Shane Hampson breaks down Reputation Management

1. Reputation
Management
Shane Hampson

2. What is Reputation
Management?
 Online Reputation Management is the
process of suppressing negative remarks
from the first page of search results and
creating resistance for any future
complaints to appear on that first page of
Google, Yahoo or Bing.

3. Common Myths
 You can “delete” harmful websites, like
Rip Off Report
 Responding to the reports helps prove
your innocence
 You can boost star ratings with fake
reviews
 Online complaints don’t effect business

4. Reputation Management is
important
 ORM is an important piece to every marketing effort:
SEO, SEM, print ads, radio spots, commercials, etc. are generating
"buzz" about your business or product and peaks the interest of
potential business.
 Ask yourself this: if you have a great product and a great marketing
campaign you are getting consistent walk in traffic or a good CTR
(Click Through Rate) but you are not converting the traffic in sales
your probably missing your target ROI What could be the culprit?
 Picture the first page of Google search results as your resume
meaning you have 7 to 10 spots to create a great first impression, if
that first page is revealing words such as
Scam, Fraud, Complaints, Rip Off, etc. it automatically puts a red
flag in your customers mind and they may choose to move to a
competitor who does not have anything negatively reflecting on
their business.

5. Ideal Candidate?
 Ideal Clients
 Is an individual person or business who is
established has credibility with the BBB, won
awards or accomplishments, etc. but may
have had a disgruntled ex-employee, rival
competition or random things like ex-
spouses throw their name in the mud.

6. Resources to use
 Google Adwords Keyword Tool
 Compete.com
 Pre and post traffic

7. Techniques
 Social Media
 Press Releases
 Video SEO
 Off-site content
 Microsites
 On-site content
 Positive Reviews Pro
 Linking

8. Social Media
 Social Media Sites such as
Facebook, Google+, Pinterest and LinkedIn all
offer business pages you can create.
 These have a great page rank in the eyes of Google.
 Twitter actually can out rank most social media sites but the draw
back here is that there is a limited amount of letters so if you have
a big business name it may not get optimized for the keyword you
want.

9. Press Releases
A well written press release combined with syndication to the
proper sources can generate a quick ranking for ORM as well
as generate quality high profile backlinks to help your SEO.
 Press releases offer one of the best ways to boost your
search engine rankings and increase web traffic for your
business. Now more than ever, Google values websites with
lots of quality, newsworthy content that’s distributed
around the web.
 Our monthly press release marketing program builds on all
the best Search Engine Optimization and content
marketing strategies to help you increase rankings and web
traffic.

10. Video
 Video’s are another fantastic resource we have at our
disposal.
 Google bought YouTube and has made it an integrated
part of their product line. (you can’t create a Gmail
account without them trying to get you to set up your
YouTube channel)
 Video content accounts for more than 50% of all web
traffic in the world. That’s why Google places added
importance on the creation and promotion of video
content
 YouTube videos can be embedded, tagged, titled and
optimized for the keywords you are trying to protect.

11. Off Site Content
 Websites such as Squidoo, Slideshare, and PitchEngine that
already have a great page rank with the search engines can
be utilized with the proper content and keyword utilization
(don't keyword stuff though).
 The combination of high page rank, the availability of custom
URL’s and organic strength can be a phenomenal tool to be
utilized.
 Organic traffic to these individual sites is extremely beneficial in
helping you achieve the desired rankings.
 Q and A sites with organic community involvement (real users
responding) can get you great rankings.

12. Microsites
If you have been targeted by one of the major search engines as
an auto suggest for a harmful term (ex. Example company scam)
then a Microsite can be beneficial for you to sustain long term
protection .
 A great technique for microsites is creating an EMD (Exact Match
Domain)
 Exmple: if the keyword your trying to clean up is "example
company scam" you may want to buy and host
www.examplecompanyscam.com/org/net/etc.)
 Exact match domains get ranked very effectively but since
your starting from scratch it does take some time to see results.
 EMD's are a great resource to spin a potential negative into a
positive for example, instead of the potential customer seeing
how you are a supposed scam they will see your micro-site and
how not to get scammed by someone in your industry or field.

13. On Site Content
 Creating on-site content such as
examplecompany.com/reviews /blog can be very
beneficial for eating up real estate on that first page of
major search engines.
 search engines already trust your site, if you apply
proper white hat tactics you should be able to get
indexed by the crawlers quickly and see rankings in a
timely matter.

14. Ways to get these to rank
 The two main techniques to get these
profiles and webpages ranked above the
negatives.
 Linking
 Organically (through community
involvement.)

15. Linking
 Linking is the last point we will discuss but it is without a
doubt the most important. The techniques we have
discussed are designed to get organic rankings but linking is
really the bread and butter of every reputation
management campaign.
 The goal of the linking campaign is to link to all positive and
neutral information surround the negative complaint(s) in
order to suppress the negative into the 2nd pages of search
results.
 Linking is essentially a big popularity contest, you want as
many votes of confidence as you get…..
 Here's the catch though bad links (links not relevant, or
from bad neighborhoods) can actually hurt you more
than help so make sure you are getting quality inbound
links.

16. Organic Strength
 Organic community strength combined with a high PR are
some of the reasons websites such as Rip Off
Report, PissedConsumer and Yelp are such a pain in the
side and very hard to budge.
 Iron sharpens Iron
 The same techniques used that brought the negatives up the
search results you can bring your positive content you created
to the top of the search results as well via organic strength.
 Increase your popularity (Friends, circles, followers, etc.)
 Get your content as many re-pins, Likes, Follows, retweets, etc.
 The more comments, shares, times embedded, etc. the better!

17. Questions?
 Contact me.
 805.410.7984
 shaneham@nationalpositions.com
 http://shanehampson.com