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Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
Reputation Management In A Google World
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Reputation Management In A Google World

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In many cases, the search engine has taken the place of an organization’s Web site as the doorway to initial interaction with important stakeholders. Public relations professionals are incorporating …

In many cases, the search engine has taken the place of an organization’s Web site as the doorway to initial interaction with important stakeholders. Public relations professionals are incorporating search engine optimization strategies to create an interconnected footprint of relevant content, photos, video and audio, and actively managing the reputation of the brand.

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

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