In May 2014 I ran a webinar on Online Reputation Management for IGBAffiliate - this is the slide deck from the webinar, the video can be seen here: http://www.igbaffiliate.com/resources/videos/online-reputation-management

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What You Need to Know

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 What ranks for the brand name/ brand +
review / other related searches
 What ranks for key business people’s names
 What Google suggests for brand related
searches
 What unrelated keywords the site ranks for
Usually, all but #1 are ignored by site owners

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 Any publicity is good publicity? – maybe not
for conversions
(According to a survey by Dimensional Research)

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 Review sites
 News stories
 Images
 Forum discussions
 Social media mentions
 Affiliate sites, fans/haters sites, competitors
sites

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 Search box
 Bottom of SERPs

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 Search Volume
 Amount of Existing Content

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A software product had
suggestions like brand +
scam/virus/malware showing up
due to competitors blackmailing it.
By increasing the search volume
and amount of content for other,
more desirable positive queries,
we managed to get rid of such
suggestions.

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 I posted about it here: http://www.irishwonder.syndk8.co.uk/2013/11/08/buy-viagra-serps-of-no-priority-to-google/

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 Be responsive to avoid reputation issues and
solve them early
Name.com have accidentally
sent promo emails to their
customers – after
complaints on Twitter they
posted this video of their
employee responsible for
the screw up eating those
emails as punishment
(Full story:
http://www.irishwonder.co
m/blog/2014/03/20/case-
study-brands-winning-
social-media/)

18. @irishwonder@irishwonder
 There is always good content and bad
content about a brand
 Make sure people are aware of your good
content and it is well visible
 Don’t think you can just “negative SEO” your
bad content

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 Yes, Online Reputation Management is one
area where negative SEO makes sense
commercially
 No, negative SEO is NOT about buying a
bunch of shitty links on Fiverr to your
negative content

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 What is your first idea when somebody
mentions Iran?

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 Find a great story and make people talk more
about it
 …or create one!

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http://www.irishwonder.com/blog/ -
general SEO
http://www.irishwonder.syndk8.co.uk/ -
darker areas