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

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

59.8% Google

21.6% Yahoo

9.6% Microsoft

4.9% AOL

4.6% Ask

? Reputation Engine

?

Who’s Doing it Right? eBay – Sub-domains Dell – Blogs, Microsites

eBay – Sub-domains

Dell – Blogs, Microsites

Doing it Right

Must be proactive Monitoring conversations Content optimization Content promotion Analytics Search Reputation Management

Must be proactive

Monitoring conversations

Content optimization

Content promotion

Analytics

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

Identify brand keywords

Ensure site is spiderable

Keywords: titles, navigation, content, links

Promote content & attract links

Monitor with web and social media analytics

Digital Asset Optimization Match Media to Channel Announcements Press Releases Images Video Blog/RSS Media Coverage Social News/Bookmark Optimize & Promote

Match Media to Channel

Announcements

Press Releases

Images

Video

Blog/RSS

Media Coverage

Social News/Bookmark

Channels Respond Announcements Press Releases Images Video Blog/RSS Media Coverage Social News/Bookmark Traffic - Links Digital Asset Optimization

Channels Respond

Announcements

Press Releases

Images

Video

Blog/RSS

Media Coverage

Social News/Bookmark

Time Check

Identify brand keywords Setup monitoring Proactively optimize content Proactively acquire links Optimize off-site content Takeaways

Identify brand keywords

Setup monitoring

Proactively optimize content

Proactively acquire links

Optimize off-site content

Keywords to Monitor Products Company Executives Include modifiers: “sucks” “scam” “kudos”

Products

Company

Executives

Include modifiers: “sucks” “scam” “kudos”

Seodigger.com KeywordDiscovery.com Web analytics Site search logs Keyword Research Tools

Seodigger.com

KeywordDiscovery.com

Web analytics

Site search logs

Keyword Research Tools

Keyword Research Tools

Create keyword glossary Map keywords to content Keyword Research Tools

Create keyword glossary

Map keywords to content

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

Back link analysis

Directory submissions

Article marketing

Press releases

Blogs & RSS

Social bookmarks

Viral marketing

Bottom line:

Create & promote quality content

Marketleap.com siteexplorer.search.yahoo.com Google.com/webmasters Free Linking Tools

Marketleap.com

siteexplorer.search.yahoo.com

Google.com/webmasters

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

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

http://tools.seobook.com/firefox/rank-checker/ Monitoring Tools

http://tools.seobook.com/firefox/rank-checker/

Monitoring Tools

Monitoring Tools

Monitoring Tools – Radian6

Identify brand keywords Setup monitoring Proactively optimize content Proactively acquire links Optimize off-site content Takeaways

Identify brand keywords

Setup monitoring

Proactively optimize content

Proactively acquire links

Optimize off-site content

Copy of this presentation: marketingblog.com/accm08 Lee Odden TopRank Marketing.com [email_address] 877 877 6628 Thank you

Copy of this presentation: marketingblog.com/accm08

Lee Odden

TopRank Marketing.com

[email_address]

877 877 6628