Upward SEO reputation management
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Upward SEO reputation management

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Grow your business by improving your online reputation. Through an effective use of citations and social media, you can dramatically improve your online reputation and organic search results.

Grow your business by improving your online reputation. Through an effective use of citations and social media, you can dramatically improve your online reputation and organic search results.

Citations are listings on local business directories which account for more than 40% of all Google searches. In addition to leveraging authoritative sites for page one rankings, citations improve organic rankings and Google Places.

Social media accounts carry a lot of weight and appear on page one more quickly than new digital assets. Focus on leveraging existing social media accounts and activity to improve your search engine optimization and reputation management.

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Upward SEO reputation management Upward SEO reputation management Presentation Transcript

  • "How to Grow Your Business by Improving Your Online Reputation"
  • 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)”
  • 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 businesses prior to purchasing products and services  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 3Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com View slide
  • Why you must manage your online reputation  If you are not proactively managing your own business reputation, then it will be managed by the actions of others.  Consider the implications of even one negative review about your 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, and lower profit margins. 4Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com View slide
  •  Simply search the web for your business name and see what results you get. Also, 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 5Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com
  • What it Should Look Like
  •  Many sites allow individuals to share their experiences with a business via online reviews and commentary.  Online review/citation sites like Foursquare, Yelp, Bing, and Urban Spoon, among others; even Google Places provides a dedicated space on your Places page for customer reviews.  In addition to the review sites, your online reputation is also affected by comments in industry forums, threads on social media sites, online articles, blog posts, public record documents, and more. How your reputation is formed 7Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com
  •  83% of consumers research products and services before making a purchase*  See how often people are searching your brand with the Google Adwords Keyword Tool  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? 8Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com *Internetretailer.com
  • How to manage your online reputation on the cheap…  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’ • Fill any voids in your Google reputation • Crowd out negative voices 9Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com
  • How to manage your online reputation  Once online reputation has been compromised, consider a comprehensive program to improve results: • Assess the full scope of online reputation concerns • Review existing results and determine best course of action (respond to reviews, etc.) • Review existing company assets and optimize • Focus on improving ranking of neutral or positive results • Develop a program to push down negatives • Monitor online reputation • Protect against future attacks  Have a comprehensive plan that addresses online reputation from different angles (search, social, reviews) 10Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com
  • “The traditional approach…" BORING
  • Use this 4-step process to take control of your online reputation.  Evaluate  Strategize  Execute & Maintain  Analyze & Refine It Begins with a Proven 4-Step Process (make anyone look good online) 1. Evaluate 2. Strategize 4. Analyze & Refine 3. Execute & Maintain 12Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com GOAL: Control most or all of your page 1 rankings…
  • Begin with a comprehensive evaluation of your unique ORM status  Review first 3 pages of Google for your target search phrase and existing assets  Grade the first 20 organic listings across multiple factors including sentiment, authority, and controlling entity to recognize challenges & identify goals  Evaluate for optimization probability and score accordingly to inform strategy Step 1: Evaluate 1. Evaluate 2. Strategize 4. Analyze & Refine 3. Execute & Maintain 13Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com
  • Once current online reputation has been evaluated, collaborate on an effective ORM strategy  Customize recommendations based on your specific situation  Develop strategy that prioritizes opportunities leveraging existing assets, social media, and other positives  Document, document, document Step 2: Strategize 1. Evaluate 2. Strategize 4. Analyze & Refine 3. Execute & Maintain 14Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com
  • Implementing the ORM strategy in the right manner and pacing is essential for measurable results  Implement suppression strategies while partnering with company sponsored initiatives  Optimize assets on page prior to off-page to ensure optimal impact (ex: LinkedIn)  Deploy search engine optimization strategies to improve rankings of company controlled and positive/neutral assets, pushing down negative results Step 3: Execute & Maintain 1. Evaluate 2. Strategize 4. Analyze & Refine 3. Execute & Maintain 15Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com
  • Continually monitor and refine your campaign.  Track positives, negatives, and neutrals on a monthly basis  Document work by asset (optimization, link building, remediation, outreach)  Meet regularly as a team to discuss wins and losses Step 4: Analyze & Refine 1. Evaluate 2. Strategize 4. Analyze & Refine 3. Execute & Maintain 16Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com
  • “Get Social. Get Local. Improving online search results in less than 72 hours…" SHORT CUT…
  • Two Great Places to Start Place #1 - Social  Social Media • Have accounts? Optimize them… • Need accounts? Get them… -Facebook -Google + -Twitter - Pinterest -LinkedIn -Slideshare • Consider other high ranking sites based on your niche (ex: Aboutme, Crunchbase, etc.) 18Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com
  • Individuals…
  • Businesses…
  • Two Great Places to Start Place #2 - Social  Focus on Local Optimization • Accurate Citations • Listen. Really Listen - monitoring • Respond Quickly - engagement 21Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com
  • PHOTOS VIDEOS SEASONAL PRODUCTS SPECIAL OFFERS 15 YRS AGO, ON C E A YEAR TODAY, EVERY D AY Take Advantage of Local Every business should…
  • 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.
  • LOCAL LISTINGS INFORM BEHAVIOR From Where To Why WHO WHEN WHAT WHAT STAFF BIOS EVENTS PRODUCTS /SERVICES MENUS As many as 86% of local searchers take action
  • LOCAL IS QUICK AND EFFECTIVE STAY IN CONTROL…
  • Two Great Places to Finish  Social Media • Have accounts? Optimize them… • Need accounts? Get them… - Facebook, Twitter, LinkedIn, Google+, Pinterest • Consider other high ranking sites (ex: Aboutme, Crunchbase, etc.)  Focus on Local Optimization • Get Covered on Local Business Sites – ask us about our Local Platform! • Consider your own review engine • Listen and Respond Quickly - engagement 26Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com Be out in front. Utilize Social and Local to dominate online and proactively manage you or your company’s online reputation:
  • For Help With Online Reputation Management or Local Search Michael Fleischner mfleischner@upwardseo.com Office: 800-975-7324 x700