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Moving away from Mechanical to Marketing in SEO Approach April 8, 2009

Posted by seonotes in Link Building, Online Reputation Management.
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Web agencies need to realize that SEO now is more “marketing” than “mechanical”. Gone are the days when blackhatters can trick the search engines by implementing suspicious codes. The link builder who mechanically submits to a several hundred link directories, link farms, etc are fading in the picture. SEO now is relevance, social media, branding, online reputation, networking, link baiting, etc.

This does not mean taking work opportunities away from web developers. It is simply being the middle ground for both the technical people, the marketing people, and the business owner 🙂

Here are some simple pointers you can implement once the “mechanical” part of SEO is completed:

Sponge Bob tells us of SEO Marketing

Sponge Bob tells us of SEO Marketing

The challenge now is to draft a roadmap that will allow you to maintain and update these traffic generating, marketing initiatives. You would have to set your metrics a little differently this time. Check for number of Facebook group member for example, as a reflection of your “brand advocates”. Engage with people. Engage them with your brand. Let them tell you about their “brand experience” , as well. That’s good marketing – brand building using engagement-based advertising. Ultimately, you would want to watch the effects on your conversion numbers, also. The key here is to establish a platform or system that’ll measure your marketing efforts.

Conversion matters too.

Conversion matters too.

Online Reputation Management: The Basics February 14, 2008

Posted by seonotes in Online Reputation Management.
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This morning of the 14th of Feb, I cannot seem to connect to google.com. For some strange reason, I am limited in all my activities early today because my buddy search engine ain’t there. I believe there is a huge impact to society once this popularly used (and abused) search engine will stop to function. This is a not so nice start for Valentine’s day.

The above statement is a sample content meant for online reputation. It can be seen as a negative comment to Google’s inability to reach me this morning, or it can be a positive heads up note – as I’ve stated that Google impacts society big time.

Online reputation is not entirely a new concept. Even before the popular days of search engine optimization, people must have been reading customer reviews before purchasing a product. Management of online reputation is another thing. There is deliberate intervention by the parties involved as they maintain the good image of a product/service/company online. This is where the value of search engine optimization comes in. By using the techniques in optimizing pages, one can topple the negative reviews and comments against the client you are servicing.

But how exactly does online reputation management go about? To be honest, I am quite new in this particular field. I’ve been doing some research as to how to quantify online reputation damage, and the right strategies to cover for the damages. Here are some notes I’d like to share. Quite raw, though:

  • Establish KPIs or Key Performance Indicators – How will you quantify damage, is it by the number of negative reviews? The search engine rankings of these negative sites? Their traffic? Page Popularity? By identifying these metrics, you will have a basis as to how you can measure your success in damage control
  • Monitor what people are saying about you – Check the top websites that contribute to your thumbs down image. Who are they? Where do they get the basis of their claims? How influential are they? Then check in what search engines, forums, blogs do negative comments come from.
  • Analyze the picture – What are the common complaints against you/your product? Are these factual? How can you give solution to these.
  • Go Pro-active and Influence – Start from the bottom and do the dirty work. After the analysis, you should be able to identify the steps needed to topple bad content against you. Check if organic SEO techniques will be enough. Create a community wherein you can build good reputation. Don’t underestimate the power of social media marketing.

This is just a basic formula for online reputation management. Once I get the initial results of this project, there’ll be more meaty (and concise) details to share.