I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. Now – what was it you wanted to sell me? Moral: Sales start before your salesman calls…
Findability: Can your brand name, product or service be found easily?
Linkability: Are you linking out and being linked by others?
Relevance: Are the search results relevant to your potential customers?
Differentiation: Are the generic searches for your product or service rated higher than your competitor’s?
Search engine results are key
68% click a search result in the 1st page of results
92% will go up to (at most) 3rd page before changing query (half will switch after 1st page)
39% believe that the companies whose websites are in top search results are the leaders in their field.
Key lesson: If you're not ranking well for your desired search terms, brand names and other important key words and phrases, you're missing out on significant, highly qualified traffic.
Source: iProspect & JupiterResearch, Search Engine User Behaviour Study on Google, MSN, Yahoo! Users, 2008
British Airways vs Virgin Atlantic: A basic search results comparison
“ British Airways” – 1 st Page Results Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/
Rich Site Summary/Really Simple Syndication is a method to syndicate your web content out to users. Using RSS files, you can create a feed that supplies headlines, news, blog posts, comments, forum threads, photos, audio files, and even video to your “subscribers”.
Subscribers can use a dedicated software called an RSS reader or aggregator to “pull in” all their favourite web content into one location and scan quickly. Current browsers come with integrated RSS readers.
Users can also use a web-based aggregator to pull-in feeds that are constantly updated and view a web page of feeds. Eg: Bloglines, Google Reader, Netvibes
Exercise: Add feed to iGoogle 1. Go to http://www.thestar.com.my/rss
2. Right click RSS, copy shortcut (IE) or copy link location (Firefox), or copy link address(Chrome)
3. Open igoogle.com. Click on ADD GADGETS Top left. 4. Click on “Add feed or gadget” (bottom left) and paste URL (over http://)
5. Create a dashboard of feeds and divide into tabs (topic headers) To add a tab, click on down arrow and Add Tab You can add up to 9 posts/updates per feed and re-arrange pages into 1-column, 2-column or 3-column
Method B: 2. Clicking on RSS button 1. Switch to Google 2. Subscribe
2. Add to Google homepage
Marty Weintraub, http://www.aimclearblog.com Bonus: How to Build a Reputation Monitoring Dashboard: http://tinyurl.com/repboard