Cleaning reputation on the Internet is a PR technology aimed at improving the first impression, increasing trust and loyalty to the brand (resource). It includes a number of actions:

  • monitoring data on the Internet;
  • working with negative information;
  • seeding of mentions;
  • SERM-management of search results to oust pages containing negative information from the top 10.

Analysis of the negative

The first step is to check for the presence of negative information about a resource, brand, or person. The first page of search results for a query is analyzed. Users rarely look further.

Sources of negativity:

  • internal. Reviews on the target website and its offices on social networks;
  • external. Review sites, blogs, media, social network pages.

It is not necessary to delete all negative reviews. Many of them can be neutralized by providing an official response on behalf of the company, offering an effective solution to the problem. This will look more natural than the complete absence of negativity.

Working with external sources directly depends on their desire to make contact. The best option is for the site administration to delete negative reviews. This can be done for free, for example, if it is obvious that the comment or review is custom-made.

Some resources delete messages for a fee. This solution is chosen if the announced amount does not exceed the budget for SERM implementation, or the comment exposes the PR object in a negative light.

Some resources provide moderation options or delete the entire message thread. You can give an official answer on external sites.

The worst case scenario is the administration’s refusal to make contact. In this case, the page with the negative will have to be pushed out of the search results. The implementation of this task may take several months.

Replacing comments

To create a positive image, you can use sites that provide access to comment moderation. They can take places in search results. Reviews from third-party resources are always more trustworthy than those from the main site.

You cannot leave only positive comments. It looks unnatural. It is better to distribute them evenly between 3 groups:

  • positive (25-30%);
  • neutral (60-65%);
  • pseudonegative (10%). For example, a person reports his problem and receives an official response with its solution.

Social networks and main website

At least 1-2 positions in the top 10 should be occupied by pages of an official group from a social network. It is important to develop a blog. Content with the best prospects should be promoted in search engines through SEO.

The main site should be in the top 10. High-quality content, internal optimization and promotion will help you take leading positions. This may require significant time investment. The consequence of improving your reputation will be an increase in the number of clients from search engines.

Working with the media

Regular publications, press releases and articles with relevant content are of increased importance. More than 90% of users trust information on the Internet. If it comes from different, including independent sources, your reputation can be significantly improved.

As with social media, the best content needs to be promoted to the top 10 search engines. This will generate organic results, consisting of different sources.

SERM

This module uses not entirely “white” technologies. The most common tool for displacing unwanted pages is the creation of third-party sites with positive content. 3-4 controlled resources can take the remaining positions in the top 10 search results.

Another way is to use a network of accounts to post comments on social networks and on the pages of the main website. It is important to maintain a balance of positive, neutral and negative reviews.

What it takes to improve your online reputation

To improve your reputation in the long term, you need to invest a lot of time and attract sufficient funding. This work requires the efforts of copywriters, SEO specialists, marketers and programmers. The best option is to enlist the support of a company offering a similar service. " SEO-Evolution " has the resources to help solve the most complex problems.