Safely Integrating Online Reputation Management, Social Media, SEO, PR


By Joel Leyden
Israel News Agency

New York --- May 31, 2012 ... The most powerful marketing tool today is something called online reputation management.

Online reputation management is the PR of 2012.
It represents controlling both negative and positive content in the most potent and expanding communications media channel - the Internet.

As we are wired today from our offices, homes and all between using iPads and Smartphones, we are constantly pushing information out about our personal and commercial lives. Whether it be through social media platforms such as Facebook, Twitter, YouTube, Blogs, LinkedIn, Pinterest, MySpace, Google+, Flickr, or Yahoo and Google groups, the information overload is there and the ability to control it becomes more of a challenge.

There are companies out there which claim to be able to control your information on the Web. To detect what is negative and remove it.
The majority of these organizations which refer to themselves as online reputation management companies, actually know very little about professional public relations, branding, marketing and advertising. Rather they specialize in writing computer programming code for Websites which will secure a high ranking when one searches for your name on Google, Yahoo or Bing.

What one must ask these online reputation companies is whether or not they buy back links - Internet Website links on other, rather obscure Web pages that direct traffic and the search engines back to your Website. Buying an optimized domain name for your Website works - both for branding and the search engines. But don't ever employ paid backlinks.

Google refers to this custom of purchasing backlinks as spam. They don't like it and Google head of Web spam Matt Cutts has stated that if you get caught buying backlinks, that link and your Website will no longer be listed or indexed by Google.

This is perhaps the largest red flag for SEO professionals - those who work off the ecosystem of Google as search engine optimization programmers. These are not PR professionals.

A true PR professional would never jeopardize their client's name and or service. Yet, there are thousands of Websites on the Net which are being promoted not through quality content and established, respected news media, but rather through paid links.

 


Warning, this news article is copyright by the Leyden Digital PR, Social Media Group.

Like a house of cards, these paid links can evaporate in seconds as Google's anti-spam program - Penguin - takes off in search of an abundance of links bearing your name going to the same Website.

SEO is a respected industry. The majority of people who create Websites are designers who work with layout and graphics. They are not Internet marketing professionals who deal with the code behind the Website. The trick here is to find a company which has integrated all three skills - PR, layout and SEO - in order to provide the most powerful media push without breaking the rules.

Responsible online reputation management companies will not buy backlinks. What they may do is purchase online advertising such as Google Adwords or Facebook advertising. They may create banner ads which lead to your Website. That is kosher and encouraged.

Seek out professional Internet marketing companies by asking two questions: how many years have you worked in professional public relations and public affairs and do you purchase backlinks? If the online reputation management company has professional staff who have worked as journalists and PR pros for more than 10 years and state that they only place links to your Website (known as PR - page rank) from well known and respected Web and media companies - then you are in good hands.

Stay away from Web spam. In the end it will make your content invisible as Google wipes you off the online market place.
Stay honest, remain professional. The short cuts of purchasing backlinks can and will only hurt you.


 






Marketing Social Media, SEO Professionals ask:
Can People Find Your Website?

 

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