This document provides information on online reputation management (ORM) through search engine optimization. It discusses how ORM was previously done through negative SEO and "barnacle SEO" but that this is no longer recommended. The document outlines the current best practices for ORM, which include focusing on paid, owned, and earned media. It provides specific tactics for affecting a brand's search engine results page, knowledge panel, and brand mentions. These include building authoritative pages like an About Us page, individual author pages, and an In the Press page. The document also discusses using schema to provide structured data to Google and reinforce trust.

1. Online Reputation Management

2. Today’s Speaker
Ross is the managing director at
Type A Media, a digital PR agency
specialising in data journalism.
Having bootstrapped a digital
agency I know how to build a
business in an industry where
reputation is everything.

3. This talk is through an SEO lens
All tips, tools and
tactics in this talk will
be focusing on how
you can manage your
reputation in search
engines like Google.

4. Removing negative
reviews from the
SERPs
Controlling the first
page of Google for your
brand
Influencing the way
Google perceives and
reports on your brand
What is ORM?
No Kinda Yes

5. It Used to be 2 things
1. Negative SEO to
spam bad reviews
out of the index
2. Barnacle SEO to
promote an owned
profile

6. Why that’s a bad idea?
1. Ethics
2. Cost
3. Repeatability
4. Scale

7. Advertising your brand
values
Your website and social
profiles
The Press
Other People’s Social
Profiles
3rd Party Sites
How is ORM done now?
Paid Owned Earned

8. 3 areas to affect ORM
1. Brand SERP
2. Knowledge Panel
3. Brand Mentions

9. How to affect the Brand
SERP

10. What does a brand SERP look like?
Business

11. What does a brand SERP look like?
Person

12. Brand SERPs contain
1. Knowledge Panel
2. News and Social
Information
3. Videos
4. Related Links

13. Google Whacking
The process of
creating new content
to displace content in
your brand SERP….like
telling an interviewer
you like to paint model
buses

14. Before After

15. This is a bad strategy
● It’s not reliable
● Takes a lot of effort and
convincing Google
● It’s too reactive
● You are fighting against the
tide
● Brand reputation takes
months and years to build -
you can’t build it in a short
period of time

16. Focus on things that
already rank
● Download the top 50 SERPs
for your brand name
● Run it through AHREFS to get
the DR and UR
● Categorise it into the things
you can/can’t change
● Enhance the profiles that you
can edit
● Unify the content to be the
same across the board

17. Reinforce Trust with Google
1. Build an About Us
Page
2. Individual Author
Pages
3. In the Press Page

18. This is mentioned in the quality raters guidelines
Build Expertise, Authority and Trust with simple on page updates

19. About Us
● Structure content
to feed Google
● Link to your owned
and earned profiles
● Use Schema

20. Content to Feed
Google
● On the about us page add links
to places that you have been
mentioned around the web.
● Structure the content on the
page in a smart way based on
the questions Google asks
● Use the same copy on other
pages so it matches up - don’t
worry about duplicate content

21. Link to 3rd Party Sites
● Link to places that corroborate
who you are such as:
○ Companies House
○ Crunchbase
○ Linked In

22. Use Schema
● Think of Schema as
statements and identifiers.
● A statement is that {Company
Name} is the company name.
● An identifier is a Link to Linked
In with the same company
information
● Use Same As Schema to link to
“identifiers”
● Use disambiguation Schema if
you have a similar brand name
to another entity

23. Business Schema
Examples
● Use Schema
○ Tax ID
○ VAT ID
● Same As:
○ companies house
○ major business directories
○ Review Site

24. Personal Schema
Examples
● Person
● Works at
● Identifier ISBN

25. Author Pages
● Link to all the places that you
have been an author
● Link to all of your social
accounts with “same as”
information.
● Look at the Schema “Person”
entity to work out what
information to include. For
example:
○ Author
○ Identifier: ISBN
○ Works At
○ Disambiguating Description

26. In the Press
● To have an in the press page, you
first need to actually be in the
press. This requires some digital
PR work to get you mentioned
and ideally linked from top news
sources.
● To cut down the amount of time
you need to spend on PR
research competitors names in
the news who have a knowledge
panel already in order to get a
target list of outlets to pitch a
story to.

27. Knowledge Panel

28. Knowledge Panel
The knowledge panel is
triggered when google
can piece together
enough confidence in
who you are from various
sources around the web.

29. Imagine a Lawyer
You can dress like one
Get an office in a fancy part of town
Put a sign of the door saying you are
a lawyer but if you do not have the
certificate to say you have passed
the bar - you are not a lawyer.
The knowledge panel is similar in
that Google has Identifiers that it
uses to identify and corroborate who
you are.

30. Where do we find a list of
identifiers in our
industry?
● Wikidata
● Type in a competitor or
comparator
● Look at the identifiers that are
being used to understand who
they are

31. Elon Musk (person)
● Ted Speaker ID
● BBC Topic ID
● Reddit Username
● Spotify User ID

32. Tesla (business)
● ISO 9362 SWIFT/BIC code
● Crunchbase Organisation ID
● Linked In ID
● Indeed Company ID
● Glassdoor ID

33. Test Knowledge Panel
Strength

34. Kalicube.pro Google Knowledge Graph API

35. Sheets API Pulls
https:/
/www.danielherediamejias.com/sheet-google-knowledge-api/

36. Q&A