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 a podcast, interview your ideal clientsand let them choose the topic of the interview, because if your ideal clientscare about the topic, there's a good chance the rest of your audience willcare about it too. Learn more at sweet fish Mediacom. You're listening tothe B to be growth show, a podcast dedicated to helping be to beexecutives achieve explosive growth. What you're looking for techniques and strategies or tools andresources? 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 begrowth show. Today we are joined by Chris read. Chris the founderof 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 thebe to be growth show. Jonathan,...

...has been great to teleport to theother side of the world with you. It's so you know, I've saidit 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 allover the world. This certainly is no exception. So, Chris, todaywe'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 usa little about art or Seo and what you and your team are up tothese days. Yeah, sure, so we're SEO company specializing and, asyou guess, as yeah, based out here in Southeast Asia. I'm currentlyin nonpen Cambodia. That we also have offices in the Philippines and Australia andThailand. So it keeps you on my toes and I get to travel aroundquite a lot. And Yeah, we generally help companies get better exposure onthe 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 ourlisteners, talk a little about okay, so what is reputation engineering? AndI know that there's a bit of a difference between this idea of reputation engineeringversus reputation management. Yeah, so often we have executives come to us orpeople like, most recently, a guy that used to work in the financeindustry who got ditched from Meryl Lynch and then he kind of had a badreputation 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 apublic 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 youfix this? And we can't remove things from the Internet. It's it oncethat they're at stuck there. So what...

...we do is rank stuff and pushit 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 thedifference between reputation engineering and reputation management. So management is like getting in therefixing up bad stuff. We're repunition engineering, which everyone should really do. Liketo rank for your personal name, your brand name or your any yourindividual product names, is really easy because there's very little search volume. Seeand 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 UKYoutube Account, especially because youtube owned by Google, right. So they loveto rank youtube videos because it keeps you in the Google ecosystem. So youknow, if you make a nice little video about your product or your nameor 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 youyet. Say that there's a new product that they're looking at. They gothat looks great. Then they go on so touch that product because they wantto know more information about it. Well, if it's information, is there thatyou want to tell that? Yeah, this is how you use it,or whatever is the story you want to share. Then you own yourreputation and can control it, which is a lot better than having some isthe 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 atthe forefront of your mind, this may not be something that you're you're thinkingyou 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 seewhat 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'rewhat's that side last? Or they've got a bad reputation there. I don'tknow whether it's true or not, and they work with a few people thathave been there for years. So they seem like a great company, butif you were looking at them, they don't look like they have a greatreputation. So, you know, clean it up. Yeah, okay.So well then, Chris, let's talk about this idea. Then you knowof reputation and engineering and and you certainly are an expert in in the fieldof Sel. So let's talk about the three things that that you really needto focus on when we're talking about ranking a website. Yeah, so whatmatters in ranking a website is keywords, content and links. The keywords,you first got to work out what you want to rank for, which generallyis 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 whatthe solution is and so they're searching for a problem. So rather than searchingfor Seo, they might be searching, well, how do I get morevisitors to my website? You know. So they don't know that like Seocan be the solution to that. So you need you need to think aboutwhat your actual users going to be searching to find you. Once you've gotthat Nice list, and actually a really real cheeky way you can do thatis especially if you target a geographical area. So if you're a lawyer on thewest coast, you can go look at a lawyer on the East Coastand see what they're ranking for. And, yeah, copied a bit. Obviously, make your own, make your own content, make it speak howhow you want to speak. But you know, you can save a lotof time by not reinventing the wheel. Yeah, so, yeah, onceyou once you've got all this this list,...

...you really want to make sure yourcontent structured really well. So there's so many websites, for one don'thave all of their products and services, but you need to make sure thatit's structured really well so google understands what's most important. So imagine if yousold dog food. You might have your home page, then you'd have silopages, small dogs, medium dogs, large dogs, and then on thesmall dogs you'd have u hour and Jack Russell. Know this like this showsGoogle which pages are most important, that the small dogs page is more importantthan Jack Russell page, and so it'll rent better. And the reason thatthat's important is based on the links. So you know, anyone can popup website and say I'm the greatest whatever in the world. And how wouldgoogle know? You know, you imagine you got two buy shops in thesame city selling the same piees. How does Google know which one to puton top of the other? You know, is if the websites are essentially thesame, 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 atwhat the greater community is saying about you and linking to you. And youknow not everyone gets the same voice. It's like a we've all been ina 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 rightthe 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. Themore 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 tothe home page and then they push down through all your other pages, sothrough your side pages and then through your your lower pages, and the morepages you have, the less power all of those links go to all ofthe pages. Right. So it's really important you don't flush your site fullof too much content compared to how many...

...links you have, or you won'trank 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 yoursate but but not enough people linking back to the to to the individual piecesof content, that that can actually hurt you? Yeah, hundred percent.If you got it's, you know, like a crazy man that's yelling inthe park right, he's pumping out content, but no one's listening, and soGoogle goes yeah, fair enough, no one's listening. Then why dowe want to index this? Because it's not going to help anyone search resultsit. They want to index content that people linking to, because that inherentlymeans 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. Andso if you have a very weak domain,...

...then don't go and throw out thethousand pages of content just, you know, yeah, they're all aidentwenty rule. You know, good rule of thumb is twenty percenty of timeshould be spent making content and eighty percent of the time getting that content shared. And so then, Chris, what would be? I mean, doyou 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 keywords. What's your advice then for getting that content shared. Yes, soyou 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 authorityand that seeps through all your all of your other pages. And how youbuild your domain authority is by helping other people. You know, every businessis there to solve a problem. So go out and show that you cansolve the problem by helping people. Like sometimes we work with companies like accountantsand they're like, Oh, you know,...

...it was accountant, so boring.Who wants to talk about accounting? Well, every business on the planetneeds to know about accounting. You know, I hate it. Yeah, thefirst of the month when I have to go through the P andl withthe 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 canwrite great articles about, you know, how to find a great accountant,how to make a p on all not so boring, like how tosimplify accounts whatever, and this can get shared around anyway. Like I'm surethat there's plenty of Seo companies that need help with accounts and would help toshare that information. Like people have newsletters, business newsletters. I just participated onone yesterday. It was a newsletter for nonprofits and they help nonprofits dotheir business, and so I gave them some information about digital marketing, howthey can help boost their atings and things...

...like that. And every business canprovide that somewhere. You know who are the people that they're servicing will getout there and, you know, show that you're the BOSSOM can help peopleby helping people make sense. Yep, makes perfect sense. I mean it, and it does almost fit into, not almost, it really does fitinto this idea of, you know, providing value first. I know there'sa lot of companies out there, a lot of business owners, a lotof executives thinking about this idea of, you know, provide value first,and I think this fits perfectly into. Okay, you, if you providethis value, you can establish that sort of the main authority. You know, you can get your your content linked to and shared. So that alsothat all seems wrapped up perfectly together in this idea of reputation, engineering andpeople. You know, when I kind of say these sort of things,to people. They go well, it seems like a lot of work andyou know, well, it is. That's that's important, right. It'swhy 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, andGoogle knows that. That's how their algorithm works. They wrote it and peopleworked out that you could manipulate their algorithm by artificially making links and Google gotangry and they build it. They brought up some updates a couple years agoand you do that sort of stuff and you get penalized. You can getyour whole index, d index from you know, your whole website, theindex from Google. So it's like, yeah, I love the old warnBuffett saying. You know, it takes a lifetime to build a reputation,but I need seconds to destroy it. Yeah, and have building crappy linkslike that Short might give you some short term game, but it's not addingany benefit to the Internet. and that's what Google's trying to encourage. Thepeople are providing value, helping the business community, whatever niche they're in.And Yeah, everyone wins. Yeah, absolutely. And and I think anotherbig takeaway is you don't. Don't try...

...and game google. They will beatyou. So, Chris, I think this is actually been some some incrediblecontent. 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 thinkif any of our listeners are interested in sort of following up about about thiscontent, about this episode, they want to find out a little bit moreabout Ardor Seo, what is the best way for them to go about doingthat? Yeah, Justthan they can see a great example of reputation engineering bygoogling the coolest guy in Sei. Not Pretty. Help seeing my pretty faceand 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 gettinga chance to connect with you through the show. Thank you so much foryour time. It was a pleasure having you on the be to be grossshow 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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