Download - Andy Beal Has a Reputation Problem
Andy Beal Has a Problem
Andy Beal Has a Reputation ProblemGoogle ORM Master Class 2012@andybeal
Allow Myself to Introduce MyselfCEO of Trackur.comFounder of GuestComment.comPublisher of MarketingPilgrim.comCoauthor of Radically TransparentAnd sometimes...
@andybeal
Andy Beal...an Internet search engine developer, was involved in the development of...commercial space launch ventures
@andybeal
@andybeal
@andybeal
Keyword Research
@andybeal
A New Angle on KeywordsWhat brands do you need to protect?Company name = Trackur, GuestCommentProducts = Marketing Pilgrim, Radically TransparentCEO = Andy BealBrainstormCheck analyticsMonitor social media@andybeal
Examples...
@andybeal
Cheat sheet...
http://gri.ms/KUVW@andybeal
Sentiment Audit
@andybeal
Google Sentiment AuditAudit the first 30 results for your keyword
Focus on 80/10/10Look for existing opportunities@andybeal
Lazy?
@andybeal
WARNING!
Side effects of Googling yourself for more than 10-minutes a day include: blindness, nausea, crying, lack of self-confidence,too much confidence, loss of ego, despair, heartburn, diarrhea (who knew?), time wasting, bone loss, the random appearance of monkeys sniffing poop, and Ashton Kutcher. Please drink responsibly. Professional driver, closed course. If you can read this text, congrats! You are a super-fast reader and brought binoculars with you! ;-)@andybeal
SEO Kung Fu
@andybeal
Kung Fu?@andybeal
Black belt techniques?@andybeal
Ninjas?@andybeal
Clich?@andybeal
I am a professional...
@andybeal
Oh yeah, back to SEO...@andybeal
Me, Myself and Irene
@andybeal
Why Im Anti PronounsPronouns are the enemyavoid: we, us, our company, about usProper nouns are your friendWrite corporate bios in 3rd personSame for company about us pagesDitto for press releases and social profiles
@andybeal
In practice...
@andybeal
Who?
@andybeal
Keep the Spiders Happy!
@andybeal
Include Names...In Page Names!All web pages for ORM should include your namehttp://www.andybeal.com/andy-bealhttp://www.marketingpilgrim.com/andy-beal-online-marketing-experthttp://www.trackur.com/about-trackur Have you changed your social media profiles?http://www.linkedin.com/in/andybealhttps://www.facebook.com/guestcommenthttp://www.linkedin.com/company/trackur @andybeal
Warning!
Dont Change Established URLs!@andybeal
Anchors Away
@andybeal
Bringing Sexy Links BackAvoid Click Here or About Us anchor textInclude names in backlinks you control
@andybeal
Call on Superbrand
@andybeal
Neither a bird or a plane...You rank #1 on Google for your company name, right?No? Well at least youre at the right conference!Therefore Google knows youre the most relevant siteWhich means any page you link to, benefits from that relevance!@andybeal
Content That Ranks
@andybeal
Pimp What Youve Got
@andybeal
Optimize Existing ContentUpdate existing about us pages & corporate profilesUse Google to figure out other relevant pages of any site you ownLink homepage to 2nd pageTarget keywords to most relevant page@andybeal
In action...
@andybeal
Subs Are Da Bomb!
@andybeal
Sub-DomainsSub-domains over sub-directoriesDont over-do it2 to 3 topsInvestor infoCorporate siteCommunity involvementPressCustomer Portal@andybeal
help.trackur.com
@andybeal
Play All Your Cards
@andybeal
Using Other TLDsMake use of .org and .netTake care not to duplicate contentRegister other domains...
@andybeal
Get Social
@andybeal
Optimizing Social ProfilesPreferably pick the ones you will be active onComplete bios in 3rd personLink to them from your corporate siteLook for option to customize URLGet clever with KWD...@andybeal
Clever...
@andybeal
Even Cleverer...
@andybeal
Cleverest...
@andybeal
Have Multiple Partners
@andybeal
Web PartnershipsAsk business partners for a profile on their siteEspecially if they rely on your businessNeeds its own pagee.g. partnersite.com/trackur.htmOffer to write it for them!Dont link back to your homepage@andybeal
Disposable Web Content
@andybeal
WordPress & BlogspotShort-term, project blogsEvents, conferences, charity workUse your brand in domain:companyname.wordpress.compersonalname.blogspot.comNeed at least 4 pages of unique contentDoes NOT have to be maintained!@andybeal
Example...
@andybeal
Picture a Better Reputation
@andybeal
Flickr is Your ORM FriendCustomize URLComplete your profileInclude brand in title, description and tagsHost company stock imagesHost corporate biosEmbed them on your corporate siteDo NOT try to sell from Flickr!@andybeal
In practice...
@andybeal
Act the Part
@andybeal
YouTube for ORM
@andybeal
Example...
@andybeal
Money Talks!
@andybeal
Sponsorships & AdvertisingIf youre sponsoring an event, get a bio!Piggybacks off their trustNeeds to be separate pageOffer to write the contentConsider sponsoring defensively Be careful with sponsored reviews@andybeal
How it works...
@andybeal
Letters to the Editor
@andybeal
Optimizing Existing ReviewsFind favorable reviewsSend note of thanks, perhaps offer discount/free stuffYou dont get, if you dont askAsk them to change link destinationGet them to join your affiliate program
@andybeal
Example...
@andybeal
An ORM Chain Reaction
@andybeal
Supplement Those LinksUse monitoring tools for link opportunitiesinfluencer outreachmonitor industry news and look for virgin sitestest which newswires help your ORM the mostreviews that mention but dont feature you
@andybeal
In practice...
@andybeal
Just a Suggestion
@andybeal
Google Suggest & Other PITA
@andybeal
When Facing a Reputation Attack@andybeal
aka@andybeal
I Hate Jeremy Zawodny
@andybeal
It started with this...
@andybeal
Reached outSent Jeremy an emailLeft a few comments to share my side of the storyExplained the damage he was doing and how serious his post was@andybeal
Going Behind His BackEmailed press contacts at YahooEmailed executive team at MyBlogLogSent evidence of permission to run contest
@andybeal
Creating a Public Uproar
@andybeal
Rallying the Troops
@andybeal
Resolution
@andybeal
I Dont Really Hate Jeremy@andybeal
Much@andybeal
Cleaning Up the Mess
@andybeal
Dont Hit This Button!
@andybeal
Be Benevolent
@andybeal
Legal Infringement
@andybeal
Busted!
@andybeal
Legal Action
@andybeal
Homework
@andybeal
HomeworkBrainstorm your reputationsConduct a sentiment analysis on GoogleSet up social media monitoringIdentify existing content for optimizationBuild out a sub-domain and/or other TLDOptimize social media profilesDo it NOW before a crisis occurs!
@andybeal
thanks!
Yeah, seems funny now, but wait til it shows up on [email protected]/andybeal@andybeal