Reputation management, which is basically search engine optimization on a larger scale, can solve a lot of problems when done correctly and create more trouble when done using the wrong methods. In reputation management, problems tend to surface when businesses try to solve the problem on their own or rush into a management campaign without considering the implications of what they’re doing. While these actions are understandable, especially when negative content is damaging a company, they often create bigger problems than the one they’re trying to fix.
How does this happen?
- Buying links – This practice can help to raise rankings for selected content in the short run but can result in being penalized by the search engines if it is discovered. The most common way to buy links is through link farms which Google typically black lists when they find them. The most recent company to be penalized for paid links is JC Penney, which saw pages ranked on page one virtually disappear when Google took action against them.
- Comment Spamming - This is very common SEO/reputation management tactic, which is used to build back links. When spammy comments are posted on reputable or competing blogs and forums they are usually flamed quickly, making the company look worse than it did before the posting.
- Creating poorly written content – This is another way in which companies fall on their face while trying to battle negative content. This type of content usually goes out when a company is trying to cut corners or to get as much content out as fast as possible. Content of this nature is usually pretty transparent and reflects poorly on the company, especially if it is being generated under company owned properties.
- Fake product reviews – Always glowing; these reviews are treated as spam and disregarded. If they’re posted at a review farm the opinion of readers drops even further.
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