Reputation is vital for all both Individual and Organization. Creating Goodwill and Reputation is the most hardest things on earth. It takes years to build, but seconds to deplete. Over Internet its the same story..!!
Case Study 1:
Client is a multinational technology outsourcing company specializing in Programing / Application development integrated business solutions for its associated clients all around the globe. Client maintains a good inventory setup with hundreds of employees in and out the country.
Root Cause:
In the year 2006-2007, disputes over salaries / compensation benefits, current along with some former employees of the company began to post comments over the company with highly negative inflammatory blog / forum posting write'ups. This went no to the extent of a legal lawsuit on behalf of some of the current and former employees, an action that further caught fire with unwanted news coverage from media, internet, news as well as a never ending cycle of negative postings and press releases over the internet and its subsidies.
The issue became more deeply entrenched lately, as employees set up dedicated / individual “attack sites” for continued regular postings. Since many of the blog postings were inter-linked it made the matters more worst, and adding to it the attack sites published the client’s corporate / business name in the text, these sites rose to top Google rankings for different keywords and key phases search results. The damage to the company’s reputation hit hard and it began to affect and directly show over business and its networks. I along with my team of experts, identified as many as 30 keywords and key phases that brought up negative postings. A very serious and significant problem which had to be resolved ASAP for the companies reputation over the internet community.
Solution to Overcome:
A crucial and vital task at hand where we had to manage top 10 to 20 search rankings for 30+ dedicated and individual keywords. To over come this present given situation, we jointly decided and came up with an most relevant optimization campaign for 400 web pages which includes blogs, forums, article, online press release posting over the internet. The required remedy included an extensive original theme oriented content writing and posting campaign. But the main hurdle was not writing original theme related contents over various format which includes blogs, forums, article, online press release etc.. but of assuring these 400 web pages, in fact many if not each of which would have to be placed top positions of the search engine listing in order to suppress the already existing web content rankings.
I along with my team of experts, began a joint and systematic problem solving approach which included the following master plan:
Joint consultation of us and the company of all legal aspects to identify the gravity of the problem.
- Deep study of the problem with prime focus over international and local internet search.
- Identifying and targeting all posted negative comments of there existence and there origin and the time frame they have been posted over the search term.
- Identifying all keywords that brought these negative postings on all major search engines like Google, Yahoo, Bing, but particularly Google and Bing listings.
- We first targeted those keywords and phases that represented the most traffic for the business.
- Gave at most importance to keywords of high “damage potential.”
- Posting of new original and theme related content on the clients company website and on the websites created by us. We gave our best to make sure the new content pages are indexed and appreciated by the search engine so that the webpages are pushed up the search ranking high.
- Content posting, on a continuous and never ending cycle format for over 4 months, new and interesting content in blogs, article, Forums, directories etc...
- Maintaining interactions and posting over discussion forums and social networking, community websites like Facebook, LinkedIn, MySpace, Orkut and many more.
- High focus was given to good quality, High PR (Page Rank), theme related, indexed link, this made sure our postings were appreciate by Search Engines (SE) and posted high above all.
Results of our work:
We achieved top search rankings for almost all of the optimized 30+ keywords and key phases within the 2nd month of our initial campaign start. Almost within 4 months we achieved 97% positive positioning for 27 of the 30 keywords we prioritize. Within 7th month of the campaign setup, we archived the set goal of “100% dominance over all targeted search engine for all of the identified keywords.”
This Real time project over SEARCH ENGINE REPUTATION MANAGEMENT (SERM) demonstrates our ability to manage highly complex campaign involving multiple high offensive postings and a sizable list of target sites.
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