DeVry SEO and Reputation Management Presentation 9_19_2013

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Michael Fleischner, President of Upward SEO, presents to DeVry University undergraduate and graduate students on the topic of local marketing and reputation management. During this presentation, Michael explains the basics of reputation management and three effective strategies for dealing with reputation that may have been compromised - either for individuals or businesses.

Mr. Fleischner focused on the power of authority websites, social media, and citations, or bolstering website authority and improving online reputation. Learn more about effective reputation management strategies by following Michael on Twitter @fleischnerm or by visiting UpwardSEO.com.

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DeVry SEO and Reputation Management Presentation 9_19_2013

  1. 1. “Online Reputation – The Future of Branding"
  2. 2. TODAY’S SPEAKER Michael Fleischner Author, SEO Made Simple (3rd Edition) mfleischner@upwardSEO.com • Author and speaker on reputation management and SEO • Has appeared on TODAY Show, ABC World News, and Bloomberg Radio • President and Founder of Upward SEO • SCOOP Marketing Forum “SEO Made Simple (3rd Edition)”
  3. 3. What is Online Reputation  Online Reputation Management (ORM) means getting your content and message online to establish a favorable perception of your company or brand  Studies show that 83 percent* of all consumers use the Internet to research products or services before making a purchase  Prospects develop an impression of your brand based on search results. Consider page 1 of Google as your business card (search results, autocomplete, third party websites, social media sites) • Websites • Images • videos 3 *www.internetretailer.com/.../most-shoppers-go-online-research-products‎
  4. 4. Why you must manage your online reputation  If you are not proactively managing your own reputation, then others will.  Consider the implications of even one negative review about a business, especially if that is all people find when searching for you.  Companies with a poor online reputation have reported:  low conversion rates  increased marketing costs  lower profit margins 4
  5. 5. Types of Reputation Management  Personal  Professional (including athletes, executives, and actors)  Company Brand  Remediation  Enhancement  Crisis Management  Review suppression  Identity Protection (anonymity) 5
  6. 6.  Simply search the web for your business name and see what results you get. Also, search your name, the names of your high- profile employees, brand, or product/service)  You don’t need to look past the first page of search engine results, as 99 percent of your customers will never get past that page An Ounce of Prevention 6
  7. 7. What it Should Look Like
  8. 8.  Many sites allow individuals to share experiences via online reviews.  Citation sites like Foursquare, Yelp, Local.com, and 411 among others; even Google Places.  Comments on industry forums, threads on social media sites, online articles, blog posts, public record documents, and more. How your reputation is formed 8
  9. 9.  83% of consumers research products and services online before making a purchase*  See how often people are searching your brand with the Google Adwords Keyword Planner  Would you buy from a company that has: • Negative online reviews? • Negative news or press? • Limited information available? • Negative videos or other types of information? The Cost of a Bad Reputation or No Reputation? 9 *Internetretailer.com
  10. 10. How to manage your online reputation …  Successful online reputation management begins with prevention! • Build your online presence before the storm (Reputation Marketing) • Focus on your "Centers of Influence“ socially and locally (more on this later) • Be congruent with your branding and messaging • Give stakeholders a place to vent and receive help before they ‘take it to the streets’ • Crowd out negative voices 10
  11. 11. Reputation Management Roadmap  Follow this path for Rep Management Success: 1. Assess the full scope of online reputation concerns 2. Review existing results and determine best course of action (respond to reviews, etc.) 3. Review existing digital assets and optimize 4. Focus on improving ranking of neutral or positive results, push down negatives 5. Monitor and Protect against future attacks 11
  12. 12. “Get Authority. Get Social. Get Local. Improving page one search results…"
  13. 13. Three Great Places to Start  Authority Websites • Wikipedia • Crunchbase • About.me • PR Web  Social Media • Have accounts? Optimize them… • Need accounts? Get them… -Facebook -Google + -Twitter - Pinterest -LinkedIn -Slideshare  Citations • Networks of leading websites (Bing local, 411, Local.com, Foursquare) 13
  14. 14. Great Places to Start Place #1 – Authority Websites  Wikipedia • Authoritative site that operates in a unique way • Only appropriate for established/referenced businesses or individuals • Google relies heavily on authority listings  Press Releases • PR Web • Google news  Industry Specific • Association websites • Foundations 14
  15. 15. Great Places to Start Place #2 - Social  Social Media • Have accounts? Optimize them… • Need accounts? Get them… -Facebook -Google + -Twitter - Pinterest -LinkedIn -Slideshare • Maintain accounts using semi-automated tools and resources (Hootsuite) 15
  16. 16. Individuals…
  17. 17. Businesses…
  18. 18. Great Places to Start Place #3 - Citations  Focus on Local Optimization • Accurate Citations • Focus on most popular networks • Google Places • Ask for reviews • Listen. Really Listen - monitoring • Respond Quickly - engagement 18
  19. 19. Protect Your Business w/Local Optimization Local citations impact Google Places listing as well as natural search results. Citations are considered one of the top 3 determinants of rank.
  20. 20. THE POWER OF CITATIONS
  21. 21. Great Places to Finish  Authority Websites • Wikipedia • Press Releases • Industry Specific  Social Media • Have accounts? Optimize them… • Need accounts? Get them… -Facebook, Twitter, LinkedIn, Google+, Pinterest  Focus on Local Optimization • Get Covered on Local Business Sites/Citations • Listen, Respond, Engage 21
  22. 22. “Random Things to Think About & Random Case Studies…"
  23. 23. 23 GOOGLE SUGGEST
  24. 24. CASE STUDY 1 - PROFESSIONAL
  25. 25. 25 CASE STUDY 1 - PROFESSIONAL
  26. 26. 26 CASE STUDY 1 - PROFESSIONAL
  27. 27. 27 CASE STUDY 2 – COMPANY REVIEWS
  28. 28. CASE STUDY 2 – COMPANY REVIEWS
  29. 29. CASE STUDY 2 – COMPANY REVIEWS
  30. 30. For Help With Online Reputation Management or Local Search Michael Fleischner mfleischner@upwardseo.com Office: 800-975-7324 x700

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