management is of grave concern to many online businesses. Fairly
or not anyone can put up a free website or blog and post something
negative about anyone else. Many times these negative postings are
anonymous so the credibility of the poster cannot be determined.
Most of the
time, these negative postings don't even make it onto the reputation
management radar. They are buried deep within the search engine
rankings and very few people ever see them.
there is another method that has empowered people to achieve high
rankings for negative posts in recent years and that is on websites
that have achieved trust and authority within the search engines.
Some sites allow consumers to rate products and services from
to offer a balance view and rating system. But, what happens when
a Web business lands upon a consumer advocacy website like the
Ripoff Report and has been trashed in the public eye? This is
where reputation management and SEO kicks in.
idea of reputation management is both proactive and reactive.
Proactive reputation management means establishing a well-known
and liked brand with positive reviews. Reactive reputation management
means reacting to untoward publicity from unhappy customers (or
proactive and reactive reputation management can be covered under
the guidelines of public relations, such as addressing the claims
on message boards, blogs and websites, a search engine optimization
expert is most often called in when one of these unfavorable opinions
gains high rankings.
common method of managing a firm's reputation through SEO involves
trying to push down the unfavorable posting within the search
engine rankings. This is also a hotly debated topic since some
will consider this manipulation of the rankings.
undertake SEO reputation management will try to elevate the positive
posts that are currently below the unfavorable post to being above
this post. Another method of SEO reputation management involves
getting new favorable posts above the questionable post. Most
often SEO reputation management involves both methods.
If a post
is downright defamatory, then legal action can be taken and the
search engines alerted. But, most of the time, these negative
posts either have an element of truth in them (such as an unfavorable
news story) or are someone's biased opinion.
case, the business owner must decide whether is it's wiser from
a business sense to contact the website posting the objectionable
content and asking them to take it down. Or, if by contacting
the website, this may unleash more controversy and unfavorable
comments to follow.
In this case,
reputation management and SEO work together to devalue the unfavorable
opinion at least in regard to the rankings. Since having a bad
reputation in the search engine rankings can cost a company thousands
of dollars, hiring an SEO to help do some damage control is usually
a cost that is well worth it.