Presentation on theme: "@andybeal Andy Beal Has a Reputation Problem Google ORM Master Class 2012."— Presentation transcript:
@andybeal Andy Beal Has a Reputation Problem Google ORM Master Class 2012
@andybeal Allow Myself to Introduce Myself CEO of Trackur.com Founder of GuestComment.com Publisher of MarketingPilgrim.com Coauthor of Radically Transparent And sometimes...
@andybeal “Andy Beal...an Internet search engine developer, was involved in the development of...commercial space launch ventures”
@andybeal A New Angle on Keywords What brands do you need to protect? – Company name = Trackur, GuestComment – Products = Marketing Pilgrim, Radically Transparent – CEO = Andy Beal Brainstorm Check analytics Monitor social media
@andybeal Cheat sheet...
@andybeal Sentiment Audit
@andybeal Google Sentiment Audit Audit the first 30 results for your keyword Focus on 80/10/10 Look for existing opportunities
@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 monkey’s 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 I am a professional...
@andybeal Oh yeah, back to SEO...
@andybeal Me, Myself and Irene
@andybeal Why I’m Anti Pronouns Pronouns are the enemy – avoid: we, us, our company, about us Proper nouns are your friend – Write corporate bios in 3 rd person – Same for company “about us” pages – Ditto for press releases and social profiles
@andybeal In practice...
@andybeal Keep the Spiders Happy!
@andybeal Include Names...In Page Names! All web pages for ORM should include your name – – online-marketing-expert – Have you changed your social media profiles? – – https://www.facebook.com/guestcomment –
@andybeal Warning! Don’t Change Established URLs!
@andybeal Anchor’s Away
@andybeal Bringing Sexy Links Back Avoid “Click Here” or “About Us” anchor text Include 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 you’re at the right conference! Therefore Google knows you’re the most relevant site Which means any page you link to, benefits from that relevance!
@andybeal Content That Ranks
@andybeal Pimp What You’ve Got
@andybeal Optimize Existing Content Update existing “about us” pages & corporate profiles Use Google to figure out other relevant pages of any site you own Link homepage to 2 nd page Target keywords to most relevant page
@andybeal In action...
@andybeal Subs Are Da Bomb!
@andybeal Sub-Domains Sub-domains over sub-directories Don’t over-do it – 2 to 3 tops Investor info Corporate site Community involvement Press Customer Portal
@andybeal Play All Your Cards
@andybeal Using Other TLDs Make use of.org and.net Take care not to duplicate content Register other domains...
@andybeal Get Social
@andybeal Optimizing Social Profiles Preferably pick the ones you will be active on Complete bios in 3 rd person Link to them from your corporate site Look for option to customize URL Get clever with KWD...
@andybeal Even Cleverer...
@andybeal Have Multiple Partners
@andybeal Web Partnerships Ask business partners for a profile on their site Especially if they rely on your business Needs its own page – e.g. partnersite.com/trackur.htm Offer to write it for them! Don’t link back to your homepage
@andybeal Disposable Web Content
@andybeal WordPress & Blogspot Short-term, project blogs Events, conferences, charity work Use your brand in domain: – companyname.wordpress.com – personalname.blogspot.com Need at least 4 pages of unique content Does NOT have to be maintained!
@andybeal Picture a Better Reputation
@andybeal Flickr is Your ORM Friend Customize URL Complete your profile Include brand in title, description and tags Host company stock images Host corporate bios – Embed them on your corporate site Do NOT try to sell from Flickr!
@andybeal In practice...
@andybeal Act the Part
@andybeal YouTube for ORM
@andybeal Money Talks!
@andybeal Sponsorships & Advertising If you’re sponsoring an event, get a bio! Piggybacks off their trust Needs to be separate page Offer to write the content Consider sponsoring defensively Be careful with sponsored reviews
@andybeal How it works...
@andybeal Letters to the Editor
@andybeal Optimizing Existing Reviews Find favorable reviews Send note of thanks, perhaps offer discount/free stuff You don’t get, if you don’t ask Ask them to change link destination Get them to join your affiliate program
@andybeal An ORM Chain Reaction
@andybeal Supplement Those Links Use monitoring tools for link opportunities – influencer outreach – monitor industry news and look for virgin sites – test which newswires help your ORM the most – reviews that mention but don’t feature you
@andybeal In practice...
@andybeal Just a Suggestion
@andybeal Google Suggest & Other PITA
@andybeal When Facing a Reputation Attack
@andybeal I Hate Jeremy Zawodny
@andybeal It started with this...
@andybeal Reached out Sent Jeremy an Left a few comments to share my side of the story Explained the damage he was doing and how serious his post was
@andybeal Going Behind His Back ed press contacts at Yahoo ed executive team at MyBlogLog Sent evidence of permission to run contest
@andybeal Creating a Public Uproar
@andybeal Rallying the Troops
@andybeal I Don’t Really Hate Jeremy
@andybeal Cleaning Up the Mess
@andybeal Don’t Hit This Button!
@andybeal Be Benevolent
@andybeal Legal Infringement
@andybeal Legal Action
@andybeal Homework Brainstorm your reputations Conduct a sentiment analysis on Google Set up social media monitoring Identify existing content for optimization Build out a sub-domain and/or other TLD Optimize social media profiles Do it NOW before a crisis occurs!
@andybeal thanks! Yeah, seems funny now, but wait ‘til it shows up on Google! andybeal.com trackur.com twitter.com/andybeal