In today’s digital environment, reputation is more important, more pervasive, more unforgettable, and more meaningful than ever before. It’s easy to neglect, abuse, reject, or shred a reputation. It’s difficult to build, sustain, protect, and enhance a reputation. It can happen in minutes, and circle the globe within hours.
One of the biggest challenges most businesses face is generating publicity for their brand and growing their reputation in the market. Brand awareness and publicity allows potential customers to find you and can allow a business to grow rapidly. One famous business person that has mastered the art of publicity is Donald Trump. Although his approach is controversial and his methods are unorthodox, Trump has been able to grow his wealth into the billions, get his own TV show and ultimately become the president of the United States.
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.
Negative content can damage a company or person worse than the author often realizes. Sometimes it can be taken down, other times it must be pushed down or suppressed. An online reputation suppression strategy is based on moving newly created, and existing positive search results, higher up in search engine results in order to move down or 'suppress' negative search results.