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©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson.

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Presentation on theme: "©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson."— Presentation transcript:

1 ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation Management in a Google World Lee Odden, CEO TopRank Kami Watson Huyse, APR myPRPro

2 ©2008 TopRank® Online Marketing. All rights reserved. SEO – Search Engine Optimization SERP – Search Engine Results Page Title Tags – Description seen on top bar of a browser for each Web page Meta Description – Description of the page which a search engine may consider or display Categories – Used inside a blog to group like content Tags – Used by Technorati and other services to index pages A New Vocabulary http://www.seo-dictionary.com

3 ©2008 TopRank® Online Marketing. All rights reserved. Dec 2006 – 6.7 billion searches (comScore) Dec 2006 – 6.7 billion searches (comScore) Dec 2007 – 10 billion searches (comScore) Dec 2007 – 10 billion searches (comScore) March 2008 – 6.4 billion searches Google (comScore) March 2008 – 6.4 billion searches Google (comScore)

4 ©2008 TopRank® Online Marketing. All rights reserved. 59.8% Google 21.6% Yahoo 9.6% Microsoft 4.9% AOL 4.6% Ask Search Market Share comScore March 2008

5 ©2008 TopRank® Online Marketing. All rights reserved. ? Reputation Engine

6 ©2008 TopRank® Online Marketing. All rights reserved. New Corporate Homepage

7 ©2008 TopRank® Online Marketing. All rights reserved. For Fun: TopRank

8 ©2008 TopRank® Online Marketing. All rights reserved. For Fun: My PR Pro

9 ©2008 TopRank® Online Marketing. All rights reserved. An Interconnected footprint of relevant Content Photos Video Audio Actively managing the reputation of the brand, issue or company Public Relations and Search

10 ©2008 TopRank® Online Marketing. All rights reserved. SERPs can give PR visibility Crisis Management Proactive search engine reputation management Importance of link building Ranking report software Relevant content that also gets search results Search engine optimized press releases and Unique e-mail and URLs for measurement Impact of SEO for PR

11 ©2008 TopRank® Online Marketing. All rights reserved. A Reputation Tarnished

12 ©2008 TopRank® Online Marketing. All rights reserved. And Slowly Improving

13 ©2008 TopRank® Online Marketing. All rights reserved. PayPal Problem

14 ©2008 TopRank® Online Marketing. All rights reserved. PayPal Problem

15 ©2008 TopRank® Online Marketing. All rights reserved. WalMart Watch

16 ©2008 TopRank® Online Marketing. All rights reserved. WalMart Wake Up

17 ©2008 TopRank® Online Marketing. All rights reserved. Home Depot

18 ©2008 TopRank® Online Marketing. All rights reserved. Home Depot

19 ©2008 TopRank® Online Marketing. All rights reserved. SEO Considerations Content Links

20 ©2008 TopRank® Online Marketing. All rights reserved. Identify your brand keywords Inventory your digital assets Match with channels of promotion Ensure site is spiderable Keywords in titles, navigation, content & links Promote content & attract links Always look for links Monitor with web and social media analytics SEO Tips

21 ©2008 TopRank® Online Marketing. All rights reserved. Keywords to Monitor Products Company Executives Include modifiers: “sucks” “scam” “kudos”

22 ©2008 TopRank® Online Marketing. All rights reserved. Pre Universal Heat Map

23 ©2008 TopRank® Online Marketing. All rights reserved. Universal Search Heat Maps

24 ©2008 TopRank® Online Marketing. All rights reserved. Your Company Sucks

25 ©2008 TopRank® Online Marketing. All rights reserved. And Also Yours

26 ©2008 TopRank® Online Marketing. All rights reserved. Seodigger.com KeywordDiscovery.com Web analytics Site search logs WordTracker Keyword Research Tools

27 ©2008 TopRank® Online Marketing. All rights reserved. Keyword Research Tools

28 ©2008 TopRank® Online Marketing. All rights reserved. Keyword Research Tools

29 ©2008 TopRank® Online Marketing. All rights reserved. Create keyword glossary Map keywords to content Keyword Research Tools

30 ©2008 TopRank® Online Marketing. All rights reserved. Press releases Online op-eds Online newsrooms Corporate blogs Reports / white papers Email newsletters Webinars Podcasts / Internet radio shows Interviews (coach interviewee on keywords) News Content to Optimize

31 ©2008 TopRank® Online Marketing. All rights reserved. On Site Press Releases Online News Room Blog News Content to Optimize Off Site Social media profiles (Twitter, Stumbleupon, Delicious) Social networking profiles (LinkedIn, Facebook) Blog

32 ©2008 TopRank® Online Marketing. All rights reserved. Blog Based Newsroom Template optimized Title tags Categories Meta description Keyword optimized Post title Body copy Links Image alt text

33 ©2008 TopRank® Online Marketing. All rights reserved. Release Optimization

34 ©2008 TopRank® Online Marketing. All rights reserved. Release Optimization Think upward and to the left Optimize for people first, search engines next Use keyword(s) in Title, Subheads, body Don’t obsess over keyword density A 500 word release – keyword 2-4 times Use keywords in links to company web site Add media: images, podcast, video, pdf/word docs

35 ©2008 TopRank® Online Marketing. All rights reserved. Earn links with great content Promote content on social networks Embed links in press releases Link up with partners Cross link internally Social bookmark pickups Linking Building

36 ©2008 TopRank® Online Marketing. All rights reserved. Never stop acquiring inbound links Keywords Key Word Word Key Key Word WordKey Key Word WordKey Key Word Word Back link analysis Directory submissions Article marketing Press releases Blogs & RSS Social bookmarks Viral marketing Bottom line: Create high quality content Linking Building

37 ©2008 TopRank® Online Marketing. All rights reserved. Marketleap.com siteexplorer.search.yahoo.com Free Linking Tools

38 ©2008 TopRank® Online Marketing. All rights reserved. Marketleap Tool

39 ©2008 TopRank® Online Marketing. All rights reserved. Marketleap Tool

40 ©2008 TopRank® Online Marketing. All rights reserved. Marketleap Tool

41 ©2008 TopRank® Online Marketing. All rights reserved. Yahoo Site Explorer

42 ©2008 TopRank® Online Marketing. All rights reserved. Analyze the current link environment Develop a link building plan Assess competitor link activity for opportunities Sources linking to high ranking sites may link to you as well Analysis of what is working for others can work for you Linking Tips

43 ©2008 TopRank® Online Marketing. All rights reserved. Holistic SEO Promotion Match News to Channel Announcements Press Releases Images Video Blog/RSS Media Coverage Social News/Bookmark Optimize & Promote

44 ©2008 TopRank® Online Marketing. All rights reserved. Channels Respond Announcements Press Releases Images Video Blog/RSS Media Coverage Social News/Bookmark Traffic - Links Holistic SEO Promotion

45 ©2008 TopRank® Online Marketing. All rights reserved. Keyword Ranking Tools http://tools.seobook.com/firefox/rank-checker/ Monitoring Tools

46 ©2008 TopRank® Online Marketing. All rights reserved. Monitoring Tools

47 ©2008 TopRank® Online Marketing. All rights reserved. Monitoring Tools

48 ©2008 TopRank® Online Marketing. All rights reserved. Monitoring Tools

49 ©2008 TopRank® Online Marketing. All rights reserved. Identify brand keywords Setup monitoring Proactively optimize content Proactively acquire links Optimize off-site content Takeaways

50 ©2008 TopRank® Online Marketing. All rights reserved. Toprankblog.com Communication Overtones “Radically Transparent” by Andy Beal & Judy Strauss Searchengineland.com Searchenginewatch.com Google.com/webmasters Find all links at: http://del.icio.us/kamichat/ReputationSEO Resources

51 ©2008 TopRank® Online Marketing. All rights reserved. Lee Odden TopRankMarketing.com lee@toprankmarketing.com Toprankblog.com Kami Watson Huyse myPRpro.com kami@myprpro.com kami@myprpro.com Communication Overtones Blog Thank you

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