Restoring a Positive Online Reputation
Do you or your business suffer from a tarnished online reputation?
A tarnished reputation can be the result of unsavory content such as:
-Review/ Rating sites (like Yelp, Facebook, Angie's List, BBB)
Online Reputation Management has become standard management service with increased popularity of social media, blogging, and web development... it's a $5,000,000,000+ industry annually. Service providers handle the development, monitoring, and repair of online reputations of individuals, small businesses, and major corporations.
The Challenge of Online Reputation Management (ORM):
In many cases, information can not be deleted. In some cases, such information can be removed, but with heavy legal cost implications. Webmasters in the U.S. are not considered legally accountable for content posted by their users, so most information will remain visible to search engines.
So what's "Plan B?"
Create as much positive content as possible which will bury the negative information. Keep this in mind: 77% of people don't go beyond the first page in search engine search results. The objective is to create and OPTIMIZE positive content with effort of demoting rankings for negative content beyond the first page (and ideally past the 3rd page).
The objective above can be achieved with an investment in CONTENT GENERATION, TIME, PERSISTENCE, and Search Engine Optimization tactics.
The following information is an overview of some of the tactics we perform to help with your ORM.
First, the key is CONTENT, TIME, PERSISTENCE.
If you are not familiar with Search Engine Optimization (SEO), please refer to our overview guide.
We utilize theories of SEO for our Online Reputation Management campaigns. We focus on new/ existing POSITIVE content with the objective of overbearing NEGATIVE content online. Yes, we craft web content specifically for the promotion of you and your business, but we place emphasis on the following:
1. What type of content will search engines rank highest? (ex. Facebook and YouTube are highly valued)
2. How is your name used? Web coding like URL and Title Tag information plays a role. Register www.yourname.com and build/ optimize websites surrounding YOU. If its not available for use, we'll craft the next best option for URL.
3. Keyword Density. It's important to evaluate the density of your name/ company's name within the NEW content. Search engines have to pick up on this- and it must be a notch better than what the negative content's keyword density is.
4. Set up social profiles in your name, and USE THEM. Consistent content posting will help boost such sites higher in the search engine rankings. Plus, you'll be able to showcase YOU in a good light. Social media is for businesses too! Set up for your business too!
5. Post Images That Represent Your Name. The filename will include the name for SEO purposes (ex: “john-smith.jpg” or “smith-law-firm-brooklyn.jpg”).
Share the images from your webpage on social media sites. Spread your positive image!
6. Build Links. Now that all of the good information is being developed and introduced to search engines, spread it around! Link to each other, link to other positive, credible sources, link to other websites, review sites, and blogs that are industry-relevant! Links comprise an important part of Google’s search engine ranking algorithm, which means more exposure for the content you want to see!
7. Create A Video In Your Name. This step is becoming increasingly important with Google's algorithm changes. Search engines are valuing video content more than ever.
It’s a great idea to introduce video content if you can. Create a brief video resume, a biography for an individual, or something that is very conducive to share across social media/ viral. If you don’t want to shoot a video, you could alternatively make a slideshow presentation with a number of images and text. It counts in the eyes of search engines just like a video would!
8. Keep it up until you see results! Do a little each week. It may take 3-6 months to really see the results of your efforts depending on the severity of the negative information you wish to overcome.
*This part is important: when you measure progress, avoid these pitfalls:
Search engines will utilize properties such as location and search history to determine what they show/ rank in the results. To clear these influences consider the following:
If you use Firefox, CTRL+Shift+P will open a private browsing window; for Google Chrome users, CTRL+Shift+N opens an “incognito” window. Use these private browsing windows to check your progress. This will clear most of the influence from using your personal computer.
When you search for yourself, DO NOT search for your name+ negative terminology (ex. Mary Johnson Prison). For others searching similar terms, this may result in an "auto fill" of suggested search terms.
When you're searching for yourself/ your business DO NOT click on the negative publicity. You may be HELPING the negative information gain further traction!
The good news is: if there is negative information about you or your business, you just learned that there are way we can help. Just contact Steve, your ORM expert at The Web Studio for more information! (203) 296-1986.