Managing your brand on the Web is critical and even the strategies you employ to market your organization can influence your consumers. The evolution of SEO has made quality a priority and has also greatly reduced the success rate of “black hat” search engine optimization campaigns.
Why has Google cracked down on unethical tactics? While there are several definitive (and largely correct) answers to this question, the primary reason is often cited to be disruption of the user experience. Often times, strategies such as keyword stuffing or spun articles are an eyesore to users (and potential consumers) that may be looking for relevant and useful information.
Today, these not only impact rankings, but they can also lead to negative reviews and complaints from disappointed readers.
Online marketing firms such as WebiMax have weathered the Panda and Penguin updates and emphasize quality and originality when developing content. By applying our knowledge and philosophies to our client’s campaigns, we have avoided complaints related to low-quality content or other black hat tactics.
It is essential for every business to understand the importance of quality within digital marketing and that “cutting corners” can lead to serious reputation concerns. Designing an SEO campaign with a strong focus on proven “best practices” will help to protect your brand from damaging user-generated content and diminished revenue.
What are your thoughts on White Hat vs. Black Hat SEO? Give us your feedback in the comments below or send your Tweets to @WebiMax!
Many brands struggle to gain recognition in the SERPs and throughout social media, but achieving visibility is not the only important element of Internet marketing. A company’s reputation is crucial and managing that reputation is necessary in order to maintain a positive image both on and offline.
Discovering Reputation Concerns
Throughout both search results and social media, reputation concerns can often be easily identifiable. Features such as suggestive search have been advantageous to business owners and online marketers in discovering potential brand reputation issues. Keywords such as “scam”, “ripoff”, “complaints” and other similar terms may accompany a brand or individual’s name in suggested searches and these results should be identified and subsequently managed to avoid gaining a negative profile online.
Developing a Strategy
Customer complaints and negative reviews can greatly impact a company’s image and should be carefully monitored in order to design an effective reputation management campaign. While every strategy should be customized and tailored to fit the brand, there are certain techniques that should always be utilized. Encouraging satisfied customers to add positive reviews and feedback to social networks and other authoritative sites is a great way to fortify a strong reputation or rebuild a damaged one.
Once a successful reputation management strategy is designed, it is important to maintain it. To ensure a positive brand image remains in place online, long-term maintenance is required. Brand and keyword research are part of the ongoing efforts involved and being proactive is also useful in preventing future reputation issues.
The importance of a strong online reputation is virtually immeasurable and is a crucial component of both Internet marketing and brand management.
For more on reputation management, see Todd Bailey’s latest video on our YouTube Channel.