Applying Reverse SEO Techniques

to Resolve Search Reputation Problems

by Herman Tumurcuoglu

Google, Yelp, Angie’s List, Consumer Report

Newspaper Article

Review Boards

Complaints Sites

Videos

Personal Blogs

Brandjacking!

BaBcBad Ass

Behind

Computer

UGC on SERP

UGC on SERP

Google Auto Suggest

London School of Economics

2reduction in negative word of mouth

boosts sales growth by1% %

Local Business more VulnerableSource: NielsenSource: Brightcove

SERM Search Engine Reputation Management

• 30% of searches

are for names

• Customers,

Investors,

Employees...

YOUR BRAND!

SERP CTR Breakdown

#143%

#212%

#39%

#46%

#51%

#64%

#74%

#83%

#93%

#103%

#11-2011%

#21-10001%

SalesSERP CTR Breakdown

Techniques used in Reverse SEO

• Develop and Incorporate Social Media Pages and UGC sites: 300 sites!

• Integrating (at least some) Social Media Platforms with Customer Service.

• Create Micro sites on Customized Domains targeting the key phrases on SEO.

• Creating Unique Content (videos) on/linked New Micro Sites.

• Create Blogs and Wikis and Develop them Separately with unique content.

• Issue Press Releases.

• Apply SEO Techniques for each asset (bulk of the time and difficulty)

• Update Often

CHANGE Google Auto Suggest

• An increasing DELTA Δ in search volume over sample time period.

• High Search Volume creates a feedback loop which signals to Google the term is

increasingly relevant.

• ΔTp1 / ΔTp2 = Divergence. Increasing or Decreasing relevancy.

• New searchers exposed to the inflammatory suggestion give more authority

divergence.

Key Takeaways

1. Prevention

• Own Your Brand.

• Stake Your Claim on Social

Media.

• Build Your Social Currency.

• Develop Content and curate

information about your brand.

2. If you have reputation issues…

• Choose your partner carefully. Make

sure they have proper SEO

credentials.

• Discretion is THE MOST important

thing in ORM.