Upward SEO reputation management

"How to Grow Your Business by Improving Your Online

Reputation"

TODAY’S SPEAKER

Michael Fleischner

Author, SEO Made Simple (3rd Edition)[email protected]

• Author and speaker on reputation management and SEO

• Has appeared on TODAY Show, ABC World News, and Bloomberg Radio

• President and Founder of Upward SEO

• SCOOP Marketing Forum

“SEO Made Simple (3rd Edition)”

What is Online Reputation

Online Reputation Management (ORM) means getting your content and message online to establish a favorable perception of your company or brand

Studies show that 83 percent of all consumers use the Internet to research businesses prior to purchasing products and services

Prospects develop an impression of your brand based on search results. Consider page 1 of Google as your business card (search results, autocomplete, third party websites, social media sites)

• Websites

• Images

• videos

3Upward SEO – where reputation matters! 800-975-7324 UpwardSEO.com

Why you must manage your online reputation

If you are not proactively managing your own business reputation, then it will be managed by the actions of others.

Consider the implications of even one negative review about your business, especially if that is all people find when searching for you.

Companies with a poor online reputation have reported: low conversion rates, increased marketing costs, and lower profit margins.


Simply search the web for your business name and see what results you get. Also, also search your name, the names of your high-profile employees, brand, or product/service)

You don’t need to look past the first page of search engine results, as 99 percent of your customers will never get past that page

An Ounce of Prevention


What it Should Look Like

Many sites allow individuals to share their experiences with a business via online reviews and commentary.

Online review/citation sites like Foursquare, Yelp, Bing, and Urban Spoon, among others; even Google Places provides a dedicated space on your Places page for customer reviews.

In addition to the review sites, your online reputation is also affected by comments in industry forums, threads on social media sites, online articles, blog posts, public record documents, and more.

How your reputation is formed


83% of consumers research products and services before making a purchase*

See how often people are searching your brand with the Google Adwords Keyword Tool

Would you buy from a company that has:

• Negative online reviews?

• Negative news or press?

• Limited information available?

• Negative videos or other types of information?

The Cost of a Bad Reputation or No Reputation?


*Internetretailer.com

How to manage your online reputation on the cheap…

Successful online reputation management begins with prevention!

• Build your online presence before the storm (Reputation Marketing)

• Focus on your "Centers of Influence“ socially and locally (more on this later)

• Be congruent with your branding and messaging

• Give stakeholders a place to vent and receive help before they ‘take it to the streets’

• Fill any voids in your Google reputation• Crowd out negative voices


How to manage your online reputation

Once online reputation has been compromised, consider a comprehensive program to improve results:

• Assess the full scope of online reputation concerns• Review existing results and determine best course of action

(respond to reviews, etc.)• Review existing company assets and optimize• Focus on improving ranking of neutral or positive results• Develop a program to push down negatives• Monitor online reputation• Protect against future attacks

Have a comprehensive plan that addresses online reputation from different angles (search, social, reviews)


“The traditional approach…"

BORING

Use this 4-step process to take control of your online reputation.

Evaluate

Strategize

Execute & Maintain

Analyze & Refine

It Begins with a Proven 4-Step Process(make anyone look good online)

1. Evaluate

2. Strategize

4. Analyze & Refine

3. Execute & Maintain


GOAL: Control most or all of your page 1 rankings…

Begin with a comprehensive evaluation of your unique ORM status

Review first 3 pages of Google for your target search phrase and existing assets

Grade the first 20 organic listings across multiple factors including sentiment, authority, and controlling entity to recognize challenges & identify goals

Evaluate for optimization probability and score accordingly to inform strategy

Step 1: Evaluate

1. Evaluate

2. Strategize

4. Analyze & Refine



Once current online reputation has been evaluated, collaborate on an effective ORM strategy

Customize recommendations based on your specific situation

Develop strategy that prioritizes opportunities leveraging existing assets, social media, and other positives

Document, document, document

Step 2: Strategize

1. Evaluate

2. Strategize

4. Analyze & Refine



Implementing the ORM strategy in the right manner and pacing is essential for measurable results

Implement suppression strategies while partnering with company sponsored initiatives

Optimize assets on page prior to off-page to ensure optimal impact (ex: LinkedIn)

Deploy search engine optimization strategies to improve rankings of company controlled and positive/neutral assets, pushing down negative results

Step 3: Execute & Maintain

1. Evaluate

2. Strategize

4. Analyze & Refine



Continually monitor and refine your campaign.

Track positives, negatives, and neutrals on a monthly basis

Document work by asset (optimization, link building, remediation, outreach)

Meet regularly as a team to discuss wins and losses

Step 4: Analyze & Refine

1. Evaluate

2. Strategize

4. Analyze & Refine



“Get Social. Get Local.Improving online search

results in less than 72 hours…"

SHORT CUT…

Two Great Places to StartPlace #1 - Social

Social Media• Have accounts? Optimize them…

• Need accounts? Get them…-Facebook -Google +-Twitter - Pinterest-LinkedIn -Slideshare

• Consider other high ranking sites based on your niche (ex: Aboutme, Crunchbase, etc.)


Individuals…

Businesses…

Two Great Places to StartPlace #2 - Social

Focus on Local Optimization• Accurate Citations• Listen. Really Listen - monitoring• Respond Quickly - engagement


PHOTOS

VIDEOS

SEASONAL PRODUCTS

SPECIAL OFFERS

15 YRS AGO,ONCE A YEAR

TODAY,EVERY DAY

Take Advantage of Local Every business should…

Protect Your Business w/Local Optimization

Local citations impact Google Places listing as well as natural search results. Citations are considered one of the top 3 determinants of rank.

Jennifer Keeley

Publishers with turbo and pluses

LOCAL LISTINGS INFORM BEHAVIOR

From Where

To Why

WHO

WHEN

WHAT

WHAT

STAFF BIOS

EVENTSPRODUCTS/SERVICES

MENUS

As many as 86% of local searchers take action

LOCAL IS QUICK AND EFFECTIVESTAY IN CONTROL…

Two Great Places to Finish

Social Media• Have accounts? Optimize them…• Need accounts? Get them…

-Facebook, Twitter, LinkedIn, Google+, Pinterest

• Consider other high ranking sites (ex: Aboutme, Crunchbase, etc.)

Focus on Local Optimization• Get Covered on Local Business Sites –

ask us about our Local Platform!• Consider your own review engine• Listen and Respond Quickly -

engagement


Be out in front. Utilize Social and Local to dominate online and proactively manage you or your company’s online reputation:

For Help With Online Reputation Management or Local Search

Michael [email protected]

Office: 800-975-7324 x700

Upward SEO reputation management

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