Search engine reputation management is a growing trend in search engine optimization services. The need to adjust what consumers see in search results has become increasingly important in the wake of scandals and minor brouhahas over corporate activities. But companies have also begun to feel the impact of consumer research into their products and services, where unfavorable search results deter potential customers from making purchase decisions.
Today's online reputation management is very young and not well established. The most visible proponents of search reputation management or online reputation management promote timid strategies that usually have limited effect. Some online reputation management providers only pursue take-down requests for offensive content that is provably inaccurate. Other online reputation management providers advocate the use of social media Web sites, blogs, and traditional link procurement.
These approaches to search engine reputation management are inadequate for high profile clients whose brands or reputations generate considerable news, publicity, and consumer curiosity. A news-worthy entity may generate so much news and blog commentary that social media content simply cannot compete in search results. Also, large corporations (especially the Fortune 500) have little to no interest in building networks of social media content. Some industries do capitalize on social media management for product releases, but the applicability is limited.
Social media's chief drawback for search engine reputation management is its social aspects. People are empowered to vote on or comment on social media content. A profile created for the purpose of supplanting search engine results stands considerable risk of being ignored, "outed", or "voted down" (outranked in search results by hostile, intentionally unfavorable content created to oppose the social media profiles).
There are only a few companies that have provided search reputation management for any length of time. In 2008 the industry leader is unquestionably Visible Technologies. Through their Truview service Visible Technologies services a client portfolio generating more than $1 million in search reputation management revenues. Visible Technologies deals with the most exclusive clientele in the world, claiming many Forbes 50 and Fortune 100 members as clients. The Truview approach to search reputation management is more sophisticated and less vulnerable than social media-based solutions.
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