Transcript
Applying Reverse SEO Techniquesto Resolve Search Reputation Problems
by Herman Tumurcuoglu
searchreputation.net
Google, Yelp, Angie’s List
Consumer Reports
Newspaper Articles
Review Boards
Complaints Sites
Videos
Personal Blogs
Brandjacking!
BaBcBad Ass Behind
Computer
UGC on SERP
UGC on SERP
Google Auto Suggest
Cited Studies
2 reduction in negative word of mouth
boosts sales growth by
1%
%
increase in Yelp rating leads
to a 5% to 9% increase in revenue
Local Business more VulnerableSource: NielsenSource: Brightcove
SERM Search Engine Reputation Management
• 30% of searches are for names
• Customers, Investors, Employees...
YOUR BRAND!
SERP CTR Breakdown
#143%
#212%
#39%#4
6%
#51%
#64%
#74%
#83%
#93%
#10
3%
#11-2010%
#21-10001%
SalesSERP CTR Breakdown
Techniques used in Reverse SEO• Develop and incorporate social media pages and UGC sites.
• Integrate (at least some) social media platforms with customer service.
• Set up micro sites on customized domains targeting the key phrases on SEO.
• Create unique content (videos) and embed in new micro sites.
• Create blogs and wikis and develop them separately with unique content.
• Issue press releases.
• Apply SEO techniques for each asset (bulk of the time and difficulty)
• Update Often
CHANGE Google Auto Suggest
• An increasing DELTA Δ in search volume over sample time period.
• High search volume creates a feedback loop which signals to Google the term is relevant.
• ΔTp1 / ΔTp2 = Divergence. Increasing or Decreasing relevancy.
• New searchers exposed to the inflammatory suggestion give more authority divergence.
Key Takeaways1. Prevention
• Own Your Brand.
• Stake Your Claim on Social Media.
• Build Your Social Currency.
• Develop Content and curate information about your brand.
2. If you have Search reputation issues
• Choose your partner carefully.
Make sure they have proper
SEO credentials.
• Discretion is THE MOST important thing in ORM.
Herman Tumurcuoglu
https://www.linkedin.com/in/expertonlinereputation
www.searchreputation.net
1-888-295-7134
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