Tackle negative online press with reverse SEO
Reverse SEO may be an important component of your online reputation management (ORM) program. It may well be the quickest, most effective solution for dealing with bad press that has surfaced on the search engines about you or your company. By pushing negative listings from the front page of Google, Yahoo, and Bing, reverse SEO will largely, although not completely, shield you from the damaging commentary of others. This approach can be supplemented by paid search ads that lead to positive conversations about the topic in question.
Negative publicity online has become one of the most frustrating recent challenges for companies. It is typically anonymous, whereby names are often unattached to forum threads, blog posts, articles and even entire websites. Therefore, it is difficult to track and address the source of the complaint. Moreover, the growing popularity of social networking platforms has made it easier than ever for people with a mild grievance to give weight to their complaint, opinion or grudge. If you or your company have been the target of bad press online, it may be time to launch a reverse SEO campaign.
In this article, we will clarify how negative publicity gains traction within the search engines, and how an SEO specialist can provide a working blueprint for executing a reverse SEO campaign and limit the damage.
How negative publicity gains traction within the search engines
Google, Yahoo, and Bing rank pages based on a large number of criteria. If a website and its individual pages satisfy the most important of those criteria, those pages will rank well. Just remember that the popularity of the page, in terms of number of visits, is not directly a major criterion that gets a high rank. Age of domain and number of back links will often be the major factors together with relevance to the search term, although high rankings and visits may create even more back links and perpetuate the process.
Often, bad press that targets companies is placed on websites that meet these key ranking factors in the search engines. Fresh content containing negative publicity on these well established sites can climb into the top positions and gain exposure. When people search for you or your company brand, they’ll see the bad press in the search result pages. That damages your hard won reputation.
Reverse search engine optimisation is an ORM strategy that pushes negative publicity further down the search positions only by promoting other, more balanced content higher than it. By moving the bad press off the first page of listings, reverse SEO limits its exposure and stifles its impact.
Ingredients For An Effective Reverse SEO Campaign
Like search engine marketing, reverse SEO uses a methodical, multi-pronged approach to protect your online reputation. The first step is to identify the sites and pages that contain negative publicity about your company and that are ranking for important keywords. Those keywords might include your name, that of your company, or key employees.
The second step of reverse SEO is to analyse those sites and pages for their respective ranking authority. That will help you determine the effort and tools you’ll need to use in order to move them from the first page of listings within Google, Yahoo, and Bing. Obviously, a negative PR blitz that is spreading across social networking sites is more difficult to overcome than a single blog post that is on a relatively new or poorly linked domain.
The third step is to gather the necessary tools and execute the reverse SEO campaign. Such tools might include optimised press releases, sites and blogs that can come under your influence, social media profiles and branded twitter tweets. Reverse SEO may also include heavy content syndication to build high-quality links. A search engine marketing specialist will have these tools at their disposal.
Protect Your Online Reputation with Reverse SEO
Reverse SEO should play an important role in your online reputation management program. It is far too easy for uninformed prospects/customers, resentful past employees, lazy journalists, and malicious competitors to tarnish your good name. Launch your reverse SEO campaign now – before the damage begins to gain momentum in the search engines. In a year’s time, you’ll be glad you decided to dominate the conversation on page one of Google et al.
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White Chalk Road are a specialist Search Marketing Agency based in Perth, with over 20 years’ experience in the industry. As a Google Premier Partner, WCR specialise in SEO, Search Marketing, Advertising & Marketing Automation. WCR help Perth businesses, across both B2B and B2C markets, who need help being found online by their customers.
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