The document provides an overview of managing personal online reputation through SEO, emphasizing its significance in influencing search results. It outlines the process and importance of SEO, strategies for analyzing and creating positive search results, as well as dealing with negative ones. Additionally, it offers guidance on hiring an SEO consultant and highlights essential resources for further learning.

1. Managing Your Personal
Online Reputation
Interpreting and Influencing Search Results
Sean McGinnis
Marketing GM, Director of Digital Marketing
http://SearsPartsDirect.com

2. About Me
Marketing GM Sears PartsDirect
14 years digital marketing experience
Dad, Husband, Son, Golfer, Gadfly, Lawyer, Leader, Lunatic
PLEASE Connect with me!
Twitter – @SeanMcGinnis
Facebook - @SMcGinnis
LinkedIn - @SeanMcGinnis

3. Our Objectives & Agenda
What, How & Why of SEO
How to analyze search results
How to create positive search results
What to do about negative search results
What to consider when hiring an SEO consultant

4. What, How & Why of SEO

5. What is SEO?
It is the process of getting traffic from the
“free,” “organic,” “editorial” or “natural”
listings on search engines…. Payment isn’t
involved, as it is with paid search ads.
- SearchEngineLand.com
SEO stands for “Search Engine Optimization”

6. Why is SEO Important?
Search remains a MASSIVE part of the
online experience among internet
users.
17.5 BILLION explicit core searches in
May 2012, up 2% from previous month.
Google dominates market with two-
thirds of searches. Yahoo search results
are powered by Bing. Together
Bing/Yahoo 28.8% of searches.
Do not ignore Bing/Yahoo!
56 32

7. Why is SEO important?
Organic
Results
Paid Results

8. Why is SEO important?
90% of
clicks
10% of
clicks

9. Why is SEO important?
Notice the difference in click
through rate between #1 and
#5 on Google & Bing.
18.2% v 3.09% Google - 589%
9.66% v 1.85% Bing - 522%
Significant differences
worth pursuing

10. Anatomy of a Search Result
Blended search results present multiple opportunities

11. But how do Search Engines WORK?

12. But how do Search Engines WORK?
Algorithm decides the order of search results
Google algorithm = 200+ signals. Changes continually.

13. Search Engines of Yesterday

14. Search Engines of Today
• Is it relevant?
– Text on the page
– Title tags
– Header content
– Web Page Address (URL)
• Is it authoritative?
– Authority of linking sites
– Number of linking sites
– Diversity of linking sites
Billions of pages indexed, hundreds of criteria
Search engines today recommend just like you do!

15. The Power of a Link
Adobe Reader #1 of over 2.3 billion results

16. The Power of a Link
Just a download page. “Click Here” does not appear on page

17. Two MAJOR Algorithm Changes
Panda Penguin

18. Basic SEO Resources
• http://static.googleusercontent.com/external_content/unt
rusted_dlcp/www.google.com/en/us/webmasters/docs/s
earch-engine-optimization-starter-guide.pdf (Or just
search Google for “Google Starter Guide”)
• http://www.seomoz.org/beginners-guide-to-seo
• http://searchengineland.com/guide/seo
• http://blog.kissmetrics.com/seo-guide/
• http://www.orbitmedia.com/blog/dont-forget-the-seo-
basics

19. How to analyze search
results

20. Baseline Current Search Results
Begin at the beginning

21. Mark search results to target
• Identify negative search results you wish to remove from
first page.
• Identify positive search results on page 2-5 you wish to
drive higher.
• Identify neutral search results (those not negative but not
positive – maybe not even about you).
Get a clear picture of the current landscape

22. Create a Google Account
Table stakes – a must have if not yet in your portfolio

23. Complete Your Google Account
Review info linked from within Google Dashboard

24. Get Notified of New Search Results
Create Google Alert for everything!

25. How to create positive
search results

26. Complete profiles on well regarded sites

27. Build Sites on Branded Domains

28. Guest posts & interviews

29. Link & Promote Wisely
• Link to results you want improved to move from other
positive and powerful assets.
• Promote posts and guest posts from social media and other
locations.
• Link back to your hub locations from all guest post bios.
• Create content (posts, articles, videos, pictures, graphics)
that is viral in nature and will be shared by others.

30. Create Link Hubs

31. What to do about
negative search results

32. What to do about negative search results

33. VERY first step!
Create positive search results!!!
• See previous section of this presentation for ideas and
tactics.
• SEO is a zero-sum game. Your competition can only lose
when someone else beats them to that slot!
PRO TIP: Every site not controlled by enemy is potential asset.

34. You can’t just hit “delete”, but…
• Ask publisher to remove the negative item.
• Treat it as you would a bad customer service experience.
• If abusive, illegal or threatening, report to hosting company.
• If makes sense, offer to purchase the offending asset and
redirect to your other assets.
Besides better “positive SEO” there are many options…

35. What to consider when
hiring an SEO consultant

36. Hiring an SEO Consultant?
Think like a search engine!
Resource: http://www.portent.com/blog/seo/how-to-hire-an-seo-company-2012-edition.htm

37. Final Thought…
Engage in Reputation Management BEFORE you need it.

38. Questions?

39. Connect with me!
Twitter – @SeanMcGinnis
Facebook - @SMcGinnis
LinkedIn - @SeanMcGinnis