Reputation Management for C-Level's

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From my #Pubcon2015 presentation on Black Hat'ish reputation management I outline 5 steps to monitor and combat negative seo tactics.

about Dwight
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210

I failed
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210

well…. why?
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Most business owners are LAZY. Prevention is unnecessary when there
is no apparent problem.
Just take care of it.
It’s logical to get it removed.
Im’a gonna sue them!!!

What is negative seo?
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
How a website ranking & value in the eyes of search engines has been
negatively affected due to misappropriations of one’s efforts.
Or….the perception is created to be negative.

Like the weather
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
SERP changes / updates,
new products creating
footprints, un-vetted
postings, topical news
trending keywords, simple
re-post, re-tweet, what sells
advertisers, page views,
CPM and CTR……. It’s
always changing like
navigating a ship at sea.

Example:
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210

Ugh
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210

be proactive
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
After being threatened with
a bad review a cafe owner
in Ireland has posted CCTV
footage of customers
‘horsing food into them’ to
show proof.
Tactic = Press Mentions

What negative seo isn’t
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
• It’s “Totally subjective” & can be a number of things
• What causes the boss or client to be upset and why’d that happen?
• Define a “negative” search result or online mention…

need worry?
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
• Yes
• Plan to fail because you failed to plan
• Sophisticated methods and how they change
• Understand the historic methods that caused hurt
• Used multiple “SEO’s” and services
• Monitor backlinks & mentions as they happen
• Have good superior, responsive developers/IT/marketing team

why care?
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
• Curious about your reputation online
• You’ve found negative results
• Protect reputation of an upcoming marketing campaign
• You want to be prepared for a worst-case situation

rule #1
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
• Don’t talk about it, fix it
• Speak in general publically, never detail out your plan to anyone
• Never talk about manipulation tactics
• Keep your ego in check

rule #2
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
• Do your homework
• Get a budget
• Be serious on the cost to fix vs. cost to redev/restart
• Develop a plan, assign tasks and dates
• Expand on all ideas a first, don’t bottleneck in to a few ideas
• Track and refine
• *idiot cheap-no-idea-of-work-it-takes situations

rule #3
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
• Consider all options
• Organic
• Paid
• Social
• Legal (careful)
• White Envelope
• Friends of friend’s friends…

rule #4
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
• You are not superman
• Know when to say when
• Who can help, costs and timeline
• Task out against timeline
• Clients/boss rarely care about “why” it’s broken; focused on results

rule #5
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
• Legal involvement
• Most don’t know shit, seriously
• Expensive + Fast + Racing with Turtles
• Only when realllllly necessary
• *keep them in the know of the situation

backlink audit
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
• Webmaster Tools
• MajesticSEO
• Aherfs
• SEMrush
• SpyFu
• Screaming Frog

more tools
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
• Copyscape = check dupe content
• Monitor site security, updates + patches
• Monitor social media mentions, lock down accounts
• Site speed
• Your own team’s efforts – watch!
• Know Your Enemies!

going black
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
• Still works – shhhhhhhh!
• Time and costs; legalities
• Not for the fait of heart
• Footprint conscious
• White Hat is long-term; nothing to hide
• Black Hat can work; risky but can work.
• Slideshare.net/dwightzahringer

need help?
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Slideshare.net/tmprod
@dwightz
Facebook.com/dwightz
dwight@tmprod.com

The document discusses reputation management and outlines various strategies and processes for managing an online presence, including securing websites and social media accounts, monitoring for issues, engaging customers, creating content, building links, analyzing metrics, and addressing any negative reviews. It emphasizes the importance of having a plan and process to safely manage a brand's reputation across various online channels.

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Reputation Management for C-Level's

1. Reputation Management

2. about Dwight tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210

3. I failed tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210

4. well…. why? tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Most business owners are LAZY. Prevention is unnecessary when there is no apparent problem. Just take care of it. It’s logical to get it removed. Im’a gonna sue them!!!

5. What is negative seo? tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 How a website ranking & value in the eyes of search engines has been negatively affected due to misappropriations of one’s efforts. Or….the perception is created to be negative.

6. Like the weather tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 SERP changes / updates, new products creating footprints, un-vetted postings, topical news trending keywords, simple re-post, re-tweet, what sells advertisers, page views, CPM and CTR……. It’s always changing like navigating a ship at sea.

7. Example: tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210

8. Ugh tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210

9. how to combat? tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Yelp did paid test, recorded calls and results then posted online Amazon CL paid reviews, gift card purchases to modify sales rankings Angieslist multiple paid accounts leaving reviews Twitter / Instagram paid influencer posts, follows; resell profile stats Glassdoor fake anonymous accounts leave neg reviews GooglePlus fake anonymous accounts leave neg reviews Reddit is a little tough….. TIME + MONEY = rolling results that never cease

10. be proactive tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 After being threatened with a bad review a cafe owner in Ireland has posted CCTV footage of customers ‘horsing food into them’ to show proof. Tactic = Press Mentions

11. What negative seo isn’t tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 • It’s “Totally subjective” & can be a number of things • What causes the boss or client to be upset and why’d that happen? • Define a “negative” search result or online mention…

12. need worry? tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 • Yes • Plan to fail because you failed to plan • Sophisticated methods and how they change • Understand the historic methods that caused hurt • Used multiple “SEO’s” and services • Monitor backlinks & mentions as they happen • Have good superior, responsive developers/IT/marketing team

13. why care? tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 • Curious about your reputation online • You’ve found negative results • Protect reputation of an upcoming marketing campaign • You want to be prepared for a worst-case situation

14. rule #1 tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 • Don’t talk about it, fix it • Speak in general publically, never detail out your plan to anyone • Never talk about manipulation tactics • Keep your ego in check

15. rule #2 tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 • Do your homework • Get a budget • Be serious on the cost to fix vs. cost to redev/restart • Develop a plan, assign tasks and dates • Expand on all ideas a first, don’t bottleneck in to a few ideas • Track and refine • *idiot cheap-no-idea-of-work-it-takes situations

16. rule #3 tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 • Consider all options • Organic • Paid • Social • Legal (careful) • White Envelope • Friends of friend’s friends…

17. rule #4 tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 • You are not superman • Know when to say when • Who can help, costs and timeline • Task out against timeline • Clients/boss rarely care about “why” it’s broken; focused on results

18. rule #5 tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 • Legal involvement • Most don’t know shit, seriously • Expensive + Fast + Racing with Turtles • Only when realllllly necessary • *keep them in the know of the situation

19. backlink audit tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 • Webmaster Tools • MajesticSEO • Aherfs • SEMrush • SpyFu • Screaming Frog

20. more tools tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 • Copyscape = check dupe content • Monitor site security, updates + patches • Monitor social media mentions, lock down accounts • Site speed • Your own team’s efforts – watch! • Know Your Enemies!

21. going black tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 • Still works – shhhhhhhh! • Time and costs; legalities • Not for the fait of heart • Footprint conscious • White Hat is long-term; nothing to hide • Black Hat can work; risky but can work. • Slideshare.net/dwightzahringer

22. need help? tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Slideshare.net/tmprod @dwightz Facebook.com/dwightz dwight@tmprod.com

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