Reputation Management is an interesting request that I get from customers once in a while.
I remember a couple months ago one of my customers contacted me because someone had slandered her name politically and she she wanted to know how this information could be made to disappear, how it could be buried.
This is done with Reverse SEO. What you do is create so much content that you’re ranking the content that you’re creating on multiple sites and multiple blogs ahead of the information that you don’t want people seeing.
For example, a local newspaper. If it runs an article and that headline is affecting your business you need to do some research on other websites that will outrank that newspaper and you need to create alternate content that you can get ranking above that newspaper.
You need to keep creating that content and you’ll need to run an SEO campaign on each one of the content pieces that you create. This can be expensive if you are outsourcing it.
So for example, if something shows up in the fourth or fifth place on Google and you need to bury that to save your business, then what you would want to do is find six or seven other sites and create content on those sites and then promote them to push that article past the end of the first page. It’s not easy. It’s a campaign against multiple competitors. It requires a lot of content creation. But there’s a trick…
I’m a fan of this method. You create an article and then generating a press release for that article or that news or information that you’re now sharing. The press release will go out to multiple large reporting entities like like CNN or NBC or whatever the major news agencies are that are going to be displaying your new content.
For a couple hundred dollars, you can actually send out a press release to hundreds of different places that will take the content and run it, right? Well, those sites get indexed constantly by Google, so your new content should start showing up within days not months. So it’s an interesting technique.
You have to do it multiple times depending on how much traffic the bad information is getting that you’re trying to to bury.
Now think about this from another angle… from an SEO perspective.
It’s a great way of creating valid links to your site quickly. So if you were to have a blog on your website and you have a great program or offer or give away, or you’re announcing some news or a big donation, or you’ve helped someone, and maybe you’re opening a new office or hiring a new staff member… if you were to run a press release for that and put it in front of the right news agencies, you would be able to create hundreds of potential valid links back to this content from very high ranking sites.
This information could easily fill up the front page of search results. So, if you wanted to dominate the first page in a specific area, just think of what content you can promote and create that press release.