Deciding on the right online reputation management strategy (ORM) can be a challenge. It can be jarring to find yourself in the midst of a reputation scandal. But by focusing on the cause of the problem and developing (and following!) an action plan can help lessen the impact.

 

Solving the problem that caused the negative feedback is paramount. But even after that's been done there is more work to do. Here are some sample strategies:

 

  • Remove results directly from Google

  • Remove from the source through negotiation

  • Remove from the source via legal channels

  • Paid removal

  • Weakening of negatives

  • Development and optimization of branded content

  • Review improvement and management

  • Optimization of existing content

Reputation problems can range from bad reviews to negative blog posts or unflattering online newspaper articles. Since most content cannot be removed, a reputation management strategy centered around suppressing or pushing down bad search results is the most common strategy after review management. 

 

There are effectively three ways to completely remove a negative search result at the source. You can:

  • Have the web site owner remove the page entirely.

  • Have the web site owner add a NOINDEX tag to the HTML of the web page you want Google to ignore. (NOINDEX tells a search engine to ignore the page). This effectively removes the page because it removes it from search engines without actually taking the page away.

  • Change the content on the page so it is no longer relevant for the target search query.

 

These methods rely on the website owner to do the work. Therefore, the only way to remove negative search results at the source is to have the owner of the website do it. There is a fourth option, hack the site to remove negative content. But this method is frowned upon 

As complete removal is comparatively rare, it is necessary to understand how negative online content can be suppressed. Although the word 'suppression' may be an inaccurate term because, for the most part, what is really happening is promotion.

 

Firstly, existing content such as social media presence, articles, blogs, and Wikipedia pages are identified. Technical aspects of each existing content piece are examined, as are the types of content, and search engine optimization factors. We're really trying to understand "user intent" so we can solve the problem more effectively for our client by understanding what people are really looking for. This helps us understand why people and engines think certain content is deserving of high marks.

 

After this, high quality additional content based on the objective is created. We work to make the experience better for the user. In so doing we not only help our clients, but make the web better for everyone.

We find gaps in content by looking at the online profiles of competitors and similar entities. For example, unreported charity work may be leveraged, and images, news articles, press releases, websites, and so on, may be designed, developed and populated. This gives search engines more to consider when deciding which results will be sufficiently honored to be placed on the first page of search results.

 

Nobody wants to see negative posts about their company or themselves, especially not on the first page of search engine results. If you find there are a lot of high-ranking negative posts flooding your search results, there are steps you can take to suppress them, or, in rare cases, delete them entirely. Implementing strategies like de-indexing, optimizing existing content and promoting positive content can help to bury negative search engine results. Contact us if you need help navigating the process, we are here to help.