Online Reputation Management - a Webinar for IGBAffiliate
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Transcript of Online Reputation Management - a Webinar for IGBAffiliate
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Online Reputation Management
What You Need to Know
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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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Any publicity is good publicity? – maybe not for conversions
Importance of Online Reputation
(According to a survey by Dimensional Research)
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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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Brand Name SERPs
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Brand Name SERPs – Brand Hijack
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Brand Name SERPs – Poor Ratings
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Affiliates: Why You Should Care Too
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Search box
Bottom of SERPs
Google Suggest
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Negative Mentions Ranking for a Suggested Negative Query
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Search Volume Amount of Existing Content
What Influences Suggestions?
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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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Ranking for Unrelated Keywords – Sending the Wrong Message
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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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Case Study: Academic Site Ranking for Pharma
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Case Study: Academic Site Ranking for Pharma
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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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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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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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What is your first idea when somebody mentions Iran?
How to Manage Online Reputation?
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Online Reputation Management for Countries
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But they are working on trying to improve it
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Find a great story and make people talk more about it
…or create one!
How to Manage Online Reputation?
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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