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Online Reputation Manangement

Date post: 23-Jan-2018
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14
Applying Reverse SEO Techniques to Resolve Search Reputation Problems by Herman Tumurcuoglu
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Page 1: Online Reputation Manangement

Applying Reverse SEO Techniques

to Resolve Search Reputation Problems

by Herman Tumurcuoglu

Page 2: Online Reputation Manangement

Google, Yelp, Angie’s List, Consumer Report

Newspaper Article

Review Boards

Complaints Sites

Videos

Personal Blogs

Brandjacking!

BaBcBad Ass

Behind

Computer

Page 3: Online Reputation Manangement

UGC on SERP

Page 4: Online Reputation Manangement

UGC on SERP

Page 5: Online Reputation Manangement

Google Auto Suggest

Page 6: Online Reputation Manangement

London School of Economics

2reduction in negative word of mouth

boosts sales growth by1% %

Page 7: Online Reputation Manangement

Local Business more VulnerableSource: NielsenSource: Brightcove

Page 8: Online Reputation Manangement

SERM Search Engine Reputation Management

• 30% of searches

are for names

• Customers,

Investors,

Employees...

YOUR BRAND!

Page 9: Online Reputation Manangement

SERP CTR Breakdown

Page 10: Online Reputation Manangement

#143%

#212%

#39%

#46%

#51%

#64%

#74%

#83%

#93%

#103%

#11-2011%

#21-10001%

SalesSERP CTR Breakdown

Page 11: Online Reputation Manangement
Page 12: Online Reputation Manangement

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

Page 13: Online Reputation Manangement

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.

Page 14: Online Reputation Manangement

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.


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