Internet Reputation Management
Internet Reputation Management uses a combination of online public relations, content creation and search engine optimization to craft search engine results pages (SERPs) so as to craft online perception of a company, brand, or individual.
Internet Reputation Repair
Internet reputation repair is a sub-set of internet reputation management whereas search results which are perceived to be negative are 'repaired'; usually by suppressing the negative search result. Internet reputation repair normally begins with the identification of existing positive search results and the promotion thereof using search engine optimization techniques. Additional content such as articles, profiles, blogs and websites are then created to assist in the 'repair' of the online reputation.
Internet Reputation Services
Internet reputation services include creation and promotion of new web content and the promotion of existing web content with the objective of first diluting first page search results with positive content, with the ultimate objective of 'owning' the entire first page of search engine results. Internet reputation services can be either proactive (prophylactic) or defensive in nature.
Clean Up Internet Reputation
The act of cleaning up an internet reputation is in most cases the insertion of controlled web content and the promotion of existing positive content so as to 're-engineer' the first page of search engine results. To 'clean-up' ones internet reputation is to re-arrange search results so as to alter the perception of the first pages of search results in ones favor.
Blog:
Blog is a combination of the words 'web' and 'log'; a blog is an online journal that contains periodic posts. Posts are generally in reverse-chronological order, but not always. Popular free blogging software such as Blogger and WordPress make it simple for anyone to start and maintain a blog. For IRM purposes, blogs are excellent as they provide fresh content.
Blog Comments:
When creating links to optimize certain sites, we often employ the use of neutral blog comments on third party blogs. Blog comments are fresh content, and are highly effective for reputation management results when attempting to get pages ranked quickly. The purpose of blog comments is to enable us to place links in the blog that pass ranking through to the target sites we are optimizing. In order to obtain the link we are attempting to build some sort of comment is necessary. Comments that we do are always neutral and in the 'spirit' of the blog.
Content:
Content is defined as articles, video, press releases, copy on the clients website, and photographs, or other graphics that contain the search terms we are optimizing (in the case of video it is in the meta tags and script of the video). The purpose of content is to get noticed; this is generally done by repeating key phrases in relevant contexts within the content. Links we build are not considered content, nor is the text surrounding links, blog comments, javascript, HTML or other types of coding.
Cloaking:
Cloaking is to direct a search engine bot to a different page from that appearing in a browser window. Cloaking is is a means of getting higher rankings, albeit 'illegally'. Cloaking is considered spamming. Cloaking is bad. We don't do it.
Cost Per Click:
Cost Per Click is the amount you are charged when someone clicks on a sponsored link. Your sponsored link is something like Google AdWords - the results that come up on the right column of a Google search results page.
Crawler:
A search engine program that searches the Internet, they store web addresses (URL's) and index key words, text and links. Also referred to as robots, spiders, or simply as 'bots'.
Digg:
Digg allows people to share content. One of the methods for sharing good content for SEO purposes is to submit to Digg. Using Digg tends to get quality sites noticed and often causes the Digg to rank highly in search results.
Directory:
A directory is hierarchical listing of Web sites compiled by human beings rather than by machines. (A Directory is like Yahoo! Directory, and DMOZ)
HTML
HTML (HyperText Markup Language) is what allows web pages to be viewed. To view the HTML in a web page, right click on the web page and select View Page Source. HTML includes code that allows various attributes of a web page such as text, graphics, and links, to be displayed in your web browser.
Index:
An Index is a database catalog you can search containing documents like web pages that have been compiled by a search engine.
Internet Reputation Management:
Internet Reputation Management is act of eliminating or reducing the effects of negative publicity in search results. Internet reputation management involves actively optimizing pages to both 'push' negative results further back in search results where they will most likely not be seen, as well as 'pull' positive search results higher in search engine result pages. Often, internet reputation management includes the creation of positive articles, press releases and web sites intended to replace the negative publicity.
Keyword:
A Keyword or Key Phrase is something someone uses while performing a WWW search on search sites like Google, MSN, Yahoo, Ask or other search engines or directories.
Keyword Density:
Keyword Density is the number of times that a keyword phrase is used on the page of a website. It is the number of words in all keyword mentions that is then divided by the number of words on a web page.
Landing Page:
The Landing Page is the page a web user reaches after clicking on the link in the Search Engines results page. This could be the home page or a page deep within the site. Landing Pages are often used for PPC.
Link Building:
Link building is the act of creating links from one website to another for the purpose of increasing the relevancy of the target site in search results. Link building very often includes appending relevant (or sometimes irrelevant) words around or near the link. For example, we create links like "This Reputation Expert helps people with Internet Reputation Management" where the terms "Internet Reputation Management" are an embedded link leading to our site www.kentcampbell.com. Other times we'll create blog comments that are really just links with expanded surrounding text that give the link a reason to exist.
Link Popularity:
Link Popularity is the number & quality of web links on other sites that are pointed to a specific Web page. Search engine algorithms increasingly use Link Popularity to determine their rankings. Often known as Page Popularity.
Mirroring
Mirroring is many duplicate web sites or web pages, often on different servers using different domain names and often different IP addresses. Mirroring is registering multiple copies with various search engines, it is often considered spamdexing, due to the fact that it appears to increase the relevancy of the web pages. This technique is often detected by search engines and the website can be penalized or blacklisted.
PageRank
PageRank is a link analysis algorithm, which assigns a numerical weight to each element of a set of web documents with the purpose of measuring its importance relative to other web pages. The algorithm may be applied to any collection of entities with reciprocal quotations and references. PageRank was developed by Larry Page (hence the name Page-Rank) and Sergey Brin as part of a research project about a new kind of search engine (eventually called Google).
Paid Inclusion:
Paying for inclusion in a search engine or directory index; it is also called "Pay for Inclusion" [PFI].
Paid Placement:
Paid Placement is paying for a link to be included on a search results page, usually at the top or on the right side of the regular search results page, often with the label "Sponsor Results"
Search Engine:
A search engine is the software program that searches an index or database and returns matches to a users query. Search engine is often used interchangeably with 'spider' and 'index'.
Search Engine Optimization:
Search engine optimization is a general term relating to techniques that can be used to increase a Web pages' results position in a search engine query result page. SEO usually involves changing the Web pages' code and written copy as well as creating quality, themed, incoming links to the web page or pages.
SEO Web Design:
Web design that incorporates search engine friendly URL's, easily crawlable site and navigation structure, pages relevant to searchable terms, XML site map generation, SEO copy writing, relevant cross-linking, an inbound linking program and other factors favorable to sites that tend to rank highly in search engine results pages. SEO web design is practiced by Internet Reputation Management™.
Source Code:
Source code is the programming code that produces a web page, it is often referred to as HTML code. To see the source code of a web page, right click on the page and select 'View Source'.
Spam:
Often used with e-mail, but also applies to SEO. It includes techniques such as mirroring, cloaking, doorway pages (also called gateway or bridge) used to trick the search engines into giving the page a higher ranking or listing in the results set. Bad... very bad. We don't do it.
Spider:
See Crawler
Acronyms:
CPC = Cost- Per-Click
PFI = Pay for Inclusion
CTR = Click Through Rate
SEM = Search Engine Marketing
SEO = Search Engine Optimization
SERP = Search Engine Results Page
SEP = Search Engine Placement