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ACCM Search Engine Reputation Management
Lee Odden of TopRank presents Search Engine Reputation Management at the 2008 ACCM conference.
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Slideshow Transcript
- Slide 1: Search Reputation Management Lee Odden – CEO TopRankMarketing.com
- Slide 2: Agenda • Search/Google Data • Examples • SEO 2.0 principles BONUS (if we have time) • Tools: Keywords, Linking, Monitoring
- Slide 3: Dec 2006 – 6.7 billion searches (comScore) Dec 2007 – 10 billion searches (comScore) March 2008 – 6.4 billion searches Google (comScore)
- Slide 4: Search Market Share 59.8% Google 21.6% Yahoo 9.6% Microsoft 4.9% AOL 4.6% Ask comScore March 2008
- Slide 5: Reputation Engine ?
- Slide 14: Who’s Doing it Right? • eBay – Sub-domains • Dell – Blogs, Microsites
- Slide 15: Doing it Right
- Slide 17: Search Reputation Management Must be proactive • Monitoring conversations • Content optimization • Content promotion • Analytics
- Slide 18: SEO Considerations Content Links
- Slide 19: 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
- Slide 20: Digital Asset Optimization Match Media to Channel ote •Announcements rom &P •Press Releases mize •Images Opti •Video •Blog/RSS •Media Coverage •Social News/Bookmark
- Slide 21: Digital Asset Optimization Channels Respond s •Announcements ink •Press Releases -L ffic •Images Tra •Video •Blog/RSS •Media Coverage •Social News/Bookmark
- Slide 22: Time Check
- Slide 23: Takeaways • Identify brand keywords • Setup monitoring • Proactively optimize content • Proactively acquire links • Optimize off-site content
- Slide 24: Keywords to Monitor • Products • Company • Executives • Include modifiers: “sucks” “scam” “kudos”
- Slide 25: Keyword Research Tools • Seodigger.com • KeywordDiscovery.com • Web analytics • Site search logs
- Slide 26: Keyword Research Tools
- Slide 27: Keyword Research Tools
- Slide 28: Keyword Research Tools • Create keyword glossary • Map keywords to content
- Slide 29: Linking Building • Back link analysis Word Key Key Word • Directory submissions • Article marketing • Press releases Key Word Keywords • Blogs & RSS Key • Social bookmarks Key Word Word • Viral marketing Word Bottom line: Key Create & promote Word quality content Key Key Word
- Slide 30: Free Linking Tools • Marketleap.com • siteexplorer.search.yahoo.com • Google.com/webmasters
- Slide 31: Free Linking Tools
- Slide 32: Free Linking Tools
- Slide 33: 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
- Slide 34: Monitoring Tools http://tools.seobook.com/firefox/rank-checker/
- Slide 35: Monitoring Tools
- Slide 36: Monitoring Tools
- Slide 37: Monitoring Tools – Radian6
- Slide 38: Takeaways • Identify brand keywords • Setup monitoring • Proactively optimize content • Proactively acquire links • Optimize off-site content
- Slide 39: Thank you Copy of this presentation: marketingblog.com/accm08 Lee Odden TopRankMarketing.com lee@toprankmarketing.com 877 877 6628
