Search engine optimization and reputation management have many similarities in the tools and methodologies used in successful campaigns. The major difference between the two types of projects in defining success is that an SEO campaign is probably going to be considered a success if selected keywords can get optimized, resulting in a page that makes it to the front of the search engines.
A reputation management campaign, on the other hand, isn’t as concerned with getting something specific on the front page; the primary objective is to get something off of the front page, namely negative content. While a single high ranking spot may be considered a win in SEO, a reputation management campaign would have to potentially occupy ten spots on the first, second, and third pages to be considered successful.
A reputation management strategy tasked with knocking negative content off of the front pages of the search engines employs a broad spectrum of actions to accomplish the objective. These actions include:
1) Assessment of the negative content – Assessing the extent of the damage, the quantity of damaging content, and potential ownership of sites where negative content is being posted will determine the necessary size and force of the counter measures. Keywords are analyzed so that the response is geared toward the same search terms that are returning the negative content on the search engines. Different strategies may be required for content originating from social media sites.
2) Developing a strategic plan – Once the assessment of the content is completed, a strategy to counter and bury the content will be put in place. If the timeline of the reputation management strategy is extended due to challenges in burying the negative content, it’s common for a team to be assembled to play off of skill sets that will be required over the long haul to achieve the final objective.
3) Executing the plan – Putting a reputation management plan into action will likely include a combination of the following actions; blogging, article distribution, website building, building social media profiles, press releases, and link building. New content, along with existing company content on the web are then search engine optimized and marketed to start moving them up the rankings of the search engines to replace the negative content.
Executing a successful reputation management strategy is a time and labor intensive endeavor. A growing number of companies are employing the services of firms which specialize in online reputation management services. For a free initial consultation on protecting your company’s reputation, visit http://www.reputationmanagementllc.com/