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Advanced SEO presentation from the eMarketing Techniques Conference, May 2009 at Corporate College
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1Copyright 2009, TheSearchGuru.com.
Advanced SEO: OnlineReputation Management
Presented byThe Search Guru
eMarketing TechniquesMay 8, 2009
2Copyright 2009, TheSearchGuru.com.
What does it take to:
build a great brand?
Potentially years and millions of dollars.
destroy a great brand?
Potentially hours and one blogger.
launch a new product?
Hundreds of TV commercials, dozens of newspaper ads, an ad agency and PR firm.
OR
It can spread like a virus with the praise of just one customer, at one message board or social media site.
3Copyright 2009, TheSearchGuru.com.
Online semantic attacks
An estimated 75% of Fortune 100 companies have experienced brand abuse on the Internet.
disney-sucks.com
oreilly-sucks.com
peta-sucks.com
ballysucks.com – famous early case
AOL, McDonalds, American Express, Citibank, Ameritech, Ford, GM, Allstate, Microsoft, Nike, Prudential, United Airlines, Enterprise Rent-A-Car…
4Copyright 2009, TheSearchGuru.com.
The power of one to many
Why entrepreneurs should care:
Online research is king
Not everyone judges for themselves
Information published online can be persistent
Consumer Generated Media (CGM)
• Blogs, forums, websites, 3rd party complaint sites, discussion lists, chat rooms, product review sites, social media sites
5Copyright 2009, TheSearchGuru.com.
The power of consumer generated media
Blogs: 200,000,000
Online users who have read a blog: 73%
Users who have started their own blog: 45%
Bloggers who post opinions about products/brands: 34%
People who trust bloggers’ opinions on products/brands: 32%
Consumers who think highly about companies that have blogs: 36%
6Copyright 2009, TheSearchGuru.com.
The power of consumer generated media
Social networks
Online users who have joined a social network: 57%
Millenials who have joined a social network: a whopping 96%
Consumers who trust the recommendations of other consumers vs. advertising: 78%
7Copyright 2009, TheSearchGuru.com.
Goals and objectives
The goals of online reputation management:
Grow good buzz
Address bad buzz quickly
Clean Search Engine Results Pages (SERPs)
Grow your business
8Copyright 2009, TheSearchGuru.com.
Who’s talking about you/your firm/your product?
How to find conversations about you/your firm
Ego searches
Technorati.com, Feedster.com
Google/Yahoo! News Alerts
Monitor forums, message boards
Create custom RSS feeds based on keyword searches
9Copyright 2009, TheSearchGuru.com.
Yet another way to grow your business
Turning conversations into $$
Plug in:
• Blogger outreach programs
• Start a business blog
• Create social media profiles
• Distribute press releases
• Forum participation
• Set a policy
10Copyright 2009, TheSearchGuru.com.
Ethical ORM tactics
Creating profiles on other sites http://twitter.com/autorevo
11Copyright 2009, TheSearchGuru.com.
Ethical ORM tactics
Responding to negative comments http://www.chrisbrogan.com/guest-post-the-sandisk-story/
12Copyright 2009, TheSearchGuru.com.
Ethical ORM tactics
Responding to negative comments http://www.my3cents.com/showReview.cgi?id=44707#response
13Copyright 2009, TheSearchGuru.com.
Ethical ORM tactics
Contacting sites and trying to get negative remarks removed
Dear Sir or Madam:
This is a request for the immediate removal of the following comment from [commenter] on
your website at [URL]:
[comment]
This person has made false, derogatory remarks about our company and owners. Please
confirm the immediate removal of this comment to me as soon as possible. If you have any
questions, please contact me. Thank you for your prompt attention to this matter.
Your name
Contact information
14Copyright 2009, TheSearchGuru.com.
Ethical ORM tactics
Encouraging positive reviews
Dear [Customer],
Thank you for your recent purchase with [Company]. We hope you are
satisfied with your purchase. We would welcome any feedback you’d
like to share; please visit [URL] to post your comments.
We value your patronage and hope you will shop with us again soon.
Thank you!
[Company] Customer Service
15Copyright 2009, TheSearchGuru.com.
Conclusion
ORM is a relevant issue for all companies in today’s online world. Set a policy to decide who will respond to negative ORM andhow they should respond.
16Copyright 2009, TheSearchGuru.com.
Free Reputation Management Resources:
Free whitepaper http://www.TheSearchGuru.com/reputation
Articles at TheSearchGuru.com:
Discover why you should monitor ORM dailyhttp://www.thesearchguru.com/internet-reputation-management.asp
Set up Google alerts to monitor negative commentshttp://www.thesearchguru.com/internet-brand-management.asp
Learn ways to fight vicious comments onlinehttp://www.thesearchguru.com/internet-brand-management-2.asp
17Copyright 2009, TheSearchGuru.com.
Thank You from The Search Guru!
896 Arboretum CircleSagamore Hills, OH 44067
440-306-2418www.TheSearchGuru.com
[email protected]: @thesearchguru
