Anvil's Kent Lewis presented on the importance of monitoring your organization's online presence to help maintain your reputation, credibility, and sales for NATDA members

1. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
No Bad Reviews: Online Reputation
Management 101
NATDA Webinar
April 20th, 2016
Kent Lewis
President & Founder
@AnvilMedia
@KentjLewis

2. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Agenda
2
Optimizing for Local Search
Online Reputation Management
Review Monitoring & Management
Recap
Resources
Q&A

3. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Optimizing for Local Search
3

4. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
What is a local listing?
4

5. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
How are local listings used?
Read reviews…
Get directions
Find a phone number
See pictures
Research pricing
…and more.
5

6. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.6
20% of desktop queries have a local intent
50%+ of mobile queries
have a local intent

7. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.7
Only 5% of those use the city or
state within the search query
2% use terms such as
neighborhoods
0.5% use zip codes

8. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
What do these stats mean to you?
8
You could be missing out on a
good deal of your potential traffic
and future customers.

9. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Search Engine Platforms
9

10. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Local Search Result: Google
10
2015 2016

11. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Local Search Result: Bing
11
2015 2016

12. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Local Search Result: Yahoo!
12
2015 2016

13. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Service Platforms
13

14. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Local Based Services (LBS)
14

15. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Then There Are Feeds…
15

16. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Holistic Approach is a Must
16

17. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Listing Ranking Factors
17
Tools to Make Your Life Easier

18. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Optimizing for Local
18

19. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
1. Proper Category Associations
2. Physical Address in City of Search
3. Consistency of Structured Citations
4. Quality/Authority of Structure Citations
5. HTML NAP Matching Place Page NAP
6. Quantity of Structured Citations
7. Domain Authority of Website
8. Individually Owner-verified Local Plus Page
9. City, State in Places Landing Page Title
10. Proximity of Address to Centroid
Top Ranking Factors
Source: http://moz.com/local-search-ranking-factors
19
Top 10 Ranking Factors

20. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Key Steps for Local SEO
20
Key to Success
Claim Optimize Monitor

21. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Key Local Term
21
Consistency Matters: NAP

22. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Top Ranking Factors
22
Citations
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Anvil Media, Inc.
310 NE Failing St.
Portland, OR 97212
Link building for local.

23. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
How do you not get lost in the crowd?
23
How Do You Stand Out?

24. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Listing Ranking Factors
24
Optimize Listing

25. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Key On-site Optimization
Location & Business Type in All Key Areas
̶ Title Tag
̶ Meta description
̶ Headline (H1 tag)
̶ Body Copy
̶ URL
25
Website Location Page Optimization

26. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Event Markup Example
26
Schema Markup

27. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Google: The Elephant in the Room
27

28. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Google+ Local/Google My Business
28

29. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Claiming Your Business Listing
29

30. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Online Reputation Management

31. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Auditing Your Brand
—Search every relevant keyword related to your brand
or company.
—Any negative sentiment? Reviews, articles, photos
etc.?
—Learn more about the sites that rank and why?

32. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Identifying ORM Issues
Modifiers
Service: reviews, ratings, complaints
Legal: litigation, lawsuit, sue
Management: executives, individuals
Negatives: suck, hate, lame
Situational: recall, union dispute, crash
YourCompany.Sucks
Purchase & protect
Bonus: host a moderated forum & engage

33. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Monitoring Your Brand
—Use Google Alerts and social tools to monitor
brand mentions.
—Respond to comments/articles promptly.
—Where are people talking about you the most?
The least?

34. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
ORM Fundamentals
Plug the leak!
Identify undesirable listings in search results
Create & optimize competitive content
Develop inbound links to boost rankings
Leverage existing opportunities
Utilize keyword-friendly domain names
Create profiles/content on trustworthy domains
Promote “friendly” content in target search result

35. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Effective ORM Strategies
Optimize branded corporate content on site
Home, About, Contact, Legal, etc.
Create & Optimize PR content (News Room)
FAQs, attractions, events, etc.
Syndicate high value content
Releases, articles, blog posts, etc.
Engage in conversations
Discussion lists, forums, blog comments
Develop strategic inbound links
Events, organizations, non-profits, industry websites
Integrate metrics & measurement
URLs, tracking strings, unique 800#, promo codes

36. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Three Prongs of Online Reputation
SOCIALSEO
PR
ONLINE
REPUTATION
MANAGEMENT

37. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
ORM: Social Media + SEO

38. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Claim & Optimize Social Profiles

39. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Create Timely Content: Blogging
— In addition to a blog hosted on your site
subdirectory, develop microblogs on
other platforms.
— Share all blog posts on all social channels.
— Use social bookmarking services like
StumbleUpon to expand reach.

40. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Optimize & Syndicate Top Content
—Popular pages on your website
—Social media/blog posts
—Articles and coverage
—Presentations and interviews
—Business listings and reviews

41. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
ORM: Public Relations

42. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Newsworthy? Press Release It.
—Sponsored a local charity/event?
—Reached a notable milestone or formed a
new partnership?
—If it’s newsworthy and interesting, an outlet
will pick it up, potentially ranking highly in
search for your brand.

43. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Become a Go-To Source
—Reach out to local reporters covering beats related to your area
of business.
—Get quoted in articles and earn backlinks back to your website.
—News sites are high-authority with tremendous ranking power.

44. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Help a Reporter Out (HARO)
—Pitch reporters to be a source for their article.
—National and local news publications.
—Sent to your email three times a day, based on vertical.

45. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Review Monitoring & Management
45

46. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Reviews Are Important
Consumers are influenced by user reviews – one
bad review can multiply quickly
46

47. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Reviews and Trust
47
85% of consumers said they read
online reviews for local businesses

48. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Reviews and Trust
48
79% of consumers trust an online
review as much as a recommendation
from a friend

49. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Reviews and Trust
49
73% of consumers said a positive
review makes them trust a business
more

50. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Responding to Online Reviews
50

51. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

52. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
What Not To Do
—Deleting Negative Comments
—Ignoring or Responding Slowly
—Attacking or Responding Defensively
—Astroturfing

53. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
What To Do Instead
—Respond With Positivity and Understanding
—Use Negative Comments as Opportunity to
Highlight Strengths
—Ask Loyal, Regular Customers to Write Review
—Remember the Customer is Always ‘Right’

54. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Respond to the Negative
How to Respond
 Be calm, honest & transparent
 Take the conversation offline
 Larger/repetitive issues should
be addressed publicly
 Acknowledge, apologize and
outline corrective actions
 Offer a make-good (or ask what
it would take to resolve
When to Respond
 Anytime a reviewer appears
remotely credible
 The review is misstating facts
 The sentiment will negatively
impact future business
54

55. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Respond to the Positive
How to Respond
 Be gracious and humble
 Let them know you
appreciate their business
 Offer them something for
their time and effort
55

56. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Free Monitoring Tools
56

57. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Paid Monitoring Tools
57

58. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Monitor > Measure > Evolve
Measuring ORM Efforts
 Quantity of reviews
 Quality/sentiment
 Resulting traffic/leads

59. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Recap: Online Review Best Practices
1. Great customer service naturally creates better ratings
2. Ask happy customers for honest reviews
3. Do not front-end incentivize reviews!
4. Always monitor reviews (set up alerts & check back)
5. Identify themes within negative reviews and take
appropriate action in order to improve as a company
6. Address negative reviews in a timely manner (24 hrs)
7. Be empathetic, not defensive
8. No “astroturfing” or deleting reviews!
9. Track competitive reviews for intelligence and insight
10. Always remember - reviews directly impact revenue
59

60. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
—Get on Google My Business ASAP!
—Be sure to claim and optimize your local profiles
—Stay active on social media
—Optimize your website for local SEO
—Reviews influence customer behavior significantly
—Respond to both negative and positive reviews
—Be involved and engaged!
Recap
60
ORM 101: Key Takeaways

61. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Local SEO & ORM Resources
– Local SEO Tactics That Will Help You Crush Your Competition
– Local Search Engine Optimization (SEO) White Paper
– The Mobile Opportunity for Local and Multi-Location Businesses
– MOZ Local SEO resources
– Google My Business: A Visual Tour Of Google’s New Tool For Local
Businesses & Brands
– Ten Tips For Optimizing Your Online Persona
– Five Steps to Generate Search Engine Visibility, Authority and Quality
Links via Public Relations
– 7 Steps to Leverage Social Media to Increase Search Engine Visibility
– Online Reputation Management: Seven Strategies to Build Your Brand

62. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Kent Lewis
President & Founder
@AnvilMedia
@KentjLewis
Thank You! Questions?
– Visit our booth at NATDA for a free assessment
– Check out our Insights section for more
information (anvilmedia.com)
– Sign up for our monthly email newsletter
– Follow us on Twitter, Facebook & Google+