10 Steps to Killer Reputation Management
Andy Beal kicked off the workshops at Pubcon Vegas 2012 in the SEO track in fine style (he was actually my favourite speaker of the day). Andy is the CEO of the social media monitoring tool Trackur – check it out if you haven’t already, it’s pretty neat. What I loved about Andy’s presentation was that he gave a quick overview of the companies and blogs he is associated with, but he didn’t harp on about them (despite a cheeky, not-so-subtle plug half way through the presentation).
I got a number of key takeaways from Andy about reputation management. These include:
- Audit the first 30 results for your keyword and break them down into status (owned, control, influence or third party) and sentiment (positive, negative or neutral). Concentrate on the things you can control – spend 80% of your time working and improving on these.
- Always write in third person on social media accounts, about us pages, LinkedIn profiles etc. Don’t use word like “we”, “us”, “our company” and “about us”. (I’ll have to change a few pages on Kitchenware Direct – the company where I work as an in-house SEO and my personal social media accounts).
- Include names in URLs. E.g. www.bestsiteever.com/about-best-site-ever (or if you have a personal blog try www.joeblow.com/about-joe-blow). N.B. Andy highly recommends your don’t change established URLs – just keep it in mind for future pages/sites.
- Protect your company name, products, staff, trademarks etc. You need to monitor a number of key attributes for your brand or company. Andy gave a great cheat sheet so we know exactly what to monitor – you can find it here.
- Avoid “click here” and “about us” anchor text. For example, if you’re linking to your social media pages, use links such as Brad Russell @ Twitter, Brad Russell @ G+, Brad Russell @ LinkedIn.
- Use subdomains to maximise exposure in the top 10 organic results. Subdomains such as jobs.yoursite.com, community.yoursite.com and press.yoursite.com can help you take up more positions in the SERPs. After all, wouldn’t it be better to have something you control rank over something you don’t?
- When people reach out to you, thank them. E.g. if someone talks about you on Twitter, retweet it. It’s fresh content and you’ll gain more trust as others can see third parties speaking highly of you.
- Set up an RSS feed for your favourite tweets on Twitter. E.g. you might have a signup page on your site – “Why Sign Up? Here’s Proof!”. You’d then link that to the RSS feed of your favourite tweets and boom, it not only looks like you’ve got amazing mentions by others on Twitter, but you control the tweets that are displayed.
- Set up short term project blogs for events, conferences etc. Use your company or brand name in the URL and create WordPress/Blogger blogs. Add 4+ pages of unique content and you’ll rank pretty well in no time. The best part is, you won’t have to maintain these blogs over time.
- Use Flickr to host company images. Set up a Flickr page and customise the URL. Then host company stock images and corporate bios/headshots on the page. Embed these headshots/stock images on your own site and the Flickr page will rank in no time. SERP domination!
I thoroughly enjoyed the first day of Pubcon 2012. I’ll be adding more notes from other speakers as the week goes on (if you haven’t already, you can see my top 5 tips from Tuesday’s session here).
Hope to meet some of you at the various networking (drinking…) events!