Search, Social & Online Reputation Management for Professional Service Providers


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There are very specific concerns that professionals need to deal with. Doctor's, lawyers, CPA's have their name and brand intertwined.

This slide deck focuses on a high level look at the best practices and pitfalls of doing business in the modern online environment.

Published in: Technology, Business
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Search, Social & Online Reputation Management for Professional Service Providers

  1. 1. Professional Services Search, Social and Reputation ManagementReports that say that something hasnt happened are alwaysinteresting to me, because as we know, there are knownknowns; there are things we know we know. We also knowthere are known unknowns; that is to say we know there aresome things we do not know. But there are also unknownunknowns -- the ones we dont know we dont know. And ifone looks throughout the history of our country and otherfree countries, it is the latter category that tend to be thedifficult ones. - Department of Defense news briefing, February 12, 2002
  2. 2. What we’ll cover• What exactly is search engine optimization• Best practices for building, promoting and defending your brand online• Do you need your own website?• Why social media is a two edged sword
  3. 3. This is your website during the planning and design stage
  4. 4. This is your website 1 year after launch
  5. 5. A modern online presence is not “set it and forget it”In December of 2011 there was an estimated 366 million websites on the Internet
  6. 6. You need to stand out
  7. 7. How to stand out on the web• Create something so awesome that everyone links to it.• Create specific content for your niche that is relevant and authoritative and slowly gain links.• Become a known expert that is sought out for your content on other sites.• Become the most helpful person on the planet in your niche.
  8. 8. How to stand out on the web Create specific content for your niche that is relevant and authoritative and slowly gain links. For normal people, this is really the only logical strategy
  10. 10. This is how Google decides what your site is worth
  11. 11. How authority flows through the web
  12. 12. Figuring out where you stand The web is a tapestry of inter-connected sites. The more connected your site is, the more the search engines will value it.
  13. 13. So we’re doing pretty good right? Yes, but time and effort can make a big impact without really going out of your way.
  14. 14. What’s involved? your website• Create a strategy• Create content• Spending time creating more content• Finding sites to link back to you• Look at your analytics to figure out what’s working and do more of it• Look at what’s failing and stop doing it
  15. 15. What’s involved? your personal time• Commenting on other good articles• Creating content for other sites• Answering questions• Social media engagement• IRL networking
  16. 16. Crossroads
  17. 17. Do you try to do all the work on your own?
  18. 18. Do you team up and get some help?
  19. 19. Online Strategy why you do what you do
  20. 20. Authorityis the goal
  21. 21. Authorityis the goal
  22. 22. The old reality You look like aI love my new pipe total dork
  23. 23. The new reality I need to eat I love being dinner ASAP wireless I hate the airport
  24. 24. Real-time reviews
  25. 25. Online Reputation Management It’s all you have online
  26. 26. Stay in control
  27. 27. Keep control of your name/brandin the search results
  28. 28. Tell them what you want them to do
  29. 29. Thank You