1. Managing Reputations
In a Digital World
Gillian Muessig
Co-founder & President, SEOmoz
Click Asia Summit – Mumbai 01-2011 All Rights Reserved

2. The Gatekeepers

3. The Gatekeepers

4. The Size of Your Reputation

6. Wiki Circularity*
Something untrue is
posted to Wikipedia
You’re screwed! Journalist uses Wikipedia
as factual resource
Wikipedia uses/references
Powerful newspaper posts
powerful newspaper
the untrue content
*Coiined byTom Critchlow

7. SERP Strategy – Own them
• Sub-domains / new domains
• Professional Affiliations
• Local
• Shopping
• Hosted content:
• Profile pages / twitter
• Video* / Images
*Turn off comments on YouTube Videos

9. Tactics: Keyword Research
Target
• Brand + scam, con, hoax, etc.
• Long tail
• Related issues / news

10. Tactics: Content Development
Top Rankers -
• Video content
• Local listings / content
• Timely content (news-related)
• Social media content

12. Redress Strategy: Fight Back
Legal options -
• Libel / slander
• Copyright infringement
• DMCA

13. Redress Strategy: Fight Back
Look at all costs -
• Lost sales, referrals, existing customers
vs.
• Attorney fees & staff costs
• Loss of focus

14. Redress Strategy: Turn Tables
• Repeat the offending
phrase used and
turn the tables -
ABC.com website reports: XYG Corp scam!
XYG Corp warns about scam site ABC.com

15. Black Hat: NOT Recommended!
• Build black hat links to offending page;
report
• If a site is down and the page is returning
an error message, you can request its
remove the page (lasts ~6 mnths)

16. Direct Response Strategy
• Monitor your brand
• Respond instantly
• Own your errors; solve problems
• Let your community manage trolls

17. Social RM Strategy: Engage
monitor assess decide engage review

18. Pro-Active Strategy
• Develop a culture of transparency

19. Pro-Active Strategy
• Build community around your brand

20. Pro-Active Strategy
• Empower your power members

21. Thank You!
www.seomoz.org

22. No… REALLY!
Thank You!
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