Reputation Management for C-Level's

transcript

Reputation Management

about Dwight

tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210

I failed

well…. why?

Most business owners are LAZY. Prevention is unnecessary when there is no apparent problem.

Just take care of it.

It’s logical to get it removed.

Im’a gonna sue them!!!

What is negative seo?

How a website ranking & value in the eyes of search engines has been negatively affected due to misappropriations of one’s efforts.

Or….the perception is created to be negative.

Like the weather

SERP changes / updates, new products creating footprints, un-vetted postings, topical news trending keywords, simple re-post, re-tweet, what sells advertisers, page views, CPM and CTR……. It’s always changing like navigating a ship at sea.

Example:

how to combat?

Yelp did paid test, recorded calls and results then posted onlineAmazon CL paid reviews, gift card purchases to modify sales rankingsAngieslist multiple paid accounts leaving reviewsTwitter / Instagram paid influencer posts, follows; resell profile stats Glassdoor fake anonymous accounts leave neg reviewsGooglePlus fake anonymous accounts leave neg reviews

Reddit is a little tough…..

TIME + MONEY = rolling results that never cease

be proactive

After being threatened with a bad review a cafe owner in Ireland has posted CCTV footage of customers ‘horsing food into them’ to show proof.

Tactic = Press Mentions

What negative seo isn’t

• It’s “Totally subjective” & can be a number of things• What causes the boss or client to be upset and why’d that happen?• Define a “negative” search result or online mention…

need worry?

• Yes• Plan to fail because you failed to plan• Sophisticated methods and how they change• Understand the historic methods that caused hurt• Used multiple “SEO’s” and services• Monitor backlinks & mentions as they happen• Have good superior, responsive developers/IT/marketing team

why care?

• Curious about your reputation online• You’ve found negative results• Protect reputation of an upcoming marketing campaign• You want to be prepared for a worst-case situation

rule #1

• Don’t talk about it, fix it• Speak in general publically, never detail out your plan to anyone• Never talk about manipulation tactics• Keep your ego in check

rule #2

• Do your homework• Get a budget• Be serious on the cost to fix vs. cost to redev/restart• Develop a plan, assign tasks and dates• Expand on all ideas a first, don’t bottleneck in to a few ideas• Track and refine• *idiot cheap-no-idea-of-work-it-takes situations

rule #3

• Consider all options• Organic• Paid• Social• Legal (careful)• White Envelope• Friends of friend’s friends…

rule #4

• You are not superman• Know when to say when• Who can help, costs and timeline• Task out against timeline• Clients/boss rarely care about “why” it’s broken; focused on results

rule #5

• Legal involvement• Most don’t know shit, seriously• Expensive + Fast + Racing with Turtles• Only when realllllly necessary• *keep them in the know of the situation

backlink audit

• Webmaster Tools• MajesticSEO• Aherfs• SEMrush• SpyFu• Screaming Frog

more tools

• Copyscape = check dupe content• Monitor site security, updates + patches• Monitor social media mentions, lock down accounts• Site speed• Your own team’s efforts – watch!• Know Your Enemies!

going black

• Still works – shhhhhhhh!• Time and costs; legalities• Not for the fait of heart• Footprint conscious• White Hat is long-term; nothing to hide• Black Hat can work; risky but can work.• Slideshare.net/dwightzahringer

need help?

Slideshare.net/tmprod@dwightz

Facebook.com/dwightzdwight@tmprod.com

Reputation Management for C-Level's

Marketing