Online Reputation Management for SEO – Search Engine
The Internet has made it possible for everyone to voice out their opinions without worrying about the consequences. This may be good in some cases, such as when important news, events, and information need to be shared with others quickly. However, without proper rules to regulate content online, this freedom to express can lead to damaged reputations and ruined futures for unsuspecting groups and individuals.
An unfortunate characteristic of the Internet is that information that has been shared online cannot be completely removed; websites may remove damaging posts, but the viral nature of information sharing online assures that there will be traces left. However, this doesn’t mean that negative press cannot be suppressed — bad comments can remain to lurk in the recesses of the Internet, but with enough positive news and the right techniques, these can be pushed out of Internet users’ views.
The most important thing that victims of negative publicity must remember is that people tend to consult search engines first to find information on a company, person or product. As such, a good reputation management package should include methods to place positive information in the first few pages of search engine results; after all, people rarely go past the second page when looking at search results.
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This method, termed search engine optimization or SEO, is comprised of a variety of tactics, the first of which are keyword selection and link building. Groups affected by the negative press should take the time to research which keywords tend to bring up more negative search results and then focus on optimizing these keywords to show only positive news and information. Usually, the name of a company, person or specific product is affected, so emphasis must be placed on these.
Link building, on the other hand, can be done through several ways. The most common method is through article writing. Articles must contain keywords that can be used to link back to the group’s site. Useful articles, such as instructional guides, tend to have more weight in search engine results. The quality of the third party websites that provide backlinks is also a critical feature since backlinks from high-quality sites will be given more bearing.
Search Engine Optimization vs. Online Reputation
Other materials that are effective in boosting rankings on search engine results are videos and press releases. Videos are good SEO tools because they can get higher rankings for both competitive and non-competitive keywords. However, as with articles, useful videos are given more importance, which means that instructional guides and how-to may rank higher than sales videos.
Press releases, on the other hand, are a great way to dominate the first few pages of search results. News items are given higher rankings because of their timeliness and relevance, key features that search engines always look for. A great SEO feature of both press releases and videos is they have the potential for viral marketing — and thus can also generate hundreds or thousands of backlinks.
These services — keyword selection, article and video marketing, press releases and link building — are but some of the services used for reputation management online. There are still other methods, but these are enough to obscure unwanted publicity and eventually salvage damaged reputations on the Internet.
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