Pubcon Presentation on How to Resolve Search Engine Reputation Problems

Search Engine Reputation Management How to Resolve Search Reputation Problemsby Herman Tumurcuoglusearchreputation.net

UGC on SERP

UGC on SERP

Google Auto Suggest

Local Business more VulnerableSource: Nielsen2013 The Reviews Are In: Yelp Users are Four-Star Consumershttp://www.nielsen.com/us/en/insights/news/2013/the-reviews-are-in--yelp-users-are-four-star-consumers.html

#143%

#212%

#39%

#46%

#51%

#64%

#74%#83%

#93%#103%

#11-20

10%

#21-10001%

Sales

SERP CTR Breakdown

Techniques used in Reverse SEO• Develop and Incorporate Social Media Pages and UGC sites.• Integrating (at least some) Social Media Platforms with Customer Service.• Create Micro sites on Customized Domains targeting the key SEO phrases.• Creating Unique Content (more on this later) for these new assets.• Amplify the reach of content (paid and unpaid) • Apply SEO Techniques for each asset (bulk of the time and difficulty) • Develop a steady pace back linking, fresh content and user signals.

Content in 2015• Blog Comments Bloggier Outreach Blog posts• Press Releases Publisher Outreach Newspaper / Magazines• Pdf Documents Ebooks (booksharing sites like goodreads)• Images Infographics Infograms (IMGUR, Pinterest, visual.ly, flickr,

Slideshare)• Video Micro Video (Instagram and Vine)• Quality of the content Semantic modifiers• Social Content linking should not link directly to the money site (saying it

since 2009)• Opportunities to amplify the content in paid channels (Affiliate)

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

increasingly relevant.• ΔTp1 / ΔTp2 = Divergence. Increasing or Decreasing relevancy.• New searchers exposed to the inflammatory suggestion give more authority

divergence.

USER SIGNALS• Develop and Incorporate Social Media Pages and UGC sites.• Integrating (at least some) Social Media Platforms with Customer Service.• Create Micro sites on Customized Domains targeting the key phrases on

SEO.• Apply SEO Techniques for each asset (bulk of the time and difficulty)

• Creating Unique Content on/linked New Micro Sites.• Create Blogs and Wikis and Develop them Separately with unique content.• Issue Press Releases.

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 reputation issues…• Choose your partner carefully.

Make sure they have proper SEO credentials.

• Discretion is THE MOST important thing in ORM.

Herman Tumurcuogluhttps://www.linkedin.com/in/expertonlinereputationwww.searchreputation.net1-888-295-7134