Below is live coverage of the Protecting Your Brand Online panel from the SES San Francisco 2011 conference. This coverage is provided by Shanon Woodruff at RankSmart.
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Shanon Woodruff:
10:32:21 am
Protecting Your Brand Online : SES San Fran 2011 Live Coverage
Reputation Management
Solo presentation by:
Andy Beal, CEO, Trackur
Reputation Management
Solo presentation by:
Andy Beal, CEO, Trackur
Shanon Woodruff:
10:42:08 am
Your Google Reputation Stinks! Don't Worry
5 Keys to Search Engine Reputation Management (SERM)
1. Rethinking Keywords: Getting lots of pages to rank for a few keywords. Brand Research
2. Spider Friendly: Basic SEO stuff with a twist of Reputation management (RM)
3. Me, Myself, and Irene - You need to think of yourself in third person when working in RM. Have to start writing in third person.
4. Anchor's Away - Make anchor text work for you
5. SuperBrand to the Rescue - You can pass this on to any other site you are trying to get to rank higher
5 Keys to Search Engine Reputation Management (SERM)
1. Rethinking Keywords: Getting lots of pages to rank for a few keywords. Brand Research
2. Spider Friendly: Basic SEO stuff with a twist of Reputation management (RM)
3. Me, Myself, and Irene - You need to think of yourself in third person when working in RM. Have to start writing in third person.
4. Anchor's Away - Make anchor text work for you
5. SuperBrand to the Rescue - You can pass this on to any other site you are trying to get to rank higher
Shanon Woodruff:
10:47:52 am
To start Protecting your brand you should audit the first 20 results for your keyword - Segment keywords into categories - Owned (You Own), Controlled(FB Twitter), Influence(Someone You know), Third Party(Out of your control)
Shanon Woodruff:
10:58:08 am
Tactics
If You've Got It, Flaunt It:
- Take stock of existing web content
- Just like whiskey, order a double
-Which pages relevant to your brand
-Which pages bubbling outside of Google top 10?
-&num=100 - expand result pages
An Ounce of Prevention:
-Don't wait for a crisis to hit
-Are you sing your .org,.net?
-Other company branded domins?
-Sub-domains rock! Focus on only two sub-domains
Key to tactics is passing the Google manual review. Any content you put on an external site needs to have some depth to it. Do not duplicate content. Make everything original.
If You've Got It, Flaunt It:
- Take stock of existing web content
- Just like whiskey, order a double
-Which pages relevant to your brand
-Which pages bubbling outside of Google top 10?
-&num=100 - expand result pages
An Ounce of Prevention:
-Don't wait for a crisis to hit
-Are you sing your .org,.net?
-Other company branded domins?
-Sub-domains rock! Focus on only two sub-domains
Key to tactics is passing the Google manual review. Any content you put on an external site needs to have some depth to it. Do not duplicate content. Make everything original.
Shanon Woodruff:
11:12:58 am
Good stuff is coming - Wrapping up a list
Shanon Woodruff:
11:17:45 am
What Else Ranks?
WordPress.com: When you create a blog you want to have ownership. WordPress is great for creating a micro-site and managing you reputation. It can be used for blogs, charity, updating clients.
Blogger.com: Alternative to WP. Why is it good? Google owns it.
Facebook.com: Profile Pages - The Key is the get 25 follower to get customizable URL - Make sure you link from your company site.
Linkedin.com: Good for personal reputation - Set the URL to the persons name. Write it in third persons. Also, have your employees do the same.
Twitter.com: Excellent for working with customers. To help rank higher RT often. Every time you RT your company page is mentioned. When someone makes a positive tweet, mark it a favorite. Use twitter widdget on homepage with a filter to show favorite tweets.
Flickr.com: Google loves diverse of content. Create a Flickr profile, Company name, designate URL, Upload photos, then LABEL THEM ALL! For individuals, Upload their photos, TAG THEM! Then create a similar profile page on your "About Page," then embed the images from Flickr.
WetPaintCentral.com: A personal Wiki service that only you control it. You can put it on a sub-domain.
AssociatedContent.com: Sites out to make money, kind of a content farm. May not be the best route to go with. This is more of an experimental option.
GetSatisfaction.com: Great place to use a free profile and see if you can get it to rank. Offers lots of control - If this goes well, you can upgrade to paid.
Ning.com: Create a social network of your choice. Make site look lie Flickr, Facebook, and so on. Best part you can create it own URL.
WordPress.com: When you create a blog you want to have ownership. WordPress is great for creating a micro-site and managing you reputation. It can be used for blogs, charity, updating clients.
Blogger.com: Alternative to WP. Why is it good? Google owns it.
Facebook.com: Profile Pages - The Key is the get 25 follower to get customizable URL - Make sure you link from your company site.
Linkedin.com: Good for personal reputation - Set the URL to the persons name. Write it in third persons. Also, have your employees do the same.
Twitter.com: Excellent for working with customers. To help rank higher RT often. Every time you RT your company page is mentioned. When someone makes a positive tweet, mark it a favorite. Use twitter widdget on homepage with a filter to show favorite tweets.
Flickr.com: Google loves diverse of content. Create a Flickr profile, Company name, designate URL, Upload photos, then LABEL THEM ALL! For individuals, Upload their photos, TAG THEM! Then create a similar profile page on your "About Page," then embed the images from Flickr.
WetPaintCentral.com: A personal Wiki service that only you control it. You can put it on a sub-domain.
AssociatedContent.com: Sites out to make money, kind of a content farm. May not be the best route to go with. This is more of an experimental option.
GetSatisfaction.com: Great place to use a free profile and see if you can get it to rank. Offers lots of control - If this goes well, you can upgrade to paid.
Ning.com: Create a social network of your choice. Make site look lie Flickr, Facebook, and so on. Best part you can create it own URL.
Shanon Woodruff:
11:25:45 am
Gray Area of Ranking
Business Partners: You can ask your business partners to put you on their pages. Just ask, ask if you can your own page, don't always have to be the corporate site, could use your blog.
Sponsorships: If you are spending money, especially a lot, you can ask for your own page. Submit your own text and back links. Does not have to be big.
Speaker Profiles: Doesn't have to be huge, just ask to have a speaker profile, write it yourself in third person.
Affiliates: Great affiliates will post excellent content about you
Danger Zone:
- linking to other' conent
- Will it always remain positive
-Wiki
-Paid post
- Disclose & do it now!
- Paid Search
Sanitizing Google -
- Get an early alert
- Google Alerts or Trackur
- Look beyond the first 10 results
- Don't Panic!
- Your Don't get, if you don't ask
- Be benevolent
- Look for Legal Loopholes
If you have something defamatory come up online, have a court order to have Google remove it.
Business Partners: You can ask your business partners to put you on their pages. Just ask, ask if you can your own page, don't always have to be the corporate site, could use your blog.
Sponsorships: If you are spending money, especially a lot, you can ask for your own page. Submit your own text and back links. Does not have to be big.
Speaker Profiles: Doesn't have to be huge, just ask to have a speaker profile, write it yourself in third person.
Affiliates: Great affiliates will post excellent content about you
Danger Zone:
- linking to other' conent
- Will it always remain positive
-Wiki
-Paid post
- Disclose & do it now!
- Paid Search
Sanitizing Google -
- Get an early alert
- Google Alerts or Trackur
- Look beyond the first 10 results
- Don't Panic!
- Your Don't get, if you don't ask
- Be benevolent
- Look for Legal Loopholes
If you have something defamatory come up online, have a court order to have Google remove it.
Shanon Woodruff:
11:31:15 am
Q&A
Q: International company stole our site, what do we do if it is ranking?
A: Contact the search engine, they will know what to do
Q: Is your reputation management strategy different in YouTube?
A: If you optimize your videos in YouTube, the rest of RM will generally apply.
Q: You did not mention slideshare.com & meetup.com, why?
A: Ran out of time. Both are great sites, in RM the most important thing is profiles and control.
Q: International company stole our site, what do we do if it is ranking?
A: Contact the search engine, they will know what to do
Q: Is your reputation management strategy different in YouTube?
A: If you optimize your videos in YouTube, the rest of RM will generally apply.
Q: You did not mention slideshare.com & meetup.com, why?
A: Ran out of time. Both are great sites, in RM the most important thing is profiles and control.
Shanon Woodruff:
11:31:28 am
The End - Protecting Your Brand Online : SES San Fran 2011 Live Coverage
