Tag Archives: Reputation Management

Clients expect PR firms to be on top of SEO

Many companies face a delicate challenge in keeping their passionate users happy while insuring the company is profitable enough to pay the bills and invest in the future, objectives which often enter it conflict with one another. It isn’t rare that this conflict becomes a significant PR issue, as Facebook, through its management of Instagram, is experiencing first hand.

Google Image search results for Bobby Kotick
Google Image search results for Bobby Kotick, suggesting he’s evil and the devil

A New York Times article which appeared front and center on the first page of last Sunday’s business section illustrated clearly how clients expect their PR firms to actively manage search engine reputation issues as well:

“Think about what it’s like for my dating life when the first picture that comes up is me as the Devil,” says Mr. Kotick […] “You see all this chatter and you realize that they game the search results. These super-sophisticated 19-year-olds are smarter than our expensive P.R. firm.” (His publicist, Steven Rubenstein, shrugs sheepishly.)

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Pimp-up search engine results with Schema.org semantic markup – before your competitors do


SEO and Schema.org presentation at SMX München, 29 March 2012 (Photo: Jan Kutschera)

Note: this article is based on my SEO and Schema.org presentation at SMX München, 29 March 2012. It is also available in Italian and German.

For all too long search results have comprised 10 sad blue links together with a summary and an URL. Over time search engines began to display other types of objects, such as images and videos, in search results, but web document display remained neglected.

Now what if a search engine could display additional information from a web page to help a user better decide if a particular search result is the right one for them? Well actually, they can.

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Google Autocomplete, née Google Suggest, the Precursor of Google Instant

With all the brouhaha over the premiere of Google Instant, its easy to over look the fact that Google Instant isn’t really very new. In 2004 Google Labs launched a new tool called Google Suggest. Google suggest provided a list of potential search keyword phrases based on the keystrokes a user typed. Initially Google Suggest also displayed the estimated number of results for a given keyword phrase. Google Suggest was developed by Google engineer Kevin Gibbs in Google’s famous 20% time.

Google Suggest in Action

Google Suggest in Action. Note the result counts.

Google adds search results to the search box

Over time Google added functionality to Google suggest, providing links, weather information and even ads within the Google suggest powered search box. With Google Instant, Google has taken the next logical step of providing suggested results under the search box rather than in it. Google Instant needs to be seen as an evolution of Google suggest. Indeed, many of the limits of Google Instant, such as supplying local geographic targeted results for US metro areas only, are really Google Suggest limits.

Google Suggest Weather in Search Box

Google Suggest with Weather and search buttons in Search Box

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SMX West 2009: Do you know the way to San José?

One sign that a profession has matured is in its ability to support a dedicated conference where professionals can hear and learn from presenters as well as interact with other practitioners (and potential clients & vendors).

Search Marketing has had its very own conference since Danny Sullivan started the Search Engine Strategies (SES) series 10 years ago. After growing the SES conference series for many years for the benefit of other owners, Danny started his own conference series, SMX: Search Marketing Expo, in 2007.

I’m happy to say that on February 10-12 I’ll be attending the three day SMX West 2009, in Santa Clara, California. I’m particularly looking forward to day 2’s Keynote Conversation with Google’s Vint Cerf. One of the advantages of the California edition of SMX is that it is easier to get key search engine employees to participate – they’re already right down the street. The sessions on Ecommerce Search Marketing Tactics and Search & Reputation Management also look particularly promising.

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Are you an accomplished woman vying for a place in President Obama’s Cabinet?

As Barack Obama prepares his challenge against John McBush, one of his many challenges is to engage and motivate the many constituencies which supported the Hillary Clinton candidacy.

It is unlikely that the white racist contingent will rally around Obama’s message of hope any time soon; American is not yet Dante’s paradiso on earth, despite what many of my Italian friends would like to think. However women voters who were charged by the thought of a President Hillary Clinton represent an important voting block for Barack.

Choosing Hillary as his vice president would certainly be a significant move to attract and consolidate this block, yet as many have noted, this carries other risks. A credible commitment to actively recruit women to fill cabinet and other high level posts in the Obama administration would probably be a good tatic (and good policy), assuming Barack is able to do so without handing the rabid right a “quota bone” to masticate.

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Become my friend, at least on Facebook

For a long time I’ve resisted the tempation to create a profile in Facebook – one can’t be everywhere, no? (Andrey Golub being the exception!)

Certainly there aren’t a lack of places online to find business partners.

However, I recently received an e-mail from an American woman I met at a meet-up of SEO (search engine optimization) Professionals in Manchester, England. In essence, she refused my invitation for LinkedIn, saying that she is already in Facebook, and for now, that’s enough.

Adding to this, Microsoft is buying a piece of Facebook for a significant amount of money; maybe its time to answer the messages in my Inbox with the subject “I’ve added you as a friend on Facebook”.

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Getting the most out of business oriented social networking services LinkedIn, Xing, Viadeo and Neurona

In just a few years, businesses oriented social networking websites have taken off. The industry leader, LinkedIn, counts more than 10 million members despite only being available in English.

To take advantage of a professional social networking web service, a user completes a professional profile and invites professional contacts to connect to the profile. Most sites, with differing degrees of success, offer the possibility to upload contacts from an email system and/or a file of contacts.

Who should insert a profile?

Professionals seeking career opportunities, consulting offers and business deals have everything to gain from the visibility a profile in a business oriented social networking site offers. Most services offer a basic profile and set of features free of charge. The real cost is the time it takes to fill out and maintain a profile.

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