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 email@example.com
How we typically view ORM: REPAIRCover-up SPIN buy off micro-sites paid reviews article directories FIX Buy up
1 When a user types in your name, product or brand—what do they see? Unrelated SERPs or “Did you mean…” “showing results for…”
You’re Tier 3 and you aren’t considered a brand, yet.We’ll come back to you in a bit.
2 When a user types in your name, product or brand—what do they see? Google Places Site links People and Pages on Google+
You’re Tier 2 and you’re becoming a brand, but aren’t quite there, yet.*Hang tight with Tier 3 for a minute.
*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.
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]
Tier 1 These are growing. Tier 2 Tier 3 We all start here.
Brands are good for business. ^ Google
“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/
Google wants to, “build a huge knowledge graph of interconnected entities and their attributes.”
What this entity search looks like in action: Except, they’re no longer appearing! Even Google’s example from the article for “Monet”
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.
From SEOBook: http://www.seobook.com/learn-seo/infographics/brand-branding-brands.php NEW ADDITION: 8. “More results” and other brand-owned properties
Start with the basics. • Register your domain(s). • Register your username(s). • Create QUALITYcontent on domains & profiles. • Cross-link everything.
Not sure of what works?Check your “competition.”What’s a natural result that your competitor is doing well with?
Note: Facebook is doing better in the SERPs after timeline was implemented.
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.
Sitelinks Resources: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=47334 http://www.hochmanconsultants.com/articles/sitelinks.shtml
People and Pages on Google+ Resources: http://searchengineland.com/a-look-at-google-direct-connect-for-google-pages-100382
Rel=“author” Resources: http://www.blindfiveyearold.com/how-to-implement-rel-author https://plus.google.com/authorship
Reviews & Ratings Resources: http://schema.org/Review http://schema.org/AggregateRating http://support.google.com/webmasters/bin/answer.py?hl=en&answer=146645