These are activities frequently included in our reputation plans.
Competitive research involves the examination of the online search and social environment for similar entities (companies, brands, people, etc.) to understand what makes their search and social results tick. We analyze the content and technical underpinnings of search results, then we perform a gap analysis to understand what might be missing from search results that could be leveraged to improve those of the target entity.
Key Phrase research
What are the most important search phrases people use to find your brand? The Key Phrase research phase looks at keyword volume, difficulty, competition, similar phrases, and more.
Some web pages are returned more often than others for competitors. We find the pattern in competitive search results to create custom lists. This way we know which general and specialty web properties to either create, or cause to be created.
Wikipedia page development analysis
Some brands (companies, services, people, or other entities) can earn Wikipedia pages. Some cannot. Some only appear that they cannot. We find out what it takes for a given entity to get a Wikipedia page, and then create paths to success.
When unflattering images are returned in search results, or not enough of the right ones are, we find ways to correct the problem by researching content and image-related SEO patterns of similar entities. For example, sometimes we’ll recommend development of certain sites, and then promotion for the purpose of changing how search engines display images in search results.
Online reputation strategy follows the research phase. It is the development of a plan of action to transform branded search results. The philosophical basis for a high-quality organic strategy is often the Reverse Wikipedia Strategy, which seeks to create the most natural search profile possible. The strategy is most often presented in a serial (step-by-step) format for later execution by members of the reputation team.
All reputation building or repair clients are invited to regular meetings to discuss the strategy, progress, tactics being used, and reporting what has been occurring to date.
Monthly and quarterly reporting
Reporting normally happens on a monthly and quarterly basis, though as-needed reports for specific tasks are also provided on an ad hoc basis as well. Reports normally consist of changes in the online profile and comments on the various steps taken.
Most reputation building or repair campaigns involve some degree of content planning. Because each strategy is different each content plan is too. A content plan takes into account both branded and non-branded content, tone, volume, placement, and supports the upgraded “story” of the brand. It often involves brainstorming and content ideation. International reputation management adds another layer to content planning in that it often include language and cultural translation.
Content takes many forms including articles, blog posts, social media posts and imagery, photographs and other graphics, presentations, video, and more. Content development may include any or all of these formats. The development process requires an understanding of the content goal, ideation, headline development, content or technical development, quality assurance, and publication.
Most web content is rarely consumed. The key to content performance is a combination of quality development and content promotion. Promotion takes many forms, but can be categorized as paid, owned, or earned. Paid content promotion can include Google Ads or other type of paid sponsorship. Owned promotion is when a web property that is controlled by a brand is used to promote. Earned promotion is when others promote content without compensation.
Corporate sentiment makes and breaks brands. Brand monitoring keeps tabs on the visibility of positive and negative content. When something negative pops up, or when it goes away, brand managers will want to know.
Review management includes the removal of negative online reviews when possible, improving star-ratings on sites like Google Reviews, Yelp and others, and the curation of good reviews. It also helps to intercept bad experiences before they become bad reviews by improving customer experience.
On-page SEO analysis
On-page analysis is an SEO (search engine optimization) term that refers to research into the content and technical performance of a given web page or site.
Level 1 SEO – Basic
Level 1 SEO pertains to the quality of inbound links developed. Level 1 links are usually from sites that, while topically relevant, are of lower importance to search engines. Consequently, less resources are needed to gain links from these types of sites, keeping costs lower in the short-term. It often takes five to ten times more relevant links from a level one link building program to equal the strength of one level 2 link.
Level 2 SEO – Advanced
Level 2 SEO refers mainly to the quality of links attained to help certain content perform better in search results. Level two links are about five times more effective than level one links.
Level 3 SEO – Custom
Level 3 SEO refers to the highest quality tier of links possible. These links are often five to ten times more effective than level two links. They are far more difficult to capture and require more resources to do so than other tiers.
International reputation management
Reputation management in countries other than the USA and Canada are considered international reputation campaigns. They are different due to geographic targeting of content, cultural specialization, and language differences. For example, international projects may target different TLD’s (top level domains like .com or .co.uk). From an SEO perspective, many countries are less “mature” than those in North America, increasing the number of resources necessary to have a successful campaign.
Best practices development
With over ten years of experience in reputation management, Reputation X knows what works and what doesn’t. Reputation management best practices for a specific company can vary widely. We develop a custom reputation management best practices guide as part of some campaigns so in-house PR and SEO teams can continue the work we began.
A custom campaign is a reputation program that solves an issue “outside the box.” Upcoming political campaigns, campaigns against short-selling schemes, aggressive counterpoint development, certain international campaigns, and more fall into this category.