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by
James Peggie
Elixer Systems
 Estimates
show that around 90% of consumers use search engines to find websites.
When they undertake a search for your company name or brand, your
hope is that your own website is high up on the list.
However, you do not have
control over what people write about your company or brand on other
websites such as forums, blogs and articles.
Be aware that the good and the bad search engine listings are
visible to your potential clients and affect reputation and buying
decisions.
What
can you do if negative information relating to your company appears in the
search results? You may want to consider Search Engine Reputation
Management (SERM).
SERM
combines traditional public relations reputation management with search
engine optimization. Think of
it as a mix of PR with technical skills.
High rankings of the good publicity is the goal, which will in turn
push bad publicity down the list and out of consumers’ view.
Consumers rarely view more than two pages of search engine results
for any search.
Companies produce a large amount of compelling written content such as
press releases, articles, testimonials, case studies, white papers, etc.
Often, this information is not published on a company’s website
nor optimized in a search friendly way.
Therefore it is not indexed or listed by the search engines.
The
goal of SERM is high rankings and indexing in the search engines for all
corporate communications and press releases.
The result is an increase in your overall web presence which will
knock any negative listings from the top spots of the search engine
rankings.
Tips
to increase your positive web presence:
- Make
sure that your corporate site is fully optimized and is the top of the
list for your name and your brand.
- Release
regular press releases that are optimized for your name or brand and
submit them to the online wire services.
- Publish
all your corporate communications on your website including press
releases, articles, testimonials, case studies, white papers, etc.
- Make
sure that all content relating to your company on other highly ranked
sites is accurate and current.
All of the above ideas are directed at getting as many positive listing as
possible related to your company or brand at the top of the search engine
results pages. This gives you
control over how people perceive you company or brand within search engine
results.
You
work hard to build a reputation for yourself and for your clients.
SERM enables you to protect and manage these reputations by being
actively involved in the results of search engines.
James
Peggie is the marketing manager for Elixir Systems,
a search marketing company located in Scottsdale, Arizona.
His expertise includes search marketing, online public relations
and search engine reputation management.
Website: http://www.elixirsystems.com
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