Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

No Bad Reviews: Online Reputation Management 101NATDA WebinarApril 20th, 2016

Kent LewisPresident & Founder

@AnvilMedia@KentjLewis

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Agenda

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Optimizing for Local Search

Online Reputation Management

Review Monitoring & Management

Recap

Resources

Q&A

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Optimizing for Local Search

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What is a local listing?

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How are local listings used?

Read reviews…

Get directions

Find a phone number

See pictures

Research pricing

…and more.

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20% of desktop queries have a local intent

50%+ of mobile queries have a local intent

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Only 5% of those use the city or state within the search query

2% use terms such as neighborhoods

0.5% use zip codes

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What do these stats mean to you?

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You could be missing out on a good deal of your potential traffic and future customers.

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Search Engine Platforms

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Local Search Result: Google

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2015 2016

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Local Search Result: Bing

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2015 2016

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Local Search Result: Yahoo!

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2015 2016

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Service Platforms

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Local Based Services (LBS)

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Then There Are Feeds…

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Holistic Approach is a Must

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Listing Ranking Factors

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Tools to Make Your Life Easier

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Optimizing for Local

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1. Proper Category Associations

2. Physical Address in City of Search

3. Consistency of Structured Citations

4. Quality/Authority of Structure Citations

5. HTML NAP Matching Place Page NAP

6. Quantity of Structured Citations

7. Domain Authority of Website

8. Individually Owner-verified Local Plus Page

9. City, State in Places Landing Page Title

10. Proximity of Address to Centroid

Top Ranking Factors

Source: http://moz.com/local-search-ranking-factors

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Top 10 Ranking Factors

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Key Steps for Local SEO

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Key to Success

Claim Optimize Monitor

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Key Local Term

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Consistency Matters: NAP

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Top Ranking Factors

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Citations

Anvil Media, Inc.310 NE Failing St.Portland, OR 97212

Anvil Media, Inc.310 NE Failing St.Portland, OR 97212

Anvil Media, Inc.310 NE Failing St.Portland, OR 97212

Anvil Media, Inc.310 NE Failing St.Portland, OR 97212

Anvil Media, Inc.310 NE Failing St.Portland, OR 97212

Anvil Media, Inc.310 NE Failing St.Portland, OR 97212

Anvil Media, Inc.310 NE Failing St.Portland, OR 97212

Anvil Media, Inc.310 NE Failing St.Portland, OR 97212

Anvil Media, Inc.310 NE Failing St.Portland, OR 97212

Anvil Media, Inc.310 NE Failing St.Portland, OR 97212

Link building for local.

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How do you not get lost in the crowd?

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How Do You Stand Out?

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Listing Ranking Factors

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Optimize Listing

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Key On-site Optimization

Location & Business Type in All Key Areas̶ Title Tag̶ Meta description̶ Headline (H1 tag)̶ Body Copy̶ URL

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Website Location Page Optimization

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Event Markup Example

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Schema Markup

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Google: The Elephant in the Room

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Google+ Local/Google My Business

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Claiming Your Business Listing

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Online Reputation Management

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Auditing Your Brand

—Search every relevant keyword related to your brand or company.

—Any negative sentiment? Reviews, articles, photos etc.?

—Learn more about the sites that rank and why?

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Identifying ORM IssuesModifiers

Service: reviews, ratings, complaintsLegal: litigation, lawsuit, sueManagement: executives, individualsNegatives: suck, hate, lameSituational: recall, union dispute, crash

YourCompany.SucksPurchase & protectBonus: host a moderated forum & engage

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Monitoring Your Brand

—Use Google Alerts and social tools to monitor brand mentions.

—Respond to comments/articles promptly.

—Where are people talking about you the most? The least?

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ORM FundamentalsPlug the leak!Identify undesirable listings in search resultsCreate & optimize competitive contentDevelop inbound links to boost rankingsLeverage existing opportunities

Utilize keyword-friendly domain namesCreate profiles/content on trustworthy domainsPromote “friendly” content in target search result

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Effective ORM StrategiesOptimize branded corporate content on site

Home, About, Contact, Legal, etc.

Create & Optimize PR content (News Room)FAQs, attractions, events, etc.

Syndicate high value contentReleases, articles, blog posts, etc.

Engage in conversationsDiscussion lists, forums, blog comments

Develop strategic inbound linksEvents, organizations, non-profits, industry websites

Integrate metrics & measurementURLs, tracking strings, unique 800#, promo codes

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Three Prongs of Online Reputation

SOCIALSEO

PR

ONLINE REPUTATION

MANAGEMENT

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ORM: Social Media + SEO

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Claim & Optimize Social Profiles

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Create Timely Content: Blogging— In addition to a blog hosted on your site

subdirectory, develop microblogs on other platforms.

— Share all blog posts on all social channels.

— Use social bookmarking services like StumbleUpon to expand reach.

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Optimize & Syndicate Top Content—Popular pages on your website

—Social media/blog posts

—Articles and coverage

—Presentations and interviews

—Business listings and reviews

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ORM: Public Relations

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Newsworthy? Press Release It.—Sponsored a local charity/event?

—Reached a notable milestone or formed a new partnership?

—If it’s newsworthy and interesting, an outlet will pick it up, potentially ranking highly in search for your brand.

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Become a Go-To Source—Reach out to local reporters covering beats related to your area

of business.

—Get quoted in articles and earn backlinks back to your website.

—News sites are high-authority with tremendous ranking power.

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Help a Reporter Out (HARO)— Pitch reporters to be a source for their article.

— National and local news publications.

— Sent to your email three times a day, based on vertical.

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Review Monitoring & Management

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Reviews Are ImportantConsumers are influenced by user reviews – one bad review can multiply quickly

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Reviews and Trust

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85% of consumers said they read online reviews for local businesses

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Reviews and Trust

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79% of consumers trust an online review as much as a recommendation from a friend

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Reviews and Trust

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73% of consumers said a positive review makes them trust a business more

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Responding to Online Reviews

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What Not To Do

—Deleting Negative Comments

—Ignoring or Responding Slowly

—Attacking or Responding Defensively

—Astroturfing

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What To Do Instead

—Respond With Positivity and Understanding

—Use Negative Comments as Opportunity to Highlight Strengths

—Ask Loyal, Regular Customers to Write Review

—Remember the Customer is Always ‘Right’

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Respond to the Negative

How to Respond Be calm, honest & transparent Take the conversation offline Larger/repetitive issues should

be addressed publicly Acknowledge, apologize and

outline corrective actions Offer a make-good (or ask what

it would take to resolve

When to Respond Anytime a reviewer appears

remotely credible The review is misstating facts The sentiment will negatively

impact future business

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Respond to the Positive

How to Respond Be gracious and humble Let them know you

appreciate their business Offer them something for

their time and effort

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Free Monitoring Tools

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Paid Monitoring Tools

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Monitor > Measure > Evolve

Measuring ORM Efforts Quantity of reviews Quality/sentiment Resulting traffic/leads

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Recap: Online Review Best Practices1. Great customer service naturally creates better ratings2. Ask happy customers for honest reviews3. Do not front-end incentivize reviews!4. Always monitor reviews (set up alerts & check back)5. Identify themes within negative reviews and take

appropriate action in order to improve as a company6. Address negative reviews in a timely manner (24 hrs)7. Be empathetic, not defensive8. No “astroturfing” or deleting reviews!9. Track competitive reviews for intelligence and insight10. Always remember - reviews directly impact revenue

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—Get on Google My Business ASAP!

—Be sure to claim and optimize your local profiles

—Stay active on social media

—Optimize your website for local SEO

—Reviews influence customer behavior significantly

—Respond to both negative and positive reviews

—Be involved and engaged!

Recap

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ORM 101: Key Takeaways

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Local SEO & ORM Resources– Local SEO Tactics That Will Help You Crush Your Competition– Local Search Engine Optimization (SEO) White Paper– The Mobile Opportunity for Local and Multi-Location Businesses– MOZ Local SEO resources– Google My Business: A Visual Tour Of Google’s New Tool For Local

Businesses & Brands– Ten Tips For Optimizing Your Online Persona– Five Steps to Generate Search Engine Visibility, Authority and Quality

Links via Public Relations– 7 Steps to Leverage Social Media to Increase Search Engine Visibility– Online Reputation Management: Seven Strategies to Build Your Brand

Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

Kent LewisPresident & Founder

@AnvilMedia@KentjLewis

Thank You! Questions?

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