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subject: Reverse Seo: The Key To Damage Control And Online Reputation Management [print this page]

Reverse SEO is the quickest, most effective solution for dealing with bad press that

has surfaced on the search engines about you or your company. It fits seamlessly

within the context of your online reputation management (ORM) program. By pushing

negative listings from the front page of Google, Yahoo, and Bing, reverse SEO

shields you from the damaging commentary of others.

Negative publicity online has become one of the most frustrating challenges for

companies. It is typically anonymous. Names are often unattached to forum threads,

blog posts, and even entire websites. That means there is little to no recourse.

Moreover, the growing popularity of social networking platforms has made it easier

than ever for anyone with a mild grievance to give weight to their grudge. If you or

your company have been the target of bad press online, it may be time to launch a

reverse SEO campaign.

In this article, we'll clarify how negative publicity gains traction within the

search engines, and how it can lead to a public relations nightmare. We'll also

provide a working blueprint for executing a reverse SEO campaign and controlling the

damage.

Controlling Bad Publicity With Reverse Search Engine Optimization

To appreciate why reverse SEO is effective, you should understand how negative press

takes root within the top search listings in the first place. Google, Yahoo, and

Bing rank pages based on a large number of criteria. If a website and its individual

pages satisfy the most important of those criteria, those pages will rank well.

A lot of the bad press that targets companies (possibly even your own) is placed on

websites that meet key ranking parameters in the search algorithms. That means the

negative publicity can climb into the top positions and gain exposure. When people

search for you or your company, they'll see the bad press. That damages your

reputation.

Reverse search engine optimization is an ORM strategy that pushes negative publicity

from the top search positions. By moving the bad press off the first page of

listings, reverse SEO limits its exposure and stifles its impact.

Ingredients For An Effective Reverse SEO Campaign

Like search engine marketing, reverse SEO uses a methodical, multi-pronged approach

to protect your online reputation. The first step is to identify the sites and pages

that contain negative publicity about your company, and are ranking for important

keywords. Those keywords might include your name, that of your company, or key

employees.

The second step of reverse SEO is to analyze those sites and pages for their

respective ranking authority. That will help you determine the effort and tools

you'll need to use in order to move them from the first page of listings within

Google, Yahoo, and Bing. For example, a single blog post on a non-authoritative

domain will require far less effort to remove than a negative PR blitz that is

spreading across the social networking sites.

The third step is to gather the necessary tools and execute your reverse SEO

campaign. Such tools might include optimized press releases, a new network of

competing sites and blogs, social media profiles, and a social bookmarking program.

Reverse SEO may also include heavy content syndication to build high-quality links.

A search engine marketing specialist will have these tools at their disposal.

Reverse SEO Begins Before Negative Press Emerges

The best time to launch a reverse SEO campaign is before bad publicity appears in

the search engines. The reason is due to the manner in which pages gain traction. A

page will rank well within the search engines if there are enough thematic links

pointing toward it. However, once it ranks, it will gain exposure. That exacerbates

the problem.

As more people view the negative press, they will link to it on their own blogs,

sites, forums, and social media accounts. That creates a growing portfolio of links

pointing toward the damaging press, cementing its position in the top listings. As a

result, it becomes more difficult to suppress. By launching a reverse SEO campaign

upfront, you can prevent the negative publicity from gaining exposure in the first

place.

Protect Your Online Reputation With Reverse SEO

Reverse SEO should play a key role in your online reputation management program. It

is far too easy for unsatisfied customers, resentful employees, lazy journalists,

and malicious competitors to tarnish your name. And when it happens, it is usually

done under the cover of anonymity. That makes it nearly impossible to resolve the

complaint or grievance privately.

Now is the time to launch your reverse SEO campaign - before trouble strikes and the

damage begins to gain momentum in the search engines. In a year's time, you'll be

glad you did.

by: MarkKemp

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