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With the growth of the web comes an unrelenting expectation of transparency and open lines of communication. But what happens when negative outliers - or worse, actual missteps on the part of the company - result in a reputation problem in search results? * Monitoring the social web * Search result monitoring Dealing with negative comments or reviews SEO tactics to push out results Takedown requests via Google or hosts - when can it be done? Case studies
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Gradiva Couzin@gradiva
Wednesday 10/24 10:30 am | Ballroom G
Gravity Search Marketing
Gradiva Couzin
Partner, Gravity Search Marketing LLCLos Angeles and San Francisco, CA
Coauthor, Search Engine Optimization: An Hour a Day (Wiley, 2011)
www.yourseoplan.comTwitter: @jengrappone, @gradiva
Practical Online Reputation Management
Everything your business does on- and off-line is part of your reputation management.
Today I am focused on: • Search results for your brand• Preventing social media crises
Everything is Reputation!
What results do Google/Bing display when someone searches for your brand, your name, or a product name?
Search Results for Your Name or Brand
LOCAL SEARCH
REVIEWS
YOUR OFFICIAL SITE
YOUR SOCIAL PROFILES
IMAGE & VIDEO
NEWS
PAID SEARCH
ETC…
Search Results for Your Name or Brand
Search Results for Your Name or Brand
I didn’t read the book, but…
What to do?
• Ask: Which queries?• Monitor & track branded results to
catch problems• When take-down is possible, go for it!• Crowd out bad search results with
SEO/Social efforts and enhanced listings
• Prevent problems before they start
What to do?
Monitor
Take down
Crowd out
Prevent
Search Results for Your Name or Brand
Queries
https://adwords.google.com/select/KeywordToolExternal
• Name of business• Personal names of president,
execs, etc.• Names of products
Choosing Queries to Monitor
Google AdWords Tool: Number of people searching may not matter, when reputation is concerned.
• {my brand} … ?• Is {my brand} … ?• {my brand} vs … ?
More Keywords with Google Suggest
• Google Alerts www.google.com/alerts• Track search results on a regular basis
Monitoring Name/Brand Search Results
Important: Don’t trick yourself with personalized search results!
PERSONALIZED GLOBAL
Monitoring Name/Brand Search Results
Social listening, search monitoring & dashboards
Google Alerts (f)Tweetdeck (f)
Brandify (f - beta)
radian6 ($)
BrandsEye ($)socialmention
twilert (f)Sprout Social ($)
Monitoring Name/Brand Search Results
Google Alerts (f)Tweetdeck (f)
Brandify (f - beta)
radian6 ($)
BrandsEye ($)socialmention
twilert (f)Sprout Social ($)
Monitoring Name/Brand Search Results
Social listening, search monitoring & dashboards
The take-down: When is it possible?
(take down)
Google organic, accepted reasons for a removal request:
• Page contains confidential personal information (gov’t ID number, signature, bank or cc #)
• Page contains SEO spam or malware• Adult site contains your full name or name of business• Site contains your copyrighted materials
http://support.google.com/bin/static.py?hl=en&ts=1114905&page=ts.cs
Take-down opportunities in organic search are rare
(take down)
Free speech, eh? Someday Google is going to go nuts with this
thing!
The take-down: When is it possible?
Other Google properties have broader take-down options
• Google AdWordsIf an ad is using your name, you can submit a complaint
• YouTuberemoval includes defamation, privacy, abuse/harassment, selling counterfeit goods
The take-down: When is it possible?
Complaints to Hosting Company an Option
• WordPress.comPage can be removed for abuse: personal threats, calls to violence, impersonation, more. en.wordpress.com/abuse
• Other hosts will have various policies. Find out who the host is on who-hosts.com and get contact info here:www.plagiarismtoday.com/dmca-contact-information/
PUSH THE BAD LISTING DOWN
FILL TOP RANKS WITH GOOD
LISTINGS
Crowding out Undesirable Listings
• Optimize pages on your own site• Create new pages such as new social profiles• Throw your power (links) at other desirable pages• Press releases (temporary)
Best methods for crowding out undesirable search results
Crowding out Undesirable Listings
• Google will usually show a max of two pages from your domain
• You can snag a bit more real estate with SERP enhancements
Optimize Pages On Your Own Site
HTML title
Page URL
Text on page
Internal links on site
This page is an attempt to rank well for “egypt protests”
On Page Optimization Example: Huffington Post
Ranks on top page for “sonos reviews”
On Page Optimization Example: Sonos
HTML title
Page URL
Text on page
Internal links on site
• Internal links distribute SEO power through your site
• Orphaned “doorway” pages aren’t loved by Google
If you create a new page on your site, you must link to it; don’t try to hide it
Optimize Pages On Your Own Site
Particularly useful for name searches
• Major & minor social media sites
• LinkedIn is top for names• Facebook; Twitter; YouTube;
Pinterest; Google+ etc.• Can be for individual or
business
http://blog.brandyourself.com/brand-yourselfcom/want-to-look-better-in-google-our-data-shows-you-the-best-ways-our-first-infographic/
Create New Social Media Profiles
• Wikipedia page – for your brand or company (individuals must be newsworthy to qualify)
• Central listing databases that will feed into many other sites: Localeze.com, Acxiom.com, ExpressUpdateUSA.com, listings.YellowPages.com
• Press Releases (probably temporary)
More pages to crowd out undesirable listings
What Other Pages Can You Create?
Link to preferable pages that are already in the search results
Your link to this page… ..may improve its rank
Existing pages with ranks already have an advantage.
Send Link Power to Desirable Pages
Enhance & expand your presence in search results with rich snippets
• May draw attention and clicks
• Usually result of semantic taggingschema.org
More Crowding out Tips: Enhanced Listings
Give your listings extra credibility
• Ties to Google+ or on-site profile page
• Adds credibility• Likely to increase
clickthrough rate
https://plus.google.com/authorship
More Crowding out Tips: Google Authorship
• Google will show local results if query deserves
• Google Places listing merging with Google+
• Claim your business to manage, edit
Local results have increased in prominence
More Crowding out Tips: Local Results
• Where do crises originate? • Social reputation rules of thumb• Crowding out bad reviews
Prevent social reputation problems before they happen
Prevention
Sources of social media crises (2011)
13% triggered by other parties
33% triggered by the organization itself
54% triggered by customers
Data from J. Owyang, Altimeter Group
Prevention: Where do Crises Originate?
Top causes of crises
Data from J. Owyang, Altimeter Group
• Negative customer experiences• Poor influencer relations• “Rogue” employees• Failure to respond quickly or
inappropriate response
Prevention: Where do Crises Originate?
Transparency
Security
Identify staff or paid reviewers
Clearly identify staffers who can post to accounts; require firewall between personal & company
Develop a process with a built-in “second opinion” for touchy subjects
ResponsivenessProvide other channels for complaints. Respond quickly and move communications to private channels.
Social Reputation Rules of Thumb
2nd Opinion
• Limited access• Clear boundaries• “Panopticon” philosophy
Don’t let a problem escalate:
www.juanmarketing.com/how-to-deal-with-a-social-media-crisis-and-prevent-a-catastrophe/2011/05/23/
Easy Mistake to make: Tweeting to Wrong Account
Easy Mistake to make: Tweeting to Wrong Account
Same idea as crowding out search results
• Positive online reviews will inoculate you against any future social media crisis
• Ask for reviews at every opportunity & especially post-transaction.
• Follow-up email, phone, postcard: Sooner is always better.
• Make reviewing easy - include a link• Paying for reviews breaks FTC rules
When Negative Reviews Attack: Crowding out the Bad
• WAIT – it may get filtered• Do not reply while emotional. Get a
2nd opinion on your response.• Respond publicly and then take it
offline: “Please email me at {}.com so I can help you resolve the problem”
• Rarely, a review can be removed, e.g., hate speech.
• See some examples:
Replying to Bad Reviews – Should You?
http://www.reviewtrackers.com/case-studies-business-owners-respond-bad-yelp-reviews/
Replying to Bad Reviews – Should You?
Yes No
• Review from influencer• To apologize for true
error• To correct factual
mistakes• Feels fixable
• Excessively angry/inarticulate/drunk review – no way to make happy
• Filtered review• You are too mad to
apologize• Never delete a bad
review
Thank you!
Questions, comments?@gradiva