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ACCM Search Engine Reputation Management
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ACCM Search Engine Reputation Management

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Lee Odden of TopRank presents Search Engine Reputation Management at the 2008 ACCM conference.

Lee Odden of TopRank presents Search Engine Reputation Management at the 2008 ACCM conference.

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ACCM Search Engine Reputation Management ACCM Search Engine Reputation Management Presentation Transcript

  • Search Reputation Management Lee Odden – CEO TopRank Marketing.com
  • Agenda
    • Search/Google Data
    • Examples
    • SEO 2.0 principles
    • BONUS (if we have time)
    • Tools: Keywords, Linking, Monitoring
  • Dec 2006 – 6.7 billion searches (comScore) Dec 2007 – 10 billion searches (comScore) March 2008 – 6.4 billion searches Google (comScore)
    • 59.8% Google
    • 21.6% Yahoo
    • 9.6% Microsoft
    • 4.9% AOL
    • 4.6% Ask
    Search Market Share comScore March 2008
    • ?
    Reputation Engine
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  • Who’s Doing it Right?
    • eBay – Sub-domains
    • Dell – Blogs, Microsites
  • Doing it Right
  •  
    • Must be proactive
    • Monitoring conversations
    • Content optimization
    • Content promotion
    • Analytics
    Search Reputation Management
  • SEO Considerations Content Links
    • Identify brand keywords
    • Ensure site is spiderable
    • Keywords: titles, navigation, content, links
    • Promote content & attract links
    • Monitor with web and social media analytics
    SEO Tips
  • Digital Asset Optimization
    • Match Media to Channel
    • Announcements
    • Press Releases
    • Images
    • Video
    • Blog/RSS
    • Media Coverage
    • Social News/Bookmark
    Optimize & Promote
    • Channels Respond
    • Announcements
    • Press Releases
    • Images
    • Video
    • Blog/RSS
    • Media Coverage
    • Social News/Bookmark
    Traffic - Links Digital Asset Optimization
  • Time Check
    • Identify brand keywords
    • Setup monitoring
    • Proactively optimize content
    • Proactively acquire links
    • Optimize off-site content
    Takeaways
  • Keywords to Monitor
    • Products
    • Company
    • Executives
    • Include modifiers: “sucks” “scam” “kudos”
    • Seodigger.com
    • KeywordDiscovery.com
    • Web analytics
    • Site search logs
    Keyword Research Tools
  • Keyword Research Tools
  • Keyword Research Tools
    • Create keyword glossary
    • Map keywords to content
    Keyword Research Tools
  • Linking Building Keywords Key Word Key
    • Back link analysis
    • Directory submissions
    • Article marketing
    • Press releases
    • Blogs & RSS
    • Social bookmarks
    • Viral marketing
    • Bottom line:
    • Create & promote quality content
    Key Word Word Key Key Word Key Word Word Key Key Word Word
    • Marketleap.com
    • siteexplorer.search.yahoo.com
    • Google.com/webmasters
    Free Linking Tools
  • Free Linking Tools
  • Free Linking Tools
    • Analyze the current link environment
    • Develop a link building plan
    • Assess competitor link activity for opportunities
    • Sources linking to high ranking sites may link to you as well
    • Analysis of what is working for others can work for you
    Linking Tips
    • http://tools.seobook.com/firefox/rank-checker/
    Monitoring Tools
  • Monitoring Tools
  • Monitoring Tools
  • Monitoring Tools – Radian6
    • Identify brand keywords
    • Setup monitoring
    • Proactively optimize content
    • Proactively acquire links
    • Optimize off-site content
    Takeaways
    • Copy of this presentation: marketingblog.com/accm08
    • Lee Odden
    • TopRank Marketing.com
    • [email_address]
    • 877 877 6628
    Thank you