online reputation management - a webinar for igbaffiliate
DESCRIPTION
In May 2014 I ran a webinar on Online Reputation Management for IGBAffiliate - this is the slide deck from the webinar, the video can be seen here: http://www.igbaffiliate.com/resources/videos/online-reputation-managementTRANSCRIPT
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@irishwonder
Online Reputation Management
What You Need to Know
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@irishwonder@irishwonder
What ranks for the brand name/ brand + review / other related searches
What ranks for key business people’s names What Google suggests for brand related
searches What unrelated keywords the site ranks for
Usually, all but #1 are ignored by site owners
What Online Reputation Consists of
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@irishwonder@irishwonder
Any publicity is good publicity? – maybe not for conversions
Importance of Online Reputation
(According to a survey by Dimensional Research)
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@irishwonder@irishwonder
Review sites News stories Images Forum discussions Social media mentions Affiliate sites, fans/haters sites, competitors
sites
What Contributes to Online Reputation
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@irishwonder@irishwonder
Brand Name SERPs
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@irishwonder@irishwonder
Brand Name SERPs – Brand Hijack
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@irishwonder@irishwonder
Brand Name SERPs – Poor Ratings
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@irishwonder@irishwonder
Affiliates: Why You Should Care Too
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@irishwonder@irishwonder
Search box
Bottom of SERPs
Google Suggest
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@irishwonder@irishwonder
Negative Mentions Ranking for a Suggested Negative Query
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@irishwonder@irishwonder
Search Volume Amount of Existing Content
What Influences Suggestions?
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@irishwonder@irishwonder
Example of a Successful Suggestions Manipulation Campaign
A software product had suggestions like brand + scam/virus/malware showing up due to competitors blackmailing it. By increasing the search volume and amount of content for other, more desirable positive queries, we managed to get rid of such suggestions.
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@irishwonder@irishwonder
Ranking for Unrelated Keywords – Sending the Wrong Message
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@irishwonder@irishwonder
I posted about it here: http://www.irishwonder.syndk8.co.uk/2013/11/08/buy-viagra-serps-of-no-priority-to-google/
Case Study: Academic Site Ranking for Pharma
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@irishwonder@irishwonder
Case Study: Academic Site Ranking for Pharma
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@irishwonder@irishwonder
Case Study: Academic Site Ranking for Pharma
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@irishwonder@irishwonder
Be responsive to avoid reputation issues and solve them early
Online Reputation and Social Media
Name.com have accidentally sent promo emails to their customers – after complaints on Twitter they posted this video of their employee responsible for the screw up eating those emails as punishment(Full story: http://www.irishwonder.com/blog/2014/03/20/case-study-brands-winning-social-media/)
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@irishwonder@irishwonder
There is always good content and bad content about a brand
Make sure people are aware of your good content and it is well visible
Don’t think you can just “negative SEO” your bad content
How to Manage Online Reputation?
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@irishwonder@irishwonder
Yes, Online Reputation Management is one area where negative SEO makes sense commercially
No, negative SEO is NOT about buying a bunch of shitty links on Fiverr to your negative content
A Few Words about Negative SEO
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@irishwonder@irishwonder
What is your first idea when somebody mentions Iran?
How to Manage Online Reputation?
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@irishwonder@irishwonder
Online Reputation Management for Countries
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@irishwonder@irishwonder
But they are working on trying to improve it
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@irishwonder@irishwonder
Find a great story and make people talk more about it
…or create one!
How to Manage Online Reputation?
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@irishwonder@irishwonder
Questions? Feel free to get in touch!
• [email protected]• Twitter: @irishwonder• Facebook:
http://www.facebook.com/irishwonder• LinkedIn: linkedin.com/in/irishwonder• Blogs:
http://www.irishwonder.com/blog/ - general SEOhttp://www.irishwonder.syndk8.co.uk/ - darker areas