{"id":298,"date":"2016-05-12T12:29:45","date_gmt":"2016-05-12T12:29:45","guid":{"rendered":"http:\/\/outreach.designs.waimea.dk\/?page_id=298"},"modified":"2017-03-07T13:51:47","modified_gmt":"2017-03-07T12:51:47","slug":"search-reputation-management","status":"publish","type":"page","link":"https:\/\/www.waimea.dk\/en\/services\/search-reputation-management","title":{"rendered":"Search Engine Reputation Management"},"content":{"rendered":"

\"SearchDownload free copy of the Search Engine Reputation Management e-book\u00a0below.<\/strong><\/p>\n

Waimea funding partner and Director of R&D Mikkel deMib Svendsen is the author of the only book written specifically about Search Engine Reputation Management.<\/p>\n

We can help you solve current search reputation problems or create a strategy to protect\u00a0you against future attacks.<\/p>\n

Please give us a call at (+45) 70 22 80 22 or email at info@waimea.dk<\/a> if you want a quote from us.<\/div>\n

Online Branding in perspective<\/h3>\n

When IAB\/Nielsen NetRating came out with their 2004 \u201cInternet Search Brand Effectiveness Research\u201d report, most marketing professionals were surprised by the 27% increase in unassisted brand recognition for the brands showing up in top search engine results, compared to others that were lower.<\/p>\n

Many of us knew that search engines had an impact on branding, but we would never have imagined it was so huge.<\/p>\n

Before 2004, most companies primarily saw search engines as a direct marketing channel. That\u2019s understandable, as search is a very effective direct marketing vehicle \u2013 for example, people who search for a cheap DVD player are very likely to buy it once they find it. With a relatively low cost per lead and high conversion rates, the ROI on search marketing can be exceptional compared to just about any other direct marketing channel.<\/p>\n

After 2004 more and more companies began to pay attention to their brand in search engines. Not only did they start to care more about how they ranked with their own websites, but also which other websites Google showed for their most important keywords.<\/p>\n

What some companies found was shocking.<\/p>\n

Search results were full of negative listings about their companies, products and services \u2013 undermining the core values of their brands. It wasn\u2019t hard to see the negative influence it had on sales. Something had to be done.<\/p>\n

Billions of dollars are wasted every year on branding campaigns that are being undermined in search engines.<\/p>\n

For other companies the results looked great, with mostly positive things being said about them. Of course that gave them less incentive to do more. Some, however, began to see how they could creatively exploit the positive results to gain even more sales and build stronger brands. You can learn how to do this too.<\/p>\n

\"SearchToday more companies than ever have shown an interest in search engine reputation management. That\u2019s good! But, you may ask, what about social media such as Facebook, Google Plus and Twitter? Aren\u2019t social media important for your online reputation management?<\/p>\n

Yes, they definitely are. Social media have become increasingly important over the years and they just keep gaining momentum.<\/p>\n

However, dealing with your reputation in search and social media are two very different things. Neither the research methods, strategies or techniques applied are the same, and if we had to cover both topics in one book it would become either too long or too superficial. So we decided to focus on Search Engine Reputation Management in this book and explore Social Media Reputation Management in another.<\/p>\n

We will be covering a few isolated aspects of social media in this book, but our focus will primarily be on the things that directly impact search results.<\/p>\n

We hope you enjoy reading this book and learn what you need to manage your brands better in search engines. Happy reading!<\/p>\n

Table of contents<\/h3>\n

Foreword<\/p>\n

PART 1:\u00a0 Introduction to Search & Reputation Management<\/strong><\/p>\n

    \n
  • The Two Most Important Facts About Search<\/li>\n
  • Your Reputation in Search is Invisible<\/li>\n
  • Nobody Looks Beyond the First Page \u2013 But\u2026<\/li>\n
  • How Can Bad Search Results Hurt Your Business?<\/li>\n
  • Just How Ugly Can it really Get?<\/li>\n
  • Four Reasons to Engage in Search Engine Reputation Management<\/li>\n
  • Who Can Benefit from Search Engine Reputation Management?<\/li>\n
  • How much Can You Influence Search?<\/li>\n
  • The Five Most Important Rules of Search Reputation Management<\/li>\n
  • Beyond Search Engine Reputation Management<\/li>\n<\/ul>\n

    PART 2:\u00a0 Search Engine Reputation Management Strategies<\/strong><\/p>\n

      \n
    • Three Ways to Combat Negative Search Results<\/li>\n
    • Four Categories of Strategies<\/li>\n
    • Protect Yourself with a Tailgating Strategy<\/li>\n
    • The Dark Arts of Removing Negative Websites<\/li>\n
    • Are You Ready for a Worst-Case Scenario?<\/li>\n
    • Warning: Never Call Your Lawyer First<\/li>\n
    • Where do You Start?<\/li>\n
    • Ten Steps to Successful Search Reputation Management<\/li>\n<\/ul>\n

      PART 3: Keyword Research \u2013 the Key to Success<\/strong><\/p>\n

        \n
      • It All Starts with Keywords<\/li>\n
      • Keyword Research \u2013 the Art and the Tools<\/li>\n<\/ul>\n

        PART 4: Data Collection, Ratings and Assessments<\/strong><\/p>\n

          \n
        • Collect the Right Data<\/li>\n
        • Automated Data Collection is Tempting<\/li>\n
        • Select the Right Search Engines<\/li>\n
        • You\u2019ve Got to Be There to See It<\/li>\n
        • Depersonalize Your Search<\/li>\n
        • Store all the Search Results<\/li>\n
        • Collect Data for Each Unique Domain<\/li>\n
        • Rating of All Unique URLs<\/li>\n
        • Rating Conversion and Weighting Scales<\/li>\n
        • Report Findings and Extract Data<\/li>\n
        • Assess All URL\u2019s<\/li>\n
        • Analyze Each Keyword<\/li>\n
        • Analyze the Negative Websites<\/li>\n<\/ul>\n

          PART 5: Organic Strategies<\/strong><\/p>\n

            \n
          • Good Friends Are Your First Line of Defense<\/li>\n
          • Push the Negative Websites Down<\/li>\n
          • Make a Different Page on a Website Rank Better<\/li>\n
          • Manipulate the Source<\/li>\n
          • Promote Positive or Neutral Pages<\/li>\n
          • Keep Track of and Link to Positive Sites<\/li>\n
          • How to Remove Negative Search Results<\/li>\n
          • Boost Your Message with a Strong PR Strategy<\/li>\n
          • Redirect Bad Traffic<\/li>\n
          • Link Building 101<\/li>\n<\/ul>\n

            PART 6: Paid Strategies<\/strong><\/p>\n

              \n
            • Search Ads Give You a Platform to Speak<\/li>\n
            • Everything is for Sale \u2013 for the Right Price<\/li>\n
            • Bribery Has Such a Bad Name<\/li>\n<\/ul>\n

              PART 7: Legal Strategies<\/strong><\/p>\n

                \n
              • The Right to be Forgotten<\/li>\n
              • Do Your Homework Before You Call Your Lawyer<\/li>\n
              • Do You Really Think it\u2019s Illegal?<\/li>\n
              • Can You Identify the Offender?<\/li>\n
              • Is the Offender in Your Jurisdiction?<\/li>\n
              • How Likely Are You to Win a Case?<\/li>\n
              • Even if You Win You May Not Win<\/li>\n
              • A Legal Case Takes (Too Much?) Time<\/li>\n
              • Call Your Lawyer for Legal Advice<\/li>\n
              • Never Let Your Lawyer Loose on the Web<\/li>\n<\/ul>\n

                PART 8: Monitor and Benchmark Results<\/strong><\/p>\n

                  \n
                • Manual Checking of Search Results<\/li>\n
                • Using Reputation Scoring as a Benchmark Tool<\/li>\n
                • Automated Rank Checking<\/li>\n
                • Automation with Search Alerts<\/li>\n<\/ul>\n

                  PART 9: Search Reputation Management on a Budget<\/strong><\/p>\n

                    \n
                  • Link to the Positive Pages about you<\/li>\n
                  • Google and Yahoo Alerts<\/li>\n
                  • Optimize Your Online Profiles<\/li>\n
                  • List of References<\/li>\n<\/ul>\n

                    Download Free e-book!<\/h3>\n

                    Please fill out this frm to gain access to the free download.<\/p>\n\n

                    <\/div>
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