9 replies to this topic

[arteworks]

I'd be interested to hear opinions on reputation management, specifically the process of getting negative publicity about a client removed from the top 10 or 20 or whatever results, through the creation of blogs, forum posts, social bookmarking, and the like to create content which would supplant the negative publicity in the SERPs. I've found threads on both sides, some saying it is pure spam, while others saying it is a legitimate concern for companies due to the proliferation of "consumer generated content" which can be given a false sense of credibility through high search engine placement.

Would you take a reputation management client? If so, what techniques do you believe are acceptable and unacceptable? Any risks, for either the client or the seo firm engaging in reputation management?

[Jill]

If the offending material is on authoritative sites and/or has been up for a long time, I'm afraid that there's often not much you can do to push it down if it's in very high spots on the SERPs (like #2 or 3).

[roxyyo]

I disagree, I've had success clearing the top 30 for a client that approached us with a whack of negative press. Every once in a while there'll pop up a new blog or forum post that seems to come out of nowhere and may stay around for a couple weeks and then disappear. If it's stubborn, we turn over new leaves - there's limitless opportunity for using social media sites to help your cause. And NOT in a spammy way. For example, setting up a Flickr page with photos of your company staff, buildings, parties, products, press pictures etc. using your company name. Easy. Flickr is a strong domain name. If your company has commercials or other video material, submit it to video sites like YouTube, Blip.tv etc. Write some articles and submit them to article directories using the company name in the title tag. Who cares if no one picks them up, the article directory will start ranking for your name. Post job listings on Craigslist. Submit your site to a government business directory (if your country has one). Easy. Call up the forum owners and request edits, it works. I could go on ;-)

But don't just do that. If people are badmouthing your product and service, fix your service and start making good with those who are unsatisfied. If it's a forum, jump in the conversation and give your side of the story. If it's a slighted blogger, contact him/her and see what you can work out. If you've blown it, own up, and do what you can to minimize future problems.

Don't worry too much about the odd negative review in local sites or product review sites - this is normal.

[Jill]

All good advice roxyyo. However, sometimes there is one nagging negative thing on an authority site that won't budge no matter what you do. I do believe that 100 positive things to one negative should certainly help dispell any overall image problems as most smart people understand that everyone has at least 1 disgruntled customer out there somewhere!

[tigertwo]

There are some really interesting techniques there, roxyyo - particularly the Flickr advice. Of course, an ideal situation is where you have built up a proactive campaign of great content and loads of advocates before the bad press hits. That way any negative comment is already neutralised. Trying to convince clients to put that time and effort in, however, isn't always easy. Sadly, they are a lot keener to do something when the bad press is already there.

Glad you also mentioned doing something to actually answer the negativity and make amends for it. This shows a really balanced reaction to the issue. It's not spamming, its not hiding the truth - its taking on board negative feedback and doing something about it to enhance your client's reputation.

[roxyyo]

If you're up against something like an ePinions review page or something, yes it's harder. But I'd still recommend setting up a Twitter page, MyBlogLog (if you have a blog), Jaiku etc. it's amazing how high these sites rank, especially Twitter: twitter.com/yourbranding

[Hyperformance]

Since it is on topic - Can I ask what about the possibility that the negative online results are legitimate or true? And do you investigate this or approaching the negative publishers before moving forward? Do you find there to be an ethics issue here? What happens when you research and find out that the pages or reviews have merit? Ask for more money? Leave the task to someone else? Or not take a side at all and just do what you were paid to do regardless?

Just curious, as all the statements and suggested solutions seem to assume the hiring party is in the "right". (?)

Why Arteworks do you feel "consumer generated content" is given false credibility (default thinking?) And yes, I believe there can be risks for the SEO firm... given they are on which side of the ethical coin? (People are just plain right about the firm/product - or - It's paying work and who cares?) Does not our reputation follow us in what we do and why?

Best advice on the topic was also roxyyo - Bad service or rap? - FIX -IT

This should always come first, right?

And then the change and potentially the good writeups or pages, PR, or obvious fixes, would inherit or replace the old...no?

Bill - In building up the good press BEFORE the negative hits... assumes to me that bad stuff is coming and you are preparing for it.

And no, I was not relating to ONE bad thing or page or disgruntled customer - Jill is right, we all can have that - but then that ONE is usually easy to overcome as well (IMO).

- Scott

[bluenote]

...However, sometimes there is one nagging negative thing on an authority site that won't budge no matter what you do. ...

Hi Jill, you told me this sometime between 1 and 2 years ago. The client was paying well for results so I was simply in no position to listen to you (I respected what you said though and knew it would be difficult). It has taken a lot of work for the client but I have pushed it from the #1 spot to consistently flipping between #19 and #25 (2nd and 3rd page) for a very competitive search term in Google. It has not seen the front page in 8 months.

As for "no matter what you do", that is quite an extreme statement which carries with it the burden of proof in my opinion. I think the real translation is "nothing I could think of worked, but maybe someone else could think of something." The issue of "resources" comes into significant play here too...whether you have a staff or $20k to spend on a project or $200 to spend can make all the difference.

There is a LOT you can do - it just takes a long term plan and work. What you say more applies to those who gave up in frustration too soon (which I can completely relate to after the frustration I felt many times) or simply not willing to devote sufficient time or resources to the project...I would agree if you revise it to say something like "it's possible but it takes time and a lot of work-especially if it's on an authority site."

It ultimately depends on how badly you want the outcome. You need to think creatively as well - not just what you read in books or forums (which is important as well).

The bottom line: Doable? yes Quick and Easy? no Satisfying When You Get Results? Bigtime

Edited by bluenote, 04 April 2008 - 04:23 PM.

[Daniela_Rebecca]

Hi bluenote,
your post is very interesting, I am working for a german agency and we were asked for help in exactly the same matter.
There were 5 bad reviews in Google's Top 10 on our client's name. And we managed to cut them down to just 1 bad review. But this is the really bad one: managing to constantly stay at Position 2 in Google. Nothing we did so far, could change that and sarcastically we consider it a little success, when he sometimes moves from 2 to 4. One time he was even at 5 and I finally thought to have found a way to kick him out. But I wasn't, in fact he is still very popular and our client's customers are using him to ask for memberships (since our client is very popular and his service requires one). So, he recieves constant traffic and clicks. Another indicator for me, that Google counts those clicks as well.

BUT we still have this problem at Position 2 and I am very curious on how you managed it.

Our method is to use press releases on authoritive sites (who are ranking now within the Top 10) and to link to other authoritive sites for ranking them above those bad reviews. We are using corporate Blogging as well (which is a great help in more than just this Problem). These methods are working extremely well, except for number 2, which is still bothering me and our client. A friend now suggest the use of subdomains, which I find interesting, but not too convincing, since they are always new Domains for Google and not very competitive to begin with, and I even consider them as some sort of spam, which I don't like to use.

This is why I would like to ask you and fellow forum-members in a nearly desperate outcry for maybe a hint

Cheerful Greetings from Berlin!

[incrediblehelp]

Here are some reputation management tips:

1. Blog, blog, blog on your own blog.
2. Guest blog on someone else's blog.
3. Create stock quote pages if your company is public.
4. Join and create social media, blog, message board and forum profile pages.
5. Create interviews and podcasts on the subject.
6. Buy domains around subject.
7. Create another controversy.
8. Buy PPC ads.