Protecting Your Online Persona


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This is the slide deck presented to the #IndySM lunch on 05/12/2011

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  • Our tagline – and what we really deliver for our clients – is digital relevance for deserving brands.It’s probably not a phrase you’ve heard before, but let me show you how you already know what the terms mean.
  • A quick overview of organic search
  • The specifics of the Google algorithm are kept secret, and what is common knowledge is fairly complete and technical, but everything Slingshot SEO does to help increase the visibility of our clients’ brands is a reflection of Google’s criteria for determining the most deserving brands for a given keyword phrase.We’ve broken the approach into five buckets:Content …meaning what’s being said about youLink Profile … which has to do with who’s pointing to you as deserving brand or reference for a given topicArchitecture … how you set up the architecture of your web presence to be most easily evaluated by GoogleSocial … how your brand and your message is engaging and managing various conversationsStrategy … how effectively you balance and chart growth paths in the other areas
  • When you think about the market for home video entertainment, which brand is most digitally relevant – meaning, which brand has engaged and made use of the digital world?
  • The answer is Netflix. In addition to being the primary pioneer in streaming content, Netflix also built much of its platform using open source technology, and continues to contribute to the open source world. Blockbuster didn’t adapt quickly enough, and fell behind. Having a physical presence and being a brand that shows up in non-digital worlds is in no way a strike against digital relevance. The challenge, though, is to build as much relevance – as much visibility – in the digital world as you’ve built in other settings.
  • Different Search VerticalsGoogle it.Strength of profiles
  • They read my emailThey see every page I browseEven if you don’t use gmail and chrome, you can be logged in and trackedSay you aren’t, they still own half the sites you useAnd track the rest behind the scenesThey may even own your phoneAnd they understand language really, really well.
  • Protecting Your Online Persona

    1. 1. Protecting Your Online Persona<br />Digitally Relevant Signals for Your Inevitable Search Engine Audience<br />@jlaffen<br />
    2. 2. 2<br />Meet Two Men<br />
    3. 3. 3<br />Meet Two Men<br />Jack Weppler<br />Currently Between Jobs<br />Aspiring Actor<br />
    4. 4. 4<br />Meet Two Men<br />Rick Santorum<br />Currently Between Jobs<br />Aspiring President<br />
    5. 5. 5<br />What Do They Have In Common?<br />
    6. 6. 6<br />
    7. 7. 7<br />
    8. 8. 8<br />
    9. 9. 9<br />Intimidating Statistic<br />“Forty-five percent of employers reported in a recent CareerBuilder survey that they use social networking sites to research job candidates”<br />
    10. 10. 10<br />But wait…<br />
    11. 11. 11<br />Google isn’t really a problem for 99.9% of us<br />
    12. 12. 12<br />Google isn’t out to ‘get’ anyone.<br />Search engines are really only looking for:<br />
    13. 13. 13<br />Neat.<br />Sounds corporate buzzwordy.<br />Please explain yourself.<br />
    14. 14. 14<br />
    15. 15. 15<br />
    16. 16. 16<br />
    17. 17. 17<br />Where Do You Provide Digital Signals?<br />(yes, even Myspace)<br />
    18. 18. 18<br />This all makes sense.<br />But what should I actually do?<br />
    19. 19. 19<br />Carryout<br />Home Game:<br />Have fun engaging in the online media you’re currently involved with.<br />
    20. 20. 20<br />Carryout<br />Away Game:<br />Engage digitally in places where you may otherwise not.<br />
    21. 21. 21<br />Carryout<br />Use Your Confusion:<br />Why Google when you can create a new digital signal?<br />
    22. 22. 22<br />Monitor<br />
    23. 23. 23<br />Don’t Fake It<br />Google knows.<br />