Pubcon Presentation on How to Resolve Search Engine Reputation Problems
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Presentation given at PubCon 2015 in Las Vegas about how to resolve Search Engine Reputation Management.
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Pubcon Presentation on How to Resolve Search Engine Reputation Problems
- 1. Search Engine Reputation Management How to Resolve Search Reputation Problems by Herman Tumurcuoglu searchreputation.net
- 2. UGC on SERP
- 3. UGC on SERP
- 5. Local Business more Vulnerable Source: Nielsen 2013 The Reviews Are In: Yelp Users are Four-Star Consumers http://www.nielsen.com/us/en/insig hts/news/2013/the-reviews-are-in-- yelp-users-are-four-star- consumers.html
- 8. Techniques used in Reverse SEO • Develop and Incorporate Social Media Pages and UGC sites. • Integrating (at least some) Social Media Platforms with Customer Service. • Create Micro sites on Customized Domains targeting the key SEO phrases. • Creating Unique Content (more on this later) for these new assets. • Amplify the reach of content (paid and unpaid) • Apply SEO Techniques for each asset (bulk of the time and difficulty) • Develop a steady pace back linking, fresh content and user signals.
- 9. Content in 2015 • Blog Comments Bloggier Outreach Blog posts • Press Releases Publisher Outreach Newspaper / Magazines • Pdf Documents Ebooks (booksharing sites like goodreads) • Images Infographics Infograms (IMGUR, Pinterest, visual.ly, flickr, Slideshare) • Video Micro Video (Instagram and Vine) • Quality of the content Semantic modifiers • Social Content linking should not link directly to the money site (saying it since 2009) • Opportunities to amplify the content in paid channels (Affiliate)
- 10. CHANGE Google Auto Suggest • An increasing DELTA Δ in search volume over sample time period. • High Search Volume creates a feedback loop which signals to Google the term is increasingly relevant. • ΔTp1 / ΔTp2 = Divergence. Increasing or Decreasing relevancy. • New searchers exposed to the inflammatory suggestion give more authority divergence.
- 11. USER SIGNALS • Develop and Incorporate Social Media Pages and UGC sites. • Integrating (at least some) Social Media Platforms with Customer Service. • Create Micro sites on Customized Domains targeting the key phrases on SEO. • Apply SEO Techniques for each asset (bulk of the time and difficulty) • Creating Unique Content on/linked New Micro Sites. • Create Blogs and Wikis and Develop them Separately with unique content. • Issue Press Releases.
- 12. Key Takeaways 1. Prevention • Own Your Brand. • Stake Your Claim on Social Media. • Build Your Social Currency. • Develop Content and curate information about your brand. 2. If you have reputation issues… • Choose your partner carefully. Make sure they have proper SEO credentials. • Discretion is THE MOST important thing in ORM.
Editor's Notes
- Must up your game, blog comments don’t work anymore, google places weight on the main content. Got to up the game on your pdf documents, ebooks are being used more an more to get ahead on certain keywords leveraging amazon.com and barnes and noble but also book sharing sites like goodreads.com Images are increasingly important as many of the attacks on people happen on company or individual images Video is often overlooked, but youtube is the 2nd largest search engine Vine and instagram are getting tremendous traffic from the millinials which influence google rankings and suggestion modifications Quality is becoming important. I think there is a collective agrement with the SEO community that a link is important but a link within quality content is even more important.