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 create content that resonates with your audience. Start a podcast, interview your ideal clients and let them choose the topic of the interview, because if your ideal clients care about the topic, there's a good chance the rest of your audience will care about it too. Learn more at sweet fish Mediacom. You're listening to the B to be growth show, a podcast dedicated to helping be to be executives achieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green and I'm James Carberry. Let's get it into the show. Welcome back to the be to be growth show. Today we are joined by Chris read. Chris the founder of Arter Seo and he's also been known as the coolest guy in Seo. So we're thrilled to have them on the show. Chris, welcome to the be to be growth show. Jonathan,...

...has been great to teleport to the other side of the world with you. It's so you know, I've said it before. It's one of the coolest things about getting to host the show. I'm I've been able to connect with incredible thought leaders and industry experts all over the world. This certainly is no exception. So, Chris, today we're actually talking about something very cool and to be talking about reputation engineering. But for we get into today's topic, though, maybe you can tell us a little about art or Seo and what you and your team are up to these days. Yeah, sure, so we're SEO company specializing and, as you guess, as yeah, based out here in Southeast Asia. I'm currently in nonpen Cambodia. That we also have offices in the Philippines and Australia and Thailand. So it keeps you on my toes and I get to travel around quite a lot. And Yeah, we generally help companies get better exposure on the Internet, help the people that are looking for their products and services, yeah, find them and take action. That's fantastic. So, Chris, you know, today again we're be talking...

...about this idea of reputation engineering, but maybe you can, you know, certainly for myself of course for our listeners, talk a little about okay, so what is reputation engineering? And I know that there's a bit of a difference between this idea of reputation engineering versus reputation management. Yeah, so often we have executives come to us or people like, most recently, a guy that used to work in the finance industry who got ditched from Meryl Lynch and then he kind of had a bad reputation online. It looks, yeah, I don't know the whole story, but at but it looks bad when he is searched his name and he's a public speaker and so when when he's gone for a new job, you know, to speak at some event, and they go and search his name, you know, it looks bad and it hurts, it damage his reputation. And so we often get people come to us like that and go can you fix this? And we can't remove things from the Internet. It's it once that they're at stuck there. So what...

...we do is rank stuff and push it down so you fill up the top ten with stuff that you want. And generally it's harder to do that after the fact. And so that's the difference between reputation engineering and reputation management. So management is like getting in there fixing up bad stuff. We're repunition engineering, which everyone should really do. Like to rank for your personal name, your brand name or your any your individual product names, is really easy because there's very little search volume. See and make sure that you will got a web page, the page for it. You know all the main social media accounts, like you know the UK Youtube Account, especially because youtube owned by Google, right. So they love to rank youtube videos because it keeps you in the Google ecosystem. So you know, if you make a nice little video about your product or your name or whatever, it sends the message that...

...you want to say to so generally, if someone is searching your name, it's because they're not sure about you yet. Say that there's a new product that they're looking at. They go that looks great. Then they go on so touch that product because they want to know more information about it. Well, if it's information, is there that you want to tell that? Yeah, this is how you use it, or whatever is the story you want to share. Then you own your reputation and can control it, which is a lot better than having some is the Internet's evil place and you're going to have some haters, you know. So it's better to be at be safe and sorry. Yeah, well, I mean it's sort of sounds like this idea of being proactive rather than reactive. But at the same time, you know it, if it's not at the forefront of your mind, this may not be something that you're you're thinking you need to be proactive about until something happens and then you think, Oh, Oh darn, you know now I need to go into damage control. Yeah, it certainly worth having a look...

...at search of business same and see what it looks like. One of our largest customers that we work with. You know, they kind of go through quite a few stuff and so they're what's that side last? Or they've got a bad reputation there. I don't know whether it's true or not, and they work with a few people that have been there for years. So they seem like a great company, but if you were looking at them, they don't look like they have a great reputation. So, you know, clean it up. Yeah, okay. So well then, Chris, let's talk about this idea. Then you know of reputation and engineering and and you certainly are an expert in in the field of Sel. So let's talk about the three things that that you really need to focus on when we're talking about ranking a website. Yeah, so what matters in ranking a website is keywords, content and links. The keywords, you first got to work out what you want to rank for, which generally is not too hard. Your main products...

...and services. That obviously generally well, the more niche specific your product can be. People often don't know what the solution is and so they're searching for a problem. So rather than searching for Seo, they might be searching, well, how do I get more visitors to my website? You know. So they don't know that like Seo can be the solution to that. So you need you need to think about what your actual users going to be searching to find you. Once you've got that Nice list, and actually a really real cheeky way you can do that is especially if you target a geographical area. So if you're a lawyer on the west coast, you can go look at a lawyer on the East Coast and see what they're ranking for. And, yeah, copied a bit. Obviously, make your own, make your own content, make it speak how how you want to speak. But you know, you can save a lot of time by not reinventing the wheel. Yeah, so, yeah, once you once you've got all this this list,...

...you really want to make sure your content structured really well. So there's so many websites, for one don't have all of their products and services, but you need to make sure that it's structured really well so google understands what's most important. So imagine if you sold dog food. You might have your home page, then you'd have silo pages, small dogs, medium dogs, large dogs, and then on the small dogs you'd have u hour and Jack Russell. Know this like this shows Google which pages are most important, that the small dogs page is more important than Jack Russell page, and so it'll rent better. And the reason that that's important is based on the links. So you know, anyone can pop up website and say I'm the greatest whatever in the world. And how would google know? You know, you imagine you got two buy shops in the same city selling the same piees. How does Google know which one to put on top of the other? You know, is if the websites are essentially the same, it comes down to your authority, who's linking to you. So they don't just in implicitly take your...

...word for it. They look at what the greater community is saying about you and linking to you. And you know not everyone gets the same voice. It's like a we've all been in a taxi cab and getting some financial and advice from their driver. You know, you'd likely to take it with a bit of a grain of salt right the yeah, your investment banking friend, you know he might be the devil, but if he tells you some stocks listing, then you're going to listen, you know. Yeah, and so it's the same as Google. The more authority that that link has to the more the better of a rank. But without getting into too much technicality, like generally those links will come to the home page and then they push down through all your other pages, so through your side pages and then through your your lower pages, and the more pages you have, the less power all of those links go to all of the pages. Right. So it's really important you don't flush your site full of too much content compared to how many...

...links you have, or you won't rank for anything. That's a very interesting idea then, that if you can. I mean so are you saying if you have too much content on your sate but but not enough people linking back to the to to the individual pieces of content, that that can actually hurt you? Yeah, hundred percent. If you got it's, you know, like a crazy man that's yelling in the park right, he's pumping out content, but no one's listening, and so Google goes yeah, fair enough, no one's listening. Then why do we want to index this? Because it's not going to help anyone search results it. They want to index content that people linking to, because that inherently means will people like this content? Google's job is to, you know, give everyone a good user experience, that you find what you looking for. And if no one's talking about what you've done, what the content you've written, chances are it's rubbish and that's why no one's linking to it. And so if you have a very weak domain,...

...then don't go and throw out the thousand pages of content just, you know, yeah, they're all aiden twenty rule. You know, good rule of thumb is twenty percenty of time should be spent making content and eighty percent of the time getting that content shared. And so then, Chris, what would be? I mean, do you have a few pieces of advice for our listeners in terms of okay, we've got the content, you know, we've sussed out the the the key words. What's your advice then for getting that content shared. Yes, so you don't particularly have to have that particular piece of content written. Like, you know, if it's some service page or something, no one's sharing that, but people can link to your domain and then you build the domain authority and that seeps through all your all of your other pages. And how you build your domain authority is by helping other people. You know, every business is there to solve a problem. So go out and show that you can solve the problem by helping people. Like sometimes we work with companies like accountants and they're like, Oh, you know,...

...it was accountant, so boring. Who wants to talk about accounting? Well, every business on the planet needs to know about accounting. You know, I hate it. Yeah, the first of the month when I have to go through the P andl with the count. It's the worst that of a month. But you know, I know that I need to know it. And you know, an account can write great articles about, you know, how to find a great accountant, how to make a p on all not so boring, like how to simplify accounts whatever, and this can get shared around anyway. Like I'm sure that there's plenty of Seo companies that need help with accounts and would help to share that information. Like people have newsletters, business newsletters. I just participated on one yesterday. It was a newsletter for nonprofits and they help nonprofits do their business, and so I gave them some information about digital marketing, how they can help boost their atings and things...

...like that. And every business can provide that somewhere. You know who are the people that they're servicing will get out there and, you know, show that you're the BOSSOM can help people by helping people make sense. Yep, makes perfect sense. I mean it, and it does almost fit into, not almost, it really does fit into this idea of, you know, providing value first. I know there's a lot of companies out there, a lot of business owners, a lot of executives thinking about this idea of, you know, provide value first, and I think this fits perfectly into. Okay, you, if you provide this value, you can establish that sort of the main authority. You know, you can get your your content linked to and shared. So that also that all seems wrapped up perfectly together in this idea of reputation, engineering and people. You know, when I kind of say these sort of things, to people. They go well, it seems like a lot of work and you know, well, it is. That's that's important, right. It's why they're so valuable because they are hard...

...to get. You know you can, you can gain the system and do what's called black hat links, and Google knows that. That's how their algorithm works. They wrote it and people worked out that you could manipulate their algorithm by artificially making links and Google got angry and they build it. They brought up some updates a couple years ago and you do that sort of stuff and you get penalized. You can get your whole index, d index from you know, your whole website, the index from Google. So it's like, yeah, I love the old warn Buffett saying. You know, it takes a lifetime to build a reputation, but I need seconds to destroy it. Yeah, and have building crappy links like that Short might give you some short term game, but it's not adding any benefit to the Internet. and that's what Google's trying to encourage. The people are providing value, helping the business community, whatever niche they're in. And Yeah, everyone wins. Yeah, absolutely. And and I think another big takeaway is you don't. Don't try...

...and game google. They will beat you. So, Chris, I think this is actually been some some incredible content. I love talking about reputation engineering and again, this is your world. You live this world and you're an expert in it. So I think if any of our listeners are interested in sort of following up about about this content, about this episode, they want to find out a little bit more about Ardor Seo, what is the best way for them to go about doing that? Yeah, Justthan they can see a great example of reputation engineering by googling the coolest guy in Sei. Not Pretty. Help seeing my pretty face and that. Yeah, contact by whatever means you want to see that. That's fantastic, Chris. Thank you again. I think it's evening where you are, it's morning where I am. Again, this is so cool getting a chance to connect with you through the show. Thank you so much for your time. It was a pleasure having you on the be to be gross show and they chease. Man, if you've been getting valued from this podcast, you can help us reach more people by reviewing the show on itunes. Here's how you can leave a review in...

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