This is the official and final revision of the presentation as delivered to Goodwill Industries International's 2014 Summer Conference in Orlando, Florida, to be presented on Wednesday, August 6, 2014, 1:30 PM, Northern E-3.
If you leave your reputation to chance, online, Google will fill the void that is left by your inattention of fear. You need to create fresh content.
Creating online content and dominating search is not
About filling Google with junk but you need to fill the void
Controlling – and owning – your reputation online depends on pushing negative content down past page three of Google, etc – owning all the beans
Users typically retain their browsers default setting of 10 results/page
Remember that 93% of people never go beyond the first page of search engine results and almost no one goes beyond page three
Online reputation management is akin to defensive SEO
SEARCH – Actively seek out positive and neutral content about your brand that already exists and aggressively “promote” it to all of the search engines
CREATE – Create additional positive and neutral content about your brand
LEVERAGE – After positive pages and content has been identified and created, leverage established Google mojo
NEGATIVE RESULTS BURIED – Those pages we promote climb past the negative pages, and push the negatives down to a point in the results where very few people are ever going to stumble across them
POSITIVE RESULTS KEEP THE SEARCH ENGINES’ ATTENTION – We compare this strategy to the sort of countermeasures – called soft-kill measures – that aircraft use to evade missile attacks: chaff-decoys, flare-decoys, and radar decoys.
Online reputation management (ORM) is the practice of making people and businesses look their best on the Internet. To accomplish that, people need to control their online search results because they frequently contain inaccurate, misleading, or outdated material which can adversely influence how web searchers view them.
Gerris understands that we live in a world where the Internet records everything and forgets nothing – every photo, comment, post, status update and tweet about your brand can be stored forever.
Our Online Reputation Management (ORM) services will help you prepare for a social media crisis before disaster strikes or help you mitigate the damage that a current crisis could be causing. Our team is based in 5 continents, which means someone is on hand 24/7 around the clock to help assist your should a crisis arise.