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Reverse SEO Is A Core Element Of Online Reputation Management

By Julie Ann Ross

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Published: 15Oct2009
Word count: 751
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Reverse SEO has become critical for all types of organizations. It has never been easier for your customers, competitors, and employees to publish items online that can have a damaging impact upon your business. If those items gain exposure in Google, Yahoo!, and other major search engines, their effects can last for years. Regardless of whether you operate a small firm with less than ten employees or a multi-billion dollar company, bad publicity can decimate your business.

This article will introduce you to the fundamentals of reverse SEO. We'll explain how it works and the advantages of using it. We'll also describe a seldom talked about strategy of leveraging reverse SEO as a preventative approach to online reputation management (ORM). You'll discover why many companies are rushing to search engine optimization specialists to enlist their help for damage control. If you are not currently using reverse SEO to limit the effects of bad publicity, your company may be vulnerable.

How Reverse Search Engine Optimization Works

Google ranks pages based on several criteria. One of its organic algorithm's ranking parameters is a website's authority within its space. The more authority a site has, the easier it is for a page on that site to rank well and control its position. When an authoritative page carries bad publicity about your company, it can gain exposure to a wide audience. This is the problem that reverse search engine optimization resolves.

Reverse SEO specialists have a number of tools at their disposal they can use to suppress bad publicity in the search engines. First, they'll analyze the authority of high-ranking pages that speak negatively of your business. Then, they'll formulate a strategy to push those pages into the depths of the search engines' organic listings, limiting their visibility.

Long-Term Advantages Of Reverse SEO

A single unsatisfied customer can create havoc for your company by spreading deceptive stories of poor service or shoddy workmanship. Similarly, one resentful employee can anonymously unfurl a string of damaging diatribes. If such stories and diatribes are merely told to another person, their effects are limited and temporary. By contrast, if they are published online and gain exposure in Google, they can have disastrous results for your business.

This type of negative press tends to gain a groundswell of momentum, regardless of its accuracy. By suppressing these pages in the search engines, reverse SEO allows you to control the effects of bad publicity. It helps you to smother the flames before they grow out of control.

Reverse SEO: The Preemptive Strike

Most companies launch a reverse SEO campaign after bad publicity has already crept toward the top of Google's organic listings. That is a reactive approach. The problem is that high-ranking pages with negative press tend to generate inbound links. Those links further strengthen the pages' positions. As a result, they become more difficult to suppress.

You can use reverse SEO as a preventative measure. By launching a campaign that controls the top organic positions, you can prevent negative publicity from gaining exposure in the first place. In effect, you can insulate your company from the whims and machinations of frustrated customers, unhappy employees, and deceitful competitors.

Is Reverse SEO An Essential Cog Of Search Engine Marketing?

Search engine marketing (SEM) increases your company's exposure within your space. On its own, an SEM campaign can deliver staggering results that translate directly to your business's bottom line. However, bad publicity can disrupt even the most formidable of search engine marketing campaigns.

Reverse SEO is a vital component of any SEM effort. It protects the integrity of your search engine marketing campaign and supports its growth. The same tools that can be used to control the top positions in Google and prevent negative press from gaining traction can seed inbound links to your website. This creates a well-rounded SEM campaign that is potent on multiple fronts.

Damage Control And Online Reputation Management

If your company enjoys exposure on the internet, whether from social networking sites, professional online trade journals, or broad media, online reputation management is important. The number of authoritative websites that your customers, employees, and competitors can use to spread negative press about your business is increasing. Making matters worse, many journalists have become lax in sourcing their stories. ORM and reverse SEO can work seamlessly together to control the spread of bad publicity.

Negative press does not need to be accurate in order to rank well in Google. And that makes reverse SEO more critical for your company than ever.

With 20 years in marketing, advertising and 10 years in internet marketing, Rostin Reagor Smith is on the cutting edge. Combining Social Media Optimization with more traditional SEO and SEM methods, RRS is a consulting firm specializing in enhancing clients' online presence and managing their public relations online. SEO, SEM and ORM, Online Reputation Management, are combined in this successful formula. http://www.RostinReagorSmith.com

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