Online Reputation Management for Brands and Affiliates - SiGMA, Malta 2014
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A site's poor online reputation can be commercially devastating if not handled properly. Yet, a successful online reputation management campaign can be an easy win compared to the effort it takes to run a successful SEO campaign. In this session, the audience will learn about what factors make up a site's online reputation, how to identify existing and potential issues and what steps can be taken to present yourself to your potential customers in the best light.
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Online Reputation Management for Brands and Affiliates - SiGMA, Malta 2014
- 1. for Brands and Affiliates @irishwonder SiGMA, 2014
- 2. What ranks for the brand name/ brand + review / other related searches What ranks for key business people’s names What Google suggests for brand related searches What unrelated keywords the site ranks for Usually, all but #1 are ignored by site owners @irishwonder SiGMA, 2014
- 3. Any publicity is good publicity? – maybe not for conversions (According to a survey by Dimensional Research) @irishwonder SiGMA, 2014
- 4. Review sites News stories Images Forum discussions Social media mentions Affiliate sites, fans/haters sites, competitors sites @irishwonder SiGMA, 2014
- 11. If there are issues in reality you can only twist your story so much Companies with poor reputation management skills are often the ones with poor overall customer experience @irishwonder SiGMA, 2014
- 13. Search box Bottom of SERPs @irishwonder SiGMA, 2014
- 17. Search Volume Amount of Existing Content @irishwonder SiGMA, 2014
- 18. A software product had suggestions like brand + scam/virus/malware showing up due to competitors blackmailing it. By increasing the search volume and amount of content for other, more desirable positive queries, we managed to get rid of such suggestions. @irishwonder SiGMA, 2014
- 26. I posted about it here: http://www.irishwonder.syndk8.co.uk/2013/11/08/buy-viagra-serps-of-no-priority-to-google/ @irishwonder SiGMA, 2014
- 29. Be responsive to avoid reputation issues and solve them early Name.com have accidentally sent promo emails to their customers – after complaints on Twitter they posted this video of their employee responsible for the screw up eating those emails as punishment (Full story: http://www.irishwonder.co m/blog/2014/03/20/case-study- brands-winning-social- media/) @irishwonder SiGMA, 2014
- 30. McDonald’s asks customers to talk about their experience, promotes a hashtag Result: @irishwonder SiGMA, 2014
- 31. HMV fired employee vents on official Twitter account @irishwonder SiGMA, 2014
- 34. There is always good content and bad content about a brand Make sure people are aware of your good content and it is well visible Don’t think you can just “negative SEO” your bad content @irishwonder SiGMA, 2014
- 35. Yes, Online Reputation Management is one area where negative SEO makes sense commercially No, negative SEO is NOT about buying a bunch of shitty links on Fiverr to your negative content @irishwonder SiGMA, 2014
- 37. • info@irishwonder.com • Twitter: @irishwonder • Slideshare: http://www.slideshare.net/irishwonder/ • LinkedIn: linkedin.com/in/irishwonder • Blogs: http://www.irishwonder.com/blog/ - general SEO http://www.irishwonder.syndk8.co.uk/ - darker areas @irishwonder SiGMA, 2014