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Online Reputation Manangement
- 1. Applying Reverse SEO Techniques to Resolve Search Reputation Problems by Herman Tumurcuoglu
- 2. Google, Yelp, Angie’s List, Consumer Report Newspaper Article Review Boards Complaints Sites Videos Personal Blogs Brandjacking! Ba BcBad Ass Behind Computer
- 3. UGC on SERP
- 4. UGC on SERP
- 6. London School of Economics 2reduction in negative word of mouth boosts sales growth by1 %%
- 7. Local Business more Vulnerable Source: NielsenSource: Brightcove
- 8. SERM Search Engine Reputation Management • 30% of searches are for names • Customers, Investors, Employees... YOUR BRAND!
- 12. Techniques used in Reverse SEO • Develop and Incorporate Social Media Pages and UGC sites: 300 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
- 13. 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.
- 14. 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.