Archive for the 'Reputation Management' Category

This post is meant to provide further detail to the strategy, creative, and optimization tactics used in a Reputation Management campaign. Your actual Campaign objectives, Tactics, and Success Metrics could be different than the ones I use here as examples.

Campaign Objectives:
1) Primary:
- Ensuring an online presence on all the top social networking websites.
2) Secondary:
- To control the information served by Google. To dominate the Search Results with webpages we create.

Tactics:
1) Optimizing the corporate website.
2) Internal linking strategy.
3) Have multiple web properties linking to your Target URL.
4) Bidding on name in Google, Yahoo, MSN.
5) Use Naymz - Naymz is an innovative Reputation Network that lets you establish and promote your good name online.
6) Increasing Link Popularity:
7) Paid Blogger Reviews
If necessary throw links at the blogger reviews.
9) Creating profile pages on the top social media websites. Building a robust profile page, and interacting with the community on each of the Social networking sites.
10) Creating forum posts, and profiles. Leveraging the use of the Title tag on forum threads. Identify strong forums. More info: Optimizing Title tags.
11) Leveraging the use of the Title tag on sites like: Rollyo and Wikipedia.
12) Personal Blog development
13) Choice of username when creating profiles: Firstname Lastname, or Firstname-Lastname depending on the site.

Target URL: http://www.mydomain.com/target-url

Measurement requirements:
1) Install Web Analytics tracking code on website, and ensure the Target URL is tagged properly.

Material needed:
1) Photo to use as profile photo, and avatar.

List of Social Networking Sites:
Linkedin
Facebook
Myspace
Digg
Stumbleupon
Youtube
Propeller.com
Delicious
Reddit
flickr
last.fm
Fark
Furl
Squidoo
Technorati
Buzznet

Reputation Monitoring Tools:
BlogPulse
Technorati
Cymphony
Moreover
Trackur
Google Web Search
Google Alerts

Success Metrics:
1) When somebody does a search for “Firstname Lastname” on any of the top social media sites, your official profile page should appear. Not any slanderous false pages.
2) Your Target URL to appear as the 1st position in the SERP’s.
3) Eliminate any bad press in the Search Results.

Next Steps:
Optimize corporate website.
Begin building profile pages.
Create a strategic link popularity campaign using blogger reviews.
Build a PPC campaign for Google, Yahoo, MSN.
Build a Naymz profile.

Campaign Review (Bi-Weekly):
First review on *Date*.

A good SEO Consultant should be able to craft the strategy & execute a Reputation Management campaign. Although, some clients might be more comfortable retaining the services of a dedicated Reputation Management specialist who even wrote a book about the subject.

Additional Sources:
The Future of PR is Participation, Not Pitching
Future of Online PR and Reputation Management
Reputation Management Emancipation Proclamation
Online Reputation Management Beginner’s Guide

The objective of Reputation Repair is, simply stated, to generate positive press, get it ranked, and bury the old/bad press.

If you discover some inflammatory press, what you’ll need is a full-blown reputation management campaign.

Some things ( A Bakers Dozen) you’ll need to do:
1) Create Forum posts with “your name” in the Title. Post to ALOT of forums.
Use powerful forums like daniweb, webmasterworld, www.flashmobileforum.org, etc.
2) Create a Wikipedia page. “Your name” is worthy. If done right, it shouldn’t get rejected. The link has a nofollow, but the Title tag is golden.
3) Create a Rollyo profile. (use your full name).
4) Create a Technorati profile. (use your full name).
5) Create a MySpace profile. (use your full name in the URL).
6) Create a Digg profile. (use your full name).
7) Optimize your bio page.
Link to “Your name” from every web property you own. Create a new “Your name” webpage from a different domain.
9) Hire a copywriter to write a longpage webpage. Optimize it.
10) Run a PPC Campaign. Bid on your name, and every combination of your name. Because, others may be bidding on your name if you’re not.
11) Don’t just limit your efforts to Web Search. Search is many things today. Perhaps you need to repair your Image Search reputation or Video Search reputation?
12) Write a Viral piece, and submit it to a ton of Social Media sites.
13) Write a Press Release using hyperlinks that contain “your name”.

- After each forum post/link/webpage, submit it to Google manually.

Depending on the severity of the damage, conduct a Media Buy for Links for your name.

Reputation Management Tools:
BlogPulse
Technorati
Cymphony
Moreover
Google Web Search