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Reputation Management in an        Instant World        SearchLoveNYC   @Rhea | @OutspokenMedia
MonkeyGirl
She-Ra,PRINCESS OF  POWER!
RheaDrysdale
Company X
THEY STOLE MY NAME!  THOSE BASTARDS.
Hero Complex
SEO TrademarkSEO Trademark terminated:http://bit.ly/vh2uBC
AWESOME SAUCE WE’RE GOING TO COVER
Why you should give a damn.
Crap that works.
Good stuff that works.
Client examples.(All anonymous examples…. WOOHOO!)
Beef.Crap. Shit.
Existential break time.When we die, what do we leave behind?
Our reputations are exposed and         under attack.
UGC
UGC
Search Queries
But those can be gamed…
CompetitorsPopulation of Richardson, TX 100,000  Population of Reston, VA 58,000 Population of Herndon, VA 21,000
Amazon Web Services (EC2)           RackspaceOther cloud computing data centers
Let’s dive in!
A week ago a prospective client        contacted us.
John Carter.
John Carter’s ResultsJohnCarter.com/                             JohnCarter.org/?tag=Johnny-Carter-puppiesJohnCarter.com/?...
Hold up!           What is this?JohnCarter.org/?tag=Johnny-Carter-              puppies
But the negative is still ranking!
Let’s look under the hood.
But wait, there’s more.
Answer Spam
The top answer?
The first answer:
This is when I slammed my head           into a wall.
<rant> If it takes as much time to puttogether crap work, why TF are    you not doing the basics?          USE YOUR BRAIN....
Worse still…
Exact same “about me” text shared across  29 separate properties and profiles.Hasn’t registered username on:• Twitter• Fac...
So, we know the crap that works,  but where’s some good stuff?
Honorable Mentions   Hoovers           Quora  Slideshare      Meetup.comBusinesscard2     Gather.com  Visible.me      Ampl...
Who do those work for?Online retailer            Smash their competition*Online personals site      Fix autocomplete and d...
Mr. National Lawsuit
CLIENT SUMMARYGoal:     Cushion SERPsBaseline: Perfect.• National company• Government regulates announcement
We did our ORM magic.(all those wacky things that work)
Monitored their reputation
We soon discovered…
Threats• Reactionary company culture• Movie launched w/a KW that triggered  news results for our client’s negative  covera...
We saw the conversations:Repeat queries = AUTOCOMPLETE
We needed to change the          conversation• Video strategy• PR strategy• On-site content strategy• Internal PR to emplo...
Results
.com acquired   Sh*t hit the   site links           fan.
No longer pro-active, now reactive and long-term.This defines a CEO’s legacy.
Where do we go from here?
Location-specific ORM and social           strategies• Domain development• Profile growth• Wikipedia• Increased presence o...
Now, let’s talk about some      cool SEO shit.
“Have youever noticedthat your shit isstuff and theirstuff is shit?”
Our client wants all of their STUFFto out-rank everyone else’s SHIT.We call this client…
Mr. WantsIt All
CLIENT SUMMARYBaseline: Ranked 1st and 2nd only as of          7/20/2011Goal:     Rank 1st page for “stuff” in every      ...
Caveats• Brand name is a variation of the KW• Lots of assets• Client develops quickly• We HAVE to be risk-free to justify ...
INVENTORY YOUR STUFF
CLIENT STUFF IN TOP 30     brandstuff.com   sub.brandstuff.com brandstuff.com page 1 brandstuff.com page 2      blog.stuff...
OTHER STUFF NOT IN TOP 30    brandstuff.com/news/   brandstuff.com/investors/   brandstuff.com/careers/    brandstuff.com ...
WHAT DO WE TARGET?       .com              .com/news/sub.brandstuff.com     .com/investors/    .com pg 1           .com/ca...
This is going to be easy!    Wait.We can’t rankwhat’s already   ranking.
REMOVE STICKY STUFF       .com              .com/news/sub.brandstuff.com     .com/investors/    .com pg 1           .com/c...
We get to work on the rest…
DUN, DUN, DUN!
Site Links Update – August 31, 2011Reorganizing internal vs. external backlinks:http://bit.ly/rXppMM
Crap. Now what’s left…       .com              .com/news/sub.brandstuff.com     .com/investors/    .com pg 1           .co...
We took acloser look atwhat was leftand found…
my-stuff.com
Links coming from:Optimized hit counters like:And, an internal network
This isn’t good.
What was that caveat?
We HAVE to be risk-free to justify          p0wnage!
REMOVE DOORWAY PAGES       .com              .com/news/sub.brandstuff.com     .com/investors/    .com pg 1           .com/...
That isn’t enough stuff.
Let’s make more stuff.Moved categories on brandstuff.com to subdomains on stuff.com:  brandstuff.com/news/      news.stuf...
Worked with Stuff-Coupons.com  Optimized the doorway that was        most manageable
Even then…
We don’t want our…
Let’s make even more stuff…
Stuff that fell in our lap:Unexpected quarterly financial news
Stuff that takes time and money:   Corporate & career profiles
Stuff that would make Wil and             Rand smile:Subdomain on stuff.com dedicated to an awards strategy for an untappe...
RESULTS 3 MONTHS LATER…
.com acquired site links
We could also look at those     results like this…
My stuff.   More of my stuff.     Still my stuff…      Me AGAIN!   There’s your shit!   Some else’s shit.MY STUFF IS BACK ...
Thank you.Follow @OutspokenMedia for all of     the SearchLove coverage                And visit   http://outspokenmedia.c...
Reputation Management in an Instant World
Reputation Management in an Instant World
Reputation Management in an Instant World
Reputation Management in an Instant World
Reputation Management in an Instant World
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Reputation Management in an Instant World

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Presented at SearchLove NYC on November 1, 2011. The presentation is a look into online reputation management and what companies and individuals need to be doing to safeguard and improve their online reputations. As search engines like Google and user-generated content and review sites expose our reputations more, it's increasingly difficult to put our best face forward. This presentation shows you how to spot problems early, manage them and how NOT to manage them.

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Transcript of "Reputation Management in an Instant World"

  1. 1. Reputation Management in an Instant World SearchLoveNYC @Rhea | @OutspokenMedia
  2. 2. MonkeyGirl
  3. 3. She-Ra,PRINCESS OF POWER!
  4. 4. RheaDrysdale
  5. 5. Company X
  6. 6. THEY STOLE MY NAME! THOSE BASTARDS.
  7. 7. Hero Complex
  8. 8. SEO TrademarkSEO Trademark terminated:http://bit.ly/vh2uBC
  9. 9. AWESOME SAUCE WE’RE GOING TO COVER
  10. 10. Why you should give a damn.
  11. 11. Crap that works.
  12. 12. Good stuff that works.
  13. 13. Client examples.(All anonymous examples…. WOOHOO!)
  14. 14. Beef.Crap. Shit.
  15. 15. Existential break time.When we die, what do we leave behind?
  16. 16. Our reputations are exposed and under attack.
  17. 17. UGC
  18. 18. UGC
  19. 19. Search Queries
  20. 20. But those can be gamed…
  21. 21. CompetitorsPopulation of Richardson, TX 100,000 Population of Reston, VA 58,000 Population of Herndon, VA 21,000
  22. 22. Amazon Web Services (EC2) RackspaceOther cloud computing data centers
  23. 23. Let’s dive in!
  24. 24. A week ago a prospective client contacted us.
  25. 25. John Carter.
  26. 26. John Carter’s ResultsJohnCarter.com/ JohnCarter.org/?tag=Johnny-Carter-puppiesJohnCarter.com/?page_id=xxx JohnCarter.info/?tag=John-Carter-puppieswww.John-Carter.com/ JohnCarter.com/?cat=xxxJohnCarter.biz/?cat=xxx John-Carter.org/?paged=xxJohnCarter.org/?tag=Johnny-Carter-puppies JohnCarter.biz/?tag=Johnny-CarterJohnCarter.info/ JohnCarter.net/?tag=Johnny-Carter-puppieswww.Johnny-Carter.com/ John- Carter.com/downloads/Johnny_Carter.xwww.Johnny-Carter.com/ mlJohnCarter.com/?cat=x Johnny-Carter.org/?m=xxxxxJohnCarter.com/?tag=John-Carter-puppies JohnCarter.info/?cat=xxJohnCarter.biz/ Johnny-Carter.com/?cat=xxxJohn-Carter.com/?tag=Johnny-Carter JohnCarter.biz/?tag=Johnny-Carter-puppiesJohnCarter.biz/?tag=Johnny-Carter-puppies www.John-Carter.info/Johnny-Carter.org/ JohnCarter.org/?cat=xxJohnCarter.com/?cat=xx
  27. 27. Hold up! What is this?JohnCarter.org/?tag=Johnny-Carter- puppies
  28. 28. But the negative is still ranking!
  29. 29. Let’s look under the hood.
  30. 30. But wait, there’s more.
  31. 31. Answer Spam
  32. 32. The top answer?
  33. 33. The first answer:
  34. 34. This is when I slammed my head into a wall.
  35. 35. <rant> If it takes as much time to puttogether crap work, why TF are you not doing the basics? USE YOUR BRAIN. THERE IS NO EXCUSE. YOU ARE RUINING THE GOOD NAME OF SEO. </rant>
  36. 36. Worse still…
  37. 37. Exact same “about me” text shared across 29 separate properties and profiles.Hasn’t registered username on:• Twitter• Facebook• Google Plus• Other business profilesDuplicate content is a big deal:http://bit.ly/smU3kj
  38. 38. So, we know the crap that works, but where’s some good stuff?
  39. 39. Honorable Mentions Hoovers Quora Slideshare Meetup.comBusinesscard2 Gather.com Visible.me Amplify.comHuffington Post CareerBuilder
  40. 40. Who do those work for?Online retailer Smash their competition*Online personals site Fix autocomplete and dispel rumorsInternational non-profit Convince the world they aren’t a cultNational company Embrace a pending shit storm*Online reseller Stop illegal marketing practicesCEO of online retailer Make his kids proudTravel site Do nothing. They’re horrible. Grow business despite one incident at oneHealthcare facilities locationLocal hero Attend collegePolitician Focus on issues, not former relationshipsEtc…
  41. 41. Mr. National Lawsuit
  42. 42. CLIENT SUMMARYGoal: Cushion SERPsBaseline: Perfect.• National company• Government regulates announcement
  43. 43. We did our ORM magic.(all those wacky things that work)
  44. 44. Monitored their reputation
  45. 45. We soon discovered…
  46. 46. Threats• Reactionary company culture• Movie launched w/a KW that triggered news results for our client’s negative coverage• Smaller lawsuits announced mid-coverage and we weren’t informed prior• Reporters and crazies• State-level attorneys general
  47. 47. We saw the conversations:Repeat queries = AUTOCOMPLETE
  48. 48. We needed to change the conversation• Video strategy• PR strategy• On-site content strategy• Internal PR to employees (Autocomplete Gold!!!)
  49. 49. Results
  50. 50. .com acquired Sh*t hit the site links fan.
  51. 51. No longer pro-active, now reactive and long-term.This defines a CEO’s legacy.
  52. 52. Where do we go from here?
  53. 53. Location-specific ORM and social strategies• Domain development• Profile growth• Wikipedia• Increased presence on niche sites• Internal response strategies
  54. 54. Now, let’s talk about some cool SEO shit.
  55. 55. “Have youever noticedthat your shit isstuff and theirstuff is shit?”
  56. 56. Our client wants all of their STUFFto out-rank everyone else’s SHIT.We call this client…
  57. 57. Mr. WantsIt All
  58. 58. CLIENT SUMMARYBaseline: Ranked 1st and 2nd only as of 7/20/2011Goal: Rank 1st page for “stuff” in every position in 6 months• Publicly Traded• Popular Online Retailer
  59. 59. Caveats• Brand name is a variation of the KW• Lots of assets• Client develops quickly• We HAVE to be risk-free to justify p0wnage
  60. 60. INVENTORY YOUR STUFF
  61. 61. CLIENT STUFF IN TOP 30 brandstuff.com sub.brandstuff.com brandstuff.com page 1 brandstuff.com page 2 blog.stuff.com stuff.org my-stuff.com Facebook for brandstuff Wikipedia for brandstuff
  62. 62. OTHER STUFF NOT IN TOP 30 brandstuff.com/news/ brandstuff.com/investors/ brandstuff.com/careers/ brandstuff.com page 3 brandstuff.com page 4 brandstuff.com page5 Twitter LinkedIn Stuff-Coupons.com
  63. 63. WHAT DO WE TARGET? .com .com/news/sub.brandstuff.com .com/investors/ .com pg 1 .com/careers/ .com pg 2 .com pg 3 blog.stuff.com .com pg 4 stuff.org .com pg 5 my-stuff.com Twitter Facebook LinkedIn Wikipedia Stuff-Coupons.com
  64. 64. This is going to be easy! Wait.We can’t rankwhat’s already ranking.
  65. 65. REMOVE STICKY STUFF .com .com/news/sub.brandstuff.com .com/investors/ .com pg 1 .com/careers/ .com pg 2 .com pg 3 blog.stuff.com .com pg 4 stuff.org .com pg 5 my-stuff.com Twitter Facebook LinkedIn Wikipedia Stuff-Coupons.com
  66. 66. We get to work on the rest…
  67. 67. DUN, DUN, DUN!
  68. 68. Site Links Update – August 31, 2011Reorganizing internal vs. external backlinks:http://bit.ly/rXppMM
  69. 69. Crap. Now what’s left… .com .com/news/sub.brandstuff.com .com/investors/ .com pg 1 .com/careers/ .com pg 2 .com pg 3 blog.stuff.com .com pg 4 stuff.org .com pg 5 my-stuff.com Twitter Facebook LinkedIn Wikipedia Stuff-Coupons.com
  70. 70. We took acloser look atwhat was leftand found…
  71. 71. my-stuff.com
  72. 72. Links coming from:Optimized hit counters like:And, an internal network
  73. 73. This isn’t good.
  74. 74. What was that caveat?
  75. 75. We HAVE to be risk-free to justify p0wnage!
  76. 76. REMOVE DOORWAY PAGES .com .com/news/sub.brandstuff.com .com/investors/ .com pg 1 .com/careers/ .com pg 2 .com pg 3 blog.stuff.com .com pg 4 stuff.org .com pg 5 my-stuff.com Twitter Facebook LinkedIn Wikipedia Stuff-Coupons.com
  77. 77. That isn’t enough stuff.
  78. 78. Let’s make more stuff.Moved categories on brandstuff.com to subdomains on stuff.com: brandstuff.com/news/ news.stuff.com brandstuff.com/investors/ investors.stuff.com brandstuff.com/careers/ careers.stuff.com
  79. 79. Worked with Stuff-Coupons.com Optimized the doorway that was most manageable
  80. 80. Even then…
  81. 81. We don’t want our…
  82. 82. Let’s make even more stuff…
  83. 83. Stuff that fell in our lap:Unexpected quarterly financial news
  84. 84. Stuff that takes time and money: Corporate & career profiles
  85. 85. Stuff that would make Wil and Rand smile:Subdomain on stuff.com dedicated to an awards strategy for an untapped, related industry
  86. 86. RESULTS 3 MONTHS LATER…
  87. 87. .com acquired site links
  88. 88. We could also look at those results like this…
  89. 89. My stuff. More of my stuff. Still my stuff… Me AGAIN! There’s your shit! Some else’s shit.MY STUFF IS BACK BITCH!
  90. 90. Thank you.Follow @OutspokenMedia for all of the SearchLove coverage And visit http://outspokenmedia.com/blog/

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