@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 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 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 Include Names...In Page Names! All web pages for ORM should include your name – http://www.andybeal.com/andy-beal – http://www.marketingpilgrim.com/andy-beal- online-marketing-expert – http://www.trackur.com/about-trackur Have you changed your social media profiles? – http://www.linkedin.com/in/andybeal – https://www.facebook.com/guestcomment – http://www.linkedin.com/company/trackur
@andybeal Warning! Don’t Change Established URLs!
@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 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 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 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 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 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 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 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 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 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! firstname.lastname@example.org andybeal.com trackur.com twitter.com/andybeal