Have you ever started to write the name of your company in Google and in the second option that it suggests you have appeared the name of the company + the word “fraud” or “abuse” or “scam”? It is a fairly common problem in terms of online reputation. Let’s give some tips to solve an image crisis of this type.
The problem is that if Google suggests that your company is a scam, people will click on that result irremediably. Your company can be totally legitimate, offering products and services of great value to consumers, but in today’s world no company lacks detractors. And with the internet these have a channel through which they can do considerable damage to the image of almost any organization.
Negative content usually appears on personal blogs, forums or review and complaint sites. Many times positive comments on personal blogs also appear in the top positions, but often include many negative comments in the comments section of the news itself.
The quickest and most effective way to act is to generate positive content about the brand, over which it has total control, diluting the strength and prominence of negative information.
When we have one or two entries in the first page of results of Google talking badly about our brand we must set concrete, measurable and achievable objectives. For example: 80 to 90% of the results of Google for the name of the brand in about 8 weeks.
GENERATION OF CONTENT
To generate such a quantity of content, the ideal is to divide it into two categories: pre-existing content and new content.
First we must choose which are the existing contents that are worth enhancing:
1. Articles
in the corporate blog that have tried to defend themselves against accusations.
2. Articles in press publications .
If the company has received any positive review in digital media we can help them gain visibility for the term “scam”, “abuse” or whatever through a linking strategy
3. Wikis
Adding the negative word “scam” to any of the brand wikis that Google cares about can increase your visibility.
4. Posts in Blogs .
We can find some positive articles on blogs throughout the network, but often negative comments (some, anonymous, made by competitors) flood these articles. That’s why we must promote only articles that have not enabled readers’ comments. If you do not have comments, but are open to them, it is better not to move them.
New contents
1. Content on the corporate site of the brand .
The official site is one of the best options when positioning any content linked to the brand name, which is extendable to the brand name + the negative word “scam”, “fraud”. It is the first site where we must set ourselves to counteract the accusations.
2. Posts in Blogs from our circle of influence.
If as a brand, you work with a communication agency oline, it is very possible that you have several blogs well positioned on the network. It is also possible that more than one can introduce information about the brand by thematic affinity. The same goes for the blogs of partners and associates of the brand in question.
3. Article directories
If we have accounts indifferent news directories, it is convenient that we add articles oriented to the word we are pursuing.
4. YouTube
YouTube works like a search engine in itself, and its videos position very well in Google. We can generate videos in response to negative accusations against the company.
5. Multitudinous
We can create a multi-domain strategy by launching los.com, .es or .org for the brand name ‘the negative word. “Marcaestafa.com”, for example.
LINK BUILDING
The weakest sites require more links than the strongest, but the main idea is to interconnect all our sites to obtain a common benefit.
