This presentation details a method for positively managing your personal online reputation (or that of your business) through interpreting and influencing search results. Tips and tricks include understand the basics of search engine algorithms, using positive SEO techniques and tactics to create fresh content that will push negative results off the first page of search results.
Managing your personal online reputation - Interpreting and influencing search results
1. Managing Your Personal
Online Reputation
Interpreting and Influencing Search Results
Sean McGinnis
Marketing GM, Director of Digital Marketing
http://SearsPartsDirect.com
2. About Me
Marketing GM Sears PartsDirect
14 years digital marketing experience
Dad, Husband, Son, Golfer, Gadfly, Lawyer, Leader, Lunatic
PLEASE Connect with me!
Twitter – @SeanMcGinnis
Facebook - @SMcGinnis
LinkedIn - @SeanMcGinnis
3. Our Objectives & Agenda
What, How & Why of SEO
How to analyze search results
How to create positive search results
What to do about negative search results
What to consider when hiring an SEO consultant
5. What is SEO?
It is the process of getting traffic from the
“free,” “organic,” “editorial” or “natural”
listings on search engines…. Payment isn’t
involved, as it is with paid search ads.
- SearchEngineLand.com
SEO stands for “Search Engine Optimization”
6. Why is SEO Important?
Search remains a MASSIVE part of the
online experience among internet
users.
17.5 BILLION explicit core searches in
May 2012, up 2% from previous month.
Google dominates market with two-
thirds of searches. Yahoo search results
are powered by Bing. Together
Bing/Yahoo 28.8% of searches.
Do not ignore Bing/Yahoo!
56 32
7. Why is SEO important?
Organic
Results
Paid Results
8. Why is SEO important?
90% of
clicks
10% of
clicks
9. Why is SEO important?
Notice the difference in click
through rate between #1 and
#5 on Google & Bing.
18.2% v 3.09% Google - 589%
9.66% v 1.85% Bing - 522%
Significant differences
worth pursuing
10. Anatomy of a Search Result
Blended search results present multiple opportunities
14. Search Engines of Today
• Is it relevant?
– Text on the page
– Title tags
– Header content
– Web Page Address (URL)
• Is it authoritative?
– Authority of linking sites
– Number of linking sites
– Diversity of linking sites
Billions of pages indexed, hundreds of criteria
Search engines today recommend just like you do!
15. The Power of a Link
Adobe Reader #1 of over 2.3 billion results
16. The Power of a Link
Just a download page. “Click Here” does not appear on page
21. Mark search results to target
• Identify negative search results you wish to remove from
first page.
• Identify positive search results on page 2-5 you wish to
drive higher.
• Identify neutral search results (those not negative but not
positive – maybe not even about you).
Get a clear picture of the current landscape
22. Create a Google Account
Table stakes – a must have if not yet in your portfolio
29. Link & Promote Wisely
• Link to results you want improved to move from other
positive and powerful assets.
• Promote posts and guest posts from social media and other
locations.
• Link back to your hub locations from all guest post bios.
• Create content (posts, articles, videos, pictures, graphics)
that is viral in nature and will be shared by others.
33. VERY first step!
Create positive search results!!!
• See previous section of this presentation for ideas and
tactics.
• SEO is a zero-sum game. Your competition can only lose
when someone else beats them to that slot!
PRO TIP: Every site not controlled by enemy is potential asset.
34. You can’t just hit “delete”, but…
• Ask publisher to remove the negative item.
• Treat it as you would a bad customer service experience.
• If abusive, illegal or threatening, report to hosting company.
• If makes sense, offer to purchase the offending asset and
redirect to your other assets.
Besides better “positive SEO” there are many options…
56 is the number of monthly searches run by every man, woman and child in the US. ALSO, 17B monthly search = 210B annual search run rate. If each was a dollar, and those dollars were stretched end to end, they would circumnavigate the earth – 32 TIMES!
No longer a simple list of 10 links. Hasn’t been for some time. Images. Videos. And now the Knowledge Graph – pulled from a variety of sources and built on the fly.
Wouldn’t it be GREAT if we had a big DELETE button on Google search results? Haha. Not gonna happen.Instead your goal is to push negative search results down the results page.
What should you look for? What does Google look for when making a recommendation? Relevance and Authority! How do YOU analyze those two criteria? Research, recommendations, word of mouth, buzz, etc…