Domain Name Strategy for Reputation Management

What in a name? In reputation management, just about everything. Your company name is your calling card; it is your identifier, and you don’t want anyone else to hijack it. That means you have to take control of your name as quickly and as comprehensively as possible. On the Internet, that simply means you need to own as many domain name variations and combinations as possible and control how they are used.


A lot of companies will simply buy a .com domain and leave it at that. Others might even go so far as to buy .org and .net, but even those popular domains will not be enough to shore up your company against reputation attacks. If your company is serious about reputation management, obtain as many versions of your company name as you can. Other domains include, .tv, .me, .is, and a whole host of others. Not only will buying all these domains ensure that someone else can’t buy and use them, but you can also use them to create positive site content that links to your main domain and can boost your SEO and your reputation.

Misspell Your Company Name

In some cases, rival companies or other ne’re-do-wells will buy common misspellings of your company name in hopes of capitalizing on it for their own purposes. For example, if your company is Johnson Holdings, buy both and That way, no matter how users think your name might be spelled, you’ve got it covered, and they’ll always find you.

Don’t Forget Variations

Another way to make sure you take complete control of your company name for reputation management purposes is to buy other variations of your company name. If you’ve already bought, also try and get,, or In addition to variations on your name, it can also be beneficial to combine your name with other words that could be damaging to your company—if held by someone else. For example combine your company with “scam” or “ripoff” (i.e.,, etc.). Not only will this ensure that no one else can buy that name and use it to defame your company but you can be sure those sites will never go live.

For small companies, buying all these domains can be expensive, but since most domains will only cost anywhere from $10.00–80.00 per year, it could pay off in the long run to obtain more variations of your name as your company grows. For large corporations, it’s probably best to simply buy as many domains as possible and begin using them to your advantage as soon as you do.

Sometimes reputation management is simply a name game. And if you can do your best to guard your company name and hold on to as many variations of it as you can, you’ll be on the winning team.


The Morality of Reputation Management

Increasingly, a majority of consumers are going online to search for products, services, and research companies they might want to do business with. In the old days (you know, circa 2000), most people patronized businesses that were recommended to them by their personal friends and acquaintances. Today, people still look for recommendations, but they can get those recommendations from complete strangers on the Internet much faster. And the Internet is a level playing field, which can be good or bad.

Just as anyone can post a great review of your company online for free and have it viewed by millions, any person with a personal vendetta or mental illness can post a negative review and also have it viewed by millions, regardless of truth or any basis in reality. That’s why many companies turn to reputation management to help them push positive reviews and comments to the top of a Google search rather than let negative content run wild. But despite companies’ and reputation management firms’ best intentions, there is still a feeling that online reputation management is a form of beating the system. The truth is, reputation management is simply a way for companies to present their best qualities to anyone who is searching for them, just as any of us in our personal lives would do.

Reputation Management is a Corporate Resume

Think about it, when you are looking for a job, what is your resume strategy? Do you present your experience and past employment in the best light possible? Or do you just throw something together regardless of how it might make you appear to potential employers? Chances are, you’re much more likely to portray yourself in a positive light and provide references whom you are certain will give you glowing recommendations. Likewise, online reputation management for companies is like an online resume.

When consumers search for a company online, that company wants to present itself the best way it can. And if a Google search results page is the new corporate resume, companies will do their best to give consumers the references that will offer glowing reviews of their services.

One Camp

Jon Tozzi, in a post for BusinessWeek had this to say about reputation management: “It’s still hard to say how companies are using reputation management services, but industry players say clients fall into two camps. Some want to understand and respond to customer complaints; others often just want negative posts to go away.” While it is true that there are a number of lazy companies out there, Tozzi has it slightly wrong. Most companies don’t fall into one of two categories. Most companies fall into both categories—they want to listen to clients and fix problems while at the same time working to present themselves in the best light possible by promoting positive content and downplaying negative comments. In fact, fixing customer problems and complaints is one of the best ways to create a positive corporate image.

Better Business = Better Reputation

Working toward customer satisfaction while using principles of SEO at the same time is what reputation management is all about. If your company’s business practices are fraudulent, no amount of reputation management is going to change that—most customers will be able to smell a rat when they see one. In the end, consumers will decide if a company has a good reputation or not. Reputation management services simply help those companies that already offer good services and products present their best side to the public first.

Two Sides of the Same Coin

In the end, the questions about whether or not reputation management is moral are moot; principles of reputation management can be used in positive and negative ways. But the Internet is the great equalizer, and sooner or later those companies that use negative tactics to promote questionable products will fail and be revealed for who they really are. And good companies will always rise to the top.


5 Reputation Management Tips You Should Know When Starting an MLM Company

Preserving your reputation is important for a new business, especially in an industry too often targeted for criticism by people ready to call “scam” at the drop of a hat.

Since anyone can say pretty much what they want about you online, your reputation can easily be damaged by negative reviews and blog posts. The more negative reviews that are posted about your company, the more likely they are to show up near the top of a Google search. That can discourage prospects from doing business with you or becoming distributors.

How can you avoid this? If you’re forming a new company, you can do a lot to make sure you always present a good image to people who find you through a search engine. Start out right by following these five tips:

Tip #1: Be concerned about your online reputation from Day One

Even before you begin selling your first product or holding your first opportunity meetings, you need to start thinking about your online reputation — because this is what can determine how new prospects will perceive your company, and how you get written up in the press.

These days nearly everyone will do a search on your company if someone approaches them about you. For a younger audience, doing a Google search on everything is practically second nature. And since many people carry web-enabled phones, they can do a quick search even while a friend is talking to them about the opportunity.

If you are not keenly aware of what someone is going to find out about you on the web, and if you are not constantly monitoring and managing your online reputation, you stand the chance of losing a lot of prospects.

Tip #2: Know that you will eventually get complaints or criticism online

At some point, even if you do everything right, someone is going to write a negative review or comment about your company online. Maybe it’s someone who just doesn’t like the idea of multi-level marketing, or a prospect who was “pitched” a little too enthusiastically by a friend. Or even one of your own employees who had to be let go because of poor performance.

Whatever the reason, someone will post a complaint about your company. It may be a legitimate customer service issue that’s easily handled, or an illogical rant that lumps your good company with the bad apples of the industry.

Knowing in advance that this will happen helps you prepare for it and take it in stride. Criticism is just part of being in business, so there’s no need to get overly concerned or panicked about it.

Tip #3: Don’t respond to negative reviews

When you see a negative review or blog post about your company the instinctive reaction is to post a response to set the record straight. I understand the human need to respond, but you have to consider Google’s point of view. Here’s why.

Search engines rank various websites high for a few reasons, one of which is relevant content, especially when that content is updated on a regular basis.

When you post a comment or review on a website, you are in effect giving it new content. And if you get into a back and forth discussion with someone on a review site about your company, Google thinks “Ah, this must be important, so we’ll rank this website high for searches on this company name.”

Now when someone does a search on your company, they are even more likely to see the negative review. You want to avoid that. In fact, you want the websites with negative comments to slip further down the Google ranking so they don’t appear on the first page or two of a search. The next two tips help you with that.

Tip #4: Create multiple websites

It’s not easy to make the negative review sites change their content. It’s rarely worth the effort to contact them, barring any legal issues of outright slander or libel.

But the most effective strategy isn’t to deal with them directly. Rather, it’s to get sites with positive content to rank higher than the negative sites. And if you have enough of those, the negative sites get pushed off the first page of the search engine results.

To that end, you need to create multiple websites for your company. Don’t put everything onto one corporate website. Instead, set up different sites for different purposes.

For example, you can have a site for new distributors, a site about your charitable giving, a site about conferences and meetings, a site for photos, and perhaps a site that’s all about your main product or service. This gives you a nice stable of websites you have control over.

One suggestion: Include the name of your company in the domain name. This makes it more likely to rank high for a search on your company name. For example,

Tip #5: Keep the websites ranking high

Now that you have a handful of websites you own, work to keep them on the first page of a Google search. As I said above, the goal is to rank the positive sites higher than the negative sites.

This is where I use search engine optimization on each of the sites I want to rank. I’ll look at the content and the meta tags, determine how Google is perceiving the pages, and create back links to the sites so they are seen as more popular to Google.

What you can do — and something to work on from the start — is keep the pages populated with fresh, relevant content. Make this part of your marketing or PR duties, so this task doesn’t get neglected. You can also encourage your distributors to link to your sites from their websites — the more links you have, the better.

Online reputation management is part of your corporate PR strategy, and something you need to work on every day. If you can get the pieces in place when you start your company, you’ll be in much better shape to handle any threats to your online reputation. In fact, with the right effort you may never see a negative review or blog post on the first page of a Google search.

That’s how you maintain a good online reputation from the start.


What CEOs Need to Know About Protecting Their Company’s Online Reputation

Here’s something that comes up in executive meetings all the time: “Why are people saying bad things about us online and what can we do about it?”

This can be especially troubling to the CEO who founded the company and who has spent long years working hard to build the brand. You wake up one day and find some defamatory remarks online about your company — not constructive criticism, but outrageous accusations and almost slanderous comments that make your blood boil.

Worse, the negative reviews are on websites that rank high on search engine results pages, so that anyone doing a search on your company will see them. And it’s not just one negative review site, but several, causing your online reputation to suffer.

As a CEO, you need to be aware of your online reputation and know that you can take steps to manage it. You shouldn’t just leave it up to fate or luck or the hope that people won’t post negative comments about your company.

Here are three steps to take to manage your company’s online reputation:

Step 1: Accept the fact of online reviews

Short of outright slander or libel by the reviewers or bloggers online, you really don’t have much legal recourse to make the negative postings go away. People have a right to complain, and these days it’s all too easy for unhappy customers to vent their frustrations and share their opinions with the whole world.

You best reaction is to shrug your shoulders and accept them as a fact of life. No sense in letting them get to you — not when you have more important things to occupy your mind. And with a good reputation management strategy in place, you won’t have to concern yourself too much with the complaints and rants of a few bloggers.

Step 2: Focus on getting positive content

Part of online reputation management involves pushing the negative review sites off of the first page or two of a Google search. How? By posting positive content and getting those pages to rank higher than the negative sites.

As CEO, you can direct your marketing or PR department to make online reputation management part of their regular duties. That means they should always be looking for, gathering, or creating positive content that can be used to continually update your websites (and yes, you should have multiple websites for this reason).

In addition, your customers should be encouraged to post positive comments about you. You might even create a website devoted to positive testimonials from happy customers.

Step 3: Marginalize the negative content

In the online world, your reputation is all about who owns the top 10 or 20 results in a search for your company name. You want that space to belong to you — or at least to be shared only by websites that have good things to say about you.

If you can do that, then all the negative reviews and blog posts will be pushed off the first page or two of a Google search. And since hardly anyone looks past the first two pages of a search, those negative websites may as well not exist.

The most straightforward way to accomplish this is by performing search engine optimization on the websites with positive reviews and comments to make them rank higher.

The goal is to get all the positive sites to rank higher than the negative sites, and it can be a hard one to reach. But considering how important your online reputation is, achieving this goal is well worth the effort.

Of course, there’s a lot more to managing your online reputation, but the above steps give you the basic outline of what needs to be done. Just keep in mind that these days your company’s online reputation is one of the most important factors in determining its success.

How to Work with Your Reputation Management Consultant

When working with an online reputation management (ORM) consultant, you want to get the most value for your money. However, you can’t just leave it all up to the company you hired. Yes, they will do everything they can to boost your rankings in the search engines and improve your online reputation. But your company has a role to play as well.

Here are a few tips on what you can do to get the most out of the relationship:

1) Let your ORM consultant know about new online content.

If you post a press release, add some new pages to your website, or create a new site, make sure your reputation management consultant knows about it. For example, if I know that there’s an article about your company on the web, I’ll work on boosting that page’s rankings, even if it’s not on your website (assuming it’s a positive article, of course).

2) Avoid responding to negative reviews in online forums

Before you post anything about your company on another website, consult with your ORM expert first. Your attempt to confront the negative postings can backfire and actually make the situation worse. Often, it’s best to ignore negative posts and focus instead on getting the positive sites to rank higher.

3) Don’t change your website without first telling your ORM consultant

In a previous post, I talked about why it’s not a good idea to overhaul your website without first consulting with your online reputation management or SEO expert. Even changing the address of one major page can affect your rankings.

I typically get backlinks from other websites to specific pages on my clients’ sites to make those pages rank higher. But if you change the address of the page and don’t let me know, I can’t make the adjustment in these links. That’s why it’s best to let your consultant know ahead of time if you’re going to make changes that affect the address of any pages on your site.

4) Come up with ideas for additional websites

For reputation management purposes, having multiple sites is to your advantage. The more sites you control, the more likely it is that you can get them to rank higher and dominate the first page of a Google search. Your ORM consultant can help you with this, but the various teams or departments in your company may be better at coming up with ideas for these additional sites, since they know the business inside and out — and they know what kind of content they can offer and keep up to date.

5) Keep your customers happy

It doesn’t help your online reputation if you have a lot of unhappy customers posting negative reviews online. The biggest complaints I see are usually about over-promising and under-delivering, aggressive sales tactics, slow response to complaints, and poor customer service. Simply improving your customer service and handling complaints quickly can go a long way toward keeping your customers satisfied, which makes it less likely someone will post a bad review about you online.

Managing your online reputation is an ongoing process. Your ORM consultant will be much more successful in improving your online reputation if you’re willing to play an active part in that process.

The Next Trend: Personal Online Reputation Management

I’ve had more requests from individuals to help them with online reputation management in the last few months than I have in the last few years. What’s going on?

First off, businesses are becoming more aware of the need to manage their online reputation. That’s great, because it keeps me busy.

Celebrities have also caught on, and are seeing the need to do something about maintaining a positive image online. It’s bad enough to put up with what the tabloids print. In the online world, things can get even nastier.

Now we’re seeing a trend where ordinary individuals are looking to hire reputation management specialists to burnish their online “brand.”

I’ve addressed the issue of personal online reputation management for executives and college students in other blog posts. In most of these cases, the concern isn’t about handling negative reviews or criticism online, but rather establishing a presence online to build a reputation.

A lot of people are now waking up to the fact that some online information about them may not show them in the best light. Even if the information is absolutely, 100% correct, they still may not want it popping up in a search.

Perhaps they were accused of something (but not convicted), and their names appear in news stories. In these days of trial-by-media, everyone feels entitled to offer their opinion and pronounce a verdict on the scantiest of information. Never mind due process of the law. Public accusations are as good as a guilty verdict in the minds of many.

Typically, only the most sensational or celebrity-related stories get prominently reported in the main media. However, even if a story is buried on page 37 of a newspaper, it can still appear at the top of an online search about the person of interest.

Also, public information that used to take some effort for someone to find is now easily accessible with a quick online search. This includes information about your mortgage, property purchases and sales, bankruptcy, court filings and nearly any public documents about you.Well when it is about bankruptcy chapter 13 bankruptcy lawyer in Oklahoma City will be great choice to rescue your business.

You may also find yourself on lists of donors to charities or political parties. That may not bother you if you still proudly support these organizations. But if your donation was ten years ago and you’ve since changed your views, you may regret being associated with something you no longer believe in.

Not surprisingly, the undesirable content is not always something posted by another person or organization. I was contacted recently on behalf of an actress (somewhat well known, but not a huge star) who was concerned because a search turned up some images of her posing in a bikini in her earlier days. She thought this bit of “youthful indiscretion” was damaging her reputation.

This isn’t the type of client I typically work with, so I turned down the assignment. But it shows where we’re headed.

We have to face a new reality: More and more information about you is finding its way online, and it’s going to stay there a long time. The internet never forgets.

It reminds me of the song “Every Breath You Take” by Sting:

Every breath you take
Every move you make
Every bond you break, every step you take
I’ll be watching you

Your online reputation consists of everything ever posted by you or about you. Every step you take, the world is watching. That’s why it’s easy to predict that online reputation management companies will be approached more and more by individuals who want help with managing what shows up about them in online searches.

How a Bad Online Reputation Can Kill a Brand

What happens when your company’s reputation is so bad you have no other option but to kill the brand? Could it really get to that point? Well, yes, I’ve seen it happen.

Let me lay out a scenario for a company I’ll call Acme Opportunity Group. The company is fictitious but the scenario is all too common.

Acme started out with high hopes. It built a website (but only one), which ranked pretty well. In fact, it ranked right at the top of a Google search for “Acme Opportunity Group.” The company aggressively recruited sales people, who went out and aggressively sold the product.

A few customers complained about one thing or another, but that’s to be expected for any company. It was assumed that Customer Support would handle the issues. Isn’t that their job?

Sometimes Customer Support wasn’t quick enough, or didn’t handle the issue well enough. A few customers went online and wrote their experiences up on a couple of the review websites. Someone who was particularly unhappy claimed the company was a scam, because of its aggressive sales techniques and unwillingness to quickly refund money.

Then those complaint sites started showing up on the first page of the search engine results for Acme. But the company was in high gear and forged ahead. You can’t please everyone, and what’s one or two complaints?

Then a couple of bloggers who didn’t care for Acme’s business model posted a few blogs about the company, casually tossing about phrases like “unethical business practices,” “questionable sales tactics”, and of course “scam.” Since their sites were popular, Google ranked them high on a search for Acme Opportunity Group.

The Marketing department of Acme was concerned that the first page of a search for Acme now had about half negative websites, and Acme’s website had slipped to the number two spot, just below a page from They thought it was a PR issue and told the PR department, who passed the buck to the webmaster, who simply tried tweaking the site with search engine optimization tricks.

No one thought they could do anything about the negative review sites.

Unwittingly, someone from the PR department posted rebuttals on the various sites, which led to a back-and-forth discussion about the merits of the company. Google picked up on the fact that these sites had lots of new relevant content about the company, and duly ranked these negative sites even higher for a search on Acme.

Acme’s president asked why sales were dropping off, and why the company no longer received any prospects online. The marketing and PR people looked at each other, suggested new marketing and PR campaigns, and requested bigger budgets.

By this time, the first page of a Google search contained eight negative websites, and Acme’s webpage was down to number three. A prospect doing a search would get a bad impression of the company without even having to click through any of the links. It was all there in the website names:,,

In the eyes of the public, Acme’s name was mud.

The company decided it had no choice but to kill the brand it had spent so much time and money building. Acme changed its name and started over.

Of course, you can take steps to prevent this kind of thing happening, as Acme could have. That’s the whole point of online reputation management – to keep the first page or two of searches from becoming overrun with negative websites. But it’s better if you start early, because sometimes if a reputation is too damaged, little can be done to repair it.

However, even if things look bad, not all is lost. I had one client with seven negative websites in the top ten search engine results. Over the course of about 15 months we were able to fill the first page of search results with all positive websites.

But if you don’t do anything about it, you may end up like Acme Opportunity Group and have to kill your brand. Don’t let this happen to you.

How Corporate Executives Can Secure a Positive Online Reputation

I typically deal with companies that have to contend with negative reviews and blog posts, and which show up on a Google search about the company. Those negative websites affect their online reputation, so I help to manage the impact they will have.

But what about an individual’s online reputation?

If you’re a corporate executive, you want to make sure that anyone doing a search on you will only get a positive impression. It might be a headhunter, someone you’re interviewing with, or even your current boss who wants to see what the online world has to say about you.

Here’s what I generally find. Unless you’re a public figure or big-name celebrity, you probably won’t have any negative reviews online or a blogger spilling the dirt about you. Instead, there may be very little about you — and that can be nearly as bad as having negative postings about you.

Why? Because a prospective employer wants to know something about you — that you’re knowledgeable about the industry, active in the field, a good citizen — all the stuff you’d put on a resume. If a search on you reveals nothing about your professional activities, they may wonder whether you’re a good candidate.

To manage your online reputation, you first need to get your name out there, making sure it’s associated only with positive content. Here are some ways to do that:

1) Participate in online forums or discussions related to your field. Just remember to keep your posts professional. Avoid personal attacks, complaints about your company, or whining about your job. Constructive criticism about your field is fine, but always consider what a prospective employer would think about what you say — because once it’s posted online, it’s there forever.

2) Having a LinkedIn page is pretty much standard these days for any kind of professional. If you haven’t set one up, do so, and make sure to keep it up to date.

3) If you’re involved in charities or non-profits, see if they have a website page that includes short bios of people who contribute their time and efforts. If you’re on the board of directors of a charity, they should have this information online somewhere, so make sure that information on you is correct and up to date.

Also be aware that if you donate to political organizations, that can show up on a search about you — even if the donation was ten years ago.

4) Your own blog site. This takes a bit more work, and it’s not for everybody. But if you’re knowledgeable about your field, you can set up a blog site relatively easily using a product like WordPress. You’ll naturally make sure to include your name on the site and only write posts you’d want a prospective employer to read.

5) Finally, monitor yourself in the search engines. It’s not vain to Google yourself if you’re concerned about maintaining a good online reputation. Once a month or so should be enough for a regular “checkup” on your online health.

Why You Need Multiple Websites for Good Reputation Management

If you’ve been following these articles, or if you are familiar with online reputation management, you know the main strategy: Find or create web pages with positive content, then get those to rank high. That way, any sites with negative content get pushed off of the first page or two of the search engine results.

Simple and straightforward, though it takes some effort and is not always easy.

One of the biggest issues is how to fill up the first two pages of a Google search with websites that only have good things to say about your company. That’s why your company should have multiple websites where you can control the content.

Sure, we can get your main website to rank at the top position for a search on the company name. But we also need several more separate websites that we can get to rank high. If they already exist, rather than having to create them from scratch, so much the better.

Here are some ideas of other websites you can develop, and which don’t take a lot of effort to build and maintain:

1) Charitable giving. A site devoted to the charities your company supports.

2) Photos. A site with pictures from corporate events, picnics, conferences, or other company activities. But no pictures of drunken Christmas partygoers, please.

3) A blog. While it’s good to have a blog on your main site to keep the content fresh and up to date, you can also have a separate blog about some other aspect of your company’s activities, or about its products or services.

4) Recruiting. If your company hires door-to-door salespeople, or if one of your main efforts involves recruiting people to join your organization, you would probably want this separate from the website that customers see. It can be off-putting to a customer to read about a company’s aggressive approach to sales, or to see what kind of compensation is offered to its sales force.

5) Testimonials. Of course you’ll have customer testimonials on your main site, but there’s no reason you can’t create another site devoted to customer stories.

Look at each category currently on your main corporate website and see if it would work as a separate site. You want a good handful of websites that can rank high for a search on your company name, and which you can keep filled with positive content.

With enough websites associated with your company, you can own the first page of a Google search, which is what it takes to maintain a positive online reputation.

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