©2008 toprank® online marketing. all rights reserved. prsa teleseminar – 05/15/08 reputation...

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©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson Huyse, APR myPRPro

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Page 1: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

PRSA Teleseminar – 05/15/08

Reputation Managementin a Google World

Lee Odden, CEO TopRank

Kami Watson Huyse, APR myPRPro

Page 2: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

SEO – Search Engine Optimization

SERP – Search Engine Results Page

Title Tags – Description seen on top bar of a browser for each Web page

Meta Description – Description of the page which a search engine may consider or display

Categories – Used inside a blog to group like content

Tags – Used by Technorati and other services to index pages

A New Vocabulary

http://www.seo-dictionary.com

Page 3: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Dec 2006 – 6.7 billion searches(comScore)

Dec 2006 – 6.7 billion searches(comScore)

Dec 2007 – 10 billion searches(comScore)

Dec 2007 – 10 billion searches(comScore)

March 2008 – 6.4 billion searchesGoogle

(comScore)

March 2008 – 6.4 billion searchesGoogle

(comScore)

Page 4: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

59.8% Google21.6% Yahoo9.6% Microsoft4.9% AOL4.6% Ask

Search Market Share

comScore March 2008

Page 5: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

?

Reputation Engine

Page 6: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

New Corporate Homepage

Page 7: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

For Fun: TopRank

Page 8: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

For Fun: My PR Pro

Page 9: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

An Interconnected footprint of relevant • Content• Photos• Video• Audio

Actively managing the reputation of the brand, issue or company

Public Relations and Search

Page 10: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

• SERPs can give PR visibility• Crisis Management• Proactive search engine reputation management• Importance of link building• Ranking report software• Relevant content that also gets search results• Search engine optimized press releases and • Unique e-mail and URLs for measurement

Impact of SEO for PR

Page 11: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

A Reputation Tarnished

Page 12: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

And Slowly Improving

Page 13: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

PayPal Problem

Page 14: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

PayPal Problem

Page 15: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

WalMart Watch

Page 16: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

WalMart Wake Up

Page 17: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Home Depot

Page 18: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Home Depot

Page 19: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

SEO Considerations

Content Links

Page 20: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

• Identify your brand keywords• Inventory your digital assets• Match with channels of promotion• Ensure site is spiderable• Keywords in titles, navigation, content & links• Promote content & attract links• Always look for links• Monitor with web and social media analytics

SEO Tips

Page 21: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Keywords to Monitor

• Products

• Company

• Executives

• Include modifiers: “sucks” “scam” “kudos”

Page 22: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Pre Universal Heat Map

Page 23: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Universal Search Heat Maps

Page 24: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Your Company Sucks

Page 25: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

And Also Yours

Page 26: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

• Seodigger.com

• KeywordDiscovery.com

• Web analytics

• Site search logs

• WordTracker

Keyword Research Tools

Page 27: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Keyword Research Tools

Page 28: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Keyword Research Tools

Page 29: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

• Create keyword glossary

• Map keywordsto content

Keyword Research Tools

Page 30: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

• Press releases• Online op-eds• Online newsrooms• Corporate blogs• Reports / white papers• Email newsletters• Webinars• Podcasts / Internet radio shows • Interviews (coach interviewee on keywords)

News Content to Optimize

Page 31: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

On Site• Press Releases• Online News Room• Blog

News Content to Optimize

Off Site• Social media profiles

(Twitter, Stumbleupon, Delicious)

• Social networking profiles (LinkedIn, Facebook)

• Blog

Page 32: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Blog Based Newsroom

Template optimized• Title tags• Categories• Meta description

Keyword optimized• Post title• Body copy• Links• Image alt text

Page 33: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Release Optimization

Page 34: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Release Optimization

• Think upward and to the left• Optimize for people first, search engines next• Use keyword(s) in Title, Subheads, body• Don’t obsess over keyword density• A 500 word release – keyword 2-4 times• Use keywords in links to company web site• Add media: images, podcast, video, pdf/word

docs

Page 35: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

• Earn links with great content• Promote content on social networks• Embed links in press releases• Link up with partners• Cross link internally• Social bookmark pickups

Linking Building

Page 36: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Never stop acquiring inbound links

Keywords

Key Word

Word

Key

KeyWord

Word

Key

KeyWord

KeyWord

Word

Key

KeyWord

Word

• Back link analysis• Directory submissions• Article marketing• Press releases• Blogs & RSS• Social bookmarks• Viral marketing

Bottom line:Create high quality content

Linking Building

Page 37: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

• Marketleap.com• siteexplorer.search.yahoo.com

Free Linking Tools

Page 38: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Marketleap Tool

Page 39: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Marketleap Tool

Page 40: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Marketleap Tool

Page 41: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Yahoo Site Explorer

Page 42: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

• Analyze the current link environment• Develop a link building plan• Assess competitor link activity for opportunities• Sources linking to high ranking sites may link to

you as well• Analysis of what is working for others can work

for you

Linking Tips

Page 43: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Holistic SEO Promotion

Match News to Channel

•Announcements•Press Releases•Images•Video•Blog/RSS•Media Coverage•Social News/Bookmark

Optimize & Promote

Page 44: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Channels Respond

•Announcements•Press Releases•Images•Video•Blog/RSS•Media Coverage•Social News/Bookmark

Traffic - L

inks

Holistic SEO Promotion

Page 45: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Keyword Ranking Tools

http://tools.seobook.com/firefox/rank-checker/

Monitoring Tools

Page 46: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Monitoring Tools

Page 47: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Monitoring Tools

Page 48: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Monitoring Tools

Page 49: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

• Identify brand keywords• Setup monitoring• Proactively optimize content• Proactively acquire links• Optimize off-site content

Takeaways

Page 50: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

• Toprankblog.com• Communication Overtones• “Radically Transparent” by Andy Beal & Judy Strauss • Searchengineland.com • Searchenginewatch.com• Google.com/webmasters

Find all links at:

http://del.icio.us/kamichat/ReputationSEO

Resources

Page 51: ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson

©2008 TopRank® Online Marketing. All rights reserved.

Lee Odden

TopRankMarketing.com

[email protected]

Toprankblog.com

Kami Watson Huyse

myPRpro.com

[email protected] Overtones Blog

Thank you