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As today’s consumer becomes more web savvy, they are increasingly searching for non-branded, or neutral, information when they want to find out more about your company online. That is, if a potential customer searches for your company name online, and all they see are a number of links that clearly point to content that you control, the potential customer may feel like they are not getting a holistic view of your company.
As a result, they may either move to the second page of the results, or they’ll try a new search for something like “ACME reviews” or “information about ACME.” But that’s not what you want them to do.
When managing online reputation for a company, you want to control what potential customers see and keep them from looking elsewhere for more information. But the only way you can keep them on the 1st page of results for your company name is to make them feel that the information they are seeing is natural and unbiased. And the best way to do that is to promote non-branded content as part of the reputation strategy.
Positive and Neutral
Potential customers will only believe they are seeing non-biased information when they see a mix of positive and neutral content on the 1st page of the results. So search for information about your company that already exists online. Here are some places to look:
1) News Articles
News articles are some of the best content to optimize and promote to the 1st page of the search results. They’re written by a 3rd party and they generally carry a good amount of authority with them. In other words, people find it very easy to believe news stories. And when looking for a story about your company, you don’t even have to find one that focuses on your company—one that simply mentions your company name is fine (as long as the mention is in either a positive or neutral light). In fact, it may even be worth it to pitch a story about your company to a local news agency. If they write about you—instant content!
Wikipedia has pretty high domain authority on the web, which is one of the reasons it comes up so often in search results. If you company is of any decent size, it may be worth asking someone to write a short Wikipedia article about it. Although Wikipedia articles are taken with a grain of salt by most people, having a Wikipedia article show up in your search results give the impression that your company is important enough to have an article written about them. Which is never a bad thing.
One of the great things about the modern internet is that absolute deluge of user-generated content, in the form of reviews, videos, pictures and more. There are dozens of review sites on the web, and it is definitely worth it to search these websites for reviews of your company. If you find a handful of positive or neutral reviews, build links to those pages and get them to rank for your branded search term. What appears most un-biased to a potential customer than 3rd party reviews of your products and services?
Video is a little trickier. Unless you already have a very large customer base, there probably aren’t a lot of videos made by third parties about your company. However, they may exist. If you can find one that mentions your company, build links to it to get it to rank better in the results. Videos have an incredibly high click-through rate and carry a good amount of authority with them. If you find a video that mentions your company by name, it’s probably worth it to contact the person who made it, ask them to put your company name in the description and meta tags of the video and tell them you want to promote it. Chances are they’d like increased views of their video (especially if they’re part of the YouTube advertising partner program), giving them an incentive to help you out.
There are other types of 3rd party, neutral content on the web as well, like business listings, BBB pages, blog posts, and more. But these four types of content above may give your reputation management strategy a stronger boost, so it is definitely worth it to give them a try so you can build a more natural looking results page for your company.