Search engine optimization is so important to reputation management because Google is one of the most highly trafficked search engines in the world. Because Google owns so much of the market share for search, we are able to focus solely on this search engine to get 95% of the results. I studied the Google search engine algorithm for years and have figured out many of the most relevant factors that go into how Google decides what websites are most relevant to a search for any keyword phrase.
Content is King
So how does Google figure out which are the most relevant links for your search? First, it looks at the website content across every website that it indexes. If you want your website to rank well in Google search for particular keyword phrases, you have to make sure that the content on your site is optimized for the Google algorithm. For this, you must incorporate the keyword phrases that you want to rank well for into your site’s content. This is the number one factor to remember when considering on-page search engine optimization.
But of course, marketing is the Queen — and you know who runs the household
The other way that Google figures out the most relevant links for any search is by looking at how many external websites link to the content on your website. Who is linking back to your site? Who is sharing your content on major social media sites like Twitter, Facebook, and LinkedIn? Not surprisingly, it’s fairly easy to game the system with on-page factors, but off-page factors are a bit harder. External links and social shares are off-page search engine optimization factors, which makes them even more important than putting keyword phrases into your content. In fact, external links is probably the most important factor that Google uses in determining whether your site is worthy of being linked to you for any given keyword phrase.
So as you can see, on-page search engine optimization is important and can help you establish a strong baseline in search results for your website. When you optimize your content for on-page factors, it makes it easy for Google’s crawlers to go through your site and understand exactly what it’s about. Still, it’s not enough; you must also get those external links back to your site. We’ll talk about how to do this through networking, guest blogging, and writing articles for publications in later parts of this reputation management guide.
Continue reading The Beginner’s Guide to Reputation Management (Part 4 of 34): Search Engine Optimization
Here at Reputation Hacks, we use a special tool to measure and analyze the eight core principles of reputation management. My friend Yu-kai Chou originally developed the octalysis tool we use in 2006 for his gamification framework, and I’ve found that it’s so valuable in helping my clients understand how to build a presence online, that I’ve adapted his octalysis tool to measure reputation management in eight core principles, which we’ll talk about in this lesson.
Continue reading The Beginner’s Guide to Reputation Management (Part 3 of 34): 8 Core Principles of Reputation Management
Some of the most successful businesses online today are those that provide a platform for others to build their businesses on top of. For example, shortly after the iPhone came out, Apple created the app store, which many companies who specialized in everything from gaming to productivity to fitness were able to build profitable businesses on top of. Likewise, when Twitter first came out, companies like TweetDeck, HootSuite, and Buffer emerged to augment the Twitter experience and provide additional tools for tweeters to use. Sites like WordPress.org emerged as the forefront blogging platform that allows companies and individuals to build websites without having much technical knowledge.
In the same way, Google has become a platform for many other industries to emerge. Search engine optimization, click-through advertising, and reputation management came about solely because companies want to get the best Google search rankings possible, and were willing to spend a large amount of money to get either organic or paid placement at the top of the page.
Continue reading The Beginner’s Guide to Reputation Management (Part 2 of 34): What is Reputation Management?
Despite what most companies and individuals believe about reputation management, it’s not just for businesses that are dealing with a reputation problem. With the advent of sites like Ripoff Report, Angie’s List, and Yelp, which all provide places for customers to leave reviews and feedback regarding the quality of product and service providers, companies and individuals need to be more careful than ever that their website—the place where their company lives online—doesn’t get outranked in Google by a slew of nasty reviews that could make or break the business.
Here are the facts: Sites like Ripoff Report, Yelp, and Angie’s list rank highly in Google search because they have thousands of pages. Most company websites have fewer than one hundred, so they are already at a disadvantage in Google search results. Add to that the power of user reviews and how they affect the bottom line: on Yelp, for example, the difference between a 3-star rating and a 4-star rating is about a 20% difference in traffic to your website. If you own a restaurant, you probably know that 20% fewer customers could be the difference between thriving and going bankrupt!
Continue reading The Beginner’s Guide to Reputation Management (Part 1 of 34): Introduction