Often times, negative comments (true or false) on blogs can gain prominent rankings on search engines for company trademark names. Many company web site admin or marketing staff scramble with how to address these issues. Some companies do not even monitor the rankings of their trademark names in search engines.
A new paper by Market Sentinel and Weboptimiser offers several examples of how prevalent this issue is. “40% of the UK’s top grocery brands’ feature at least one detractor in their Google top ten”.
The paper examines the threats to brands posed by blogs and message boards and includes detailed techniques for responding to those threats including using search optimization along with rebuttal techniques such as blogging and RSS.
Our search engine marketing firm has had several projects dealing with brand protection this year and the most successful tactics at displacing negative comments in search results include:
* Implementation and/or optimization of a company or product blog(s)
* Content syndication
* Using multiple newswire services for press release distribution
* Search engine optimization of current site and any other web sites owned by client
* Link building for client site and any other positive web sites
* Use of social bookmarking with relevant content
Companies spend significant advertising dollars on building their brands. It makes good business sense to address the effect search engine results can have on reputation.