Orm ecommerce-summit

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