SlideShare ist ein Scribd-Unternehmen logo
1 von 39
Downloaden Sie, um offline zu lesen
Managing Your Personal
Online Reputation
Interpreting and Influencing Search Results
Sean McGinnis
Marketing GM, Director of Digital Marketing
http://SearsPartsDirect.com
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
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
What, How & Why of SEO
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”
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
Why is SEO important?
Organic
Results
Paid Results
Why is SEO important?
90% of
clicks
10% of
clicks
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
Anatomy of a Search Result
Blended search results present multiple opportunities
But how do Search Engines WORK?
But how do Search Engines WORK?
Algorithm decides the order of search results
Google algorithm = 200+ signals. Changes continually.
Search Engines of Yesterday
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!
The Power of a Link
Adobe Reader #1 of over 2.3 billion results
The Power of a Link
Just a download page. “Click Here” does not appear on page
Two MAJOR Algorithm Changes
Panda Penguin
Basic SEO Resources
• http://static.googleusercontent.com/external_content/unt
rusted_dlcp/www.google.com/en/us/webmasters/docs/s
earch-engine-optimization-starter-guide.pdf (Or just
search Google for “Google Starter Guide”)
• http://www.seomoz.org/beginners-guide-to-seo
• http://searchengineland.com/guide/seo
• http://blog.kissmetrics.com/seo-guide/
• http://www.orbitmedia.com/blog/dont-forget-the-seo-
basics
How to analyze search
results
Baseline Current Search Results
Begin at the beginning
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
Create a Google Account
Table stakes – a must have if not yet in your portfolio
Complete Your Google Account
Review info linked from within Google Dashboard
Get Notified of New Search Results
Create Google Alert for everything!
How to create positive
search results
Complete profiles on well regarded sites
Build Sites on Branded Domains
Guest posts & interviews
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.
Create Link Hubs
What to do about
negative search results
What to do about negative search results
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.
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…
What to consider when
hiring an SEO consultant
Hiring an SEO Consultant?
Think like a search engine!
Resource: http://www.portent.com/blog/seo/how-to-hire-an-seo-company-2012-edition.htm
Final Thought…
Engage in Reputation Management BEFORE you need it.
Questions?
Connect with me!
Twitter – @SeanMcGinnis
Facebook - @SMcGinnis
LinkedIn - @SeanMcGinnis

Weitere ähnliche Inhalte

Was ist angesagt?

Intro to SEO - Denver Entrepreneur Meetup
Intro to SEO - Denver Entrepreneur MeetupIntro to SEO - Denver Entrepreneur Meetup
Intro to SEO - Denver Entrepreneur MeetupInflow
 
How to Effectively Manage Your Business's Online Reputation
How to Effectively Manage Your Business's Online ReputationHow to Effectively Manage Your Business's Online Reputation
How to Effectively Manage Your Business's Online ReputationDoug Hay & Associates
 
Seo 101
Seo 101Seo 101
Seo 101lakiwi
 
Introduction to Online Marketing - Sierra Commons Ignitor
Introduction to Online Marketing - Sierra Commons Ignitor Introduction to Online Marketing - Sierra Commons Ignitor
Introduction to Online Marketing - Sierra Commons Ignitor Coryon Redd
 
SEO - Past, Present, Future
SEO - Past, Present, FutureSEO - Past, Present, Future
SEO - Past, Present, FutureHubSpot
 
Market mybizonline google map_101_6-10_-slideshare
Market mybizonline google map_101_6-10_-slideshareMarket mybizonline google map_101_6-10_-slideshare
Market mybizonline google map_101_6-10_-slideshareMarket My Biz Online
 
Why Internet Visibility Is Business Success
Why Internet Visibility Is Business SuccessWhy Internet Visibility Is Business Success
Why Internet Visibility Is Business SuccessSean Si
 
"SEO 101" for Georgia Tech Digital Marketing Class
"SEO 101" for Georgia Tech Digital Marketing Class"SEO 101" for Georgia Tech Digital Marketing Class
"SEO 101" for Georgia Tech Digital Marketing ClassStacy Sutton Williams
 
Social media-roi by David Mink
Social media-roi by David MinkSocial media-roi by David Mink
Social media-roi by David MinkMatt Siltala
 
How to Make Your Website Visible Online
How to Make Your Website Visible OnlineHow to Make Your Website Visible Online
How to Make Your Website Visible OnlineSean Si
 
Online Marketing for Sierra Commons Ignitor Fall 2016
Online Marketing for Sierra Commons Ignitor Fall 2016Online Marketing for Sierra Commons Ignitor Fall 2016
Online Marketing for Sierra Commons Ignitor Fall 2016Coryon.com
 
Search Engine Optimization - SEO
Search Engine Optimization - SEOSearch Engine Optimization - SEO
Search Engine Optimization - SEOKranthi Shaik
 
Local Search Optimization
Local Search OptimizationLocal Search Optimization
Local Search OptimizationInflow
 
Content Marketing Success by Design
Content Marketing Success by DesignContent Marketing Success by Design
Content Marketing Success by DesignEric Enge
 
Search Engine Marketing - Dead and Buried? Click Asia Summit 2011
Search Engine Marketing - Dead and Buried? Click Asia Summit  2011Search Engine Marketing - Dead and Buried? Click Asia Summit  2011
Search Engine Marketing - Dead and Buried? Click Asia Summit 2011Navneet Kaushal
 
Secrets to Converting Customers Using Social Media
Secrets to Converting Customers Using Social MediaSecrets to Converting Customers Using Social Media
Secrets to Converting Customers Using Social MediaMatt Siltala
 

Was ist angesagt? (18)

Intro to SEO - Denver Entrepreneur Meetup
Intro to SEO - Denver Entrepreneur MeetupIntro to SEO - Denver Entrepreneur Meetup
Intro to SEO - Denver Entrepreneur Meetup
 
How to Effectively Manage Your Business's Online Reputation
How to Effectively Manage Your Business's Online ReputationHow to Effectively Manage Your Business's Online Reputation
How to Effectively Manage Your Business's Online Reputation
 
Seo 101
Seo 101Seo 101
Seo 101
 
Introduction to Online Marketing - Sierra Commons Ignitor
Introduction to Online Marketing - Sierra Commons Ignitor Introduction to Online Marketing - Sierra Commons Ignitor
Introduction to Online Marketing - Sierra Commons Ignitor
 
SEO - Past, Present, Future
SEO - Past, Present, FutureSEO - Past, Present, Future
SEO - Past, Present, Future
 
SEO Roadmap
SEO RoadmapSEO Roadmap
SEO Roadmap
 
Market mybizonline google map_101_6-10_-slideshare
Market mybizonline google map_101_6-10_-slideshareMarket mybizonline google map_101_6-10_-slideshare
Market mybizonline google map_101_6-10_-slideshare
 
Why Internet Visibility Is Business Success
Why Internet Visibility Is Business SuccessWhy Internet Visibility Is Business Success
Why Internet Visibility Is Business Success
 
"SEO 101" for Georgia Tech Digital Marketing Class
"SEO 101" for Georgia Tech Digital Marketing Class"SEO 101" for Georgia Tech Digital Marketing Class
"SEO 101" for Georgia Tech Digital Marketing Class
 
Social media-roi by David Mink
Social media-roi by David MinkSocial media-roi by David Mink
Social media-roi by David Mink
 
How to Make Your Website Visible Online
How to Make Your Website Visible OnlineHow to Make Your Website Visible Online
How to Make Your Website Visible Online
 
Advanced SEO 2019
Advanced SEO 2019Advanced SEO 2019
Advanced SEO 2019
 
Online Marketing for Sierra Commons Ignitor Fall 2016
Online Marketing for Sierra Commons Ignitor Fall 2016Online Marketing for Sierra Commons Ignitor Fall 2016
Online Marketing for Sierra Commons Ignitor Fall 2016
 
Search Engine Optimization - SEO
Search Engine Optimization - SEOSearch Engine Optimization - SEO
Search Engine Optimization - SEO
 
Local Search Optimization
Local Search OptimizationLocal Search Optimization
Local Search Optimization
 
Content Marketing Success by Design
Content Marketing Success by DesignContent Marketing Success by Design
Content Marketing Success by Design
 
Search Engine Marketing - Dead and Buried? Click Asia Summit 2011
Search Engine Marketing - Dead and Buried? Click Asia Summit  2011Search Engine Marketing - Dead and Buried? Click Asia Summit  2011
Search Engine Marketing - Dead and Buried? Click Asia Summit 2011
 
Secrets to Converting Customers Using Social Media
Secrets to Converting Customers Using Social MediaSecrets to Converting Customers Using Social Media
Secrets to Converting Customers Using Social Media
 

Andere mochten auch

Le Musee D Orsay
Le Musee D OrsayLe Musee D Orsay
Le Musee D Orsay111830
 
Boston College TechDay
Boston College TechDayBoston College TechDay
Boston College TechDaybijansabet
 
The social house that google built
The social house that google builtThe social house that google built
The social house that google builtSean McGinnis
 
The Datascension Advantage 2012
The Datascension Advantage   2012The Datascension Advantage   2012
The Datascension Advantage 2012mantoine77
 
The Datascension Advantage 2012
The Datascension Advantage   2012The Datascension Advantage   2012
The Datascension Advantage 2012mantoine77
 
Le Musee D Orsay
Le  Musee D  OrsayLe  Musee D  Orsay
Le Musee D Orsay111830
 
State House Testimony
State House TestimonyState House Testimony
State House Testimonybijansabet
 
Investing in open source hw
Investing in open source hwInvesting in open source hw
Investing in open source hwbijansabet
 

Andere mochten auch (8)

Le Musee D Orsay
Le Musee D OrsayLe Musee D Orsay
Le Musee D Orsay
 
Boston College TechDay
Boston College TechDayBoston College TechDay
Boston College TechDay
 
The social house that google built
The social house that google builtThe social house that google built
The social house that google built
 
The Datascension Advantage 2012
The Datascension Advantage   2012The Datascension Advantage   2012
The Datascension Advantage 2012
 
The Datascension Advantage 2012
The Datascension Advantage   2012The Datascension Advantage   2012
The Datascension Advantage 2012
 
Le Musee D Orsay
Le  Musee D  OrsayLe  Musee D  Orsay
Le Musee D Orsay
 
State House Testimony
State House TestimonyState House Testimony
State House Testimony
 
Investing in open source hw
Investing in open source hwInvesting in open source hw
Investing in open source hw
 

Ähnlich wie Managing your personal online reputation - Interpreting and influencing search results

What and Why SEO with Right Strategy
What and Why SEO with Right StrategyWhat and Why SEO with Right Strategy
What and Why SEO with Right StrategyAbdul Malick
 
what-why-seo-with-right-strategy.pdf
what-why-seo-with-right-strategy.pdfwhat-why-seo-with-right-strategy.pdf
what-why-seo-with-right-strategy.pdfVanakkamDigital
 
Search Engine Optimization (SEO) -- University of Virginia Presentation
Search Engine Optimization (SEO) -- University of Virginia PresentationSearch Engine Optimization (SEO) -- University of Virginia Presentation
Search Engine Optimization (SEO) -- University of Virginia PresentationMarketing Mojo
 
Search Engine Optimization (SEO) -- University of Virginia Presentation
Search Engine Optimization (SEO) -- University of Virginia PresentationSearch Engine Optimization (SEO) -- University of Virginia Presentation
Search Engine Optimization (SEO) -- University of Virginia PresentationMarketing Mojo
 
The Best Guide to SEO
The Best Guide to SEOThe Best Guide to SEO
The Best Guide to SEOSumeet Chadha
 
No Bull Sh*t SEO - NOV 2019
No Bull Sh*t SEO - NOV 2019No Bull Sh*t SEO - NOV 2019
No Bull Sh*t SEO - NOV 2019Ryan Knoll
 
SEO for microbusinesses
SEO  for microbusinessesSEO  for microbusinesses
SEO for microbusinessesSam shetty
 
Class 6 seo class
Class 6   seo class Class 6   seo class
Class 6 seo class TheEmaven
 
From Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj ArriolaFrom Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj ArriolaSean Si
 
Seo Next Presentation
Seo Next PresentationSeo Next Presentation
Seo Next Presentationpeteseonext
 
Top SEO Company, SEO Services India, Web Designing and Development Agency Delhi
Top SEO Company, SEO Services India, Web Designing and Development Agency DelhiTop SEO Company, SEO Services India, Web Designing and Development Agency Delhi
Top SEO Company, SEO Services India, Web Designing and Development Agency Delhisjohn2804
 
3 Steps to Online Marketing Success
3 Steps to Online Marketing Success3 Steps to Online Marketing Success
3 Steps to Online Marketing SuccessGoBeyondSEO
 
Seo india seo company in india
Seo india  seo company in indiaSeo india  seo company in india
Seo india seo company in indiaannakoch32
 
7 steps-successful-seo-smart-insights
7 steps-successful-seo-smart-insights7 steps-successful-seo-smart-insights
7 steps-successful-seo-smart-insightsAdCMO
 
Digital Marketing 101 (A Vibewire Workshop)
Digital Marketing 101 (A Vibewire Workshop)Digital Marketing 101 (A Vibewire Workshop)
Digital Marketing 101 (A Vibewire Workshop)Annabel Hodges
 
Search Engine Optimization Class-1
Search Engine Optimization Class-1Search Engine Optimization Class-1
Search Engine Optimization Class-1M. Towfiqul Arafat
 
Charity SEO Training
Charity SEO TrainingCharity SEO Training
Charity SEO TrainingMatt Saunders
 

Ähnlich wie Managing your personal online reputation - Interpreting and influencing search results (20)

What and Why SEO with Right Strategy
What and Why SEO with Right StrategyWhat and Why SEO with Right Strategy
What and Why SEO with Right Strategy
 
what-why-seo-with-right-strategy.pdf
what-why-seo-with-right-strategy.pdfwhat-why-seo-with-right-strategy.pdf
what-why-seo-with-right-strategy.pdf
 
Search Engine Optimization (SEO) -- University of Virginia Presentation
Search Engine Optimization (SEO) -- University of Virginia PresentationSearch Engine Optimization (SEO) -- University of Virginia Presentation
Search Engine Optimization (SEO) -- University of Virginia Presentation
 
Search Engine Optimization (SEO) -- University of Virginia Presentation
Search Engine Optimization (SEO) -- University of Virginia PresentationSearch Engine Optimization (SEO) -- University of Virginia Presentation
Search Engine Optimization (SEO) -- University of Virginia Presentation
 
The Best Guide to SEO
The Best Guide to SEOThe Best Guide to SEO
The Best Guide to SEO
 
No Bull Sh*t SEO - NOV 2019
No Bull Sh*t SEO - NOV 2019No Bull Sh*t SEO - NOV 2019
No Bull Sh*t SEO - NOV 2019
 
SEO for microbusinesses
SEO  for microbusinessesSEO  for microbusinesses
SEO for microbusinesses
 
Class 6 seo class
Class 6   seo class Class 6   seo class
Class 6 seo class
 
Class 6 seo class
Class 6   seo class Class 6   seo class
Class 6 seo class
 
From Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj ArriolaFrom Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj Arriola
 
Seo Next Presentation
Seo Next PresentationSeo Next Presentation
Seo Next Presentation
 
Top SEO Company, SEO Services India, Web Designing and Development Agency Delhi
Top SEO Company, SEO Services India, Web Designing and Development Agency DelhiTop SEO Company, SEO Services India, Web Designing and Development Agency Delhi
Top SEO Company, SEO Services India, Web Designing and Development Agency Delhi
 
Slides from Startupitis Event
Slides from Startupitis EventSlides from Startupitis Event
Slides from Startupitis Event
 
3 Steps to Online Marketing Success
3 Steps to Online Marketing Success3 Steps to Online Marketing Success
3 Steps to Online Marketing Success
 
Seo india seo company in india
Seo india  seo company in indiaSeo india  seo company in india
Seo india seo company in india
 
7 steps-successful-seo-smart-insights
7 steps-successful-seo-smart-insights7 steps-successful-seo-smart-insights
7 steps-successful-seo-smart-insights
 
Digital Marketing 101 (A Vibewire Workshop)
Digital Marketing 101 (A Vibewire Workshop)Digital Marketing 101 (A Vibewire Workshop)
Digital Marketing 101 (A Vibewire Workshop)
 
Search Engine Optimization Class-1
Search Engine Optimization Class-1Search Engine Optimization Class-1
Search Engine Optimization Class-1
 
Charity SEO Training
Charity SEO TrainingCharity SEO Training
Charity SEO Training
 
Search Engine Ranking 101
Search Engine Ranking 101Search Engine Ranking 101
Search Engine Ranking 101
 

Mehr von Sean McGinnis

Awesome finds awesome! Creating shareable content in a social world
Awesome finds awesome! Creating shareable content in a social worldAwesome finds awesome! Creating shareable content in a social world
Awesome finds awesome! Creating shareable content in a social worldSean McGinnis
 
Seo basics for social media marketers
Seo basics for social media marketersSeo basics for social media marketers
Seo basics for social media marketersSean McGinnis
 
My leadership philosophy
My leadership philosophyMy leadership philosophy
My leadership philosophySean McGinnis
 
Social media and your career
Social media and your careerSocial media and your career
Social media and your careerSean McGinnis
 
Awesome finds awesome! Creating shareable content in a social SEO world
Awesome finds awesome! Creating shareable content in a social SEO worldAwesome finds awesome! Creating shareable content in a social SEO world
Awesome finds awesome! Creating shareable content in a social SEO worldSean McGinnis
 
Relationships between data defines semantic web
Relationships between data defines semantic webRelationships between data defines semantic web
Relationships between data defines semantic webSean McGinnis
 
What is your context?
What is your context?What is your context?
What is your context?Sean McGinnis
 

Mehr von Sean McGinnis (7)

Awesome finds awesome! Creating shareable content in a social world
Awesome finds awesome! Creating shareable content in a social worldAwesome finds awesome! Creating shareable content in a social world
Awesome finds awesome! Creating shareable content in a social world
 
Seo basics for social media marketers
Seo basics for social media marketersSeo basics for social media marketers
Seo basics for social media marketers
 
My leadership philosophy
My leadership philosophyMy leadership philosophy
My leadership philosophy
 
Social media and your career
Social media and your careerSocial media and your career
Social media and your career
 
Awesome finds awesome! Creating shareable content in a social SEO world
Awesome finds awesome! Creating shareable content in a social SEO worldAwesome finds awesome! Creating shareable content in a social SEO world
Awesome finds awesome! Creating shareable content in a social SEO world
 
Relationships between data defines semantic web
Relationships between data defines semantic webRelationships between data defines semantic web
Relationships between data defines semantic web
 
What is your context?
What is your context?What is your context?
What is your context?
 

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
  • 4. What, How & Why of SEO
  • 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
  • 11. But how do Search Engines WORK?
  • 12. But how do Search Engines WORK? Algorithm decides the order of search results Google algorithm = 200+ signals. Changes continually.
  • 13. Search Engines of Yesterday
  • 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
  • 17. Two MAJOR Algorithm Changes Panda Penguin
  • 18. Basic SEO Resources • http://static.googleusercontent.com/external_content/unt rusted_dlcp/www.google.com/en/us/webmasters/docs/s earch-engine-optimization-starter-guide.pdf (Or just search Google for “Google Starter Guide”) • http://www.seomoz.org/beginners-guide-to-seo • http://searchengineland.com/guide/seo • http://blog.kissmetrics.com/seo-guide/ • http://www.orbitmedia.com/blog/dont-forget-the-seo- basics
  • 19. How to analyze search results
  • 20. Baseline Current Search Results Begin at the beginning
  • 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
  • 23. Complete Your Google Account Review info linked from within Google Dashboard
  • 24. Get Notified of New Search Results Create Google Alert for everything!
  • 25. How to create positive search results
  • 26. Complete profiles on well regarded sites
  • 27. Build Sites on Branded Domains
  • 28. Guest posts & interviews
  • 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.
  • 31. What to do about negative search results
  • 32. What to do about negative search results
  • 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…
  • 35. What to consider when hiring an SEO consultant
  • 36. Hiring an SEO Consultant? Think like a search engine! Resource: http://www.portent.com/blog/seo/how-to-hire-an-seo-company-2012-edition.htm
  • 37. Final Thought… Engage in Reputation Management BEFORE you need it.
  • 39. Connect with me! Twitter – @SeanMcGinnis Facebook - @SMcGinnis LinkedIn - @SeanMcGinnis

Hinweis der Redaktion

  1. 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!
  2. 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.
  3. 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.
  4. 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…