National Positions Reviews Reputation Management April 2013
Online Reputation Management is the processof suppressing negative remarks from the firstpage of search results and creating resistancefor any future complaints to appear on that firstpage of Google, Yahoo or Bing.
ORM is an important piece to every marketing effort:SEO, SEM, print ads, radio spots, commercials, etc. aregenerating "buzz" about your business or product and peaks theinterest of potential business. Ask yourself this: if you have a great product and a greatmarketing campaign you are getting consistent walk in traffic ora good CTR (Click Through Rate) but you are not converting thetraffic in sales your probably missing your target ROI What couldbe the culprit? Picture the first page of Google search results as your resumemeaning you have 7 to 10 spots to create a great firstimpression, if that first page is revealing words such asScam, Fraud, Complaints, Rip Off, etc. it automatically puts a redflag in your customers mind and they may choose to move to acompetitor who does not have anything negatively reflecting ontheir business.
ORM is going to take advantage of a combinationof proven techniques to "attack" the issue(s). Step One:◦ Create content that has the potential to get ranked quicklyand has credibility (page rank) and then make it appealingto the general public. Step Two:◦ Get the content you created to rise in the rankings up andabove the negative results!
Social Media Press Releases Video SEO Off-site content Microsites On-site content Positive Reviews Pro Linking
Social Media Sites such as Facebook, Google+, Pinterest andLinkedIn all offer business pages you can create.◦ These have a great page rank in the eyes of Google. Twitter actually can out rank most social media sites but the draw back here is thatthere is a limited amount of letters so if you have a big business name it may notget optimized for the keyword you want.
A well written press release combined with syndication to theproper sources can generate a quick ranking for ORM as well asgenerate quality high profile backlinks to help your SEO. Press releases offer one of the best ways to boost your searchengine rankings and increase web traffic for your business.Now more than ever, Google values websites with lots ofquality, newsworthy content that’s distributed around theweb. Our monthly press release marketing program builds on allthe best Search Engine Optimization and content marketingstrategies to help you increase rankings and web traffic.
Video’s are another fantastic resource we have at our disposal. Google bought YouTube and has made it an integrated part of theirproduct line. (you can’t create a Gmail account without them tryingto get you to set up your YouTube channel) Video content accounts for more than 50% of all web traffic in theworld. That’s why Google places added importance on the creationand promotion of video content YouTube videos can be embedded, tagged, titled and optimized forthe keywords you are trying to protect.
Websites such as Squidoo, Slideshare, and PitchEngine that already have agreat page rank with the search engines can be utilized with the propercontent and keyword utilization (dont keyword stuff though). The combination of high page rank, the availability of custom URL’s andorganic strength can be a phenomenal tool to be utilized.◦ Organic traffic to these individual sites is extremely beneficial in helping you achievethe desired rankings.◦ Q and A sites with organic community involvement (real users responding) can getyou great rankings.
If you have been targeted by one of the major search engines as anauto suggest for a harmful term (ex. Example company scam) thena Microsite can be beneficial for you to sustain long termprotection . A great technique for microsites is creating an EMD (Exact MatchDomain) Exmple: if the keyword your trying to clean up is "examplecompany scam" you may want to buy and hostwww.examplecompanyscam.com/org/net/etc.) Exact match domains get ranked very effectively but sinceyour starting from scratch it does take some time to seeresults. EMDs are a great resource to spin a potential negative into apositive for example, instead of the potential customerseeing how you are a supposed scam they will see yourmicro-site and how not to get scammed by someone in yourindustry or field.
Creating on-site content such as examplecompany.com/reviews/blog can be very beneficial for eating up real estate on that firstpage of major search engines. search engines already trust your site, if you apply proper white hattactics you should be able to get indexed by the crawlers quicklyand see rankings in a timely matter.
The two main techniques to get these profilesand webpages ranked above the negatives.◦ Linking◦ Organically (through community involvement.)
Linking is the last point we will discuss but it is without adoubt the most important. The techniques we have discussedare designed to get organic rankings but linking is really thebread and butter of every reputation management campaign.◦ The goal of the linking campaign is to link to all positive andneutral information surround the negative complaint(s) inorder to suppress the negative into the 2nd pages of searchresults. Linking is essentially a big popularity contest, you want asmany votes of confidence as you get…..◦ Heres the catch though bad links (links not relevant, orfrom bad neighborhoods) can actually hurt you morethan help so make sure you are getting quality inboundlinks.
Organic community strength combined with a high PR aresome of the reasons websites such as Rip Off Report,PissedConsumer and Yelp are such a pain in the side and veryhard to budge. Ever heard of fighting fire with fire?◦ The same techniques used that brought the negatives up thesearch results you can bring your positive content you created tothe top of the search results as well via organic strength. Increase your popularity (Friends, circles, followers, etc.) Get your content as many re-pins, Likes, Follows, retweets, etc. The more comments, shares, times embedded, etc. the better!
I hope this presentation was helpful for yourreputation management campaigns.If you believe in keeping a clean reputation and wantthe help from a INC. 500 marketing firm pleasecontact National ReputationFree Customized Quote:Phone: 805.410.7984Email: email@example.com