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Anvil's No Bad Reviews Online Reputation Management Webinar for NATDA
This document is a presentation on online reputation management (ORM) and local search optimization conducted by Kent Lewis from Anvil Media. It emphasizes the importance of local listings, customer reviews, and key strategies for managing online brand reputation to attract potential customers. The presentation outlines best practices for responding to reviews, optimizing local search results, and monitoring brand presence online.
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Anvil's No Bad Reviews Online Reputation Management Webinar for NATDA
- 1. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. No Bad Reviews: Online Reputation Management 101 NATDA Webinar April 20th, 2016 Kent Lewis President & Founder @AnvilMedia @KentjLewis
- 2. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Agenda 2 Optimizing for Local Search Online Reputation Management Review Monitoring & Management Recap Resources Q&A
- 3. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Optimizing for Local Search 3
- 4. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. What is a local listing? 4
- 5. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. How are local listings used? Read reviews… Get directions Find a phone number See pictures Research pricing …and more. 5
- 6. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.6 20% of desktop queries have a local intent 50%+ of mobile queries have a local intent
- 7. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.7 Only 5% of those use the city or state within the search query 2% use terms such as neighborhoods 0.5% use zip codes
- 8. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. What do these stats mean to you? 8 You could be missing out on a good deal of your potential traffic and future customers.
- 9. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Search Engine Platforms 9
- 10. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Local Search Result: Google 10 2015 2016
- 11. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Local Search Result: Bing 11 2015 2016
- 12. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Local Search Result: Yahoo! 12 2015 2016
- 13. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Service Platforms 13
- 14. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Local Based Services (LBS) 14
- 15. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Then There Are Feeds… 15
- 16. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Holistic Approach is a Must 16
- 17. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Listing Ranking Factors 17 Tools to Make Your Life Easier
- 18. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Optimizing for Local 18
- 19. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. 1. Proper Category Associations 2. Physical Address in City of Search 3. Consistency of Structured Citations 4. Quality/Authority of Structure Citations 5. HTML NAP Matching Place Page NAP 6. Quantity of Structured Citations 7. Domain Authority of Website 8. Individually Owner-verified Local Plus Page 9. City, State in Places Landing Page Title 10. Proximity of Address to Centroid Top Ranking Factors Source: http://moz.com/local-search-ranking-factors 19 Top 10 Ranking Factors
- 20. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Key Steps for Local SEO 20 Key to Success Claim Optimize Monitor
- 21. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Key Local Term 21 Consistency Matters: NAP
- 22. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Top Ranking Factors 22 Citations Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Anvil Media, Inc. 310 NE Failing St. Portland, OR 97212 Link building for local.
- 23. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. How do you not get lost in the crowd? 23 How Do You Stand Out?
- 24. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Listing Ranking Factors 24 Optimize Listing
- 25. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Key On-site Optimization Location & Business Type in All Key Areas ̶ Title Tag ̶ Meta description ̶ Headline (H1 tag) ̶ Body Copy ̶ URL 25 Website Location Page Optimization
- 26. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Event Markup Example 26 Schema Markup
- 27. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Google: The Elephant in the Room 27
- 28. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Google+ Local/Google My Business 28
- 29. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Claiming Your Business Listing 29
- 30. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Online Reputation Management
- 31. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Auditing Your Brand —Search every relevant keyword related to your brand or company. —Any negative sentiment? Reviews, articles, photos etc.? —Learn more about the sites that rank and why?
- 32. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Identifying ORM Issues Modifiers Service: reviews, ratings, complaints Legal: litigation, lawsuit, sue Management: executives, individuals Negatives: suck, hate, lame Situational: recall, union dispute, crash YourCompany.Sucks Purchase & protect Bonus: host a moderated forum & engage
- 33. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Monitoring Your Brand —Use Google Alerts and social tools to monitor brand mentions. —Respond to comments/articles promptly. —Where are people talking about you the most? The least?
- 34. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. ORM Fundamentals Plug the leak! Identify undesirable listings in search results Create & optimize competitive content Develop inbound links to boost rankings Leverage existing opportunities Utilize keyword-friendly domain names Create profiles/content on trustworthy domains Promote “friendly” content in target search result
- 35. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Effective ORM Strategies Optimize branded corporate content on site Home, About, Contact, Legal, etc. Create & Optimize PR content (News Room) FAQs, attractions, events, etc. Syndicate high value content Releases, articles, blog posts, etc. Engage in conversations Discussion lists, forums, blog comments Develop strategic inbound links Events, organizations, non-profits, industry websites Integrate metrics & measurement URLs, tracking strings, unique 800#, promo codes
- 36. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Three Prongs of Online Reputation SOCIALSEO PR ONLINE REPUTATION MANAGEMENT
- 37. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. ORM: Social Media + SEO
- 38. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Claim & Optimize Social Profiles
- 39. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Create Timely Content: Blogging — In addition to a blog hosted on your site subdirectory, develop microblogs on other platforms. — Share all blog posts on all social channels. — Use social bookmarking services like StumbleUpon to expand reach.
- 40. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Optimize & Syndicate Top Content —Popular pages on your website —Social media/blog posts —Articles and coverage —Presentations and interviews —Business listings and reviews
- 41. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. ORM: Public Relations
- 42. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Newsworthy? Press Release It. —Sponsored a local charity/event? —Reached a notable milestone or formed a new partnership? —If it’s newsworthy and interesting, an outlet will pick it up, potentially ranking highly in search for your brand.
- 43. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Become a Go-To Source —Reach out to local reporters covering beats related to your area of business. —Get quoted in articles and earn backlinks back to your website. —News sites are high-authority with tremendous ranking power.
- 44. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Help a Reporter Out (HARO) —Pitch reporters to be a source for their article. —National and local news publications. —Sent to your email three times a day, based on vertical.
- 45. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Review Monitoring & Management 45
- 46. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Reviews Are Important Consumers are influenced by user reviews – one bad review can multiply quickly 46
- 47. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Reviews and Trust 47 85% of consumers said they read online reviews for local businesses
- 48. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Reviews and Trust 48 79% of consumers trust an online review as much as a recommendation from a friend
- 49. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Reviews and Trust 49 73% of consumers said a positive review makes them trust a business more
- 50. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Responding to Online Reviews 50
- 51. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
- 52. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. What Not To Do —Deleting Negative Comments —Ignoring or Responding Slowly —Attacking or Responding Defensively —Astroturfing
- 53. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. What To Do Instead —Respond With Positivity and Understanding —Use Negative Comments as Opportunity to Highlight Strengths —Ask Loyal, Regular Customers to Write Review —Remember the Customer is Always ‘Right’
- 54. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Respond to the Negative How to Respond Be calm, honest & transparent Take the conversation offline Larger/repetitive issues should be addressed publicly Acknowledge, apologize and outline corrective actions Offer a make-good (or ask what it would take to resolve When to Respond Anytime a reviewer appears remotely credible The review is misstating facts The sentiment will negatively impact future business 54
- 55. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Respond to the Positive How to Respond Be gracious and humble Let them know you appreciate their business Offer them something for their time and effort 55
- 56. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Free Monitoring Tools 56
- 57. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Paid Monitoring Tools 57
- 58. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Monitor > Measure > Evolve Measuring ORM Efforts Quantity of reviews Quality/sentiment Resulting traffic/leads
- 59. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Recap: Online Review Best Practices 1. Great customer service naturally creates better ratings 2. Ask happy customers for honest reviews 3. Do not front-end incentivize reviews! 4. Always monitor reviews (set up alerts & check back) 5. Identify themes within negative reviews and take appropriate action in order to improve as a company 6. Address negative reviews in a timely manner (24 hrs) 7. Be empathetic, not defensive 8. No “astroturfing” or deleting reviews! 9. Track competitive reviews for intelligence and insight 10. Always remember - reviews directly impact revenue 59
- 60. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. —Get on Google My Business ASAP! —Be sure to claim and optimize your local profiles —Stay active on social media —Optimize your website for local SEO —Reviews influence customer behavior significantly —Respond to both negative and positive reviews —Be involved and engaged! Recap 60 ORM 101: Key Takeaways
- 61. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Local SEO & ORM Resources – Local SEO Tactics That Will Help You Crush Your Competition – Local Search Engine Optimization (SEO) White Paper – The Mobile Opportunity for Local and Multi-Location Businesses – MOZ Local SEO resources – Google My Business: A Visual Tour Of Google’s New Tool For Local Businesses & Brands – Ten Tips For Optimizing Your Online Persona – Five Steps to Generate Search Engine Visibility, Authority and Quality Links via Public Relations – 7 Steps to Leverage Social Media to Increase Search Engine Visibility – Online Reputation Management: Seven Strategies to Build Your Brand
- 62. Measurable Marketing ThatMoves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Kent Lewis President & Founder @AnvilMedia @KentjLewis Thank You! Questions? – Visit our booth at NATDA for a free assessment – Check out our Insights section for more information (anvilmedia.com) – Sign up for our monthly email newsletter – Follow us on Twitter, Facebook & Google+