Pro-Active Reputation Management

What is Online Reputation Management?

MONITOR | CONTENT CREATION | CONTENT PROMOTION | REPORTING

Why Do We Need ORM?

A Personal Online Reputation Management (ORM) Problem

According to Google Search Results “This Winner has been with his wife for many years. And has cheated on her for about as long”

Meet Carl Oliveri. CPA, MBA, Husband, and accused cheater on…

Is it true? Who knows, but it ranks #5 in Google for his name.

A Business ORM Problem

6 of the Top 10 results for a search of LAX Airport are currently about a negative event

When Something Happens – People Google

Why Proactive?

Because an ounce of prevention is worth a pound of cure.

- Benjamin Franklin,

ORM Pioneer

9

First Things First:Check If You Have any Problems

Check The Search Engine Results For Your Airport, Products, and Brands

Pro Tip: Use this URL string in a private browser window to retrieve Google search results that are neither personalized nor location specific:

http://www.google.co.uk/search?q=keywords+go+here&gl=us

Check Your Autocomplete Values

You can view the top 10 results for a phrase in Google Autocomplete using an undocumented Google API.

Use UberSuggest.org & gofishdigital.com/blog/autocomplete to review your Autocomplete values.

Check The Complaint & Review Sites

See gofishdigital.com/blog/complaint-search for a tool that searches over 40 complaint sites.

Next: Claim Your Property

Register Social Media Profiles

Facebook, Twitter, Google+, LinkedIn, Quora, Flickr, YouTube, everything else…

KnowEm.com will register your name on 300 social media sites for $600 (smaller plans available).

Social Profiles Help Get Your Message Out

Structure Your Website Properly

Help Google and other search engines identify which social profiles are yours.

Anchor text to social profiles on your website should be:

[Brand Name] on [Social Network] (e.g. “LAX on Twitter”)

Buy Domains

Buy YourName.com or something close. Snatch up other TLDs like .com, .net, .me, etc

Consider buying 10 or so modified versions of your domain, for example:AirportCrash.com (so nobody else does)AirportReviews.comAirportNews.com, etc.AirportFoundation.comAirportBlog.comAirportJobs.com, etc….

This slide sponsored by:

Then What: Everything Else

Leverage Schema.org Markup

• Add star ratings to Google Search Results

Stockpile Positive Reviews

Do’s Don’ts

Ask for Reviews – It’s like asking a customer to “tell a friend about us”

Thank and engage everyone who leaves a review

On Yelp, friend/like/follow positive reviewers

Incentivize or reward reviewers

Go crazy setting up fake accounts to create fake reviews

Argue publicly with any negative reviewers

Listen for Mentions on Social Media

Today’s Twitter complaint can become tomorrow’s ComplaintsBoard.com rant. Catch both negative and positive mentions in real-time.

There are plenty of free and paid social media monitoring tools. Our recommendations – Free: Trackur, Paid: UberVu

CONTENT PROMOTIONSEARCH ENGINE OPTIMIZATION TECHNIQUES

BACKLINKS REFRESH WEBSITE CONTENT

CLICK THROUGH RATE

Questions?

Dan Hinckley@dhinckley on the Twitter

Dan.Hinckley@GoFishDigital.com

Slide Deck Available at:GoFishDigital.com/florida-airports/

Thank You