Gradiva Couzin              @gradivaWednesday 10/24 10:30 am | Ballroom G      Gravity Search Marketing
Practical Online Reputation Management                                  Gradiva Couzin                    Partner, Gravity...
Everything is Reputation!Everything your business does on-and off-line is part of your reputationmanagement.Today I am foc...
Search Results for Your Name or BrandWhat results do Google/Bing display when someonesearches for your brand, your name, o...
Search Results for Your Name or Brand     LOCAL SEARCH          YOUR OFFICIAL SITE    REVIEWS                YOUR SOCIAL P...
Search Results for Your Name or Brand
I didn’t read the book, but…
Search Results for Your Name or BrandWhat to do?What to do?•   Ask: Which queries?     Queries•   Monitor & track branded ...
Choosing Queries to MonitorGoogle AdWords Tool: Number of people searching maynot matter, when reputation is concerned.   ...
More Keywords with Google Suggest• {my brand} … ?• Is {my brand} … ?• {my brand} vs … ?
Monitoring Name/Brand Search Results• Google Alerts www.google.com/alerts• Track search results on a regular basis
Monitoring Name/Brand Search ResultsImportant: Don’t trick yourself with personalizedsearch results!                      ...
Monitoring Name/Brand Search ResultsSocial listening, search monitoring & dashboards  Google Alerts (f)    Tweetdeck (f)  ...
Monitoring Name/Brand Search ResultsSocial listening, search monitoring & dashboards  Google Alerts (f)    Tweetdeck (f)  ...
The take-down:When is it possible?                                                         (take down)Take-down opportunit...
Free speech, eh? Someday Google   is going to go nuts with this               thing!              (take down)
The take-down:When is it possible?Other Google properties have broader take-downoptions• Google AdWords  If an ad is using...
The take-down:When is it possible?Complaints to Hosting Company an Option•   WordPress.com    Page can be removed for abus...
Crowding out Undesirable Listings               FILL TOP RANKS                 WITH GOOD                   LISTINGS       ...
Crowding out Undesirable ListingsBest methods for crowding out undesirable searchresults•   Optimize pages on your own sit...
Optimize Pages On Your Own Site              • Google will usually show a                max of two pages from your       ...
On Page Optimization Example: Huffington PostThis page is an attempt to rank well for “egypt protests”                    ...
On Page Optimization Example: SonosRanks on top page for “sonos reviews”                                        HTML title...
Optimize Pages On Your Own SiteIf you create a new page on your site, you mustlink to it; don’t try to hide it• Internal l...
Create New Social Media ProfilesParticularly useful for name searches• Major & minor social media  sites• LinkedIn is top ...
What Other Pages Can You Create?More pages to crowd out undesirable listings• Wikipedia page – for your brand or  company ...
Send Link Power to Desirable PagesLink to preferable pages that are already in thesearch resultsExisting pages with ranksa...
More Crowding out Tips: EnhancedListingsEnhance & expand your presence in searchresults with rich snippets                ...
More Crowding out Tips: GoogleAuthorshipGive your listings extra credibility                                       • Ties ...
More Crowding out Tips: Local ResultsLocal results have increased in prominence                                 • Google w...
PreventionPrevent social reputation problemsbefore they happen• Where do crises originate?• Social reputation rules of thu...
Prevention: Where do Crises Originate?Sources of social media crises (2011)             54% triggered by customers        ...
Prevention: Where do Crises Originate?    Top causes of crises•    Negative customer experiences•    Poor influencer relat...
Social Reputation Rules of Thumb                    Provide other channels for complaints. Responsiveness     Respond quic...
Easy Mistake to make: Tweeting to  Wrong Account                                        Don’t let a problem escalate:• Lim...
Easy Mistake to make: Tweeting toWrong Account
When Negative Reviews Attack:Crowding out the BadSame idea as crowding out search results• Positive online reviews will in...
Replying to Bad Reviews – Should You?• WAIT – it may get filtered• Do not reply while emotional. Get a  2nd opinion on you...
Replying to Bad Reviews – Should You?        Yes                        No• Review from influencer   • Excessively• To apo...
Thank you!             Questions, comments?                          @gradiva
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Practical Online Reputation Management

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With the growth of the web comes an unrelenting expectation of transparency and open lines of communication. But what happens when negative outliers - or worse, actual missteps on the part of the company - result in a reputation problem in search results?
* Monitoring the social web
* Search result monitoring
Dealing with negative comments or reviews
SEO tactics to push out results
Takedown requests via Google or hosts - when can it be done?
Case studies

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  • Pretty easy to chooseAdwords numbers are traditionally foundation of any SEO campaign; may not matter hereSeparate the emotional from the actual business impact of the reputation issue
  • Look for example specific to reputation
  • Look for example specific to reputation
  • Practical Online Reputation Management

    1. 1. Gradiva Couzin @gradivaWednesday 10/24 10:30 am | Ballroom G Gravity Search Marketing
    2. 2. Practical Online Reputation Management Gradiva Couzin Partner, Gravity Search Marketing LLC Los Angeles and San Francisco, CA Coauthor, Search Engine Optimization: An Hour a Day (Wiley, 2011) www.yourseoplan.com Twitter: @jengrappone, @gradiva
    3. 3. Everything is Reputation!Everything your business does on-and off-line is part of your reputationmanagement.Today I am focused on:• Search results for your brand• Preventing social media crises
    4. 4. Search Results for Your Name or BrandWhat results do Google/Bing display when someonesearches for your brand, your name, or a productname?
    5. 5. Search Results for Your Name or Brand LOCAL SEARCH YOUR OFFICIAL SITE REVIEWS YOUR SOCIAL PROFILES IMAGE & VIDEO NEWS PAID SEARCH ETC…
    6. 6. Search Results for Your Name or Brand
    7. 7. I didn’t read the book, but…
    8. 8. Search Results for Your Name or BrandWhat to do?What to do?• Ask: Which queries? Queries• Monitor & track branded results to Monitor catch problems• When take-down is possible, go for it! Take down• Crowd out bad search results with SEO/Social efforts and enhanced Crowd out listings• Prevent problems before they start Prevent
    9. 9. Choosing Queries to MonitorGoogle AdWords Tool: Number of people searching maynot matter, when reputation is concerned. • Name of business • Personal names of president, execs, etc. • Names of productshttps://adwords.google.com/select/KeywordToolExternal
    10. 10. More Keywords with Google Suggest• {my brand} … ?• Is {my brand} … ?• {my brand} vs … ?
    11. 11. Monitoring Name/Brand Search Results• Google Alerts www.google.com/alerts• Track search results on a regular basis
    12. 12. Monitoring Name/Brand Search ResultsImportant: Don’t trick yourself with personalizedsearch results! PERSONALIZED GLOBAL
    13. 13. Monitoring Name/Brand Search ResultsSocial listening, search monitoring & dashboards Google Alerts (f) Tweetdeck (f) Brandify (f - beta) radian6 ($) BrandsEye ($)socialmention twilert (f) Sprout Social ($)
    14. 14. Monitoring Name/Brand Search ResultsSocial listening, search monitoring & dashboards Google Alerts (f) Tweetdeck (f) Brandify (f - beta) radian6 ($) BrandsEye ($)socialmention twilert (f) Sprout Social ($)
    15. 15. The take-down:When is it possible? (take down)Take-down opportunities in organic search are rareGoogle organic, accepted reasons for a removal request: • Page contains confidential personal information (gov’t ID number, signature, bank or cc #) • Page contains SEO spam or malware • Adult site contains your full name or name of business • Site contains your copyrighted materialshttp://support.google.com/bin/static.py?hl=en&ts=1114905&page=ts.cs
    16. 16. Free speech, eh? Someday Google is going to go nuts with this thing! (take down)
    17. 17. The take-down:When is it possible?Other Google properties have broader take-downoptions• Google AdWords If an ad is using your name, you can submit a complaint• YouTube removal includes defamation, privacy, abuse/harassment, selling counterfeit goods
    18. 18. The take-down:When is it possible?Complaints to Hosting Company an Option• WordPress.com Page can be removed for abuse: personal threats, calls to violence, impersonation, more. en.wordpress.com/abuse• Other hosts will have various policies. Find out who the host is on who-hosts.com and get contact info here: www.plagiarismtoday.com/dmca-contact-information/
    19. 19. Crowding out Undesirable Listings FILL TOP RANKS WITH GOOD LISTINGS PUSH THE BAD LISTING DOWN
    20. 20. Crowding out Undesirable ListingsBest methods for crowding out undesirable searchresults• Optimize pages on your own site• Create new pages such as new social profiles• Throw your power (links) at other desirable pages• Press releases (temporary)
    21. 21. Optimize Pages On Your Own Site • Google will usually show a max of two pages from your domain • You can snag a bit more real estate with SERP enhancements
    22. 22. On Page Optimization Example: Huffington PostThis page is an attempt to rank well for “egypt protests” HTML title Page URL Text on page Internal links on site
    23. 23. On Page Optimization Example: SonosRanks on top page for “sonos reviews” HTML title Page URL Text on page Internal links on site
    24. 24. Optimize Pages On Your Own SiteIf you create a new page on your site, you mustlink to it; don’t try to hide it• Internal links distribute SEO power through your site• Orphaned “doorway” pages aren’t loved by Google
    25. 25. Create New Social Media ProfilesParticularly useful for name searches• Major & minor social media sites• LinkedIn is top for names• Facebook; Twitter; YouTube; Pinterest; Google+ etc.• Can be for individual or business http://blog.brandyourself.com/brand-yourselfcom/want-to-look-better-in- google-our-data-shows-you-the-best-ways-our-first-infographic/
    26. 26. What Other Pages Can You Create?More pages to crowd out undesirable listings• Wikipedia page – for your brand or company (individuals must be newsworthy to qualify)• Central listing databases that will feed into many other sites: Localeze.com, Acxiom.com, ExpressUpdateUSA.com, listings.YellowPages.com• Press Releases (probably temporary)
    27. 27. Send Link Power to Desirable PagesLink to preferable pages that are already in thesearch resultsExisting pages with ranksalready have an advantage. Your link to this page… ..may improve its rank
    28. 28. More Crowding out Tips: EnhancedListingsEnhance & expand your presence in searchresults with rich snippets • May draw attention and clicks • Usually result of semantic tagging schema.org
    29. 29. More Crowding out Tips: GoogleAuthorshipGive your listings extra credibility • Ties to Google+ or on-site profile page • Adds credibility • Likely to increase clickthrough ratehttps://plus.google.com/authorship
    30. 30. More Crowding out Tips: Local ResultsLocal results have increased in prominence • Google will show local results if query deserves • Google Places listing merging with Google+ • Claim your business to manage, edit
    31. 31. PreventionPrevent social reputation problemsbefore they happen• Where do crises originate?• Social reputation rules of thumb• Crowding out bad reviews
    32. 32. Prevention: Where do Crises Originate?Sources of social media crises (2011) 54% triggered by customers 33% triggered by the organization itself 13% triggered by other partiesData from J. Owyang, Altimeter Group
    33. 33. Prevention: Where do Crises Originate? Top causes of crises• Negative customer experiences• Poor influencer relations• “Rogue” employees• Failure to respond quickly or inappropriate response Data from J. Owyang, Altimeter Group
    34. 34. Social Reputation Rules of Thumb Provide other channels for complaints. Responsiveness Respond quickly and move communications to private channels. Transparency Identify staff or paid reviewers Clearly identify staffers who can Security post to accounts; require firewall between personal & company 2nd Opinion Develop a process with a built-in “second opinion” for touchy subjects
    35. 35. Easy Mistake to make: Tweeting to Wrong Account Don’t let a problem escalate:• Limited access• Clear boundaries• “Panopticon” philosophywww.juanmarketing.com/how-to-deal-with-a-social-media-crisis-and-prevent-a-catastrophe/2011/05/23/
    36. 36. Easy Mistake to make: Tweeting toWrong Account
    37. 37. When Negative Reviews Attack:Crowding out the BadSame idea as crowding out search results• Positive online reviews will inoculate you against any future social media crisis• Ask for reviews at every opportunity & especially post-transaction.• Follow-up email, phone, postcard: Sooner is always better.• Make reviewing easy - include a link• Paying for reviews breaks FTC rules
    38. 38. Replying to Bad Reviews – Should You?• WAIT – it may get filtered• Do not reply while emotional. Get a 2nd opinion on your response.• Respond publicly and then take it offline: “Please email me at {}.com so I can help you resolve the problem”• Rarely, a review can be removed, e.g., hate speech.• See some examples: http://www.reviewtrackers.com/case-studies- business-owners-respond-bad-yelp-reviews/
    39. 39. Replying to Bad Reviews – Should You? Yes No• Review from influencer • Excessively• To apologize for true angry/inarticulate/drunk error review – no way to make• To correct factual happy mistakes • Filtered review• Feels fixable • You are too mad to apologize • Never delete a bad review
    40. 40. Thank you! Questions, comments? @gradiva

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