Andy Beal Has a Problem

Andy Beal Has a Reputation ProblemGoogle ORM Master Class 2012@andybeal

Allow Myself to Introduce MyselfCEO of Trackur.comFounder of GuestComment.comPublisher of MarketingPilgrim.comCoauthor of Radically TransparentAnd sometimes...

@andybeal

Andy Beal...an Internet search engine developer, was involved in the development of...commercial space launch ventures

@andybeal

@andybeal

@andybeal

Keyword Research

@andybeal

A New Angle on KeywordsWhat brands do you need to protect?Company name = Trackur, GuestCommentProducts = Marketing Pilgrim, Radically TransparentCEO = Andy BealBrainstormCheck analyticsMonitor social media@andybeal

Examples...

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Cheat sheet...

http://gri.ms/KUVW@andybeal

Sentiment Audit

@andybeal

Google Sentiment AuditAudit the first 30 results for your keyword

Focus on 80/10/10Look for existing opportunities@andybeal

Lazy?

@andybeal

WARNING!

Side effects of Googling yourself for more than 10-minutes a day include: blindness, nausea, crying, lack of self-confidence,too much confidence, loss of ego, despair, heartburn, diarrhea (who knew?), time wasting, bone loss, the random appearance of monkeys sniffing poop, and Ashton Kutcher. Please drink responsibly. Professional driver, closed course. If you can read this text, congrats! You are a super-fast reader and brought binoculars with you! ;-)@andybeal

SEO Kung Fu

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Kung Fu?@andybeal

Black belt techniques?@andybeal

Ninjas?@andybeal

Clich?@andybeal

I am a professional...

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Oh yeah, back to SEO...@andybeal

Me, Myself and Irene

@andybeal

Why Im Anti PronounsPronouns are the enemyavoid: we, us, our company, about usProper nouns are your friendWrite corporate bios in 3rd personSame for company about us pagesDitto for press releases and social profiles

@andybeal

In practice...

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Who?

@andybeal

Keep the Spiders Happy!

@andybeal

Include Names...In Page Names!All web pages for ORM should include your namehttp://www.andybeal.com/andy-bealhttp://www.marketingpilgrim.com/andy-beal-online-marketing-experthttp://www.trackur.com/about-trackur Have you changed your social media profiles?http://www.linkedin.com/in/andybealhttps://www.facebook.com/guestcommenthttp://www.linkedin.com/company/trackur @andybeal

Warning!

Dont Change Established URLs!@andybeal

Anchors Away

@andybeal

Bringing Sexy Links BackAvoid Click Here or About Us anchor textInclude names in backlinks you control

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Call on Superbrand

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Neither a bird or a plane...You rank #1 on Google for your company name, right?No? Well at least youre at the right conference!Therefore Google knows youre the most relevant siteWhich means any page you link to, benefits from that relevance!@andybeal

Content That Ranks

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Pimp What Youve Got

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Optimize Existing ContentUpdate existing about us pages & corporate profilesUse Google to figure out other relevant pages of any site you ownLink homepage to 2nd pageTarget keywords to most relevant page@andybeal

In action...

@andybeal

Subs Are Da Bomb!

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Sub-DomainsSub-domains over sub-directoriesDont over-do it2 to 3 topsInvestor infoCorporate siteCommunity involvementPressCustomer Portal@andybeal

help.trackur.com

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Play All Your Cards

@andybeal

Using Other TLDsMake use of .org and .netTake care not to duplicate contentRegister other domains...

@andybeal

Get Social

@andybeal

Optimizing Social ProfilesPreferably pick the ones you will be active onComplete bios in 3rd personLink to them from your corporate siteLook for option to customize URLGet clever with KWD...@andybeal

Clever...

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Even Cleverer...

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Cleverest...

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Have Multiple Partners

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Web PartnershipsAsk business partners for a profile on their siteEspecially if they rely on your businessNeeds its own pagee.g. partnersite.com/trackur.htmOffer to write it for them!Dont link back to your homepage@andybeal

Disposable Web Content

@andybeal

WordPress & BlogspotShort-term, project blogsEvents, conferences, charity workUse your brand in domain:companyname.wordpress.compersonalname.blogspot.comNeed at least 4 pages of unique contentDoes NOT have to be maintained!@andybeal

Example...

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Picture a Better Reputation

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Flickr is Your ORM FriendCustomize URLComplete your profileInclude brand in title, description and tagsHost company stock imagesHost corporate biosEmbed them on your corporate siteDo NOT try to sell from Flickr!@andybeal

In practice...

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Act the Part

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YouTube for ORM

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Example...

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Money Talks!

@andybeal

Sponsorships & AdvertisingIf youre sponsoring an event, get a bio!Piggybacks off their trustNeeds to be separate pageOffer to write the contentConsider sponsoring defensively Be careful with sponsored reviews@andybeal

How it works...

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Letters to the Editor

@andybeal

Optimizing Existing ReviewsFind favorable reviewsSend note of thanks, perhaps offer discount/free stuffYou dont get, if you dont askAsk them to change link destinationGet them to join your affiliate program

@andybeal

Example...

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An ORM Chain Reaction

@andybeal

Supplement Those LinksUse monitoring tools for link opportunitiesinfluencer outreachmonitor industry news and look for virgin sitestest which newswires help your ORM the mostreviews that mention but dont feature you

@andybeal

In practice...

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Just a Suggestion

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Google Suggest & Other PITA

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When Facing a Reputation Attack@andybeal

aka@andybeal

I Hate Jeremy Zawodny

@andybeal

It started with this...

@andybeal

Reached outSent Jeremy an emailLeft a few comments to share my side of the storyExplained the damage he was doing and how serious his post was@andybeal

Going Behind His BackEmailed press contacts at YahooEmailed executive team at MyBlogLogSent evidence of permission to run contest

@andybeal

Creating a Public Uproar

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Rallying the Troops

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Resolution

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I Dont Really Hate Jeremy@andybeal

Much@andybeal

Cleaning Up the Mess

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Dont Hit This Button!

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Be Benevolent

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Legal Infringement

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Busted!

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Legal Action

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Homework

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HomeworkBrainstorm your reputationsConduct a sentiment analysis on GoogleSet up social media monitoringIdentify existing content for optimizationBuild out a sub-domain and/or other TLDOptimize social media profilesDo it NOW before a crisis occurs!

@andybeal

thanks!

Yeah, seems funny now, but wait til it shows up on Google!andy@trackur.comandybeal.comtrackur.comtwitter.com/andybeal@andybeal