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Andy Beal Has a Reputation Problem. Google ORM Master Class 2012. Allow Myself to Introduce Myself. CEO of Trackur.com Founder of GuestComment.com Publisher of MarketingPilgrim.com Coauthor of Radically Transparent And sometimes.

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andy beal has a reputation problem

Andy Beal Has a Reputation Problem

Google ORM Master Class 2012

allow myself to introduce myself
Allow Myself to Introduce Myself

CEO of Trackur.com

Founder of GuestComment.com

Publisher of MarketingPilgrim.com

Coauthor of Radically Transparent

And sometimes...

slide3
“Andy Beal...an Internet search engine developer, was involved in the development of...commercial space launch ventures”
a new angle on keywords
A New Angle on Keywords
  • What brands do you need to protect?
    • Company name = Trackur, GuestComment
    • Products = Marketing Pilgrim, Radically Transparent
    • CEO = Andy Beal
  • Brainstorm
  • Check analytics
  • Monitor social media
cheat sheet
Cheat sheet...

http://gri.ms/KUVW

google sentiment audit
Google Sentiment Audit
  • Focus on 80/10/10
  • Look for existing opportunities

Audit the first 30 results for your keyword

warning
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 monkey’s 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! ;-)

why i m anti pronouns
Why I’m Anti Pronouns
  • Pronouns are the enemy
    • avoid: we, us, our company, about us
  • Proper nouns are your friend
    • Write corporate bios in 3rd person
    • Same for company “about us” pages
    • Ditto for press releases and social profiles
include names in page names
Include Names...In Page Names!
  • All web pages for ORM should include your name
    • http://www.andybeal.com/andy-beal
    • http://www.marketingpilgrim.com/andy-beal-online-marketing-expert
    • http://www.trackur.com/about-trackur
  • Have you changed your social media profiles?
    • http://www.linkedin.com/in/andybeal
    • https://www.facebook.com/guestcomment
    • http://www.linkedin.com/company/trackur
warning1
Warning!

Don’t Change Established URLs!

bringing sexy links back
Bringing Sexy Links Back

Avoid “Click Here” or “About Us” anchor text

Include names in backlinks you control

neither a bird or a plane
Neither a bird or a plane...
  • You rank #1 on Google for your company name, right?
    • No? Well at least you’re at the right conference!
  • Therefore Google knows you’re the most relevant site
  • Which means any page you link to, benefits from that relevance!
optimize existing content
Optimize Existing Content

Update existing “about us” pages & corporate profiles

Use Google to figure out other relevant pages of any site you own

Link homepage to 2nd page

Target keywords to most relevant page

sub domains
Sub-Domains
  • Sub-domains over sub-directories
  • Don’t over-do it
    • 2 to 3 tops
  • Investor info
  • Corporate site
  • Community involvement
  • Press
  • Customer Portal
using other tlds
Using Other TLDs

Make use of .org and .net

Take care not to duplicate content

Register other domains...

optimizing social profiles
Optimizing Social Profiles

Preferably pick the ones you will be active on

Complete bios in 3rd person

Link to them from your corporate site

Look for option to customize URL

Get clever with KWD...

web partnerships
Web Partnerships
  • Ask business partners for a profile on their site
  • Especially if they rely on your business
  • Needs its own page
    • e.g. partnersite.com/trackur.htm
  • Offer to write it for them!
  • Don’t link back to your homepage
wordpress blogspot
WordPress & Blogspot
  • Short-term, project blogs
  • Events, conferences, charity work
  • Use your brand in domain:
    • companyname.wordpress.com
    • personalname.blogspot.com
  • Need at least 4 pages of unique content
  • Does NOT have to be maintained!
flickr is your orm friend
Flickr is Your ORM Friend
  • Customize URL
  • Complete your profile
  • Include brand in title, description and tags
  • Host company stock images
  • Host corporate bios
    • Embed them on your corporate site
  • Do NOT try to sell from Flickr!
sponsorships advertising
Sponsorships & Advertising

If you’re sponsoring an event, get a bio!

Piggybacks off their trust

Needs to be separate page

Offer to write the content

Consider sponsoring defensively

Be careful with sponsored reviews

optimizing existing reviews
Optimizing Existing Reviews

Find favorable reviews

Send note of thanks, perhaps offer discount/free stuff

You don’t get, if you don’t ask

Ask them to change link destination

Get them to join your affiliate program

supplement those links
Supplement Those Links
  • Use monitoring tools for link opportunities
    • influencer outreach
    • monitor industry news and look for virgin sites
    • test which newswires help your ORM the most
    • reviews that mention but don’t feature you
reached out
Reached out

Sent Jeremy an email

Left a few comments to share my side of the story

Explained the damage he was doing and how serious his post was

going behind his back
Going Behind His Back

Emailed press contacts at Yahoo

Emailed executive team at MyBlogLog

Sent evidence of permission to run contest

homework1
Homework

Brainstorm your reputations

Conduct a sentiment analysis on Google

Set up social media monitoring

Identify existing content for optimization

Build out a sub-domain and/or other TLD

Optimize social media profiles

Do it NOW before a crisis occurs!

thanks
thanks!

Yeah, seems funny now, but wait ‘til it shows up on Google!

andy@trackur.com

andybeal.com

trackur.com

twitter.com/andybeal