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Online Reputation Management

What You Need to Know

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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

What Online Reputation Consists of

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Any publicity is good publicity? – maybe not for conversions

Importance of Online Reputation

(According to a survey by Dimensional Research)

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Review sites News stories Images Forum discussions Social media mentions Affiliate sites, fans/haters sites, competitors

sites

What Contributes to Online Reputation

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Brand Name SERPs

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Brand Name SERPs – Brand Hijack

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Brand Name SERPs – Poor Ratings

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Affiliates: Why You Should Care Too

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Search box

Bottom of SERPs

Google Suggest

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Negative Mentions Ranking for a Suggested Negative Query

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Search Volume Amount of Existing Content

What Influences Suggestions?

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Example of a Successful Suggestions Manipulation Campaign

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.

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Ranking for Unrelated Keywords – Sending the Wrong Message

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I posted about it here: http://www.irishwonder.syndk8.co.uk/2013/11/08/buy-viagra-serps-of-no-priority-to-google/

Case Study: Academic Site Ranking for Pharma

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Case Study: Academic Site Ranking for Pharma

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Case Study: Academic Site Ranking for Pharma

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Be responsive to avoid reputation issues and solve them early

Online Reputation and Social Media

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.com/blog/2014/03/20/case-study-brands-winning-social-media/)

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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

How to Manage Online Reputation?

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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

A Few Words about Negative SEO

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What is your first idea when somebody mentions Iran?

How to Manage Online Reputation?

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Online Reputation Management for Countries

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But they are working on trying to improve it

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Find a great story and make people talk more about it

…or create one!

How to Manage Online Reputation?

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Questions? Feel free to get in touch!

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