95% of consumers research a company’s products or services
before making purchases. Your company’s
web presence and Search Engine Optimization (SEO) go a long way toward getting
you those coveted top slots in search results pages, and that attracts new customers. What if, though, there were unfavorable
reviews of your company, or someone in your firm made an unfortunate mistake
and got into the press for all the wrong reasons? Guess what – search engines display the bad
information along with the good.
What can a company do to repair their status as a
trustworthy organization? Smart
companies take advantage of a strategy called Reputation Management. This method, used by Swell Marketing, Inc.,
helps to suppress the bad information and get fresh, positive content to appear
at the top of search results. While it
is next-to-impossible to actually remove bad reviews or unflattering news about
your company, it is possible to push those bad elements further down in search
engine’s results pages.
The SEO experts at Swell approach reputation management in a
multi-step process. First, it is
important to assess the damage being caused by the bad information. This is done by researching the crucial
keywords that are triggering display of the negative press or reviews. Researching those keywords gives the SEO
professionals a strong idea of what keywords to use in place of the bad
triggers.
Next, it is important to formulate the strategy required to
suppress the bad information. Depending
on where bad press is located, the strategy may only require some casual
assistance, but if negative reviews appear on trusted news sites or popular
consumer review directories, more firepower is needed to overcome the bad
information.
Finally, it is time to take action. Swell’s SEO professionals may do a number of
things to get the good information out there, including:
- Creating or updating business directory listings
- Creating or refreshing social media platform presences on sites like Facebook, Google Plus, and Twitter
- Create custom websites optimized for search using appropriate keywords and content
- Write, publish, and distribute press releases to the major PR sites
- Create customized video and image content to host on blogs or social media sites
The timing of this new content is crucial for the success of
a reputation management campaign. Content must appear at regular intervals rather than all at once,
ensuring that the search engines will see it is organic traffic. Swell’s network of trusted media outlets and
site owners gives them the leverage to start building links to the new content,
which is very important for the purposes of getting the new “clean” content to
appear at the top of search engine results pages. In short order, consumers
will no longer stumble across those unflattering bits of information.
Reputation management can be a daunting task, and sometimes
takes a while before it starts showing its benefits. Swell Marketing is one of the industry
leaders in this method, and their track record with some very high-profile
clients proves they have the skills to take care of any bad press your company
may have had.
