A person or company’s reputation is based on information (of some kind or another). And every reputation is perceived by people (of some kind or another). Put information and perception together, and you have reputation.
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What is reputation management? Left unchecked, your brand is portrayed on the internet by a machine. It may not have your best interests at heart. Reputation management enables a degree of message control specifically tailored to the online environment.
For all the effort and attention that we give to character, it’s reputation that really matters. This is especially true in the business world. But today reputation is focused and distorted through the lens of artificial intelligence systems. That's why online reputation management services exist - to provide balance and a degree of control.
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Online marketing and SEO for the financial services industry is often heavily regulated by entities like FINRA. The rules financial firms must live by make SEO and content marketing more challenging for the industry. But there are still ways to craft effective campaigns.
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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.
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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.
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Welcome to Reputation Experiment #142
Sometimes you have to get the SEO ball rolling in order to improve search rankings. To get things started, consider a basic link and social media structure. Done correctly, it will attract organic links and shares on it's own without the need to buy links or engage in nefarious activities. While there are many, a classic link building pattern to prime content includes:
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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.
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Bad search results can kill a brand. When your brand is generating negative search results, you'll of course quickly attempt to remove the posts. Unfortunately, it can't all be removed, but some of it can. For content in search results that can be removed, this guide will let you know every way there is to make it go away.
Here are a few of the ways online content can be removed - either from the site itself, or from search results (both are avenues to the same outcome) to provide lower, or no visibility of the negative content online.
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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.
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Create these five types of content at the same time, and in a specific order to give your inbound / SEO campaign consistency and make it easier to execute.