William Beutler SEO Reputation Management Wikipedia (but not necessarily in that order) January 23, 2009
What Wikipedia Really Is <ul><li>The misleading PR speak: </li></ul><ul><li>“ the free online encyclopedia that anyone can...
Don’t Try This at Work <ul><li>Unless, of course, you create an account. </li></ul>
The Left is  Way  Ahead <ul><li>On Wikipedia, it’s not even close </li></ul>Great Not Great Terrible
Learn the Policies and Guidelines <ul><li>Approx. 50 policies, 150+ site guidelines  </li></ul>
Three Wikipedia Content Rules <ul><li>No Original Research:  Have citations for everything – or it probably won’t stick. <...
Getting Started: Resources <ul><li>First Things First </li></ul><ul><li>Tutorial WP:TUTOR </li></ul><ul><li>Cheatsheet WP:...
What is Conflict of Interest? <ul><li>“ Where advancing outside interests is more important to an editor than advancing th...
Dealing With Disclosure <ul><li>Full Disclosure </li></ul><ul><ul><li>Acknowledges organizational interest </li></ul></ul>...
Fully Disclosed Successes New Media Strategies October 2007 Morning Light August 2008
Identifying Problems <ul><li>What to look for:  Warnings  ·  Talk  ·  History </li></ul>Know the territory before jumping in
Things to Remember <ul><li>You have no right to mandate the content of a Wikipedia article about you or a client </li></ul...
Search Engine Market Share <ul><li>Source: Comscore </li></ul>Their market share is dominant and still growing. Europe Apr...
You Can’t Push Bad Links  Down <ul><li>You can only push good ones  up . </li></ul>
Which Links Matter? The 2 nd  position gets 1/3 the clicks of the 1 st  position. Only 1 in 10 click past the first page. ...
Use SEO-Friendly URLs <ul><li>BAD </li></ul><ul><li>http://www.example.com/ </li></ul><ul><li>?p=250 </li></ul><ul><li>BET...
Google: Atlantic + Bowden + Wire http://www.the atlantic .com / doc/200801/ bowden - wire
Stop Me If You’ve Heard This One <ul><li>Roughly, in order of importance: </li></ul>
Don’t Forget SEO for YouTube Descriptive video titles Tag, tag, tag, tag Use keywords in titles Don’t forget to set the Ca...
Answer Stories About You <ul><li>C’mon, do it for the journos </li></ul>Comment on Google News stories about your client, ...
SEM = Search Engine Marketing How to remember the difference:  AdSense earns you SENSE (cents).   AdWords puts your WORDS ...
Buy Your Rivals’ Keywords <ul><li>That is, make their reputation management a bit harder: </li></ul>Buy ads to promote neg...
Consistency… Or Not <ul><li>“ Wrong” </li></ul><ul><li>“ Right” </li></ul>
What if I’m Not Using My Name? <ul><li>Protect and redirect </li></ul>
Participation is Key <ul><li>Create more chances for searchers to find you </li></ul>
Take Advantage of New Platforms <ul><li>This “Human-powered Search” engine is gimmicky… but it could be useful. </li></ul>
Don’t Forget About Judgment <ul><li>Wikipedia + </li></ul><ul><li>Search Engine Optimization +  </li></ul><ul><li>Common s...
William Beutler www.newmediastrategies.net www.twitter.com/williambeutler www.blogpi.net [email_address]
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Wikipedia, SEO and Reputation Management

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Wikipedia, SEO and Reputation Management

  1. 1. William Beutler SEO Reputation Management Wikipedia (but not necessarily in that order) January 23, 2009
  2. 2. What Wikipedia Really Is <ul><li>The misleading PR speak: </li></ul><ul><li>“ the free online encyclopedia that anyone can edit.” </li></ul><ul><li>The behind-the-scenes description: </li></ul><ul><li>“ a neutral and unbiased compilation of </li></ul><ul><li>previously written, verifiable facts.” </li></ul><ul><li>The best way to think of it: </li></ul><ul><li>a very popular and useful but </li></ul><ul><li>unreliable, insular and </li></ul><ul><li>complex reference </li></ul><ul><li>website. </li></ul>
  3. 3. Don’t Try This at Work <ul><li>Unless, of course, you create an account. </li></ul>
  4. 4. The Left is Way Ahead <ul><li>On Wikipedia, it’s not even close </li></ul>Great Not Great Terrible
  5. 5. Learn the Policies and Guidelines <ul><li>Approx. 50 policies, 150+ site guidelines </li></ul>
  6. 6. Three Wikipedia Content Rules <ul><li>No Original Research: Have citations for everything – or it probably won’t stick. </li></ul><ul><li>Verifiability: Those citations must be high quality – no blogs (usually). </li></ul><ul><li>Neutral Point of View: No press release language or marketing-speak allowed. </li></ul>
  7. 7. Getting Started: Resources <ul><li>First Things First </li></ul><ul><li>Tutorial WP:TUTOR </li></ul><ul><li>Cheatsheet WP:CHEAT </li></ul><ul><li>Going In-Depth </li></ul><ul><li>Policies WP:LOP </li></ul><ul><li>Guidelines WP:LOGL </li></ul><ul><li>Manual of Style WP:MOS </li></ul><ul><li>Citation Templates WP:CITET </li></ul><ul><li>Conflict of Interest WP:COI </li></ul>
  8. 8. What is Conflict of Interest? <ul><li>“ Where advancing outside interests is more important to an editor than advancing the aims of Wikipedia, that editor stands in a conflict of interest.” </li></ul>http://en.wikipedia.org/wiki/Wikipedia:Conflict_of_interest
  9. 9. Dealing With Disclosure <ul><li>Full Disclosure </li></ul><ul><ul><li>Acknowledges organizational interest </li></ul></ul><ul><ul><li>Honesty is the best policy </li></ul></ul><ul><ul><li>But also exposes client, you to criticism </li></ul></ul><ul><li>Non-Disclosure </li></ul><ul><ul><li>Complete anonymity = more freedom </li></ul></ul><ul><ul><li>Shields client, you from criticism </li></ul></ul><ul><ul><li>Probably runs afoul of WP:COI </li></ul></ul><ul><li>Partial Disclosure </li></ul><ul><ul><li>Acknowledges affiliation/support, but no more </li></ul></ul>
  10. 10. Fully Disclosed Successes New Media Strategies October 2007 Morning Light August 2008
  11. 11. Identifying Problems <ul><li>What to look for: Warnings · Talk · History </li></ul>Know the territory before jumping in
  12. 12. Things to Remember <ul><li>You have no right to mandate the content of a Wikipedia article about you or a client </li></ul><ul><li>Policies and guidelines are (almost) everything </li></ul><ul><li>Uncited material can (almost) be removed at will </li></ul><ul><li>But removing well-covered negative information is strongly discouraged </li></ul><ul><li>True, blogs usually don’t count, unless they have editors. Think TPM, TechCrunch &c. </li></ul>
  13. 13. Search Engine Market Share <ul><li>Source: Comscore </li></ul>Their market share is dominant and still growing. Europe April 2008 “ Search engine” is a polite way of saying “Google” U.S. February 2008
  14. 14. You Can’t Push Bad Links Down <ul><li>You can only push good ones up . </li></ul>
  15. 15. Which Links Matter? The 2 nd position gets 1/3 the clicks of the 1 st position. Only 1 in 10 click past the first page. At most , people will go through 3 pages of results before giving up. <ul><li>iProspect, April 2006 </li></ul><ul><li>All About Content, August 2008 </li></ul>
  16. 16. Use SEO-Friendly URLs <ul><li>BAD </li></ul><ul><li>http://www.example.com/ </li></ul><ul><li>?p=250 </li></ul><ul><li>BETTER </li></ul><ul><li>http://www.example.com/ </li></ul><ul><li>put-keywords-in-headlines </li></ul><ul><li>BEST </li></ul><ul><li>http://example.com/2008/03/05/ </li></ul><ul><li>including-date-also-equals-seo-win </li></ul>
  17. 17. Google: Atlantic + Bowden + Wire http://www.the atlantic .com / doc/200801/ bowden - wire
  18. 18. Stop Me If You’ve Heard This One <ul><li>Roughly, in order of importance: </li></ul>
  19. 19. Don’t Forget SEO for YouTube Descriptive video titles Tag, tag, tag, tag Use keywords in titles Don’t forget to set the Categories, Date and Location. Allowing comments is up to you, but DO allow embedding.
  20. 20. Answer Stories About You <ul><li>C’mon, do it for the journos </li></ul>Comment on Google News stories about your client, candidate, or company
  21. 21. SEM = Search Engine Marketing How to remember the difference: AdSense earns you SENSE (cents). AdWords puts your WORDS on someone else’s page. AdSense is for “publishers” i.e. bloggers and webmasters. AdWords are for advertisers. Advertising of this type is called PPC. You only pay (or get paid) when someone clicks.
  22. 22. Buy Your Rivals’ Keywords <ul><li>That is, make their reputation management a bit harder: </li></ul>Buy ads to promote negative stories about your opponent.
  23. 23. Consistency… Or Not <ul><li>“ Wrong” </li></ul><ul><li>“ Right” </li></ul>
  24. 24. What if I’m Not Using My Name? <ul><li>Protect and redirect </li></ul>
  25. 25. Participation is Key <ul><li>Create more chances for searchers to find you </li></ul>
  26. 26. Take Advantage of New Platforms <ul><li>This “Human-powered Search” engine is gimmicky… but it could be useful. </li></ul>
  27. 27. Don’t Forget About Judgment <ul><li>Wikipedia + </li></ul><ul><li>Search Engine Optimization + </li></ul><ul><li>Common sense = </li></ul><ul><li>Reputation management </li></ul>
  28. 28. William Beutler www.newmediastrategies.net www.twitter.com/williambeutler www.blogpi.net [email_address]

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