Subject: Advanced Internet Technology

Topic: Search Engine Optimazation

Difficulty: Medium

Introduction

• One’s own name whether personal or corporate is one’s identity, establishing and maintaining the reputation associated with that identity is generally of great interest.
• Imagine that you search for your brand name in a search engine, and high up in the search results is a web page that is highly critical of your organization.
• Consider SEO for reputation management is a process for neutralizing negative mentions of your name in the SERPs. In this type of SEO project, you would strive to occupy additional spots in the top 10 results to push the critical listing lower, and hopefully off the first page.
• You may accomplish this using social media, major media, bloggers, your own sites and subdomains, and various other tactics. SEO enables this process through both content creation and promotion via link building.
• Although reputation management is among the most challenging of SEO task, demand for these types of services is rising as more and more companies become aware of the issue.

Here are some factors to think about when considering SEO for reputation management:

- When to employ SEO for reputation management

If you’re trying to either protect your brand from negative results appearing on page 1 or push down already existing negative content, reputation management SEO is the only path to success.

-Keyword targeting

Chances are this is very easy—the keyword you are targeting is your personal name, your brand name, or some common variant.

-Page and content creation/optimization

Unlike the other SEO tactics, reputation management involves optimizing pages on many different domains to demote negative listings. This involves using social media profiles, public relations, press releases, and links from networks of sites you might own or control, along with classic optimization of internal links and on-page elements. It is certainly among the most challenging of SEO practices, especially in Google, where the use of the query deserves diversity (QDD) algorithm can mean you have to work much harder to push down negatives because of how it favors diverse content.