The Reputation Management Blog

Kent Campbell

Kent Campbell is the Chief Marketing Officer for Reputation X. He has over 10 years of experience in SEO, SEM, PPC, online reputation management, inbound marketing, public relations, and online brand strategy.

11 min read

How Political Reputation Management Works

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It’s hard to change someone’s mind. However, it’s easy to confirm one’s biases. And nowhere is this more true than in the world of political reputation management.

Whether you’re running for the vice president of your neighborhood HOA or vying for election to the president of the United States, political reputation is an untamed beast. It’s complicated. It’s tenuous. It moves rapidly. It rises. It falls. And no one in the history of the world has mastered it.

10 min read

The Cost of Negative Corporate Reputation

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Corporate reputation refers to people’s collective opinion regarding a corporation or enterprise. It’s based on such features such as search engine results, news coverage, and the publicized actions of the company. There are there some corporate reputation humdingers out there. The news media loves a sizzling story of a corporation’s fall from grace and with good reason. The public is receptive, clicks ensue, money is made. This is because the human brain seems wired to generate copious amounts of curiosity when the topic is salacious or negative.

4 min read

How Fake News and Influencers are Created and Promoted

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Remember when Donald Trump said "America should never have given Canada its independence"? Well, that was fake. Fake news has a long and storied history. Ben Franklin spread propaganda stories by creating a fake issue of the Boston Independent Chronicle. Today celebrities, politicians and everyday people are affected by it. Tomi Lahren of Fox News was recently quoted as saying "If you die in a mass shooting, it's not the fun's fault, or even the gunman's fault. It's your fault for not believing in God enough". She didn't say that either.

5 min read

Great brand stories reduce online marketing costs

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Well-written but less-than compelling content won't generate user signals to improve branded search results.

A great brand story improves click-rates, increases dwell time, reduces bounce rate, helps branded content rank better in search results, and lowers the cost of promoting online content because it gets people to do much of the work.

3 min read

72% of Customers Read 2-10 reviews

Have you ever bought anything online without looking for customer reviews first? If you’re like most adults in the U.S, your answer should be a straight “No!”. Studies suggest that 72% of online consumers read between two and 10 customer reviews and testimonials before actually making a purchase.Having no online reviews about your company is not a choice either. Because, according to research, even if you get one negative review from a dissatisfied client (or a shrewd competitor who hires fake reviewers to defame you), you’ll need about 12 positive reviews to counter its effects.

14 min read

Internet removal - How to get something removed from Google search

How do you get something removed from Google search? Well, there are five ways to remove content from Google search - or to effectively remove it. Content removal can be a tricky thing, but this guide should help. 

Five methods to remove online content:

3 min read

Leads and Traffic Dropping? Examine Negative Branded Search Results

Why did the organic for your branded search traffic just drop off? Was it a Google search algorithm change or was it the content of your results that changed? It's a nightmare situation when suddenly you find that you're ranking for negative search phrases appended to your brand name, like "fraud" or "scam." Prospects are fleeing. The sales staff are freaking out. 

5 min read

Which search phrases are hurting your brand?

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Which search phrases are killing your business?

Imagine your customer gets your business’s address from a friend, comes to your storefront, and every negative review from the last ten years is taped to the front window. At the same time, someone on the sidewalk yells through a megaphone, “don’t shop here even if it’s the last store on earth!” while a video showcases old footage of an employee stealing from a customer. Ouch.

You wouldn’t let it happen in real life, so why would you let it happen online?

3 min read

Competitive Intelligence for Reputation Management

One of the biggest mistakes people make when performing online reputation management is to build a bunch of different web profiles and fill them with sloppy content. Worse, all these properties often can't be effectively maintained over time, and so lose relevance. The best way to manage reputation is to understand prospective customers, similar companies, and what search engines are looking for.

One of the first steps is to perform a form of competitive research called the search result audit. Here's why. 

5 min read

How to rank above position 1? Get Position Zero.

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Why do some web pages show up "above" the first search result? This is called a Featured Snippet, or "position zero" in the SEO field and it's one of the ways Google positions for SEO are counted. It's important because as voice search becomes more common, Google uses the featured snippet or "position zero" result for its "one true answers" response to voice searches. For instance, we searched "featured snippet" in Google and here's what happened:

5 min read

Find Out Why Competitors Are Beating You on Google

A search result audit is part of any reputation management plan, and can make your business better by revealing the strengths and weaknesses of your online brand as seen by your prospective customers. Warning: sometimes it can be a little scary. Search results can be an excellent tool for marketing, research, and development. But their utility goes far beyond into the realm of human intent, understanding, decisions and actions. Every page of search results tells you a story about your customer and what they’re really looking for. The trick is in seeing the intent behind the search results. 

9 min read

Difference Between ORM, PR, PPC, and SEO

ORM, PR, and SEO -- what are all of these acronyms for? Let's break them down, and then delve deeper into how they all fit together.

  1. ORM: (Online reputation management) is the repair and maintenance of a person, company, or other entity's online image.
  2. PR: (Public relations) is the how organizations, businesses and people communicate with the public and media.
  3. SEO: (Search Engine Optimization) is the effort made by online content creators (of words, images, videos, or other media) to help a website rank higher in search engine results.

PR, SEO and ORM are all specialized disciplines of online marketing.

5 min read

Brand Touch Points and Their Impact on Search Results

Brand touch points are like digital fingerprints; they tell a story. What are brand touch points and how do they affect business? Whether you realize it or not, your brand's customer touch points are working to help, or hurt, your organization's reputation with consumers. If a potential customer sees brand-related content and it piques their interest, what will they do next? They may perform a branded search (using your company name), in which case it's up to Google what your customer sees. How dost Google love thee?

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