A presentation on steps to proactively protect your online reputation management. Provided a high level strategy outline and details on where to create profiles, monitor your brand, and improve google rankings of positive content.

1. Pro-Active Reputation Management

2. PAST & CURRENT CLIENTS

3. PUBLICATIONS

4. DAN HINCKLEY
Co-Founder
Eight Years of Reputation Management
and SEO experience
Extensive Federal Web Architecture
experience
In depth knowledge of computer
programming, network
administration, and IT
Recently Moved to South Florida

6. What is Online Reputation Management?
MONITOR | CONTENT CREATION | CONTENT PROMOTION | REPORTING

7. ORM vs SEO
SEO is promoting a single site up the search results for any
given phrase
ORM is promoting 30 to 50 sites into the top 20 results for a
particular phrase. Usually a brand name or individual name

8. Why Do We Need ORM?

9. A Personal Online Reputation
Management (ORM) Problem
According to Google Search Results “This
Winner has been with his wife for many
years. And has cheated on her for about
as long”
Meet Carl Oliveri. CPA, MBA, Husband, and accused cheater on…
Is it true? Who knows, but it ranks #5 in Google for his name.

10. A Business ORM Problem
6 of the Top 20
results for a
search of this
brand are
negative. That
can’t be good
for sales.

11. Why Proactive?
Because an ounce of
prevention is worth a
pound of cure.
- Benjamin Franklin,
ORM Pioneer

12. Again, Why Proactive?
Because
this could
happen to
you.

13. First Things First:
Check If You Have any Problems
13

14. Check The SERPs For Your Name & Brand
Name
Pro Tip: Use this URL string in a private browser window to retrieve Google search
results that are neither personalized nor location specific:
http://www.google.co.uk/search?q=keywords+go+here&gl=us

15. Check Your Autocomplete Values
You can view the top 10
results for a phrase in
Google Autocomplete using
an undocumented Google
API.
Use UberSuggest.org & gofishdigital.com/blog/autocomplete
to review your Autocomplete values.

16. Check The Complaint & Review Sites
See gofishdigital.com/blog/complaint-search for a tool that
searches over 40 complaint sites.

17. Next: Claim Your Property

18. Register Social Media Profiles
Facebook, Twitter, Google+, LinkedIn, Quora, Flickr, YouTube, everything
else…
KnowEm.com will register your name on 300 social media
sites for $600 (smaller plans available).

19. Structure Your Website Properly
Help Google and other search engines identify
which social profiles are yours.
Anchor text to social profiles on your website
should be:
[Brand Name] on [Social Network] (e.g. “Go Fish
Digital on Twitter”)

20. Buy Domains
Buy YourName.com or something close. Snatch up
other TLDs like .com, .net, .me, etc
Consider buying 10 or so modified versions of your
domain, for example:
BrandNameSucks.com (so nobody else does)
BrandNameReviews.com
BrandNameNews.com, etc.
BrandNameFoundation.com
BrandNameBlog.com
BrandNameJobs.com, etc….
This slide sponsored by:

21. Then What: Everything Else

22. Leverage Schema.org Markup
• Add star ratings to Google Search Results

23. Stockpile Positive Reviews
Do’s Don’ts
Ask for Reviews – It’s like asking a
customer to “tell a friend about
us”
Thank and engage everyone who
leaves a review
On Yelp, friend/like/follow
positive reviewers
Incentivize or reward reviewers
Go crazy setting up fake accounts
to create fake reviews
Argue publicly with any negative
reviewers

24. Listen for Mentions on Social Media
Today’s Twitter complaint can become tomorrow’s
ComplaintsBoard.com rant. Catch both negative
and positive mentions in real-time.
There are plenty of free and paid social media monitoring
tools. Our recommendations – Free: Trackur, Paid: UberVu

25. Link Build to Other People’s Positive
Content
Look on page 2, 3 and beyond of the SERPs
for your brand name. Is there neutral or
positive content? Point links to it.
Pro Tip: Strong domains like those of newspapers and other legitimate websites
can handle a more ‘diverse’ link profile. Low(er) quality links still improve rankings
if they point to very strong domains.

26. H&M Is
Doing It
Right
Google+ Updates
Microsite
Wikipedia
Facebook
Apps
Twitter
YouTube

27. CONTENT PROMOTION
SEARCH ENGINE OPTIMIZATION TECHNIQUES
BACKLINKS REFRESH WEBSITE
CONTENT
CLICK THROUGH
RATE

28. Questions?
Dan Hinckley
@dhinckley on the Twitter
Dan.Hinckley@GoFishDigital.com
Slide Deck Available at:
GoFishDigital.com/florida-meetup/

29. Thank You