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This presentation details a method for positively managing your personal online reputation (or that of your business) through interpreting and influencing search results. Tips and tricks include understand the basics of search engine algorithms, using positive SEO techniques and tactics to create fresh content that will push negative results off the first page of search results.
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Managing Your Personal
Online Reputation
Interpreting and Influencing Search ResultsSean McGinnis
Marketing GM, Director of Digital Marketing http://SearsPartsDirect.com
About Me
Marketing GM Sears PartsDirect14 years digital marketing experience
Dad, Husband, Son, Golfer, Gadfly, Lawyer, Leader, Lunatic
PLEASE Connect with me!Twitter – @SeanMcGinnisFacebook - @SMcGinnisLinkedIn - @SeanMcGinnis
Our Objectives & Agenda
What, How & Why of SEO
How to analyze search results
How to create positive search results
What to do about negative search results
What to consider when hiring an SEO consultant
What, How & Why of SEO
What is SEO?
It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines…. Payment isn’t involved, as it is with paid search ads.- SearchEngineLand.com
SEO stands for “Search Engine Optimization”
Why is SEO Important?Search remains a MASSIVE part of the online experience among internet users.
17.5 BILLION explicit core searches in May 2012, up 2% from previous month.
Google dominates market with two-thirds of searches. Yahoo search results are powered by Bing. Together Bing/Yahoo 28.8% of searches.
Do not ignore Bing/Yahoo!
56
32
Why is SEO important?
Organic Results
Paid Results
Why is SEO important?
90% of clicks
10% of clicks
Why is SEO important?Notice the difference in click through rate between #1 and #5 on Google & Bing.
18.2% v 3.09% Google - 589%
9.66% v 1.85% Bing - 522%
Significant differences worth pursuing
Anatomy of a Search Result
Blended search results present multiple opportunities
But how do Search Engines WORK?
But how do Search Engines WORK?
Algorithm decides the order of search results
Google algorithm = 200+ signals. Changes continually.
Search Engines of Yesterday
Search Engines of Today
• Is it relevant?– Text on the page– Title tags– Header content–Web Page
Address (URL)
• Is it authoritative?– Authority of
linking sites– Number of linking
sites– Diversity of
linking sites
Billions of pages indexed, hundreds of criteria
Search engines today recommend just like you do!
The Power of a LinkAdobe Reader #1 of over 2.3 billion
results
The Power of a LinkJust a download page. “Click Here”
does not appear on page
Two MAJOR Algorithm Changes
Panda Penguin
Basic SEO Resources
• http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf (Or just search Google for “Google Starter Guide”)
• http://www.seomoz.org/beginners-guide-to-seo
• http://searchengineland.com/guide/seo• http://blog.kissmetrics.com/seo-guide/• http://
www.orbitmedia.com/blog/dont-forget-the-seo-basics
How to analyze search results
Baseline Current Search Results
Begin at the beginning
Mark search results to target
• Identify negative search results you wish to remove from first page.
• Identify positive search results on page 2-5 you wish to drive higher.
• Identify neutral search results (those not negative but not positive – maybe not even about you).
Get a clear picture of the current landscape
Create a Google AccountTable stakes – a must have if not yet in
your portfolio
Complete Your Google Account
Review info linked from within Google Dashboard
Get Notified of New Search Results
Create Google Alert for everything!
How to create positive search
results
Complete profiles on well regarded sites
Build Sites on Branded Domains
Guest posts & interviews
Link & Promote Wisely
• Link to results you want improved to move from other positive and powerful assets.
• Promote posts and guest posts from social media and other locations.
• Link back to your hub locations from all guest post bios.
• Create content (posts, articles, videos, pictures, graphics) that is viral in nature and will be shared by others.
Create Link Hubs
What to do about negative search results
What to do about negative search results
VERY first step!
Create positive search results!!!
• See previous section of this presentation for ideas and tactics.
• SEO is a zero-sum game. Your competition can only lose when someone else beats them to that slot!
PRO TIP: Every site not controlled by enemy is potential asset.
You can’t just hit “delete”, but…
• Ask publisher to remove the negative item.
• Treat it as you would a bad customer service experience.
• If abusive, illegal or threatening, report to hosting company.
• If makes sense, offer to purchase the offending asset and redirect to your other assets.
Besides better “positive SEO” there are many options…
What to consider when hiring an SEO
consultant
Hiring an SEO Consultant?
Think like a search engine!
Resource: http://www.portent.com/blog/seo/how-to-hire-an-seo-company-2012-edition.htm
Final Thought…Engage in Reputation Management
BEFORE you need it.
Questions?
Connect with me!Twitter – @SeanMcGinnisFacebook - @SMcGinnis
LinkedIn - @SeanMcGinnis
