case scenariosAny 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 Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 22
    • Step 7: Execute Your Strategies Be very careful!– Search Reputation Management canseriously backfire if not done perfectly!Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 23
    • First, lets look at a few organic strategies ... Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 24
    • 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 fastWill 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 ... Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 25
    • 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 etcYou can not always expect to outrank all the negative sites Use other methods to “remove” more of the rest ... Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 26
    • 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! ScoreThis listing is -1currently on page 1in Google Score +1This listing wouldprobably be muchbetter to have!This can be done with the right amount of link building to the second page! Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 27
    • 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 itTip: Read up on your “Social Engineering” skills … Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 28
    • Money talks - paid strategies works!Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 29
    • Use Search AdvertisingIt doesnt remove the negative results – but it do at least provide a platform for you to tell your side of the story Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 30
    • Buy the negative sites Use ”stealth acquisitions” Most people are for sale – even the most dedicated people – if the price is rightMikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 31
    • Bribe has such a bad name ...Financial enticements are acceptable to some degree in many cultures ... Just make sure what you do is legal ...!Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 32
    • Step 8: Monitor & Benchmark ResultsMikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 33
    • Get alerted by Google – its free! www.google.com/alerts/Mikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 34
    • May the force be with you ... Mikkel deMib Svendsen Ninja SEO & Serial Entrepreneur Mail: mikkel@demib.com Phone: (+45) - 22 27 07 10 Blog: blog.demib.com Twitter: demib +2 MILLION DOWNLOADS Strike Point WebMasterRadio.fm (FREE) DaveN & Mikkel deMib Svendsen Monday at 21:00 CETMikkel deMibdeMib Svendsen • www.demib.com • mikkel@demib.com Mikkel Svendsen • www.joyzone.dk • www.redzoneglobal.dk • mikkel@joyzone.dk 35