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Liveblogging BlueglassFL – ORM

November 2, 2010 By

Last one for today is the ORM – defending your brand in search.

  Online Reputation Management. Defending Your Brand in Search. (11/02/2010) 
4:25
Let’s talk about ORM. ON the panel is:

Rhea Drysdale
Bob Rains
Loren Baker
Tuesday November 2, 2010 4:25 
4:27
You would think I”d be an ORM expert by now with the number of fires I’ve started in the past, but sadly I’m not.
Tuesday November 2, 2010 4:27 
4:29
Bob doesn’t like being a blackhat. He’d prefer being called an “alternative solution marketer”
Tuesday November 2, 2010 4:29 
4:29
Rhea is up first
Tuesday November 2, 2010 4:29 
4:31
why does ORM matter?

87% of users use a search engine to find information.
81% look at information online before buying.
69% look for information about somebody they might know / meet / date.
Tuesday November 2, 2010 4:31 
4:31
Rhea cut her teeth by posting positive reviews for the travel company she worked for. BLACKHAT!!!!
Tuesday November 2, 2010 4:31 
4:33
using the example of carl paladino. Google suggest for his name shows some negative things.
Tuesday November 2, 2010 4:33 
4:35
Rhea showed us why ORM matters, but I wish she would have gone into more detail about what methods she uses to help ORM.
Tuesday November 2, 2010 4:35 
4:35
Bob started out by doing a shot of whiskey.
Tuesday November 2, 2010 4:35 
4:37
I cook beef over heat, so I’m something like a chef. Beef is ORM reputation. He keeps heat on the the complaints to make sure they’re legit.
Tuesday November 2, 2010 4:37 
4:37
Twitter
SEOAware: 

@monicawright LOL RT: Only #blueglassfl do the presenters do shots at the podium [via Twitter]
Tuesday November 2, 2010 4:37 SEOAware
4:38
Twitter
stevebitter: 

“black hat” should actually be called “crap hat” per @bobrains. Nice! #blueglassfl [via Twitter]
Tuesday November 2, 2010 4:38 stevebitter
4:38
Bob can’t keep you off ripoffreport, but he can keep ripoffreport from ranking for your name.
Tuesday November 2, 2010 4:38 
4:39
bob: eventually you or your company is going to fuck up. Be prepared for that.
Tuesday November 2, 2010 4:39 
4:39
Your reputation is you. Own it, Keep it, Monitor it.
Tuesday November 2, 2010 4:39 
4:41
It’s more than snagging your name on social networks, It’s more about building authority to your own sites.

Don’t worry about building spammy links to facebook. You can’t hurt yourself by pointing spammy links to your facebook profile.
Tuesday November 2, 2010 4:41 
4:42
Haters are going to hate. IF you’re successful people are going to come after you.

What’s their motivation? Can it be fixed?

Was it your bad?
Can you build a bridge?
Can you use blogger outreach?

It’s always better to convert an advocate than try to hide a dead body.
Tuesday November 2, 2010 4:42 
4:45
If it does come to dead bodies…. First check their technique and do their recon.

Who is this guy? where are they? what’s it built with? Why does he hate me? Are they doing a good job with their own business?

What’s their vulnerability.

Example, how well does their site handle load balancing? (hint hint)
Tuesday November 2, 2010 4:45 
4:46
I connected the points quickly, but he had to spell this out for the room.

OWasp is one nice tool for “testing” problems with a site.
Tuesday November 2, 2010 4:46 
4:47
It’s OK to “test” your hater’s site.
Tuesday November 2, 2010 4:47 
4:47
http://www.owasp.org
Tuesday November 2, 2010 4:47 
4:50
If you keep his server busy, the person may re-evaluate what his bandwith bill is worth to keep up his anti-you site.
Tuesday November 2, 2010 4:50 
4:50
Twitter
daniellew: 

@bobrains is killing it at this last session of the day. #blueglassfl [via Twitter]
Tuesday November 2, 2010 4:50 daniellew
4:51
are there any architechtural weaknesses? XSS? What happens to their brand if their website’s photos turn into penises?
Tuesday November 2, 2010 4:51 
4:54
Twitter
SEOAware: 

RT @webaddict: RT @mosquitohawk: One of the tools @bobrains is talking about – http://bit.ly/daTM0k #BlueGlassFL [via Twitter]
Tuesday November 2, 2010 4:54 SEOAware
4:55
Stick and move. Keep your hands clean, avoid a signature, or hire a professional.


Keep your eye on the ball. Don’t let ORM take too much of the focus away from your SEO. It could be a competitive SEO company trying to harm your focus.
Tuesday November 2, 2010 4:55 
4:55
If you can’t avoid being detected, or question whether or not you can be detected, you should hire somebody else to do ORM for you – white or black hat.
Tuesday November 2, 2010 4:55 
4:56
Create a posse so that you have more than one voice to speak with.
Tuesday November 2, 2010 4:56 
4:58
Interesting. Bob Rains made sure matt cutts ranks #1 for “bob rains sucks”
Tuesday November 2, 2010 4:58 
5:01
Oddly enough, Outspoken media owns “ryanjonessucks.com”
Tuesday November 2, 2010 5:01 
5:02
you have to understand both sides to be effective. Even if you only engage in white hat activities, you still need to know what the black hats are capable of.
Tuesday November 2, 2010 5:02 
5:04
there’s more knobs than just the “link knob” to turn.
Tuesday November 2, 2010 5:04 
5:04
That’s not to say that pointing a bunch of crappy links doesn’t work.
Tuesday November 2, 2010 5:04 
5:05
Rhea says that sometimes escalating can work. If you have a lot of people to jump to your defense.
Tuesday November 2, 2010 5:05 
5:09
is there a tool that assigns an objective number to sentiment based on your google search results?

big answer: NO
Tuesday November 2, 2010 5:09 
5:09
in all reality, almost all social media monitoring tools suck
Tuesday November 2, 2010 5:09 
5:12
is it worth adding comments / reviews if many of them will be negative?

You should hold things in moderation, but you shouldn’t censor and only show positive results.

If you censor people, they’ll take their complaint to another medium and they’ll be more pissed off there.
Tuesday November 2, 2010 5:12 
5:15
There’s more questions, but I’m going to shut it down for now. Thanks for reading. I’ll be back tomorrow.
Tuesday November 2, 2010 5:15 
5:18
 

 
 
 

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About Ryan Jones

Ryan Jones is an SEO from Detroit. By day he works at Team Detroit doing SEO for Ford. By night he's either playing hockey or attempting to take over the world with his own websites - which he would have already succeeded in doing had it not been for those meddling kids and their dog. The views expressed here have not been paid for and belong only to Ryan, not any of his employers. Follow Ryan on Twitter at: @RyanJones, add him on Google+ or visit his personal website: www.RyanMJones.com