Reputation Management In A Google World
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Reputation Management In A Google World - Presentation Transcript
- PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson Huyse, APR myPRPro
- SEO – Search Engine Optimization
- SERP – Search Engine Results Page
- Title Tags – Description seen on top bar of a browser for each Web page
- Meta Description – Description of the page which a search engine may consider or display
- Categories – Used inside a blog to group like content
- Tags – Used by Technorati and other services to index pages
- Dec 2006 – 6.7 billion searches (comScore) Dec 2007 – 10 billion searches (comScore) March 2008 – 6.4 billion searches Google (comScore)
- 59.8% Google
- 21.6% Yahoo
- 9.6% Microsoft
- 4.9% AOL
- 4.6% Ask
- ?
- New Corporate Homepage
- For Fun: TopRank
- For Fun: My PR Pro
- An Interconnected footprint of relevant
- Content
- Photos
- Video
- Audio
- Actively managing the reputation of the brand, issue or company
- SERPs can give PR visibility
- Crisis Management
- Proactive search engine reputation management
- Importance of link building
- Ranking report software
- Relevant content that also gets search results
- Search engine optimized press releases and
- Unique e-mail and URLs for measurement
- A Reputation Tarnished
- And Slowly Improving
- PayPal Problem
- PayPal Problem
- WalMart Watch
- WalMart Wake Up
- Home Depot
- Home Depot
- SEO Considerations Content Links
- Identify your brand keywords
- Inventory your digital assets
- Match with channels of promotion
- Ensure site is spiderable
- Keywords in titles, navigation, content & links
- Promote content & attract links
- Always look for links
- Monitor with web and social media analytics
- Keywords to Monitor
- Products
- Company
- Executives
- Include modifiers: “sucks” “scam” “kudos”
- Pre Universal Heat Map
- Universal Search Heat Maps
- Your Company Sucks
- And Also Yours
- Seodigger.com
- KeywordDiscovery.com
- Web analytics
- Site search logs
- WordTracker
- Keyword Research Tools
- Keyword Research Tools
- Create keyword glossary
- Map keywords to content
- Press releases
- Online op-eds
- Online newsrooms
- Corporate blogs
- Reports / white papers
- Email newsletters
- Webinars
- Podcasts / Internet radio shows
- Interviews (coach interviewee on keywords)
- On Site
- Press Releases
- Online News Room
- Blog
- Off Site
- Social media profiles (Twitter, Stumbleupon, Delicious)
- Social networking profiles (LinkedIn, Facebook)
- Blog
- Blog Based Newsroom
- Template optimized
- Title tags
- Categories
- Meta description
- Keyword optimized
- Post title
- Body copy
- Links
- Image alt text
- Release Optimization
- Release Optimization
- Think upward and to the left
- Optimize for people first, search engines next
- Use keyword(s) in Title, Subheads, body
- Don’t obsess over keyword density
- A 500 word release – keyword 2-4 times
- Use keywords in links to company web site
- Add media: images, podcast, video, pdf/word docs
- Earn links with great content
- Promote content on social networks
- Embed links in press releases
- Link up with partners
- Cross link internally
- Social bookmark pickups
- Never stop acquiring inbound links
- Back link analysis
- Directory submissions
- Article marketing
- Press releases
- Blogs & RSS
- Social bookmarks
- Viral marketing
- Bottom line:
- Create high quality content
- Marketleap.com
- siteexplorer.search.yahoo.com
- Marketleap Tool
- Marketleap Tool
- Marketleap Tool
- Yahoo Site Explorer
- Analyze the current link environment
- Develop a link building plan
- Assess competitor link activity for opportunities
- Sources linking to high ranking sites may link to you as well
- Analysis of what is working for others can work for you
- Holistic SEO Promotion
- Match News to Channel
- Announcements
- Press Releases
- Images
- Video
- Blog/RSS
- Media Coverage
- Social News/Bookmark
- Channels Respond
- Announcements
- Press Releases
- Images
- Video
- Blog/RSS
- Media Coverage
- Social News/Bookmark
- Keyword Ranking Tools
- http://tools.seobook.com/firefox/rank-checker/
- Monitoring Tools
- Monitoring Tools
- Monitoring Tools
- Identify brand keywords
- Setup monitoring
- Proactively optimize content
- Proactively acquire links
- Optimize off-site content
- Toprankblog.com
- Communication Overtones
- “ Radically Transparent” by Andy Beal & Judy Strauss
- Searchengineland.com
- Searchenginewatch.com
- Google.com/webmasters
- Find all links at:
- http://del.icio.us/kamichat/ReputationSEO
- Lee Odden
- TopRankMarketing.com
- [email_address]
- Toprankblog.com
- Kami Watson Huyse
- myPRpro.com
- [email_address] Communication Overtones Blog
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