Applying
Reverse SEO
Techniques
to Resolve Search
Reputation Problems
by Herman Tumurcuoglu
searchreputation.net

Google, Yelp, Angie’s List,
Consumer Report
Newspaper Article
Review Boards
Complaints Sites
Videos
Personal Blogs
Brandjacking!
Ba
BcBad Ass
Behind
Computer

UGC on
SERP

UGC on
SERP

Google Auto Suggest

London School of Economics
2reduction in
negative word of mouth
boosts sales growth by1
%%

Local Business more Vulnerable
Source: NielsenSource: Brightcove

SERM
Search Engine Reputation Management
• 30% of searches
are for names
• Customers,
Investors,
Employees...
YOUR BRAND!

SERP
CTR
Breakdown

#1
43%
#2
12%
#3
9%
#4
6%
#5
1%
#6
4%
#7
4%
#8
3%
#9
3%
#10
3%
#11-20
11%
#21-
1000
1%
SalesSERP
CTR
Breakdown

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 phrases on SEO.
• Creating Unique Content (videos) on/linked New Micro Sites.
• Create Blogs and Wikis and Develop them Separately with unique content.
• Issue Press Releases.
• Apply SEO Techniques for each asset (bulk of the time and difficulty)
• Update Often

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.

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.

Herman
Tumurcuoglu
https://www.linkedin.com/in/expertonlin
ereputation
www.searchreputation.net
1-888-295-7134