Applying Reverse SEO Techniques To Resolve Search Reputation Problems by Herman Tumurcuoglu
Apr 06, 2016
Organic Rank Visibility!• Rank 1 – 100% • Rank 2 – 100% • Rank 3 – 100% ============ Battle Line ============ • Rank4- 85% • Rank5–60% • Rank6–50%
SEO Principles!• It’s Always Changing.!
• It’s a competition.!
• Focus on the right Keywords (domains, micro sites, landing pages).!
• Focus on KPIs (bounce, conversion).!
• Build Links that are permanent in their authority (permanence is key in Google Algorithm). !
Bad Ass Behind the Computer!!
• Google, Yelp, Angie’s List… Encourage Reviews!
• Professionals also get reviewed.!
• Newspaper Article!
• Review Boards!
• Complaints Sites!
• Videos!
• Personal Blogs!
Google Auto Suggest!
• Curiosity is Human Nature = ΔT!
• 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 increasingly relevant.!
• ΔTp1 / ΔTp2 = Divergence. Increasing or Decreasing relevancy.!
• New searchers exposed to the inflammatory suggestion give more authority divergence.!
A Reputation Engine!
• 30% of searches are for names.!• Customers, Investors, Employees & people pissed at you.!
Bad News!• Is more difficult than SEO. Your applying the same
techniques but on multiple sites. !
• Takes more time. Average Project takes 500-650 man hours.!
• Google Algorithm Changes Very Often.!
• Google is always biased towards established content.!
Some Good News!
• Google is eager to test SERP with a page from different Websites.!!!• Panda Updates are biased against sites that have ads.!
Techniques Used!• Incorporate Social Media Pages!
• Integrating Social Media Platforms with Customer service department.!
• Creating Unique Content on 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!
REVERSE SEO PRINCIPLES!
• Don’t judged (harder said then done).!
• Multi prong approach.!
• Pick your battles. Mobile > iPad > Desktop.!
Digital Extortion!
• Vulnerable People are easily victimized.!
• The shame and anguish they suffer makes them wish the problem would just go away.!
• Along comes a shop that offers a quick solution for a small fee. !
• When said solution does not materialize, the client is kept by promising the light is at the end of the tunnel.!
• Just keep digging!!!!!
Digital Extortion!• The client gives up or no longer wants to pay. !
• Victim once, Victim twice: Client is now a lead and passed on to other shops who will use some of the same extortion techniques. !
• Because of the labour and complexity involved, these services cannot be produced in a compress time period.!
Key Take Aways!• Own Your Brand.!
• Stake Your Claim on Social Media.!
• Build Your Social Currency.!
• Build connections, friends, followers and build solid links… Google will like you.!
• Choose your partner carefully. Look at their reputation before they help you with your reputation. !
• Discretion is THE MOST important thing in ORM.!