SearchEngineOptimisation.com, only one way up

There was a time when Wikipedia pages were seen as a useful tool for SEO. They fit in nicely with link building strategies, and they were great for search engine reputation management as well. While there is still a search engine optimization company or two that will include Wikipedia in their clients’ online plan, the general consensus is that Wikipedia’s usefulness is a thing of the past.

The reason for this is wrapped up in practicalities. In years gone by, it was thought that Wikipedia helped boost a site’s profile with links and attention, and you can find out more about the implications of this with us at SearchEngineOptimization.co.uk. When it became clear that was no link joy in SEO terms, those that favoured the Wiki route concentrated on the reputation benefits.

These days, the scales are tipped even further against using Wikipedia as an SEO tactic. Some SEOs feel that there’s too much risk involved, reputation-wise. Wikipedia entries tend to zoom to the top of the rankings for brand keywords, but the open-source editing system of the site means such pages are open to sabotage. Couple this with lack of link value, and it seems like too much effort.

If you operate a high-profile business, chances are you’re going to need to address the Wikipedia issue for online reputation management. If your company is large enough to attract unsolicited press, you may already have your own page there, and will need to keep track of it. However, if you’re small fry, it’s possibly an avenue that’s best left alone.

It appears that listings with social signals attract more attention in the SERPs than those without them. The results of a recent eye-tracking study reveal that, at least for local listings, more attention is given to results with social additions. What’s more, it also seems that listings with these signals, things like reviews and +1 votes, are more likely to get clicks than those without them.

The study, by a Canadian online research company, looked at attention hotspots during specific searches in Google Maps. It showed that while the top spot is still the best place to be, listings lower down attracted attention when social activity was involved. Second-spot listings without any social signals got very little attention if a social listing was nearby.

Although the study concentrated on user behaviour during a local search, its results are indication of the importance of social activity in general. Social participation has become more and more important for businesses operating on the web, and it now seems that it has become a factor in optimising for the SERPs.

The results of this eye-tracking study support the tactics companies have been using to deal with Google and SEO for some time now. Since social signals began appearing in the search results, many SEOs have been making use of them as online reputation solutions, trying to boost reputation from within the SERPs. The fact that they are now serving as another relevance and quality signal means that smart companies should start working even harder on building up the social signs for their listings.

Sometimes companies can seem too desperate when it comes to driving up site performance. They are too keen to get ahead and want swift results. For SEO to be effective, only a gradualist approach will do. Patience and intelligent persistence are required in the competitive sphere of search engine optimisation. Site owners or consultancies who rush frequently breach the ethical frameworks devised and maintained by the search engines.

At Searchengineoptimisation.co.uk we prioritise two things. Firstly, we only pursue white hat, ethical optimisation which adheres to the guidelines set by the search engines. Secondly, we are experts when it comes to the provision of internet reputation solutions.

Any firm which trades online may encounter difficulties with maintaining its reputation. The net provides a variety of opportunities for any disgruntled consumers to get their opinions heard. Blogs, review sites and the immensely popular social media networking sites can all serve to highlight the views of individuals who may be discontented for the most trivial of reasons. Competitors may also abuse the possibilities for leaving comments.

There are several things which can be done to defend the reputation of an online company. In the first instance, using a reputable delivery system can minimise the numbers of customers who are dissatisfied with a service. There are other things which can reassure users. Devising and implementing a proper complaints procedure is a must, for example.

Protecting corporate reputation has never been simple. The evolution of the net has only made it more difficult. However, dealing with online reputation issues competently is possible if an effective consultancy is utilised.

Mistakes in search engine optimisation can have an impact on the image of a company as well as undermining the performance of its site. For instance, if a business uses a black hat optimisation firm, its site content may be stuffed with an excessive number of keywords. Not only will this not find favour with the search engines, it will also irritate users. Users are increasingly sophisticated and alert to examples of optimisation malpractice.

At Searchengineoptimisation.co.uk we are experts at online reputation management. This means that we have the capacity to avert problems via careful preparation. In addition, we can help a business that needs optimisation following mistakes made on its site. Success may be achieved gradually, but it will be obtained in a manner that is not hugely risky.

An optimisation mistake makes a site owner look inexperienced at best. It can even make it appear that a business does not care for its consumers. If a site is hard to navigate, if making a purchase is problematic or if blog content is not up to the required standard, a user may feel that they are much better off seeking what they want elsewhere. They may also share their views with others.

It is imperative to rectify any errors on a site. Reputation management techniques can be useful in terms of limiting any damage. A campaign can fill the upper ranks of the search engines with positive mentions of the company. Social media can be used to get a good relationship between the target audience and the enterprise in question.

Reputation management is often seen as an optional extra for companies when they conduct SEO. There are major advantages to including reputation management in your search engine optimisation plan, but many companies will find that a little reputation management comes automatically with the general duties of SEO. In fact, reputation management is yet another reason why search engine optimisation is so important.

Some reputation management comes naturally with SEO, as ranking highly for industry and brand keywords is the name of both games. You can talk to our experts at Searchengineoptimisation.co.uk about reputation management and other benefits of search engine optimisation.

Why is reputation management important at all? No matter what kind of business you run, just one bad review can do you untold harm if you have no SEO plan in place. This is because reviews naturally contain keywords, and can easily outrank an un-optimised site.

There are at least two major examples of this that come to mind. The first is the Walmart blog scandal, a first attempt at internet marketing gone horribly wrong. It haunted the company for many years because news of the deceptive behaviour continued to outrank Walmart reviews and sub-sites, even years after the initial scandal. The second, more recent, example involved hobby blogger Andrew Sharman’s bad review of his Thomson travel experience outranking Thomson’s site, eventually winning him hundreds of pounds in compensation for his terrible holiday. In both cases, the stink stuck around because of a lack of strength in the search results for both companies.

Not only are these excellent examples of what a lack of reputation management can do, they’re warnings of what happens if you ignore your SEO. The online world is increasingly important for business. Failing to take a good position in the rankings leaves you wide open to defeat in your industry.

Reputation management has become considerably more problematic with the advent and evolution of the internet. The development of the social media networking sites and the emergence of specialist review sites has given disgruntled consumers countless chances and spaces in which to vent their spleen. The outcome of these transformations has been that internet reputation management has become a specialist activity. Due to the potential consequences of error being so costly, many firms of all sizes have elected to use online reputation management services provided by experts in SEO.

At Searchengineoptimisation.co.uk we work to ensure that all the preparation is performed properly to minimise any potential damage from online sources of difficulty. The multifaceted and focused SEO campaigns that we run actually leave a legacy which is positive in reputation management terms. Similarly, the social media campaigns that are implemented can assist in matters of reputation management. Nevertheless, the best laid plans cannot prevent the occasional problem from arising for some clients.

Preparation is central to reputation management. The devising of an adequate procedure for complaint handling is an imperative. Getting the upper sections of the search engine results pages covered with references to the firm of a positive nature is essential. Furthermore, getting plenty of followers and friends via the social media can be a critical step. In addition, using a reliable delivery firm can limit the number of customers who are dissatisfied considerably. However, even when these precautions are in place, trouble can hit a firm when it least expects it.

It is often the case that a firm can receive some negative reviews online. Perhaps emboldened by the remoteness enabled by the technology, it is easy for a customer to express their disappointment with a good or a service from the comfort of their front room. It is also the case that a ‘complaining culture’ seems to have developed, where individuals let go of their frustrations which are not always even related to the product or service concerned. Even worse, some individuals are ‘serial complainers’ who hope that firms will bribe them to give up their unnecessary vendettas.

If a firm gets a couple of negative reviews it is vital not to overreact. After all, they could have been left by a competitor. The point is to respond in a proportionate fashion. If there is just one review which is a bit negative, ignoring it may be the best approach. If the situation is more serious then it may make sense to reply in a courteous manner. Of course, if there are errors of fact in a review it is permissible to correct them. However, adopting a conciliatory and measured tone is frequently excellent reputation management.

It is a mistake to shower free gifts on an individual who makes an online complaint. Were you to pay out when it is not needed, it may mean that quite large numbers of other individuals come forward. This means that it can be wise to be cautious and to think carefully before making any discretionary payments to disappointed customers.

Reputation management has always been an inherently problematic activity. Providing goods and/or services to consumers in a competitive environment usually involves getting the occasional complaint or the odd bit of bad publicity. The evolution and expansion of the net has merely made the task much more difficult still, multiplying the opportunities for disgruntled and often unreasonable consumers to make their criticisms. Online reputation management is made especially hard by social media networking sites which provide a platform for comments to circulate and sometimes gain ill-founded credibility.

At Searchengineoptimisation.co.uk we have experience and expertise with respect to internet reputation management. Through thorough preparation and via measured detached response we can assist clients who place their trust in us.

When it comes to the social media networking sites like Facebook and Twitter a clear plan of action is needed in advance of any problem arising. One of the secrets of PR and reputation management is to have adequate systems up and running as soon as possible. These systems can help cement vigilance and can also ensure that responses are proportionate and do not exacerbate troublesome situations.

For example, research and monitoring has to look at whether the firm or its competitors are being mentioned on the social media networking sites. This is important work and has to be performed regularly. Opinions can travel fast online because of the social media so monitoring cannot afford to slack up.

Just as important is the requirement to have effective social media campaigns on the appropriate platforms. These have to get followers and friends behind the firm. Cultivating relationships like these is a really great notion. For instance, if a campaign on Facebook, perhaps using a Facebook Fan Page, gathers momentum then the individuals who have become accustomed to think well of the firm are much less likely to believe any unfortunate and misleading gossip which could have been put about by a competitor in any case.

For reputation management to work on social media networking sites, campaigns have to be pursued with intelligent persistence. It takes time to win the loyalty of the individuals concerned. This means that every tweet and every status update needs to be thought through. It is all about defining and developing the target audience to the firm’s advantage.

At the same time, it is vital that members of the firm behave with decorum on social networking sites. If they use Twitter there should be a policy with regard to whether their tweets are in a personal capacity. Even if the tweets are of a personal nature, there should be a discussion about what is or what is not appropriate if it can be traced directly to the firm. Sometimes employees need a firm reminder that complaining about wages or conditions is wholly inappropriate behaviour when on a social media networking site, for example.

There is a lot to get right if the social media networking sites are only going to add value to a firm. However, if the right reputation management principles are followed, the chances of serious difficulties are lessened significantly.

Internet reputation management can become very difficult very quickly if a firm is not prepared for problems in advance. An issue which appears to be quite minor in the first instance can rapidly become something very different. Almost all the ways in which a firm can get ahead online can be used in ways which are detrimental to the interests of a firm. The social media networking platforms, the review sites and the sites on the upper sections of the relevant search engine results pages can all become infected with unfair criticism. In addition to this, researchers and journalists may use ill-informed net comments when writing about a firm on the conventional media.

At Searchengineoptimisation.co.uk we are conscious of the fact that internet reputation management is a delicate operation. Once a problem has come out into the open and gathered momentum it often requires really careful handling. However, it is much better to be proactive than to passively wait for something concrete to respond to. Given the nature of the modern consumer and the online opportunities they possess for venting their dissatisfaction, it is unlikely that any firm will never have the odd complaint or worse to deal with.

There is a lot to be said in favour of the precautionary principle in many diverse spheres of activity. The concept arose in the context of concerns with ecological issues. It is almost always better to err on the side of caution when undertaking potentially risky activities. However, the problems related to online business can be particularly complex. Therefore the precautionary steps in reputation management online are similarly complicated. The following list is not exhaustive:

- It can be a great idea to run an effective SEO campaign. This should ensure that the top rankings for relevant keywords that feature mentions of the site are filled with positive pieces or mentions. This means that should a negative blog post be written about a good or a service provided by the firm it should not receive as much attention as would otherwise be the case.
- Similarly, a well-crafted social media optimization campaign should be run in addition to the SEO efforts in most cases. This should aim at getting significant parts of target audiences on Twitter and Facebook onside so that they are not likely to swallow unfair comments made on these important platforms.
- If a firm delivers products to its customers, it is imperative that its distribution is carried out in a satisfactory manner. This means that it can be advisable for it to use a company which has an enviable record for reliability. If packages are delivered late to customers, the firm may be held culpable even where direct responsibility is elsewhere.
- The problems that can arise from negative reviews should never be addressed by unscrupulous methods such as the ‘planting’ of positive reviews. This is because positive reviews which are manufactured can be detected in many instances and the consequences are worse than the most unfairly harsh review could ever prove to be.

It is certainly the case that online reputation management is quite a problematic activity. For instance, companies of all sizes have endured considerable difficulties over the years, often because they have allowed their reputation to run away online without specialist assistance. On occasion, these firms have not fully appreciated how the advent and evolution of the net has changed the nature of the average reputation management plan.

At Searchengineoptimisation.co.uk we comprehend that the development of the net has transformed internet reputation management. It has led to the process becoming much more complex than it used to be. The net has provided a proliferation of spaces in which the modern consumer can vent any dissatisfaction they may have with regard to any good or service. Many individuals these days can even be serial complainers, possibly hoping to obtain free items or other forms of ‘compensation’ from firms wishing to protect their good name.

There is a lot to think about when it comes to reputation management in the age of the net. With review sites, social media networking sites, blogs and other sites all places where unfavourable comments can be left, there is plenty to think about. In addition, the speed in which the opinions of an influential person can spread around the net is worthy of reflection. It is also crucial to recall that the dangers of an overreaction are significant.

There are three points that are central to increasing reputation management capacity. The first is to try to avoid creating or contributing towards problem development in the first place. The second is to have adequate plans established so that if or when an issue does cause a problem, it can be handled with relative ease. The third is to have an impartial and experienced team with the ability to cope with any poor review or unfair complaint.

Although the content featured on a site should never be bland, it is sensible to ensure that it is never offensive. Content should stimulate debates by containing interesting opinion. This does not mean that it should have the potential to alienate any section of a target audience. Similarly, taking care with the quality of a service or a product can help minimise complaints. Investing in the services of a decent delivery company can also be beneficial in this regard.

The planning stage involves getting proper systems up and running to take the strain if needed. This means that there must be a research and monitoring system, to be vigilant in terms of what is being written online about the firm and its competitors. In addition, a social media campaign is required so that the firm has friends and followers who will not be swayed by unfair reporting of a problem. Furthermore, SEO can help get positive mentions of a firm in the upper rankings of the search engine results pages.

The final relevant part of online reputation management is the actual response to an emerging dilemma. Sometimes silence is best, on other occasions a courteous rebuttal is required.

Internet reputation management is more of a necessity than an option for online firms these days. The evolution of the net, the development of review sites and the increasing popularity of new social media networking sites mean that there are more and more spaces where unfair criticism of a firm can occur. It is also worth bearing in mind the sheer number of disgruntled customers, unprincipled competitors and embittered ex-partners who might have a motive for trying to damage the image of a firm. It is also the case that in a complex operation it is impossible to get everything right all the time.

At Searchengineoptimisation.co.uk we comprehend the need for top quality reputation management. This means that we are in a great position to take effective action on behalf of our clients.

It is clear that there can be plenty of individuals who may wish to do your firm a bad turn and it is equally clear that the net provides them with a great deal of opportunity to do their work in safety and comfort. In some ways, the net is a coward’s charter in that it gives people the chance to make remarks that they would not make in an actual physical encounter. Similarly, the scope for anonymous comment or disguising individual identity plays into the hands of those who would wish to make damaging assertions in a way that a newspaper, for example, would probably not permit.

When things are going well for an online firm, all the relevant different parts of the net seem to work in favour of the enterprise. The site is ranked high in the search engine results pages, its target audience yield up valuable information on Facebook and its Twitter followers recruit other members to its following via retweets and positive comments. In addition, the site’s services attract favourable reviews and are mentioned with enthusiasm in blog posts. In short, the firm acquires a great deal of momentum online.

If the tide turns, the firm can soon be placed on the back foot. If an influential blogger receives an allegedly unsatisfactory service, their blog may be only one thing of concern. They may tweet incessantly about the suggested inadequacies in the service provided and their tweets may be passed on to others. They may write one or more sharply critical reviews. Furthermore, their activities may attract the attention of journalists or researchers. An online reputation blemish may go offline.

Nor is it the case that a committed complainer will necessarily go away of their own accord. Attempts to buy them off may be entirely counterproductive. Not only might they be ineffective at stopping the spread of the damage, the activity might bring more complaining individuals out into the virtual open. Once a reputation is significantly tarnished it can mean that there is a lot to do and a great deal of time to pass before the impact is diminished. It all goes to demonstrate that preserving and enhancing reputation is a specialist discipline.