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Online Reputation Management

 

In today’s world of digital media consumption, one negative article, news story, or bad customer review can kill your entire business or personal reputation. Too often we see these types of content surface in the top results of search engines, and completely wipe out a company’s or individual’s growth.

What we know is that 95% of consumers research online before making a purchase. Once they’ve honed in on a product, a company, or.. the owner or CEO of that company for example, they search for that specific name. And when they do, you’d better hope there’s no dirt on that name, otherwise forget it. Consider that lead, customer, fan, lost forever.

Whether you’re an athlete, celebrity, consultant, or an average Joe, you are still subject to online reputation damage. DUI’s, court cases, lawsuits, bad photos, you name it.. all this digital dirt has your name stamped on it. And guess what, search engines like Google present this information to the world.

Most of this content can’t be “removed” from the internet. Why? Because you can’t control the websites the information is on. But what you can do (with our help) is make it so that horrible, ugly, dirty information never gets found by anyone searching your name, your company, or your product.

However, its not an easy solution.. it requires a ton of work. But don’t worry, we’re going to cover exactly how this can be achieved..

Ultimately, the power of search engines poses the biggest challenge. The first thing you need to understand is that we are dealing with search engines like Google, who have the mission of organizing the world’s information and media, and if you understand how they do that, you have a good chance of controlling what information is displayed in search results.

Without getting too technical, here are some basic mechanics of how information (like bad news stories, negative customer reviews, images like mugshots, etc) are organized and presented in the search results. Search engines place a strong importance on quality, variety, freshness, and trust. High quality, fresh, trusted information gains traction quickly, and gets placed at the top. Low quality, untrusted content gets demoted, and filtered out. So, in order to control the search results for your name, brand, or product, you need to have an online content strategy.

Because without presenting new, higher quality, more trusted content to the search engines, there’s no effective way of “replacing” the negative information they are currently displaying. And in order to give your new content the needed authority to overtake what’s already there, you need a strong promotional strategy to get that content recognized, trusted, and ranked. This might seem a little confusing, possibly overwhelming.. but hang in there.. We’re going to walk you through exactly what we do to control the search results for ANY name, company brand, or product. And you’re free to use this strategy yourself, or as a reference for understanding exactly how we can help.

First we identify exactly what negative information exists for the given search phrase, to further understand how much muscle we need to put into the campaign. What we know is that press on trusted news sites, government sites, or popular blogs or review sites, can be extremely tough to outrank. But we do this everyday, so its just a matter of assessing the damage, formulating a strategy, and taking action.

Next, we create a content roadmap, which includes custom built websites, dozens of press releases, articles, blog posts, custom videos, and images, and plan out exactly how and when we’ll publish this information to the web. How and when is very important, but “where” we publish this content is also critical. What we know is that publishing an article on any old site won’t cut it. The sites themselves have to have tremendous authority already. We also utilize social media profiles, professional and business listing sites, local and national directories, and blogs, to further develop trusted properties that we know search engines favor.

Our team. Which consists of professional journalists, writers, graphic artists, video producers, search engine optimization experts, and other types of digital marketing wizards. We take to the task of building out the informational content behind the marketing plan, and we start publishing. Once the trusted web properties are secured, and established, we start promoting and building authority to them. This requires a serious amount of consistent, sophisticated, brute force digital marketing, link building, social media sharing, and promotion.

In order to position any article, video, or image at the top of the search results, you have to manually build links, social citations, and mentions from other trusted sites on the web. To do this, we utilize our established relationships with hundreds of media outlets, bloggers, social communities, and other website owners to promote your content. Without that type of trust building, it would be rather difficult to “convince” a search engine like Google that a particular article or video is important.

 

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