Search Engine Reputation

Search Engine Reputation Management (SERM)



Negative search results are often seen by countless potential customers. third party sites can have a tremendous impact on the way a company is perceive, even though the message may not always contain the truth. It is difficult for prospects to sift through the negative and positive press that is found on the search engines.
A large portion of the top 100 results are media generated by consumers through vessels such as blogs and forums. Theses sites have had an enormous impact on many corporations, resulting in a growing need for online reputation management. There are two ways to deal with reputation management. The first method is proactive management of your online branding and awareness. This involves building the visibility of positive press before possible complaints and defamatory comments becomes an issue. This can be seen with corporation of such magnitude as Microsoft and IBM.

The second, and more common method, is to reactively manage your online reputation. This occurs when a blog, forum, or other site ranks for a negative comment regarding your products or services. At this point, damage control is set into full swing and the goal is to flush out the negative press regarding your brand from the search results. This is the ever-evolving science of online reputation management.

Reputation management monitors the top search results for your corporation’s brand or name. It is necessary to optimize neutral or positive entries concerning your organization such as the main corporate site, affiliate sites, blogs, press releases and forums. These sites should seek to strengthen your brand name and shed a neutral or positive light on your brand. This allows a company to have more control of what appears in the top ten results on the major search engines. With constant monitoring and diligent promotion, your brand can be protected from possible attacks. As the adage states, you never get a second chance to make a positive first impression. Leave nothing to chance.

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Reputation Management Process

Step 1

Search engine analysis at the beginning of the process. Tentative Strategy to highlight positive pages and bury negative entries in search results.

Step 2

Determine Client specific goals, target markets and success tools. Benchmark current search engine positioning.

Step 3

Research, analyze, and establish improved brand strategy with in-depth algorithm and pagerank analysis for client keywords and phrases ( Primarily Christina Paylan and Christina Paylan MD). The implementation processing timeframe is dependent on the complexity and the findings of this analysis.

Step 4

The client approves the targeted keywords and/or final strategy for inclusion in the program.

Step 5

A further in-depth analysis of the client site/s, major search engine results and strategy. This is another level of in-depth analysis beyond the previous steps. We examine client and complaint site/s structure, navigation, site map and other elements that may help or hinder search engines in displacing negatives. We will suggest changes to file name conventions and creation of new pages or sites where appropriate.

Step 6

Determine and implement theme to be used in order to appropriately target keywords and phrases in search engines using online architectural design principles. We prepare copy for campaign implementation.

Step 7

Our copywriters will write, edit and/or post information based on the targeted keywords and phrases. Then using social media optimization to promote positive pages, and creating sites that will push competitors off the first pages of search results.

Step 8

We create Meta tags, Title tags, Description Tags, Anchor and ALT tags that target your keywords. This is done on an individual page basis.

Step 9

We test the site/s to see if all applications are working correctly. We test the site/s from ‘outside sources’ to ensure the changes are visible from other entry points.

Step 10

The process of manually submitting postings to the search engines and directories begins. We will monitor closely the inclusion of the site pages into each search engine index.

Step 11

We begin tracking positive results. Some of the search engines and directories take 2-8 weeks after submission to become listed and/or ranked. Ongoing monitoring and analysis is normally followed up with reports and periodic posting, web site and asset adjustments.

Step 12

Re-engineering of content, tweaking meta tags, page titles, page content to improve results. Any other required enhancements to page architecture, link structure, and content organization. Frequent adjustments: Every attempt will be made to capitalize on Google’s “Refresh Bot” particularly with product/service related web pages, and/or time sensitive information.



Project Status Reports:

Our technicians will contact you via phone or email with project status reports. In addition, feel free to contact us at any time via email or via phone during business hours with any questions.

1st 30 days:  Status reports detailing work done and progress made will be sent on a weekly basis.

All necessary work will be completed in the first 30 days.  This allows the 30 to 60 days for Google, Yahoo, and MSN to pick up on the changes and index them appropriately.

Day 60: 30 day status report and rankings report will be sent detailing progress made and work done with recommendations.

Day 90:  30 day status report and rankings report will be sent detailing progress made and work done with recommendations.

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