Reputation Management and SEO [Video + Summary]

At Search Engine Strategies San Jose, Darrell Long from Search Engine Journal and Agency Web sat down with Jason Billingsley to rap about reputation management and search engine optimization for online retailers.

Can’t see video? Click here.

Here’s the skinny:

To optimize your brand in search listing pages, first you must be monitoring your brand online. Tools include Google Alerts, Trackur (Andy Beal’s tool) and Buzzlogic. (Linda reminds you to scour the search engines manually also, as these services will alert you to new appearances of the keywords you are tracking, not what’s been on the web for a long time).

You may find “negative” occurrences on the web about your brand or company, like complaints about your products or customer service. These may even be resolved issues, but they still exist online, forever. How fo you combat that? If you have legitimately solved these old problems, how do you showcase that you handled them?

One way is to tap into the very social networks the commentary about you appears (blogs, forums, review sites, Twitter) to build a presence online and to respond to issues. Show you are trying to fix problems or trying to be supportive of your product or service.

Another approach is to create many social media profiles or sub-domains in attempt to push less than stellar results off the first few pages of a search engine. Darrell’s not crazy about this strategy, noting that your results are often short-lived because search results are always in flux. Don’t forget you are working on building your brand’s reputation by helping solve problems consumers are complaining about online.

Nevertheless, when you sign up with social media sites with authority (like YouTube), it does push less authority results down – but this is not your primary goal. You can create a profile with your brand’s keywords or the keywords for your company, start building profile (add friends, add videos/content) and contribute to community (comments/content).

The added bonus to video sites is you get “universal search” or “blended search” benefits. Universal search refers to news, images, video results appearing in regular SERPs (search engine result pages). Often video results are intriguing, draw the searcher’s eye and gets a click.

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8 Responses to “Reputation Management and SEO [Video + Summary]”

  1. We’ve used google alerts for this for a long time. I”m glad to know that there are other good services for tracking this as well.

  2. [...] enough to be interviewed, but the Get Elastic guys managed to glue him to a chair and get him to spill some good tips about online reputation management. (Thanks for the Trackur [...]

  3. I would like to second Linda’s advice about the need for manual checking, particularly for folks who are mainly relying on Google Alerts at this point.

    Google Alerts don’t scour the web the way some people apparently assume they do. Google is about what’s happening now. (I have seen old stuff pop up in Google Alerts, but this seems to be the exception–in fact, it may mean that the old stuff has been spotted or commented in a new forum and if that old stuff is ‘bad’ stuff, well you may already be behind the curve).

    I’m not knocking Google Alerts–it’s free and very handy and you should be tracking your company and products with it–but the service is not really positioned as a reputation monitoring products. And while there are some good reputation tools emerging, even if I was paying for one or more of these I would *still* have some manual checking done, preferably by someone who is really good at search (it seems most offices have a resident Google-meister).

    Stephen Cobb

  4. [...] Can’t see the video? Click here or here. [...]

  5. Kristen says:

    I feel so dumb. I’ve been tracking our industry-specific keywords for ages, but never thought to track our own company name. Thanks for the great tip.

  6. David says:

    Taking the proactive route and building up a community around your targeted audience really is the way to go. It can save a lot of time that would normally be spent cleaning things up after they happen.

    Not just because those communities will stick up for you (because they have you associated in their mind with a great online presence) or because the profiles will rank. But because their constant feedback will allow you to nip those things that could turn into reputation issues in the bud.

    Great Interview! Cheers.

  7. Casey says:

    It’s great that company’s can respond to negative feedback and customer questions and concerns through web 2.0 the real question is if the company’s are improving their service and product as they begin to interact with these customers?

  8. [...] post today by Linda Bustos over on the excellent Get Elastic e-commerce blog. The subject was Reputation Management, At first glance, that subject might not sound like it has much to do with optimizing the online [...]

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