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LaBret: Demystifying online reputation defense

January 30, 2013
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Indiana Lawyer Commentary

By Jabez LeBret
 

labret-jabez-mug LeBret

Often, we have clients that come to us completely unaware of what is being said about them online. In a few alarming cases, an online search for the attorney’s name included results for people of the same name who had been arrested for DUI, larceny and, in two cases, sexual assault.

Managing your online reputation does not have to keep you up at night. The best reputation defense is a good offense.

We are going to walk step-by-step through how you can easily manage your professional image online. This article will not hide anything. If you follow these simple steps, you will quickly be in control of your online image without ever having to hire a reputation management company.

The great news is that less than 1.8 percent of people searching on Google ever click on the second page. The first logical step in online reputation management is assessing what is said about you on page one.

When you or a potential client searches for your name or your firm name, this is called a “branded keyword search.” The proper way to conduct a branded search to check your online reputation is to log out of all your email accounts and social media profiles. Then, clear your search history and cache in the tools section of your browser (e.g. Firefox, Safari, Internet Explorer). Now you are searching on a clean browser that is not being influenced by your search history, social media connections or email. Skipping this step may cause the search engine to show you skewed, personalized results that differ from what a potential client would see.

To get the most accurate search results for your firm, type your firm name surrounded by quotation marks in a Google search. If I were to search for my company, the search term would be “Get Noticed Get Found.” You can also search for yourself and your fellow partners separately by name, each with quotation marks around the search term.

Your goal is to control the information about your firm name and every attorney’s name in your office on page one of Google and page two, if possible. If you find something negative, do not get upset. Follow the exact steps below, and in a month or two, you will start to gain more control of page one.

Clean up your citations: Anywhere your firm appears online with its name, address and phone number is called a citation or directory listing. Make sure that every one of your firm’s citations has an identical firm name, address, website and phone number. These citation websites include Google+ Local, Yelp, Merchant Circle, AVVO, etc. When you Google your firm name in quotes, you will likely find that several citations have already been created. If this is the case, find the “claim this listing” or similar button on the page, and follow the instructions to manage and edit that listing.

Do not use a forwarding phone number: It was great advice about nine months ago to use a forwarding phone number on your citation listings and even your firm’s website; however, this is no longer a good practice. The search engines have indicated that you will fall in the search rankings if you are caught using forwarding numbers. Immediately take down a forwarding number that appears anywhere online.

Set up a blog on your website: A blog is a great tool for controlling information on page one of search engines while also helping your website get a better ranking. You should be blogging once a week at the minimum. The key to good blogging is consistency, so avoid posting four blogs in one week and none the rest of the month.

Link your firm’s social media profiles to your blog: You do not need to post on Twitter about the coffee you drank this morning. You should, however, have profiles on Twitter, Facebook, Google+ and Linkedin where you can post links to your firm’s blogs.

Create one press release per month: These press releases do not have to be about breaking news. Topics like hiring a new employee or someone in your firm participating in a local 5K race all make for easy press releases. Note that you get what you pay for: submitting your press release to free online syndication sites gets you almost no credit in search results.

Update your website: Your firm’s website is not a static object. You should be updating it often with new content, images and blog posts. This helps your search ranking and really pushes that website to page one of Google.

Create a video series: Forget a lengthy $30,000 production. One option is to hire a film crew from Craigslist to shoot a simple series of question and answers. You and the other attorneys at your firm can answer common questions that clients ask you about your practice areas. Break the video into multiple video snippets, and then syndicate those videos on as many free video syndication websites as you can find, including YouTube, MetaCafe and others.

Following all of the above steps will allow you to easily command the first page of Google’s search results for your name and firm name. With numerous search results for your firm’s website, directory listings, blog, videos, social media accounts and press releases showing up on the first page, any objectionable results relating to your name or your firm’s name will be pushed to the second or even third page – where nearly no one will see them.•

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Jabez LeBret is co-author of Online Law Practice Strategies and a partner at Get Noticed Get Found Inc. His agency provides custom digital marketing solutions exclusively for attorneys. For more information, visit http://www.GetNoticedGetFound.com or call 513-444-2016.

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  1. Indianapolis employers harassment among minorities AFRICAN Americans needs to be discussed the metro Indianapolis area is horrible when it comes to harassing African American employees especially in the local healthcare facilities. Racially profiling in the workplace is an major issue. Please make it better because I'm many civil rights leaders would come here and justify that Indiana is a state the WORKS only applies to Caucasian Americans especially in Hamilton county. Indiana targets African Americans in the workplace so when governor pence is trying to convince people to vote for him this would be awesome publicity for the Presidency Elections.

  2. Wishing Mary Willis only God's best, and superhuman strength, as she attempts to right a ship that too often strays far off course. May she never suffer this personal affect, as some do who attempt to change a broken system: https://www.youtube.com/watch?v=QojajMsd2nE

  3. Indiana's seatbelt law is not punishable as a crime. It is an infraction. Apparently some of our Circuit judges have deemed settled law inapplicable if it fails to fit their litmus test of political correctness. Extrapolating to redefine terms of behavior in a violation of immigration law to the entire body of criminal law leaves a smorgasbord of opportunity for judicial mischief.

  4. I wonder if $10 diversions for failure to wear seat belts are considered moral turpitude in federal immigration law like they are under Indiana law? Anyone know?

  5. What a fine article, thank you! I can testify firsthand and by detailed legal reports (at end of this note) as to the dire consequences of rejecting this truth from the fine article above: "The inclusion and expansion of this right [to jury] in Indiana’s Constitution is a clear reflection of our state’s intention to emphasize the importance of every Hoosier’s right to make their case in front of a jury of their peers." Over $20? Every Hoosier? Well then how about when your very vocation is on the line? How about instead of a jury of peers, one faces a bevy of political appointees, mini-czars, who care less about due process of the law than the real czars did? Instead of trial by jury, trial by ideological ordeal run by Orwellian agents? Well that is built into more than a few administrative law committees of the Ind S.Ct., and it is now being weaponized, as is revealed in articles posted at this ezine, to root out post moderns heresies like refusal to stand and pledge allegiance to all things politically correct. My career was burned at the stake for not so saluting, but I think I was just one of the early logs. Due, at least in part, to the removal of the jury from bar admission and bar discipline cases, many more fires will soon be lit. Perhaps one awaits you, dear heretic? Oh, at that Ind. article 12 plank about a remedy at law for every damage done ... ah, well, the founders evidently meant only for those damages done not by the government itself, rabid statists that they were. (Yes, that was sarcasm.) My written reports available here: Denied petition for cert (this time around): http://tinyurl.com/zdmawmw Denied petition for cert (from the 2009 denial and five year banishment): http://tinyurl.com/zcypybh Related, not written by me: Amicus brief: http://tinyurl.com/hvh7qgp

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