Search Engine Optimization (SEO) techniques are a key part of anyone’s arsenal when managing online reputations. While traditional SEO focuses primarily on how to get your site to page 1, SEO for reputation management is focused on pushing negative information further back in search results and promoting positive information to the top. The actual tactics, however, are very similar.
The most widespread SEO technique for building and managing your image is straight content. You can use both new and existing content to market yourself, just as you would use it to push a site up in a search result. If you can get your content onto high authority sites, then it is more likely to show up higher in the search engine results. The more eyes that see your content and your name in a positive light, the better.
While content marketing for traditional SEO is meant for driving traffic to a specific site, when it comes to reputation management it’s a bit different. Your goal should be to have content that reflects your message dominating the first two pages or more of Googleís search results. Thatís what people will see. So it doesn’t matter whether it’s showing up on your own site or someone else’s.
Using SEO to Promote Existing Content
The content that you already have online can be used to help build your reputation, but you’ll need to use SEO to push it as high as possible in the search engines for visibility. The most effective way to do that? Pick the content that best represents you and your message. Then build backlinks and promote it on social networks to achieve better rankings.
When you start building more backlinks to your content, start by looking at where the nearest competitor’s links are coming from. For each site above you in the search engine, use a tool like Majestic SEO to examine where they are getting inbound links. Then you can try to build links from the same places.
Other SEO techniques that you can use include building links from high authority sites. These include posting to places like the big social networks – Twitter, Facebook, YouTube, Google+, and LinkedIn. However, you should also look at the high traffic blogs in your market. Offer articles to these sites that related to both their audience and the content you want to rank.
Using SEO to Promote New Content
Whenever you develop new content for building your reputation, you’ll need to use both traditional SEO tactics and specific, targeted approaches.
For content that you are creating to widen the visibility of your brand, use the standard SEO that you would use for any marketing. Optimize each page for a specific keyword in the url, title, headers, image tags, and a couple times in the written content. Once it is published, promote it through bookmarking, social media, articles on directories, press releases, videos, and guest blogging. You shouldnít have to do anything particularly fancy.
However, you can also publish content that is specifically designed to counter anything negative that is already in the top search results. One way to do this is to identify the negative keywords that those sites have used that relate to you, such as the word ìscamî. Then create your own content that is optimized for that negative keyword, but which contains a message you want people to hear.
For example, say your product has been reported as a scam because someone didnít understand it. You can then publish an article discussing the common misconceptions about your product that might lead people to think itís a scam. Push that up in the search engines and youíve both countered the negative and prevented some misunderstandings in the future.
You should also be sure to build links between not only the pages you have authored, but also ones that contain your name in a positive light. This will lend more authority to each link that you want to promote. Keep track of all your major sites to see their rankings and adjust your tactics accordingly.
While you may have thought of SEO in the past as a way to rank your money-making sites, itís clearly an invaluable tool for managing your internet reputation. It helps you to selectively promote content that represents your brand while countering anything negative.