Monday, April 26, 2010

Online reputation management with SEO

is the practice of consistent research and analysis of one’s personal or professional, business or industry reputation as represented by the content across all types of online media.he goal is to have people speak about your brand in a positive sense by achieving, maintaining and improving a positive online sentiment about it.

Being mentioned in social media can be a threat if not dealt with correctly, but can also generate great benefits if used the right way. It’s all about buzz and sentiment, and how you manage it."

Online Reputation Management or ORM, (* Brand Reputation Management or BRM in UK) requires more targeted optimization since the goal is to remove negative URLs from the top 1-2 pages of Google result pages.

Here are my tips for ORM:

1. Check if the website pointed to by the URL of the negative article or post has a free article submission link. Create and publish an positive and informative article regarding the ORMed website on this article website. This gives positive feedback to the ORMed website. Add links to the article that point to the ORMed website. Perform off-page optimization / link submissions that point to this article.

2. Push the lower ranked URLs higher by performing link submissions that point to these lower ranked URLs. You are in fact performing SEO for the positive URLs. This will take much of your time since you have several links (about two pages but depends on how far back from Google search results you want the offending links listed) to push higher in Google search results.

3. Use microblogging and social bookmarking sites to push the positive links higher. These sites are indexed faster by major search engines and you will see immediate results in less than an hour.

There are several websites that have more detailed info about Online Reputation Management. You just have to Google it.

What is Online Reputation Management?

It is rare that a successful long standing company does not at some stage have some kind of negative feedback from a competitor who is jealous, a dissatisfied client, a prima-donna who wants to look special or just someone who simply wants to rock the boat. Of course the vast majority of website owners do not have a problem with their reputation.

However, with more and more user- generated content media and social media opportunities, there is the danger that negative comments/posts can find themselves in the top 10 of Google, or even worse, above-the-fold on a search for your company name, individual name, brand/product name or main keywords.

I am a great believer in free speech. However, free speech has its drawbacks. Sometimes negative feedback can get written with little justification or evidence provided. This can be disastrous PR wise, especially for strong brands.

Sometimes, however, negative comments are justified. In this case, a marketing manager will still want the “negative” page on the second page of Google results. It is a bit of a problem for SEO companies to offer this service, as they could be seen as manipulating Google to the detriment of users if there is a real basis for negative comments, and could themselves face a problem with their reputation. “ABAKUS helping the XYZ cowboys to gain reputation!”. This article, however, assumes that the reputation management is justified.

Who Needs Reputation Management?

Anyone in any kind of business needs a reputation management plan, including those who are just beginning their careers.

•Career Development and Reputation Management. Anyone beginning a career or changing jobs can benefit from reputation management. One of the first things a hiring manager does when he or she receives a promising resume is to enter the name of the applicant into a search engine. As a job seeker, you want to make sure that what your potential employer sees on the internet makes the best impression possible. One incriminating photograph or inappropriate blog comment could take you out of the running immediately.

•Brand Reputation. If you’re marketing a product or service, you want to make sure that the information about your product or service floating around on the internet is positive. Consumers regularly use the internet to research purchases and will immediately write off any brand or company that has made a poor name for itself. Even one bad review can turn a consumer off completely.

•Online Crisis Aversion. If you’re running a business, you will likely undergo a crisis at some point or another. The Taco Bell incident mentioned above is a good example. Another example is Jet Blue, the airline that made its passengers sit on a tarmac for the better part of day while waiting out a storm that was tearing through the east coast. There is no doubt that a crisis of some ilk will happen to your company, and you’ll need a stellar reputation management to help you deal with it.

•Anonymous Online Defamation. Online character defamation can be a serious issue for businesses and individuals. The laws surrounding character defamation and free speech are tricky, so if you find that some anonymous person on the internet has created content about you that doesn’t present you in the best light, the quickest and easiest way to deal with it is through reputation management.

•Government Public Relations SEO. Surprisingly, government organizations haven’t been known to use SEO to its fullest potential. Electoral campaigns and international conflicts are but two of the many situations in which officials can benefit from government online PR and reputation management by making sure that internet users find positive information when they conduct online searches about public policy, tourism, and conflicts.
It’s clear that the number of people and businesses who could benefit from reputation management is immense. And both proactive and reactive reputation management are key.

What Can SEO 1 Services Do To Help?

Reputation management is an involved process, and one that you simply can’t afford to tackle on your own or leave to someone who doesn’t know how to do it well. Bad press can ruin your business, so it’s worth the time and effort to enlist the aid of someone who can do reputation management right the first time.

If the information that needs to be buried is minimal, customers can expect to see the positive effects of reputation management within a few months. For businesses that have experienced a large amount of damaging press, the process can take as long as a year. This means that you simply can’t afford to wait to start your reputation management campaign.

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