Online Reputation Management:
Branding for SERP Domination
Rhea Drysdale | Outspoken Media | @Rhea and @outspokenmedia
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How we typically view ORM:
buy off
MICRO-SITES
paid reviews
BUY UP
FIX
REPAIR COVER-UP
article directories
SPIN
Let’s change that perception.
Competitive domination in the SERPs
via effective online branding.
Sounds better, huh?
How do you become this?
Let’s take a look at your current brand.
When a user types in your name,
product or brand—what do they see?
Unrelated SERPs
or
“Did you mean…”
“showing results for…”
You’re Tier 3 and you aren’t
considered a brand, yet.
We’ll come back to you in a bit.
When a user types in your name,
product or brand—what do they see?
Google Places
Site links
People and Pages on Google+
You’re Tier 2 and you’re
becoming a brand, but aren’t quite
there, yet.*
Hang tight with Tier 3 for a minute.
*Caveats
• You might have something technically wrong
that’s preventing site links.
• You might not have enough content or links to
your subfolders/pages to have those appear
as site links.
When a user types in your name,
product or brand—what do they see?
Autocomplete results
Related stores/brands
Search related to [keyword]
Multiple listings for your domain
Search [domain]
You’re Tier 1 and you’re
considered a brand.
High five!
Tier 2
Tier 3
We all start here.
These are growing.
Tier
1
How do we know tiers 1 & 2
are growing?
Search engines
like brands.
Especially Google.
Brands are good for business.
“Google now wants to transform words that appear on a page
into entities that mean something and have related attributes.”
http://mashable.com/2012/02/13/google-knowledge-graph-change-search/
Google wants to, “build a huge
knowledge graph of
interconnected entities and their
attributes.”
Hmm, what does that sound like?
Check out: http://www.wolframalpha.com/entities/index/
What this entity search looks like in action:
Except, they’re no longer appearing! Even Google’s example from the article for “Monet”
Why does this matter?
If someone is looking for an “oven”
you want Google to not just display
your brand because you have content
and links about an oven. You want
Google to understand WHO you are,
how much you sell them for, how
many people like them, and where
they can buy them.
NEW ADDITION:
8. “More results”
and other brandowned
properties
From SEOBook: http://www.seobook.com/learn-seo/infographics/brand-branding-brands.php
How do you get Tier 1 brand
association in Google?
Tier 3 – Help, I NEED SERP INCLUSION!
Start with the basics.
• Register your domain(s).
• Register your username(s).
• Create QUALITY content on domains &
profiles.
• Cross-link everything.
The very top of their site:
Google is a bot.
It can only process what you tell it.
Leverage what works.
Not sure of what works?
Check your “competition.”
What’s a natural result that your
competitor is doing well with?
Even better, here’s our data behind what sticks:
Note:
Facebook is doing
better in the SERPs
after timeline was
implemented.
Tier 2 – I NEED SERP PROMINENCE
Strategic marketing campaigns.
Technical SEO audit
Content marketing strategy
Get social
Increase mentions
Increase backlinks
Invest in things like rel=“author,” schemas,
videos, pictures, product feeds, etc.
Sitelinks
Resources:
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=47334
http://www.hochmanconsultants.com/articles/sitelinks.shtml
People and Pages on Google+
Resources:
http://searchengineland.com/a-look-at-google-direct-connect-for-google-pages-100382
Rel=“author”
Resources:
http://www.blindfiveyearold.com/how-to-implement-rel-author
https://plus.google.com/authorship
Reviews & Ratings
Resources:
http://schema.org/Review
http://schema.org/AggregateRating
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=146645
Google Places
Resources:
http://www.google.com/local/add/
http://www.davidmihm.com/local-search-ranking-factors.shtml
Tier 1 – SERP DOMINATION UNLOCKED!
SERP domination.
• Establish your brand as an industry leader.
• Think long-term gain vs short-term
(e.g. Autcomplete)
• Think local
• Think big brand campaigns
Google autocomplete results
Related stores:
Related brands:
Search related to:
Search [domain]
Multiple results for a single domain
Let’s look at some CRAP WORK!
“John Carter”
My John Carter is an
anonymous person in
need of ORM help, not
this hottie:
John Carter’s Search Results
•
JohnCarter.com/
•
JohnCarter.com/?cat=xx
•
JohnCarter.com/?page_id=xxx
•
JohnCarter.org/?tag=Johnny-Carter-yyyy
•
www.John-Carter.com/
•
JohnCarter.info/?tag=John-Carter-yyyy
•
JohnCarter.biz/?cat=xxx
•
JohnCarter.com/?cat=xxx
•
JohnCarter.org/?tag=Johnny-Carter-yyyy
•
John-Carter.org/?paged=xx
•
JohnCarter.info/
•
JohnCarter.biz/?tag=Johnny-Carter
•
www.Johnny-Carter.com/
•
JohnCarter.net/?tag=Johnny-Carter-yyyy
•
www.Johnny-Carter.com/
•
John-Carter.com/downloads/Johnny_Carter.xml
•
JohnCarter.com/?cat=x
•
Johnny-Carter.org/?m=xxxxx
•
JohnCarter.com/?tag=John-Carter-yyyy
•
JohnCarter.info/?cat=xx
•
JohnCarter.biz/
•
Johnny-Carter.com/?cat=xxx
•
John-Carter.com/?tag=Johnny-Carter
•
JohnCarter.biz/?tag=Johnny-Carter-yyyy
•
JohnCarter.biz/?tag=Johnny-Carter-yyyy
•
www.John-Carter.info/
•
Johnny-Carter.org/
•
JohnCarter.org/?cat=xx
Lots of domains and profiles.
No authority or natural BRAND.
Q&A
stuffing
(and it
works!!!):
Does this look like a good
approach to ORM to you?
Yes? Stop watching.
Now.
You’re not welcome here anymore.
If you correctly answered “no,”
let’s continue.
You can build your brand in the
same amount of time it would
take to build crap content that
HURTS your brand.
Something positive:
Google SERP Movement
Doesn’t look so good, huh?
What if I told you:
The sites gained site links.
That HURT SERP domination.
Lost 3 listings for branded KW.
Lost 3 listings for non-branded KW.
SERPs really looked like this
after site links update:
Vs.
HAPPY DANCE!
So me.
The takeaway….
When you feel panicked. Don’t
resort to doing what’s easy!
Be strategic. Think long-term.
Think like a brand.
Strategic branding does come with
actual metrics.
How do you measure brand?
Avinash has the answer!
Kaushik.net/avinash/bra
nd-measurementanalytics-metricsbranding-campaigns/
Relate your brand campaigns to goals
(not engagement):
•
•
•
•
•
•
•
Increase prospects or customers
Share business’ value proposition
Increase conversions
Drive offline action
Gain eyeballs/market share
Beat out your competition
Increase brand association with
product/service
Laura Lippay already gave you a
process and tools to use for
competitive insight and analysis:
seomoz.org/webinars/miningsocial-data-for-fun-and-profit
Tackle factors within your control
TODAY:
On-Site
Opportunitie
s
Off-Site
Opportunitie
s
Domains
Profiles
Technical
Mentions
Content
Shares
Usability
Links
Link profile
Product feeds
Local
Citations
Authorship
Syndication
Jump to it!
Q+A Time!
@seomoz & @jennita
www.seomoz.org
[email protected]
http://seomoz.org/webinars