Wikipedia, SEO and Reputation Management

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Published on January 28, 2009

Author: williambeutler

Source: slideshare.net

William Beutler SEO Reputation Management Wikipedia (but not necessarily in that order) January 23, 2009

What Wikipedia Really Is The misleading PR speak: “ the free online encyclopedia that anyone can edit.” The behind-the-scenes description: “ a neutral and unbiased compilation of previously written, verifiable facts.” The best way to think of it: a very popular and useful but unreliable, insular and complex reference website.

The misleading PR speak:

“ the free online encyclopedia that anyone can edit.”

The behind-the-scenes description:

“ a neutral and unbiased compilation of

previously written, verifiable facts.”

The best way to think of it:

a very popular and useful but

unreliable, insular and

complex reference

website.

Don’t Try This at Work Unless, of course, you create an account.

Unless, of course, you create an account.

The Left is Way Ahead On Wikipedia, it’s not even close Great Not Great Terrible

On Wikipedia, it’s not even close

Learn the Policies and Guidelines Approx. 50 policies, 150+ site guidelines

Approx. 50 policies, 150+ site guidelines

Three Wikipedia Content Rules No Original Research: Have citations for everything – or it probably won’t stick. Verifiability: Those citations must be high quality – no blogs (usually). Neutral Point of View: No press release language or marketing-speak allowed.

No Original Research: Have citations for everything – or it probably won’t stick.

Verifiability: Those citations must be high quality – no blogs (usually).

Neutral Point of View: No press release language or marketing-speak allowed.

Getting Started: Resources First Things First Tutorial WP:TUTOR Cheatsheet WP:CHEAT Going In-Depth Policies WP:LOP Guidelines WP:LOGL Manual of Style WP:MOS Citation Templates WP:CITET Conflict of Interest WP:COI

First Things First

Tutorial WP:TUTOR

Cheatsheet WP:CHEAT

Going In-Depth

Policies WP:LOP

Guidelines WP:LOGL

Manual of Style WP:MOS

Citation Templates WP:CITET

Conflict of Interest WP:COI

What is Conflict of Interest? “ Where advancing outside interests is more important to an editor than advancing the aims of Wikipedia, that editor stands in a conflict of interest.” http://en.wikipedia.org/wiki/Wikipedia:Conflict_of_interest

“ Where advancing outside interests is more important to an editor than advancing the aims of Wikipedia, that editor stands in a conflict of interest.”

Dealing With Disclosure Full Disclosure Acknowledges organizational interest Honesty is the best policy But also exposes client, you to criticism Non-Disclosure Complete anonymity = more freedom Shields client, you from criticism Probably runs afoul of WP:COI Partial Disclosure Acknowledges affiliation/support, but no more

Full Disclosure

Acknowledges organizational interest

Honesty is the best policy

But also exposes client, you to criticism

Non-Disclosure

Complete anonymity = more freedom

Shields client, you from criticism

Probably runs afoul of WP:COI

Partial Disclosure

Acknowledges affiliation/support, but no more

Fully Disclosed Successes New Media Strategies October 2007 Morning Light August 2008

Identifying Problems What to look for: Warnings · Talk · History Know the territory before jumping in

What to look for: Warnings · Talk · History

Things to Remember You have no right to mandate the content of a Wikipedia article about you or a client Policies and guidelines are (almost) everything Uncited material can (almost) be removed at will But removing well-covered negative information is strongly discouraged True, blogs usually don’t count, unless they have editors. Think TPM, TechCrunch &c.

You have no right to mandate the content of a Wikipedia article about you or a client

Policies and guidelines are (almost) everything

Uncited material can (almost) be removed at will

But removing well-covered negative information is strongly discouraged

True, blogs usually don’t count, unless they have editors. Think TPM, TechCrunch &c.

Search Engine Market Share Source: Comscore Their market share is dominant and still growing. Europe April 2008 “ Search engine” is a polite way of saying “Google” U.S. February 2008

Source: Comscore

You Can’t Push Bad Links Down You can only push good ones up .

You can only push good ones up .

Which Links Matter? The 2 nd position gets 1/3 the clicks of the 1 st position. Only 1 in 10 click past the first page. At most , people will go through 3 pages of results before giving up. iProspect, April 2006 All About Content, August 2008

iProspect, April 2006

All About Content, August 2008

Use SEO-Friendly URLs BAD http://www.example.com/ ?p=250 BETTER http://www.example.com/ put-keywords-in-headlines BEST http://example.com/2008/03/05/ including-date-also-equals-seo-win

BAD

http://www.example.com/

?p=250

BETTER

http://www.example.com/

put-keywords-in-headlines

BEST

http://example.com/2008/03/05/

including-date-also-equals-seo-win

Google: Atlantic + Bowden + Wire http://www.the atlantic .com / doc/200801/ bowden - wire

Stop Me If You’ve Heard This One Roughly, in order of importance:

Roughly, in order of importance:

Don’t Forget SEO for YouTube Descriptive video titles Tag, tag, tag, tag Use keywords in titles Don’t forget to set the Categories, Date and Location. Allowing comments is up to you, but DO allow embedding.

Answer Stories About You C’mon, do it for the journos Comment on Google News stories about your client, candidate, or company

C’mon, do it for the journos

SEM = Search Engine Marketing How to remember the difference: AdSense earns you SENSE (cents). AdWords puts your WORDS on someone else’s page. AdSense is for “publishers” i.e. bloggers and webmasters. AdWords are for advertisers. Advertising of this type is called PPC. You only pay (or get paid) when someone clicks.

Buy Your Rivals’ Keywords That is, make their reputation management a bit harder: Buy ads to promote negative stories about your opponent.

That is, make their reputation management a bit harder:

Consistency… Or Not “ Wrong” “ Right”

“ Wrong”

“ Right”

What if I’m Not Using My Name? Protect and redirect

Protect and redirect

Participation is Key Create more chances for searchers to find you

Create more chances for searchers to find you

Take Advantage of New Platforms This “Human-powered Search” engine is gimmicky… but it could be useful.

This “Human-powered Search” engine is gimmicky… but it could be useful.

Don’t Forget About Judgment Wikipedia + Search Engine Optimization + Common sense = Reputation management

Wikipedia +

Search Engine Optimization +

Common sense =

Reputation management

William Beutler www.newmediastrategies.net www.twitter.com/williambeutler www.blogpi.net [email_address]

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