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Applying Reverse SEO Techniques to Resolve Search Reputation Problems by Herman Tumurcuoglu searchreputation.net

Orm ecommerce-summit

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Page 1: Orm ecommerce-summit

Applying Reverse SEO Techniquesto Resolve Search Reputation Problems

by Herman Tumurcuoglu

searchreputation.net

Page 2: Orm ecommerce-summit

Google, Yelp, Angie’s List

Consumer Reports

Newspaper Articles

Review Boards

Complaints Sites

Videos

Personal Blogs

Brandjacking!

BaBcBad Ass Behind

Computer

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UGC on SERP

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UGC on SERP

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Google Auto Suggest

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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

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Local Business more VulnerableSource: NielsenSource: Brightcove

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SERM Search Engine Reputation Management

• 30% of searches are for names

• Customers, Investors, Employees...

YOUR BRAND!

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SERP CTR Breakdown

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#143%

#212%

#39%#4

6%

#51%

#64%

#74%

#83%

#93%

#10

3%

#11-2010%

#21-10001%

SalesSERP CTR Breakdown

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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

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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.

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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.

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Herman Tumurcuoglu

https://www.linkedin.com/in/expertonlinereputation

www.searchreputation.net

1-888-295-7134