ACCM Search Engine Reputation Management
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The document discusses search reputation management and SEO strategies. It provides statistics on search engine usage and market share. It recommends being proactive in monitoring brand conversations, optimizing content for keywords, promoting content, and attracting links. Specific tips include identifying brand keywords to monitor, setting up analytics tools, optimizing on-site and off-site content, and taking a proactive approach to reputation management on search engines.
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ACCM Search Engine Reputation Management
- 1. Search Reputation Management Lee Odden – CEO TopRank Marketing.com
- 2. Agenda Search/Google Data Examples SEO 2.0 principles BONUS (if we have time) Tools: Keywords, Linking, Monitoring
- 3. Dec 2006 – 6.7 billion searches (comScore) Dec 2007 – 10 billion searches (comScore) March 2008 – 6.4 billion searches Google (comScore)
- 4. 59.8% Google 21.6% Yahoo 9.6% Microsoft 4.9% AOL 4.6% Ask Search Market Share comScore March 2008
- 14. Who’s Doing it Right? eBay – Sub-domains Dell – Blogs, Microsites
- 15. Doing it Right
- 17. Must be proactive Monitoring conversations Content optimization Content promotion Analytics Search Reputation Management
- 18. SEO Considerations Content Links
- 19. Identify brand keywords Ensure site is spiderable Keywords: titles, navigation, content, links Promote content & attract links Monitor with web and social media analytics SEO Tips
- 20. Digital Asset Optimization Match Media to Channel Announcements Press Releases Images Video Blog/RSS Media Coverage Social News/Bookmark Optimize & Promote
- 21. Channels Respond Announcements Press Releases Images Video Blog/RSS Media Coverage Social News/Bookmark Traffic - Links Digital Asset Optimization
- 22. Time Check
- 23. Identify brand keywords Setup monitoring Proactively optimize content Proactively acquire links Optimize off-site content Takeaways
- 24. Keywords to Monitor Products Company Executives Include modifiers: “sucks” “scam” “kudos”
- 25. Seodigger.com KeywordDiscovery.com Web analytics Site search logs Keyword Research Tools
- 28. Create keyword glossary Map keywords to content Keyword Research Tools
- 29. Linking Building Keywords Key Word Key Back link analysis Directory submissions Article marketing Press releases Blogs & RSS Social bookmarks Viral marketing Bottom line: Create & promote quality content Key Word Word Key Key Word Key Word Word Key Key Word Word
- 30. Marketleap.com siteexplorer.search.yahoo.com Google.com/webmasters Free Linking Tools
- 33. 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
- 35. Monitoring Tools
- 36. Monitoring Tools
- 37. Monitoring Tools – Radian6
- 38. Identify brand keywords Setup monitoring Proactively optimize content Proactively acquire links Optimize off-site content Takeaways
- 39. Copy of this presentation: marketingblog.com/accm08 Lee Odden TopRank Marketing.com [email_address] 877 877 6628 Thank you