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Online Reputation Management: Branding for SERP Domination

Online Reputation Management: Branding for SERP Domination. Rhea Drysdale | Outspoken Media | @Rhea and @ outspokenmedia. Tweet with webinar attendees: # mozinar. Technical problems or feedback: Please email team@seomoz.org. How we typically view ORM:. REPAIR Cover - up SPIN.

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Online Reputation Management: Branding for SERP Domination

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  1. Online Reputation Management: Branding for SERP Domination Rhea Drysdale | Outspoken Media | @Rhea and @outspokenmedia Tweet with webinar attendees:#mozinar Technical problems or feedback: Please email team@seomoz.org

  2. How we typically view ORM: REPAIRCover-up SPIN buy off micro-sites paid reviews article directories FIX Buy up

  3. Let’s change that perception.

  4. How I see ORM…

  5. Competitive domination in the SERPsviaeffective online branding.

  6. Sounds better, huh?

  7. How do you become this?

  8. Let’s take a look at your current brand.

  9. 1 When a user types in your name, product or brand—what do they see? Unrelated SERPs or “Did you mean…” “showing results for…”

  10. You’re Tier 3 and you aren’t considered a brand, yet.We’ll come back to you in a bit.

  11. 2 When a user types in your name, product or brand—what do they see? Google Places Site links People and Pages on Google+

  12. You’re Tier 2 and you’re becoming a brand, but aren’t quite there, yet.*Hang tight with Tier 3 for a minute.

  13. *Caveats • You might have something technically wrong that’s preventing site links. • You might not have enough content or links to your subfolders/pages to have those appear as site links.

  14. 3 When a user types in your name, product or brand—what do they see? Autocomplete results Related stores/brands Search related to [keyword] Multiple listings for your domain Search [domain]

  15. You’re Tier 1 and you’re considered a brand.High five!

  16. Tier 1 These are growing. Tier 2 Tier 3 We all start here.

  17. How do we know tiers 1 & 2 are growing?

  18. Search engines like brands.Especially Google.

  19. Brands are good for business. ^ Google

  20. “Google now wants to transform words that appear on a page into entities that mean something and have related attributes.” http://mashable.com/2012/02/13/google-knowledge-graph-change-search/

  21. Google wants to, “build a huge knowledge graph of interconnected entities and their attributes.”

  22. Hmm, what does that sound like?

  23. Check out: http://www.wolframalpha.com/entities/index/

  24. What this entity search looks like in action: Except, they’re no longer appearing! Even Google’s example from the article for “Monet”

  25. Why does this matter?If someone is looking for an “oven” you want Google to not just display your brand because you have content and links about an oven. You want Google to understand WHO you are, how much you sell them for, how many people like them, and where they can buy them.

  26. From SEOBook: http://www.seobook.com/learn-seo/infographics/brand-branding-brands.php NEW ADDITION: 8. “More results” and other brand-owned properties

  27. How do you get Tier 1 brand association in Google?

  28. Tier 3 – Help, I NEED SERP INCLUSION!

  29. Start with the basics. • Register your domain(s). • Register your username(s). • Create QUALITYcontent on domains & profiles. • Cross-link everything.

  30. The very top of their site:

  31. Google is a bot. It can only process what you tell it.

  32. Leverage what works.

  33. Not sure of what works?Check your “competition.”What’s a natural result that your competitor is doing well with?

  34. Even better, here’s our data behindwhat sticks:

  35. Note: Facebook is doing better in the SERPs after timeline was implemented.

  36. Tier 2 – I NEED SERP PROMINENCE

  37. Strategic marketing campaigns. Technical SEO audit Content marketing strategy Get social Increase mentions Increase backlinks Invest in things like rel=“author,” schemas, videos, pictures, product feeds, etc.

  38. Sitelinks Resources: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=47334 http://www.hochmanconsultants.com/articles/sitelinks.shtml

  39. People and Pages on Google+ Resources: http://searchengineland.com/a-look-at-google-direct-connect-for-google-pages-100382

  40. Rel=“author” Resources: http://www.blindfiveyearold.com/how-to-implement-rel-author https://plus.google.com/authorship

  41. Reviews & Ratings Resources: http://schema.org/Review http://schema.org/AggregateRating http://support.google.com/webmasters/bin/answer.py?hl=en&answer=146645

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