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Search Engine Reputation Management: Setting & Managing Expectations
Avatar Went Hot: Jan 30, 2008 - 07:52 pm
Posted By: TheNanny612 533 Days ago
Source: http://searchengineland.com
Category: SEM
Reputation management in search results can be quite challenging, and on top of this you have frustrated clients who are pressured to make the negative content “go away.” More than other projects, reputation management projects seem to be the place where client expectation management is most vital. Here are a few areas where expectations need to be consistently managed throughout the process
 2 Comments  

Comments

from FionnD 533 Days ago #
Votes: 1

Jessica,Excellent article and oh so true.  What we find is that Company’s and individuals do not want  to to pay the price.  Its not generating measurable ROI and revenue and they just want it to "go away"  often for  a once off small fee.  Reputation Mangement is an ongoing strategy esepcially when there are negative results on very strong sites and most of the people I talk to just do not want to pay the price.  If they had a disastrous offline PR issue they would think nothing of paying a PR agency to work on the problem but baulk at the cost of managing their online reputation which can have a much more long terms damaging effect on their brand and ther business.  The longer they leave it the worse it gets and you can end up with with the equivalent of 6-10 SEO projects to take control of the space.  That is expensive!!!

from AntC 532 Days ago #
Votes: 0

I suppose the biggest worry, over and above negative content resurfacing and lapping in the waves of the SERPs, is that content going viral - spawning and spreading through the blog community and creeping into the SERPs 1 by 1. From an SEO perspective, having the issue content showing up relevant searches for your client, changes the whole landscape of your campaign - expectations need to be reset. Supposing that your client is ranking #1 for ’Self catering Florida villa’ and the next result is a bad review or a blog post slating the venue - it may take a lot to put things right. I am unsure whether content changes to the site (after some time, maybe) or the purchase of links (especially with the paid links issue) will set the record straight. Perhaps negotiating with the vendor outside of the SERPs may be a swifter effective option.

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