570: 3 Things You Should Know About Reputation Engineering w/ Kris Reid

ABOUT THIS EPISODE

In this episode we talk to Kris Reid, Founder of Ardor SEO and the "Coolest Guy in SEO".

Looking for a guaranteed way to createcontent that resonates with your audience, start aponcast interview yourideal clients and let them choose the topic of the interview, because if yourideal clients care about the topic, there's a good chance, the rest of youraudience will care about. It too, learn more at sweetfish media, dcom, you're. Listening to the B Tob Grove,show podcast dedicated to helping B to B executives, achief explosive grownwhen you're looking for techniques and strategies, tools and resources. You'vecome to the right place, I'm Jonathan Green and I'm James Carbary. Let's getit into the show Wi'lcome back to the Meta be growthshow. Today we are joined by Chris Reed Chris, a the founder of Arter Seo andhe's also been known as the coolest guy in Seo, so wheare a thrilled to havethem on the show. Chris Welcome to the be to B GROSL show Jonathan has beengreat to telepone to the other side of the world with Ki. You know I've said it before it's oneof the coolest things about getting to host the show I' I've been able toconnect with an incredible thought, leaders and industry experts all overthe world m. This certainly is no exception, so Chris Today we'rewatching newtoa something very cool, an be talking about reputation,engineering before we get into today's topic, though, maybe you can tell us alittle about ardor Seo and what you and your team are up to these days, yeahsure so we're a Eso company specializing in as you guess, as basedout here in southeast data, I'm currently in Bnonpen Campodia, but wealso have officers in the Philippines in Australia and Thailand so itd. Ikeeps you in my toes and I get to travel around Qua, and yet we generallyhelp companies get better exposure on the Internet, help the people that arelooking for the R produt an services, an find them in Tak action, that'sfantastic! So, Chris, you know today...

...again we're going to be talking aboutthis idea of reputation engineering, but maybe you can you kN, certainly formyself, of course, for our listeners talk a little about okay. So what isreputation? Engineering- and I know that, there's a bit of a differencebetween this idea of reputation, engineering, verses, reputation,management. Yes, so often we have executives come to US people like most recently a guy that used to work in the financeindustry who got ditched with Merrill Lynch, and then he kindof had a badrepitation online. It looks, I don't know the whole story, but butit looks bad when he has searched his name and he's a public speaker, and so when, when he's gone for a new job, hea to speak Itso then and they gon search his name Yowlooks bad and ithurts it damnages reputation, and so we often get people come to us like that.Go. Can you fix this and ye? We can't remove things from the Internet. It's once I tere stuck there. So what we dois rank stuff and push it down. So you fill up the DOP tent with stuff thatyou wan and generally it's harder to do tha after the fact, and so that's thedifference between reputation, engineering and repulation management,so management is like getting in them n fixing up bad stuff. We have reconationengineering, which Ou Kn W. everyone should really do like to rank for yourPersoola name, your brand name, we anyindividual prot names, is reallyeasy, 'cause, there's very little search for you see. I make sure that you will go toweb page a page. For it know all the main social media counts like Yo, youpay, you tro account, especially 'cause. You should own by Google right, so theylove to rang Houi videos 'cause. It keeps you an the Google echo system. Soyou know if you make a nice little video about your product or your nameor whatever it sens the message that...

...you want to t say too so generally, ifsomeone is searching our name, it's 'cause, they're, not sure aboutyouyetsay that there's a new prouct that they're looking out in the Garl thatlooks great. Then they go on search that product ecause. They want to knowmore information about thet, but if the information's there that you want totell that yeah, this is how you use it or whatevers the story you want toshare. Then you own your reputation, an control which is a lot better thanhaving some ASE th Internet's at egl. PLACYOU'RE GOINGTO have some haters,you know, so it's better to be be safe and sorryyeah. Well I mean it's. It sort of sounds like this idea of being Y: U Nproactive rather than reactive, but at the same time you know if it's not atthe forefront of your mind. This may not be something that you're you'rethinking. You need to be proactive about until something happens, and thenyou think Oh odarn, you know now now I need to go into damage control. Yeahceddenly, with having a look at, have searchiis the same and see what itlooks like one of our largest customers that wewere with yeah. They kind of go through quite a few staff and so th. What'sthat side, glass door, they're good, you have a bad repesation there. Idon't know whether it's true or no. They work with a few people that havebeen there for years o they seem like a great company. But if you were lookingat them, they don't look like they have a great airpitation, so clean in up yeah, yeah. Okay! So wellthen Christmas talk about this idea, then you know of reputation,engineering and- and you certainly are an expert in in the field of of SEO. Solet's talk about the three things that that you really need to focus on whenwe're talking about ranking a website. Yes, what matters in ranking a websiteis keywords, content and links Y. The KYBOS. You first go work out what youwant to rang, for which generally he's not too high your main products andservices, but obviously...

...genewel the more niece specific urproacabi people often don't know what the solution isN'td so they'researching for a problem so, rather than searching for w SEO, they might besearcing ell. How to I get more visitors to my website ye that theydon't know that, like Esio can be the solution to that. So you me, you needto think about what your actual uses going to be searching to, find you once you've got that Nice List andactually a re real chicky way you can do. That is especially if you tage of geographical area. So you know,if you're a lawyer on the west coast, you can go look at a lawyer on the EastCoast and, U Know See what they're ranking for and Yeh copy it a bit. Yoobviously make your ow make your own content an make. It speak a ha you muntto speak. You O you can save all the time by not re inventing the wheel,yeah so yeah once you once Youe got all this this this. You Really Wan to makesure your content structured, really well, so there's Somany websites forone don't have all of their products and services, but you need to make surethat it structured really well so google understands what's mostimportant. So imagine if you sold dog food, you might have your homepage,then you have silo pages: Small Dogs, medium dogs, large dogs and Te. An thesmall dog tod have Chiaua and Jack Russell O know this like this shows.Google, which pages are most important, that the small dogs page is more GooThan Jack Russell page and so itill rap better, and the reason that that'simportant is based on the lynx. So you know anyone can pop up a websiteand say on the greatest whatever in the world and how would google know ye yimagine you got two byshops in the same city selling younow the same pies? Howdoes Google know which one o put on top of the other? You know if the websitesare sentially the same. It comes down to your authority, who's linking to you,so they don't just implicitly take your...

...wor for it then look at what thegreater community is saying about you and linking to you and no everyone getsthe same voice. It's like you. We've al been in a taxicab and getting SOMFINANCEA eadvoice from the driver Y, a you'd likely to take you with a bit ofa grain ofsalt right, Yahyour investment banging friend. He might bethe devil but y a if if he tells you some stocks listing, then you're Gointo,listen, you know, and so it's the same as Google, the more authority that thatlink has to the more the better of the rank, but without getting into too muchtechnicality. Like generally, those links all comes to the home page andthen they push down through all your other pages, so thregh asido pages andten trouhe helow pages and the more Paes you have the less power, all thoselet go into all of the pages right. So it's reall important that you don'tflush Ou site, full too much content compared to how many links you have oryou win't rink. For anything. That's a very interesting idea, then that if youcan I EAN SOR? Are you saying if you have too much content on your site, but butnot enough people linking back to the to to the individual pieces of contentthat that can actually hurt you yeah, a hundred percent? If you got it's y likea crazy man, that's yelling in the park right he's, compin out content, but noone's listening, and so google goes ter a half, no one as listening, then whydo we want to index this 'cause? It's not going to help anyone search results.They want to index content that people are linking to 'cause. That inherentlymeans well. People like this content, Yo Google's Jobes to you, K o giveeveryone o good user experience that you find what you're looking for and ifno one's talking about what Youh've done, what the content, you've writtenand chances out rubbish and that's why now is liking to it? And so,...

...if you have a very weak demain, thendon't go and throw out a thousand pages, a content just yeahe they all Atin twenty yearol or agood rule of familis twenty Erceo time should be spent making coten and eighypercent e time getting that content share, and so then, Chris, what wouldbe I mean? Do you have a few pieces of advice for our listeners in Terns ofokay, we've got the content. You know W'Ewe've sushed out the keywords:what's your advice, then, for getting that content share, I soyou don'tparticularly have to have that particular piece of content. RHITN,like you know, if it's some service pager something non sharing that butpeople link to our domain and then you build ther domain authority and thatseeps through all you pall of your other pages and how you build yourdomain authority is by helping other people know every business. Is there tosolve a problem so go out and show that you can solve the problem by helpingpeople led? Sometimes we work with companies like accountants and theylike an as a count and so boring. Who wants to talk about accounting tilevery business on the planet needs Tho number Thot accounting. I hate it the first of each month whenafter go through the Pina with the gonthe worst there the month but yea. Iknow that I need to know it and y an accountant can write grey articlesabout. You know how to find a great accountant how to make a piano, not soboring e, like he had to siplified accounts, whwhatever and y. This Cannget Shar around anyway, like msure that there's plenty of so companies that youn need help with accounts and would help to share that information. Likepeople have newsletters business news, letters I' just participated on one yesterday.It was a newsletter for nonprofits. Now they helped non profits, do their business, and so I gave themsome information digal marking how they canhelp Bos theractings and things likethat and every business can provide...

...that somewhere. You WH, who are thepeople that they're servicing will get out. There show that you're the Bossoncan help people by helping people sense. Yep makes perfect sense, I mean, and,and it does almost fit into not almost it really does fit into thisidea of you know providing value first, I know: There's a lot of companies outthere, a lot of business owners a lot of executives. Thinking about this ideaof you know, provide value first, and I think this fits perfectly into okay. Ifyou provide this value, you can establish that sort of domain authority.You know you can get your R, your content linked to and shared so that Althat all seems wrapped up perfectly together in this idea of of greputationengineering and people you now, when I kindo say these sort of things to peole,they go well. It seems like a lot of word and o like well. It is that's thatI poant Ri it's it's Mor they're, so valuable 'cause. They are hard to get.No, you can you can gain the system and do what's called black hatlengs andGoogle knows that? That's how theyralorthm works and they wrote it,and people worked out that you could manipulate their arithm by you areartificially making links and Google go angry and they built it. They broughtup to updats a couple of years ago and you do that sort of stuff and you getpenalized. You can get your whole index the index, you the wold website, theindexfrom goodle, and so it's like yeah. I love the Ol born buffet saying Y. Uknow it takes a lifetime to build a reputation, but I mean seconds todestroy it. Yep and built building. Crappy links like that sure ig give yousome short term game, but it's not adding any benefit to the Internet andthat's what googles trying to encourage the people of in providing value,helping the business community, whatever nice therein and everyone wins,yeah, absolutely and- and I think another big takeaway is yea, don'tdon't try and Game Google? They will...

...beat you so Chris. I think this hasactually been some some incredible content. I love talking aboutreputation, engineering and again, this is your world. You live this world andyou're an expert in it, so I think if any of our our listeners are interestedin through following up about about this content about this episode, theywant to find out a little bit more about ardor se o what is the best wayfor them to go about doing that Ein. They can see a great example ofreputation, engineering by Googling, the coolest guy in Essia Yotreet, mypretty face in that yet contact Y, whatever mains you an SAI that that'sfantastic Chris. Thank you again. I think it's anything where you are it'smorning where I am again. This is so cool, getting a chance to connect withyou through the show. Thank you so much for your time. It was a pleasurehapping you, an the BTOB, grol show and chuseme. If you've been getting value from thispodcast, you can help us reach more people by reviewing the show on Itunes,here's how you can leave a review in less than a minute open your pod castout and tap the serch igon in the bottom rad corner type in fee to bgrowth then select our show once you're there tap the reviews to have and tellus what you think of the show. These reviews help us out of time. Thank youso much for listening until next time.

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