Applying Reverse SEO Techniques
to Resolve Search Reputation Problems
by Herman Tumurcuoglu
Google, Yelp, Angie’s List, Consumer Report
Newspaper Article
Review Boards
Complaints Sites
Videos
Personal Blogs
Brandjacking!
BaBcBad Ass
Behind
Computer
UGC on SERP
UGC on SERP
Google Auto Suggest
London School of Economics
2reduction in negative word of mouth
boosts sales growth by1% %
Local Business more VulnerableSource: NielsenSource: Brightcove
SERM Search Engine Reputation Management
• 30% of searches
are for names
• Customers,
Investors,
Employees...
YOUR BRAND!
SERP CTR Breakdown
#143%
#212%
#39%
#46%
#51%
#64%
#74%
#83%
#93%
#103%
#11-2011%
#21-10001%
SalesSERP CTR Breakdown
Techniques used in Reverse SEO
• Develop and Incorporate Social Media Pages and UGC sites: 300 sites!
• Integrating (at least some) Social Media Platforms with Customer Service.
• Create Micro sites on Customized Domains targeting the key phrases on SEO.
• Creating Unique Content (videos) on/linked New Micro Sites.
• Create Blogs and Wikis and Develop them Separately with unique content.
• Issue Press Releases.
• Apply SEO Techniques for each asset (bulk of the time and difficulty)
• Update Often
CHANGE Google Auto Suggest
• An increasing DELTA Δ in search volume over sample time period.
• High Search Volume creates a feedback loop which signals to Google the term is
increasingly relevant.
• ΔTp1 / ΔTp2 = Divergence. Increasing or Decreasing relevancy.
• New searchers exposed to the inflammatory suggestion give more authority
divergence.
Key Takeaways
1. Prevention
• Own Your Brand.
• Stake Your Claim on Social
Media.
• Build Your Social Currency.
• Develop Content and curate
information about your brand.
2. If you have reputation issues…
• Choose your partner carefully. Make
sure they have proper SEO
credentials.
• Discretion is THE MOST important
thing in ORM.
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