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Fighting The Online
Reputation War


  Presented by:
  Alan Bleiweiss
  @AlanBleiweiss



                      @AlanBleiw...
Brand & Reputation Strategies

•   Reality Check
•   Be Proactive When Possible
•   Prepare For The Unexpected
•   Think L...
Reality Check
1 Page on a scam site can rank for your phrases
or brand because of site scale
   • PissedConsumer.com      ...
Reality Check
Scam Sites allow unsubstantiated complaints

•Competitors & disgruntled employees can post
anything they wan...
Reality Check
Malicious attacker Arsenal
•Post to multiple scam & review sites
blanketing SERP rankings
•Employ teams of f...
Reality Check
• The Reputation Team
  –   Project Manager
  –   Designer
  –   1 Senior Content Specialist
  –   2 to 5 Co...
Reality Check
• SERP Domination takes 2 to 6 months
• $200,000 - $400,000 a year
• Get buy-in from everyone on the team
  ...
Be Proactive
• Get ahead of the situation
• Take Action Before Problems Occur
• Anticipate Future Problems




           ...
Prepare for the Unexpected
• Grill your client/employer about
  skeletons in the closet
• Monitor News, Search, Video & So...
Sustainability Wins
• Avoid crappy content sites
  – Crappy sites cause trust doubt, can’t
    sustain
     • Squiddoo Len...
Sustainability Wins
• Don’t post fake reviews / comments
• Don’t create fake news sites
• Don’t create fake reviews sites
...
Think Like Big Brands
• Create Multiple Legitimate Sites
  –   Niche relevance
  –   Unique value
  –   Serve a real purpo...
Think Like Big Brands
• Every Site/Profile needs:
  – High Quality Content
  – Unique focus
  – Quality Off-Site Signals
 ...
Big Brand Saturation
AmericanExpress.com            AMEX FourSquare
AMEX Wikipedia Entry           AMEX LinkedIn
@American...
Go Further than Big Brands
Main Site                      Company History Site
Corporate Site                 Community Ou...
Go Further than Big Brands
Facebook Corporate
Facebook Customer Satisfaction
Facebook Member Services
Facebook Consumer Ad...
Go Further than Big Brands
• Create detailed Complaint, Scam
  Report and Customer Satisfaction
  pages with forms on ever...
Don’t Over Optimize
• Majority of pages unique to each site
• No Site-Wide Cross-Site Linking
  – NAV Links:
     • Only l...
Don’t Over Optimize
• Don’t hide corporate ownership of any site
• Vary Target Keyword Phrases across sites
• Link Social ...
Treat Each Site & Profile As
          Stand-Alone
• Add value with each new site & profile

• Press releases for each new...
Takeaways
•   Think Like Big Brands & Do More
•   Shortcuts Will Bite You
•   Get Entire Team to Buy-In On Vision
•   Avoi...
Alan Bleiweiss
Forensic SEO Consultant
   @AlanBleiweiss
  AlanBleiweiss.com



                   @AlanBleiweiss
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Online Reputation Management Warfare Slide 1 Online Reputation Management Warfare Slide 2 Online Reputation Management Warfare Slide 3 Online Reputation Management Warfare Slide 4 Online Reputation Management Warfare Slide 5 Online Reputation Management Warfare Slide 6 Online Reputation Management Warfare Slide 7 Online Reputation Management Warfare Slide 8 Online Reputation Management Warfare Slide 9 Online Reputation Management Warfare Slide 10 Online Reputation Management Warfare Slide 11 Online Reputation Management Warfare Slide 12 Online Reputation Management Warfare Slide 13 Online Reputation Management Warfare Slide 14 Online Reputation Management Warfare Slide 15 Online Reputation Management Warfare Slide 16 Online Reputation Management Warfare Slide 17 Online Reputation Management Warfare Slide 18 Online Reputation Management Warfare Slide 19 Online Reputation Management Warfare Slide 20 Online Reputation Management Warfare Slide 21 Online Reputation Management Warfare Slide 22
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When dealing with or proactively dealing with online reputation at the highest level, use sustainable SEO methods to own organic search results.

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Online Reputation Management Warfare

  1. 1. Fighting The Online Reputation War Presented by: Alan Bleiweiss @AlanBleiweiss @AlanBleiweiss
  2. 2. Brand & Reputation Strategies • Reality Check • Be Proactive When Possible • Prepare For The Unexpected • Think Like Big Brands • Sustainability Is Vital @AlanBleiweiss
  3. 3. Reality Check 1 Page on a scam site can rank for your phrases or brand because of site scale • PissedConsumer.com 500,000 pages • RipoffReport.com 1,100,000 pages • Scam.com 3,400,000 pages • Scambook.com 8,100,000 pages • 800Notes.com 1,900,000 pages • Yelp.com 11,600,000 pages @AlanBleiweiss
  4. 4. Reality Check Scam Sites allow unsubstantiated complaints •Competitors & disgruntled employees can post anything they want •No proof of claim required •No personal identification confirmation required •Legal process can take two years to get court order to remove false claims @AlanBleiweiss
  5. 5. Reality Check Malicious attacker Arsenal •Post to multiple scam & review sites blanketing SERP rankings •Employ teams of fake comment posters •Create fake “review” sites to attack your reputation •Interlink across scam sites as “proof” of scam claim @AlanBleiweiss
  6. 6. Reality Check • The Reputation Team – Project Manager – Designer – 1 Senior Content Specialist – 2 to 5 Content Generalists – 2 to 4 Content Marketing Specialists – 1 Social Media Specialist – 1 or 2 Social Media Generalists @AlanBleiweiss
  7. 7. Reality Check • SERP Domination takes 2 to 6 months • $200,000 - $400,000 a year • Get buy-in from everyone on the team – Explain the 5 Ws – Your Team is Your Front Line • Let the team be additional eyes & ears • Take creative, strategy & tactical input & suggestions @AlanBleiweiss
  8. 8. Be Proactive • Get ahead of the situation • Take Action Before Problems Occur • Anticipate Future Problems @AlanBleiweiss
  9. 9. Prepare for the Unexpected • Grill your client/employer about skeletons in the closet • Monitor News, Search, Video & Social Channels for: – Brand – Brand + Scam phrase variations – Key People – Key People + Scam phrase variations @AlanBleiweiss
  10. 10. Sustainability Wins • Avoid crappy content sites – Crappy sites cause trust doubt, can’t sustain • Squiddoo Lenses • Weebly Pages • Knock-off Domains • Blatantly useless Sites & Profiles @AlanBleiweiss
  11. 11. Sustainability Wins • Don’t post fake reviews / comments • Don’t create fake news sites • Don’t create fake reviews sites • $500,000 fine • Permanent .gov site record • Legacy SERPs from news coverage @AlanBleiweiss
  12. 12. Think Like Big Brands • Create Multiple Legitimate Sites – Niche relevance – Unique value – Serve a real purpose – Fully supported as stand-alone @AlanBleiweiss
  13. 13. Think Like Big Brands • Every Site/Profile needs: – High Quality Content – Unique focus – Quality Off-Site Signals • Link Profile • Social Signals @AlanBleiweiss
  14. 14. Big Brand Saturation AmericanExpress.com AMEX FourSquare AMEX Wikipedia Entry AMEX LinkedIn @AmericanExpress AmexPub.com MembershipRewards.com AMEX Facebook AmexTravelResources.com Facebook/Open AMEX YouTube Facebook/MembersProject OpenForum.com Serve.com AmericanExpressVacations.com AmexNetwork.com AMTTravel.com @AlanBleiweiss
  15. 15. Go Further than Big Brands Main Site Company History Site Corporate Site Community Outreach Site Customer Support Site Giving Back Site Complaints Resolution Site Twitter Corporate Customer Testimonials Site Twitter Customer Satisfaction Debunking Scam Stories Site Twitter Member Services Member Services Site Twitter Consumer Advocacy Consumer Advocacy Site Twitter Community Outreach Product Return Policies Site Twitter Giving Back @AlanBleiweiss
  16. 16. Go Further than Big Brands Facebook Corporate Facebook Customer Satisfaction Facebook Member Services Facebook Consumer Advocacy Facebook Community Outreach Facebook Giving Back YouTube Channel YouTube Customer Satisfaction Channel YouTube Consumer Advocacy Channel @AlanBleiweiss
  17. 17. Go Further than Big Brands • Create detailed Complaint, Scam Report and Customer Satisfaction pages with forms on every site • Or combine those into one single page and form on each site @AlanBleiweiss
  18. 18. Don’t Over Optimize • Majority of pages unique to each site • No Site-Wide Cross-Site Linking – NAV Links: • Only link to satellite sites from main site’s home footer, About & Contact page • Only link to main site home page from satellite site home, about & contact – Content Links: • Only link from within appropriate related page content areas @AlanBleiweiss
  19. 19. Don’t Over Optimize • Don’t hide corporate ownership of any site • Vary Target Keyword Phrases across sites • Link Social Profiles only to the appropriate site • Only Link to satellite site complaint forms from customer satisfaction & complaint related pages @AlanBleiweiss
  20. 20. Treat Each Site & Profile As Stand-Alone • Add value with each new site & profile • Press releases for each new site • Press releases for each new social profile • Build Quality Links to each site & profile @AlanBleiweiss
  21. 21. Takeaways • Think Like Big Brands & Do More • Shortcuts Will Bite You • Get Entire Team to Buy-In On Vision • Avoid Over Optimization • Avoid Fake Reviews – $500k fine if caught @AlanBleiweiss
  22. 22. Alan Bleiweiss Forensic SEO Consultant @AlanBleiweiss AlanBleiweiss.com @AlanBleiweiss
  • millenniumraf

    Feb. 12, 2019
  • LeeWilliams14

    May. 14, 2015
  • ShaneNatRep

    Feb. 22, 2013

When dealing with or proactively dealing with online reputation at the highest level, use sustainable SEO methods to own organic search results.

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