Page One Domination: How To Use SEO For Reputation Management

By | August 29, 2019


Hi, my name is Tom Howlett, and I’m here today
to talk about Page 1 Domination, what it is, and why it is important
for your brand or website. So, if you imagine someone visits your website
or they’ve heard about your brand, they might then go to the search engines
to research your brand or research brand mentions, say, for example,
“brand + reviews”. Because people are becoming much more savvy nowadays,
people are doing this more and more, and what you find is that if the
search results contain a lot of negative mentions, then this is highly likely
to put off a potential customer, and they’re more likely to take
their business elsewhere. So that’s essentially what page 1 domination
is about, building up those positive brand mentions and profiles, making
them rank instead of the negative mentions, and then essentially you’re
more likely to retain that customer. So here is a seven step process I’ve put together,
which I’m going to go through now. So, if you carry out all these
steps, you’re much more likely to push any of these negative mentions out
and then retain a lot more customers. So, firstly, analyse results. You want to
look at, ideally, the first five pages, if not more, depending on how popular
or how many searches there are for your brand. So you want to check out searches
for just purely your brand, searches for “brand + reviews”, or
any other similar terms. You want to find positive mentions and negative mentions
and highlight which one’s which. And then, all the positive mentions;
review them to see if they’ve got the potential to rank. Would you like
them to rank highly for your brand term? Would you like people visiting
those sites? Do they show your brand how you would present it yourself on
your website? Any negative mentions, you just want to highlight them.
These could be the ones that you want to push down the search engines. So that’s
the first step. Now, the second step is positive mentions.
I just mentioned some of the mentions that are positive, but you might
have existing profiles which are positive and represent your brand online how
you would like it represented. So, for example, if you have a Facebook profile,
Google+ profile, Twitter profile, and you actively manage it, then
these could be really good to just push up there. They’re also high in authority,
so they’re quite likely to rank for your brand term. If people come
across these profiles, you’re the face of that brand, you’re the face of
that profile, so they’re much more likely to convert and see how you’re
interacting with the web and your customers, and then you’re much more likely
to retain this customer. Or they could end up following your brand, which
is a bonus. Thirdly, top platforms. So, what I mean by
this is you’ve got your Facebook, your Twitter, your Google+, your
YouTube (if relevant). I wouldn’t just create a profile for the sake
of creating a profile. But if any of these profiles are actively managed,
they could become really good quality resources that you can push up on
a search engine. So I would recommend signing up for any of these if you
haven’t and actively manage them. Treat Google+ like Facebook; interact
with people, grow your followers, just as you would with any other
social platform. These could be really powerful resources to get ranking. So next is additional profiles. What I mean
by this is, depending on what industry or area you might do business in,
there might be a really good quality platform or directory that you can
submit your business to or that you already have a business listing on. It
might be something that sends quite a lot of customers through anyway. So
it’s quite a good idea to review these or to sign up to any that you
know to be of quite a good quality, and then these could be really good
as well for ranking within the search engines. Next is external content. So what I mean by
this is press releases and videos. So if you’ve got a YouTube account, you could
create videos related to your brand. These again rank really well within
the search engines. Press releases as mentioned; If you’ve launched
a new website, you could submit a press release to one of the high quality press
release websites, and then this is a quality resource. It’s something
about your brand. It’s something that you’ve created for your brand, and it’s
again another resource and a positive mention that you can push up the
search engines. Domains. Now, some businesses might not have
time to do this, but what I’m talking about is subdomains or external domains
to domains that you’ve created. So, for example, if there’s scope
for you to create an external blog, a blog which talks about some stuff
that is relevant to your business, relevant to your site, but not necessarily
something that you could include on the site, then you could
create an external blog, keep this going, post really useful information,
and any association with you could potentially rank within the search engines. Subdomains as well, they’re treated as separate
to the standard domain. So, if you have for example Blog.yourbrand.com,
then that could potentially rank well within the search engines. So the next step, the final step is to build
link value to these resources. I’m talking about pointing links at these
different profiles to build relevance. One really good way of doing this
is linking social profiles to social profiles. So, if you think people on
Facebook might be interested in your Google+ profile, might want to follow
you, you can link to that. If people on Facebook might be interested in
following you on Twitter, you could link to that. You could link to all
of these from your website. So that’s something that’s done quite often.
You link your website to your social profiles, and that creates the link
between your website and these additional profiles. The good thing about
this is it passes extra link value, which means the Page 1 Domination,
what you’re trying to do will push these profiles up. They’ve got a much better
chance of ranking highly if these connections are created. So, after that, I just wanted to go over a
couple points of what not to do. So, firstly, over the top link building. So,
over the top link building, you don’t want to take one of these profiles
and submit like thousands of directory links to it. You don’t want to be
funny about this. You don’t want to create all these different links,
all these spammy links to it just to try and get it ranking. Even though it’s
not directly associated with your website on some occasions, it’s still
good to just focus on creating relevance for your consumers, for people visiting
your site. For people visiting these different platforms, what might
they be interested in? If you’ve got a good quality YouTube account,
then send visitors that way. Link to it so people know that you’re there,
that you’re creating content there, and that’s something that they might
be interested in. So that’s kind of what you want to think about with
regards to creating links. Review existing mentions. This is important
because sometimes what may come across as a positive review can be negative.
You might want to do a bit of digging, have a look around the profile, see
if there’s any negative mentions there. If there’s any negative mentions,
this still could put people off. So that’s something that you definitely
need to take account of. But also review them for the potential
to contain negative mentions. If you focus on a platform, you get it ranking
highly for your brand, but then somehow, for whatever reason, there’s a lot
of negative mentions about you, then that could take over the platform and
that can be a negative impact on your brand overall. It’s impossible to stop
every negative mention. Any review site is going to have positive and
negative mentions, but overall if the platform is positive as a whole, then
it’s a platform that you could continue with, that you could get ranking
on the first few pages for your brand term. Use of popular platforms. This was mentioned
previously, so Twitter, Facebook, Google+, or any similar. You don’t
want to just create these platforms and then try and get them ranking.
You want to regularly publish content, use it regularly and interact within
these profiles. If you imagine someone searches your brand, they see a Facebook
profile, they click through to that Facebook profile, and if they
see that this profile isn’t well utilised, you don’t really post anything,
then that kind of has a negative influence on your brand. People are
like, “Why aren’t they posting anything?” So you’ve got to make sure you
post information. That works as a positive to you in a way, because you have
complete control over that platform. You can make sure you come across
how you want to online and make sure that it conveys your brand. So it’s really
important to just make sure you consistently post and build up these profiles
before you try and get them ranking. Use of external websites. It’s the same thing
really. You want to make sure you don’t create an external website or tool
or resource for the sake of creating one. You want to make sure it creates
value, there’s a reason for it, there’s no duplicate content from your
main site, you haven’t just copied the content across and hoped to rank
from it somehow. You want to create value in all these resources. As long
as you create value that has the potential to gain links as well. It’s
a win-win. You create value, it brings in links, you’re building links to
it, and it’s much more likely to rank in the long run. So, if you follow all those steps, then you’re
likely to soon have a really good Page 1 domination. You’re likely to remove
any negative influence and hopefully then retain customers or gain new
customers. So I hope you found this video useful. For more social profiles,
please see the end of this video. Thank you.

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