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Andy Beal Has a Reputation Problem. Google ORM Master Class 2012. Allow Myself to Introduce Myself. CEO of Trackur.com Founder of GuestComment.com Publisher of MarketingPilgrim.com Coauthor of Radically Transparent And sometimes.
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Andy Beal Has a Reputation Problem Google ORM Master Class 2012
Allow Myself to Introduce Myself CEO of Trackur.com Founder of GuestComment.com Publisher of MarketingPilgrim.com Coauthor of Radically Transparent And sometimes...
“Andy Beal...an Internet search engine developer, was involved in the development of...commercial space launch ventures”
A New Angle on Keywords • What brands do you need to protect? • Company name = Trackur, GuestComment • Products = Marketing Pilgrim, Radically Transparent • CEO = Andy Beal • Brainstorm • Check analytics • Monitor social media
Cheat sheet... http://gri.ms/KUVW
Google Sentiment Audit • Focus on 80/10/10 • Look for existing opportunities Audit the first 30 results for your keyword
WARNING! Side effects of Googling yourself for more than 10-minutes a day include: blindness, nausea, crying, lack of self-confidence, too much confidence, loss of ego, despair, heartburn, diarrhea (who knew?), time wasting, bone loss, the random appearance of monkey’s sniffing poop, and Ashton Kutcher. Please drink responsibly. Professional driver, closed course. If you can read this text, congrats! You are a super-fast reader and brought binoculars with you! ;-)
Why I’m Anti Pronouns • Pronouns are the enemy • avoid: we, us, our company, about us • Proper nouns are your friend • Write corporate bios in 3rd person • Same for company “about us” pages • Ditto for press releases and social profiles
Include Names...In Page Names! • All web pages for ORM should include your name • http://www.andybeal.com/andy-beal • http://www.marketingpilgrim.com/andy-beal-online-marketing-expert • http://www.trackur.com/about-trackur • Have you changed your social media profiles? • http://www.linkedin.com/in/andybeal • https://www.facebook.com/guestcomment • http://www.linkedin.com/company/trackur
Warning! Don’t Change Established URLs!
Bringing Sexy Links Back Avoid “Click Here” or “About Us” anchor text Include names in backlinks you control
Neither a bird or a plane... • You rank #1 on Google for your company name, right? • No? Well at least you’re at the right conference! • Therefore Google knows you’re the most relevant site • Which means any page you link to, benefits from that relevance!
Optimize Existing Content Update existing “about us” pages & corporate profiles Use Google to figure out other relevant pages of any site you own Link homepage to 2nd page Target keywords to most relevant page
Sub-Domains • Sub-domains over sub-directories • Don’t over-do it • 2 to 3 tops • Investor info • Corporate site • Community involvement • Press • Customer Portal
Using Other TLDs Make use of .org and .net Take care not to duplicate content Register other domains...
Optimizing Social Profiles Preferably pick the ones you will be active on Complete bios in 3rd person Link to them from your corporate site Look for option to customize URL Get clever with KWD...
Web Partnerships • Ask business partners for a profile on their site • Especially if they rely on your business • Needs its own page • e.g. partnersite.com/trackur.htm • Offer to write it for them! • Don’t link back to your homepage
WordPress & Blogspot • Short-term, project blogs • Events, conferences, charity work • Use your brand in domain: • companyname.wordpress.com • personalname.blogspot.com • Need at least 4 pages of unique content • Does NOT have to be maintained!
