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Protecting Corporate Identity On The Search Engines
Companies go to great lengths to establish their corporate identity through marketing, advertisements, promotions, search engine positioning, and other means. As with any success, it may well happen that criticism follows. Any company is likely to do something that someone, somewhere won't like.
As we all witnessed with the "miserable failure" rankings on Google, if you are successful others will attempt to discredit you. In the past these attacks have been restricted to traditional media formats with a limited audience. Now however with some technical know-how and a computer your company or corporate identity can be attacked from anyone for the whole world to see.
While a wide spread attack such as the "miserable failure" incident is very rare, it is not uncommon for unsatisfied clients to post negative feedback on you in forums or on their websites and these posts may appear in the top search engine rankings for your company name. So what can you do about it?
The Goal
The goal is to monopolize the top ten or preferably twenty rankings with information that you desire to have potential clients, reviewers and/or the general public read. There are two main reasons for this:
- If your company has unsatisfied past clients, employees or others posting negative information that shows up in the top results when searchers look up your company name, this is bound to have a negative impact on your ability to convert these searchers into clients.
- Even without negative information out there it is in your best interest to insure that good information comes up when people search your company name.
It is possible to secure top positioning for your company name without spamming the search engines. Doing so requires a significant investment of time, however the payoff can be dramatic.