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Reputation Management In A Google World

In many cases, the search engine has taken the place of an organization’s Web site as the doorway to initial interaction with important stakeholders. Public relations professionals are incorporating search engine optimization strategies to create an interconnected footprint of relevant content, photos, video and audio, and actively managing the reputation of the brand.

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Reputation Management In A Google World

  1. 1. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson Huyse, APR myPRPro
  2. 2. <ul><li>SEO – Search Engine Optimization </li></ul><ul><li>SERP – Search Engine Results Page </li></ul><ul><li>Title Tags – Description seen on top bar of a browser for each Web page </li></ul><ul><li>Meta Description – Description of the page which a search engine may consider or display </li></ul><ul><li>Categories – Used inside a blog to group like content </li></ul><ul><li>Tags – Used by Technorati and other services to index pages </li></ul>A New Vocabulary
  3. 3. Dec 2006 – 6.7 billion searches (comScore) Dec 2007 – 10 billion searches (comScore) March 2008 – 6.4 billion searches Google (comScore)
  4. 4. <ul><li>59.8% Google </li></ul><ul><li>21.6% Yahoo </li></ul><ul><li>9.6% Microsoft </li></ul><ul><li>4.9% AOL </li></ul><ul><li>4.6% Ask </li></ul>Search Market Share comScore March 2008
  5. 5. <ul><li>? </li></ul>Reputation Engine
  6. 6. New Corporate Homepage
  7. 7. For Fun: TopRank
  8. 8. For Fun: My PR Pro
  9. 9. <ul><li>An Interconnected footprint of relevant </li></ul><ul><li>Content </li></ul><ul><li>Photos </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul><ul><li>Actively managing the reputation of the brand, issue or company </li></ul>Public Relations and Search
  10. 10. <ul><li>SERPs can give PR visibility </li></ul><ul><li>Crisis Management </li></ul><ul><li>Proactive search engine reputation management </li></ul><ul><li>Importance of link building </li></ul><ul><li>Ranking report software </li></ul><ul><li>Relevant content that also gets search results </li></ul><ul><li>Search engine optimized press releases and </li></ul><ul><li>Unique e-mail and URLs for measurement </li></ul>Impact of SEO for PR
  11. 11. A Reputation Tarnished
  12. 12. And Slowly Improving
  13. 13. PayPal Problem
  14. 14. PayPal Problem
  15. 15. WalMart Watch
  16. 16. WalMart Wake Up
  17. 17. Home Depot
  18. 18. Home Depot
  19. 19. SEO Considerations Content Links
  20. 20. <ul><li>Identify your brand keywords </li></ul><ul><li>Inventory your digital assets </li></ul><ul><li>Match with channels of promotion </li></ul><ul><li>Ensure site is spiderable </li></ul><ul><li>Keywords in titles, navigation, content & links </li></ul><ul><li>Promote content & attract links </li></ul><ul><li>Always look for links </li></ul><ul><li>Monitor with web and social media analytics </li></ul>SEO Tips
  21. 21. Keywords to Monitor <ul><li>Products </li></ul><ul><li>Company </li></ul><ul><li>Executives </li></ul><ul><li>Include modifiers: “sucks” “scam” “kudos” </li></ul>
  22. 22. Pre Universal Heat Map
  23. 23. Universal Search Heat Maps
  24. 24. Your Company Sucks
  25. 25. And Also Yours
  26. 26. <ul><li> </li></ul><ul><li> </li></ul><ul><li>Web analytics </li></ul><ul><li>Site search logs </li></ul><ul><li>WordTracker </li></ul>Keyword Research Tools
  27. 27. Keyword Research Tools
  28. 28. Keyword Research Tools
  29. 29. <ul><li>Create keyword glossary </li></ul><ul><li>Map keywords to content </li></ul>Keyword Research Tools
  30. 30. <ul><li>Press releases </li></ul><ul><li>Online op-eds </li></ul><ul><li>Online newsrooms </li></ul><ul><li>Corporate blogs </li></ul><ul><li>Reports / white papers </li></ul><ul><li>Email newsletters </li></ul><ul><li>Webinars </li></ul><ul><li>Podcasts / Internet radio shows </li></ul><ul><li>Interviews (coach interviewee on keywords) </li></ul>News Content to Optimize
  31. 31. <ul><li>On Site </li></ul><ul><li>Press Releases </li></ul><ul><li>Online News Room </li></ul><ul><li>Blog </li></ul>News Content to Optimize <ul><li>Off Site </li></ul><ul><li>Social media profiles (Twitter, Stumbleupon, Delicious) </li></ul><ul><li>Social networking profiles (LinkedIn, Facebook) </li></ul><ul><li>Blog </li></ul>
  32. 32. Blog Based Newsroom <ul><li>Template optimized </li></ul><ul><li>Title tags </li></ul><ul><li>Categories </li></ul><ul><li>Meta description </li></ul><ul><li>Keyword optimized </li></ul><ul><li>Post title </li></ul><ul><li>Body copy </li></ul><ul><li>Links </li></ul><ul><li>Image alt text </li></ul>
  33. 33. Release Optimization
  34. 34. Release Optimization <ul><li>Think upward and to the left </li></ul><ul><li>Optimize for people first, search engines next </li></ul><ul><li>Use keyword(s) in Title, Subheads, body </li></ul><ul><li>Don’t obsess over keyword density </li></ul><ul><li>A 500 word release – keyword 2-4 times </li></ul><ul><li>Use keywords in links to company web site </li></ul><ul><li>Add media: images, podcast, video, pdf/word docs </li></ul>
  35. 35. <ul><li>Earn links with great content </li></ul><ul><li>Promote content on social networks </li></ul><ul><li>Embed links in press releases </li></ul><ul><li>Link up with partners </li></ul><ul><li>Cross link internally </li></ul><ul><li>Social bookmark pickups </li></ul>Linking Building
  36. 36. <ul><li>Never stop acquiring inbound links </li></ul>Linking Building Keywords Key Word Word Key <ul><li>Back link analysis </li></ul><ul><li>Directory submissions </li></ul><ul><li>Article marketing </li></ul><ul><li>Press releases </li></ul><ul><li>Blogs & RSS </li></ul><ul><li>Social bookmarks </li></ul><ul><li>Viral marketing </li></ul><ul><li>Bottom line: </li></ul><ul><li>Create high quality content </li></ul>Key Word Word Key Key Word Key Word Word Key Key Word Word
  37. 37. <ul><li> </li></ul><ul><li> </li></ul>Free Linking Tools
  38. 38. Marketleap Tool
  39. 39. Marketleap Tool
  40. 40. Marketleap Tool
  41. 41. Yahoo Site Explorer
  42. 42. <ul><li>Analyze the current link environment </li></ul><ul><li>Develop a link building plan </li></ul><ul><li>Assess competitor link activity for opportunities </li></ul><ul><li>Sources linking to high ranking sites may link to you as well </li></ul><ul><li>Analysis of what is working for others can work for you </li></ul>Linking Tips
  43. 43. Holistic SEO Promotion <ul><li>Match News to Channel </li></ul><ul><li>Announcements </li></ul><ul><li>Press Releases </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Blog/RSS </li></ul><ul><li>Media Coverage </li></ul><ul><li>Social News/Bookmark </li></ul>Optimize & Promote
  44. 44. <ul><li>Channels Respond </li></ul><ul><li>Announcements </li></ul><ul><li>Press Releases </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Blog/RSS </li></ul><ul><li>Media Coverage </li></ul><ul><li>Social News/Bookmark </li></ul>Traffic - Links Holistic SEO Promotion
  45. 45. <ul><li>Keyword Ranking Tools </li></ul><ul><li> </li></ul>Monitoring Tools
  46. 46. Monitoring Tools
  47. 47. Monitoring Tools
  48. 48. Monitoring Tools
  49. 49. <ul><li>Identify brand keywords </li></ul><ul><li>Setup monitoring </li></ul><ul><li>Proactively optimize content </li></ul><ul><li>Proactively acquire links </li></ul><ul><li>Optimize off-site content </li></ul>Takeaways
  50. 50. <ul><li> </li></ul><ul><li>Communication Overtones </li></ul><ul><li>“ Radically Transparent” by Andy Beal & Judy Strauss </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Find all links at: </li></ul><ul><li> </li></ul>Resources
  51. 51. <ul><li>Lee Odden </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>Kami Watson Huyse </li></ul><ul><li> </li></ul><ul><li>[email_address] Communication Overtones Blog </li></ul>Thank you