There are very specific concerns that professionals need to deal with. Doctor's, lawyers, CPA's have their name and brand intertwined. This slide deck focuses on a high level look at the best practices and pitfalls of doing business in the modern online environment.

1. Professional Services
Search, Social and Reputation Management
Reports that say that something hasn't happened are always
interesting to me, because as we know, there are known
knowns; there are things we know we know. We also know
there are known unknowns; that is to say we know there are
some things we do not know. But there are also unknown
unknowns -- the ones we don't know we don't know. And if
one looks throughout the history of our country and other
free countries, it is the latter category that tend to be the
difficult ones. - Department of Defense news briefing, February 12, 2002

2. What we’ll cover
• What exactly is search engine optimization
• Best practices for building, promoting and defending your brand
online
• Do you need your own website?
• Why social media is a two edged sword

3. This is your website during the
planning and design stage

4. This is your website 1 year after launch

5. A modern online presence is not “set it and forget it”
In December of 2011 there was an estimated
366 million websites on the Internet

6. You need to stand out

7. How to stand out on the web
• Create something so awesome that everyone links to it.
• Create specific content for your niche that is relevant and
authoritative and slowly gain links.
• Become a known expert that is sought out for your content on
other sites.
• Become the most helpful person on the planet in your niche.

8. How to stand out on the web
Create specific content for your niche that is
relevant and authoritative and slowly gain links.
For normal people, this is really the only logical strategy

9. PAID
LOCAL
PAID

10. This is how Google decides what your site is worth

11. How authority flows through the web

12. Figuring out where you stand
The web is a tapestry of inter-connected
sites. The more connected your site is, the
more the search engines will value it.

14. So we’re doing pretty
good right?
Yes, but time and effort can make a big
impact without really going out of your
way.

16. What’s involved? your website
• Create a strategy
• Create content
• Spending time creating more content
• Finding sites to link back to you
• Look at your analytics to figure out
what’s working and do more of it
• Look at what’s failing and stop doing it

17. What’s involved?
your personal time
• Commenting on other good articles
• Creating content for other sites
• Answering questions
• Social media engagement
• IRL networking

18. Crossroads

19. Do you try to do all the work on your own?

20. Do you team up and get some help?

21. Online Strategy
why you do what you do

22. Authority
is the goal

23. Authority
is the goal

24. The old reality
You look like a
I love my new pipe total dork

25. The new reality
I need to eat
I love being dinner ASAP
wireless
I hate the airport

26. Real-time reviews

27. Online Reputation Management
It’s all you have online

28. Stay in control

29. Keep control of your name/brand
in the search results

30. Tell them what you
want them to do

31. Thank You
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