Why Reactive Reputation Management Is A Bad Idea
The last thing in the world any business owner wants to do is respond to negative mentions. It can be especially tedious if you have a really bad negative report that climbs the search rankings and overtakes your own search engine results.
The first thing you should NOT do is panic. Keep in mind that many content pieces rise high in the search engines within the first few hours of publication then fall again. Give the negative content up to three hours to settle before getting too wrapped up about the negative reports. If the content is still ranked higher than you after six hours, then it’s time to respond.
DO NOT respond directly on the page where your negative report appears. That almost always signals to the search engines that the piece is valuable and offers legitimacy for that page to stay high in the search rankings.
Instead, undergo a positive publicity campaign.
If possible, publish two or three press releases. Make them about different newsworthy items. If you can’t do that, then write three separate press releases on the same newsworthy item, and be sure the content in each press release is very unique. Publish them at three separate press release distribution websites, and be sure to send them to relevant news media personnel by e-mail as well.
Write a blog post and send a couple of guest blogging queries out as well. And share as much as you can through social media. The goal is to combat the high search rankings of negative content with promotion of positive content.
Don’t be afraid to think outside of the box. And be sure to target the exact keywords that your negative content is ranking for. Be diligent in publishing new, fresh, and original content targeting the proper keywords. It may take a few days to push the negative content down. If you see minimal results, keep going.
The worst thing you can do is react to the negative mentions by retaliating. If you do that, you could have a worse reputation management problem.
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