A rebrand, website redesign and PR program increase contact form fills by 532% while differentiating edtech provider in crowded space
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When negative news occurs, our reputation management clients are protected.
Here's the challenge we overcome for them.
Without a proactive reputation management strategy in place, negative news for a company brand or executive name will often jump to the top of the search results. This can be extremely damaging.
For example, if a company or executive is hit with a lawsuit, legitimate or not, that news will often jump to the #1 spot in Google.
A prospective client then comes along, oblivious to the lawsuit, and they do a Google search on you. Boom! Now, they know all about the lawsuit because it's at the top of the results. They see the negative news, and, concerned, they decide to move on to the next provider. You've lost the customer, and you may never know why.
There are many actions that can be taken to avoid this type of scenario and to mitigate the damage once it occurs. We could write a book on the topic. But the one thing you absolutely need to know is: negative news adores a vacuum.
When Google doesn't have many results to show for a given search phrase, it makes it that much easier for negative news to jump onto center stage and grab the #1, #2 and #3 spot.
To inoculate yourself against negativity rising to the top, you need to create as much neutral or positive content as possible to counteract and overwhelm any negative content. Ideally, you do this before a negative content trigger occurs, but it can also be an effective reputation management strategy for post-event damage control.
Good Sites for Reputation Management
Here are a few sites that you should leverage to create positive content. Each industry has its own set of niche sites that are good for reputation management, but this is a good starting point for any executive or company that is concerned about negative search results:
Using the sites above, you can create profiles, web pages and microsites that are search engine optimized for the phrases you want to protect. It's a fair bit of work to do on your own. It requires SEO expertise and surgical precision on the execution side. As a result, most of our clients tap our SEO team's talents from our digital group to do this work.
Here are a few final tips of advice on reputation management.
If you've read this article in its entirety, you now have a basic understanding of some important reputation management tricks and techniques. You also may have noticed that doing reputation management well requires an in-depth knowledge of marketing strategy, website design and development, SEO, content writing, social media and PR.
Hmmm, wouldn't it be nice if you could find a talented marketing firm that excelled in all of those areas?