Tag Archives: How to

search engine reputation management. a how-to guide.

14 Apr

Before we dive into how to do Search Engine Reputation Management, it’s important to understand the two main types and differences between them: Passive/Defensive reputation management and Active/Defensive reputation management.  


Passive/Defensive reputation management

Passive/Defensive Search Engine Reputation Management is necessary when negative information was posted at a time in the past and has not been refreshed. Examples include negative reviews, blog comments, court documents, or journalism.

Techniques for meeting this online reputation management problem differ depending on the type of new web content created, the content update schedule, and the amount of resources required to solve the problem. This is because the passive nature of the content tends not to rise in search results as aggressively as more active problems. I’ll discuss a Passive/Defensive Case Study later on.

Active/Defensive reputation management

Active / Defensive Search Engine Reputation Management is when an entity is actively posting and refreshing negative information about a brand.

Different than Passive / Defensive Online Reputation Management, Active/Defensive reputation problems occur when an attacker continues to post negative information – the freshness of the information makes reputation problem solving more of a challenge. Active/Defensive Reputation Management normally takes the form of blog posts or editorial comments. Freshness of content can have much the same effect as engaging in search engine optimization to make a negative search result rise.



Case Study

For a hands on how-to let’s go back to Passive/Defensive Reputation Management. We’ll dive into a project that used a Passive/Defensive Reputation Management program. The program was initiated because an unknown (anonymous) reputation assailant had posted negative (and untrue) information on a site called RipOffReport.com. RipOffReport is a website that anyone can use to post defamatory information about anyone else anonymously. Because of the popularity of the site, and its high Google Page Rank, postings to RipOffReport tend to rise quickly in search results. Continue reading


Using Online Communities to Grow Your Brand

24 Jul

A Looser Form of Brand Control
In order for a brand to succeed on the Internet a looser form of brand control is necessary. The inevitable active participation of consumers needs to be actively encouraged. One way of achieving this is by providing an unmoderated discussion forum, such as a Facebook fanpage or being present on Twitter. This ensures that a brand becomes part of a community. To an extent this is making a virtue out of modern necessity. Power has shifted from businesses to customers.

An example is AT&T which was able to react to customers outcries on twitter over the pricing of the new iPhone. They were able to act based on this feedback and thus squash any negative word of mouth spreading online like a wildfire.

The benefits to a company that has flexible design and production processes are great; flaws can be picked up and failure patterns can be identified sooner than they might have been. Design changes can then be made sooner, resulting in a better product, happier customers, and improved brand equity.

For example, customers on twitter complained about the arrow keys on the series 9 Dell Laptops being too small. In direct response to this Dell made sure that the arrow keys on the new series 10 Laptops are big enough.

There is a misguided perception that such collaborations between businesses and their customers can be potentially damaging as user comments can be unhelpful in the short term. But by encouraging unmoderated discussions, not only do new brand identities emerge, but also the distinction between the brand owner and its consumers disappears, thus increasing consumer identification and loyalty with the brand.

The Demise of the Brand?
Many experts are predicting the demise of marketing and branding on the Internet. We would argue that a closer understanding of the nature of branding on-line indicates a strengthening, not a weakening, of the importance of branding. By developing enhancements suggested or approved by the customers themselves, brands are responding to the marketplace in a way that protects them from a downward pressure on price and volume of sales.

The future of communication is online, the future of branding is personal.

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