Presented at SearchLove NYC on November 1, 2011. The presentation is a look into online reputation management and what companies and individuals need to be doing to safeguard and improve their online reputations. As search engines like Google and user-generated content and review sites expose our reputations more, it's increasingly difficult to put our best face forward. This presentation shows you how to spot problems early, manage them and how NOT to manage them.
36. <rant>
If it takes as much time to put
together crap work, why TF are
you not doing the basics?
USE YOUR BRAIN.
THERE IS NO EXCUSE.
YOU ARE RUINING THE GOOD
NAME OF SEO.
</rant>
39. Exact same “about me” text shared across
29 separate properties and profiles.
Hasn’t registered username on:
• Twitter
• Facebook
• Google Plus
• Other business profiles
Duplicate content is a big deal:
http://bit.ly/smU3kj
40.
41. So, we know the crap that works,
but where’s some good stuff?
44. Who do those work for?
Online retailer Smash their competition*
Online personals site Fix autocomplete and dispel rumors
International non-profit Convince the world they aren’t a cult
National company Embrace a pending shit storm*
Online reseller Stop illegal marketing practices
CEO of online retailer Make his kids proud
Travel site Do nothing. They’re horrible.
Grow business despite one incident at one
Healthcare facilities location
Local hero Attend college
Politician Focus on issues, not former relationships
Etc…
50. Threats
• Reactionary company culture
• Movie launched w/a KW that triggered
news results for our client’s negative
coverage
• Smaller lawsuits announced mid-coverage
and we weren’t informed prior
• Reporters and crazies
• State-level attorneys general
51. We saw the conversations:
Repeat queries = AUTOCOMPLETE
52. We needed to change the
conversation
• Video strategy
• PR strategy
• On-site content strategy
• Internal PR to employees
(Autocomplete Gold!!!)
57. Location-specific ORM and social
strategies
• Domain development
• Profile growth
• Wikipedia
• Increased presence on niche sites
• Internal response strategies
62. CLIENT SUMMARY
Baseline: Ranked 1st and 2nd only as of
7/20/2011
Goal: Rank 1st page for “stuff” in every
position in 6 months
• Publicly Traded
• Popular Online Retailer
63. Caveats
• Brand name is a variation of the KW
• Lots of assets
• Client develops quickly
• We HAVE to be risk-free to justify p0wnage
65. CLIENT STUFF IN TOP 30
brandstuff.com
sub.brandstuff.com
brandstuff.com page 1
brandstuff.com page 2
blog.stuff.com
stuff.org
my-stuff.com
Facebook for brandstuff
Wikipedia for brandstuff
66. OTHER STUFF NOT IN TOP 30
brandstuff.com/news/
brandstuff.com/investors/
brandstuff.com/careers/
brandstuff.com page 3
brandstuff.com page 4
brandstuff.com page5
Twitter
LinkedIn
Stuff-Coupons.com
67. WHAT DO WE TARGET?
.com .com/news/
sub.brandstuff.com .com/investors/
.com pg 1 .com/careers/
.com pg 2 .com pg 3
blog.stuff.com .com pg 4
stuff.org .com pg 5
my-stuff.com Twitter
Facebook LinkedIn
Wikipedia Stuff-Coupons.com
68. This is going to be easy!
Wait.
We can’t rank
what’s already
ranking.
83. Let’s make more stuff.
Moved categories on brandstuff.com to
subdomains on stuff.com:
brandstuff.com/news/ news.stuff.com
brandstuff.com/investors/ investors.stuff.com
brandstuff.com/careers/ careers.stuff.com