SES San Francisco, Live Blogging, Andy Beal: Managing Your Google Reputation
Just had an awesome lunch at The American Grilled Cheese Kitchen, ready get some good sessions in! [Got the Black and Blue in case you're wondering ;-)]
Side Note: Andy just launched a new version of Trackur this week!
Side Note 2: As someone who has worked closely with Andy for almost 10 years, it's awesome to see him take the idea of ORM and social media monitoring from non-existent to a full hour of easy-to-understand, actionable content. Really awesome presentation, the most valuable presentation I've been in for a long time. Maybe his next book should be on useful presentations. ;)
"I'm not a social media expert. The gurus are the ones that like to talk about it a lot. I like to do it." LOL. Good ol' British humor. ;)
The five keys to SERM (search engine reputation management):
- Rethinking keywords; keywords should revolve around brand(s), names, products, services, brand acronyms, etc, rather than SEO keywords.
- Making your efforts spider-friendly; use keywords in page name, domain name, url, title tags, etc. Make use of brands in there.
- Me, Myself and Irene;
- Anchor text; business partners, other brand properties, etc. pointing to your site(s).
- "You are the superbrand."; Any other site that you link to from your brand's site, using anchor text of the brand name, Google pays attention to. Link to your other brand sites from your corporate site. *Awesome point!
"Trying to get 10 or more pages to rank."
"Whenever we write about ourselves....we start off really strong... 'trackur today starts....' Then we move into using pronouns...and stop mentioning our company brand."
Start talking about yourself in the third-person with everything. Awkward to start with - especially for small companies - but highly useful for ranking well.
Creating a Google Sentiment Audit
Audit the first 30 results for our keyword. BUT, mostly focused on the top 10.
- Categorize levels of influence over ranking sites: Owned, controlled, third party, influence. * Great distinctions.
How to know if you should pay attention to a site/listing: "If this were my company, would I be happy with a customer seeing this result?"
- You should own or control 80%
- Influence 10%
- Third-party 10%
* This might be incorrect. Will confirm and edit.
Look for existing opportunities, assets and threats in positions 11-30.
Do this stuff now. Be preemptive. Sensation sells. Negative listings can come from nowhere. Be prepared.
Are you using your .net or .org?
.org is an easy "charitable contributions" site.
- get indented listings here, too. That's 4 listings in top 10. Awesome.
Register additional domains - preferably positive sentiment - ie: [Brand]cares.org - increases positive reputation awareness.
- Might not always be a possibility. 3 years ago Google said they might treat subdomains as subdirectories, but still hasn't...uncertain future for subdomains.
- recommends only 1 or 2 subdomains.
An ounce of prevention..... (showing an example of top results for "microsoft." They own the top 10 rankings.
- don't wait for a crisis to hit
Other ideas for developing properties:
- companyname.wordpress.com : small events, a few pages
- blogger.com : blogger sites do well on Google results ;) [Andy got top rankings with a companyname.blogger.com site in 20 minutes]
- facebook pages : Key thing is to get brand in URL. feed in rss feeds. Must have at least 25 fans to get custom URL.
- LinkedIn : Great for individual, personal reputation. GET TESTIMONIALS. Get vanity URL. Trackur has three employees listed on LinkedIn, and the LinkedIn company page gets ranked well.
- Twitter : Use name in profile. Old-style retweet when people have said good things about you, since your company name is often a part of the tweet. Increases keyword density.
- Flickr : company account, etc. Embed flickr images in your blog posts
- YouTube : Similar to Flickr.
- WetPaint : For those who want to use Wikipedia, but also want full control.
*** Don't setup a Wikipedia profile if you ever think you're going to come under attacked. Crises will often get put onto there and will stay.
- Ning : You can't get a free account anymore. Andy points marketingpilgrim.tv to ning page.
- Associated Content : Andy's attempt at blackhat reputation management...but he didn't inhale ;) Bio ended up getting rankings after the article wasn't accepted for being too self-promotional. Just fill out an author bio to start.
- GetSatisfaction : great for bringing together communities.
Other opportunities where you have influence.
Leverage business partners... get a full page. "Writing can be a pain...Let us write it for you..."
- Linking to others' content. Will it always remain positive?
- Paid Posts. Disclose and do it now!
- Paid Search.
Just lost a few notes due to net connection drop. Will try and get the last couple of slides.