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Managing Reputations              In a Digital World               Gillian Muessig       Co-founder & President, SEOmoz Cl...
The Gatekeepers
The Gatekeepers
The Size of Your Reputation
Wiki Circularity*                  Something untrue is                  posted to Wikipedia    You’re screwed!            ...
SERP Strategy – Own them•    Sub-domains / new domains•    Professional Affiliations•    Local•    Shopping•    Hosted con...
Tactics: Keyword ResearchTarget   • Brand + scam, con, hoax, etc.   • Long tail   • Related issues / news
Tactics: Content DevelopmentTop Rankers -  • Video content  • Local listings / content  • Timely content (news-related)  •...
Redress Strategy: Fight BackLegal options -  • Libel / slander  • Copyright infringement  • DMCA
Redress Strategy: Fight BackLook at all costs -  • Lost sales, referrals, existing customers      vs.  • Attorney fees & s...
Redress Strategy: Turn Tables•   Repeat the offending    phrase used and    turn the tables -ABC.com website reports: XYG ...
Black Hat: NOT Recommended!•   Build black hat links to offending page;    report•   If a site is down and the page is ret...
Direct Response Strategy•   Monitor your brand•   Respond instantly•   Own your errors; solve problems•   Let your communi...
Social RM Strategy: Engagemonitor   assess   decide   engage   review
Pro-Active Strategy•   Develop a culture of transparency
Pro-Active Strategy•   Build community around your brand
Pro-Active Strategy•   Empower your power members
Thank You! www.seomoz.org
No… REALLY!  Thank You!Use the code:   omslondon201145-day free trial SEOmoz PRO      www.seomoz.org                   www...
Reputation Management  - Giliian Muessig
Reputation Management  - Giliian Muessig
Reputation Management  - Giliian Muessig
Reputation Management  - Giliian Muessig
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Reputation Management - Giliian Muessig

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Transcript of "Reputation Management - Giliian Muessig"

  1. 1. Managing Reputations In a Digital World Gillian Muessig Co-founder & President, SEOmoz Click Asia Summit – Mumbai 01-2011 All Rights Reserved
  2. 2. The Gatekeepers
  3. 3. The Gatekeepers
  4. 4. The Size of Your Reputation
  5. 5. Wiki Circularity* Something untrue is posted to Wikipedia You’re screwed! Journalist uses Wikipedia as factual resourceWikipedia uses/references Powerful newspaper posts powerful newspaper the untrue content *Coiined byTom Critchlow
  6. 6. SERP Strategy – Own them• Sub-domains / new domains• Professional Affiliations• Local• Shopping• Hosted content: • Profile pages / twitter • Video* / Images *Turn off comments on YouTube Videos
  7. 7. Tactics: Keyword ResearchTarget • Brand + scam, con, hoax, etc. • Long tail • Related issues / news
  8. 8. Tactics: Content DevelopmentTop Rankers - • Video content • Local listings / content • Timely content (news-related) • Social media content
  9. 9. Redress Strategy: Fight BackLegal options - • Libel / slander • Copyright infringement • DMCA
  10. 10. Redress Strategy: Fight BackLook at all costs - • Lost sales, referrals, existing customers vs. • Attorney fees & staff costs • Loss of focus
  11. 11. Redress Strategy: Turn Tables• Repeat the offending phrase used and turn the tables -ABC.com website reports: XYG Corp scam! XYG Corp warns about scam site ABC.com
  12. 12. Black Hat: NOT Recommended!• Build black hat links to offending page; report• If a site is down and the page is returning an error message, you can request its remove the page (lasts ~6 mnths)
  13. 13. Direct Response Strategy• Monitor your brand• Respond instantly• Own your errors; solve problems• Let your community manage trolls
  14. 14. Social RM Strategy: Engagemonitor assess decide engage review
  15. 15. Pro-Active Strategy• Develop a culture of transparency
  16. 16. Pro-Active Strategy• Build community around your brand
  17. 17. Pro-Active Strategy• Empower your power members
  18. 18. Thank You! www.seomoz.org
  19. 19. No… REALLY! Thank You!Use the code: omslondon201145-day free trial SEOmoz PRO www.seomoz.org www.seomoz.org

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