Online Reputation Management

Below are some tips on how to protect a brand online using search engine reputation management tactics.

Push Down Negative Comments

Look at the ranking factors of all sites on page one of SERP’s using a tool like Traffic Travis software and established link authority of the offending site/blog. This will show how difficult it will be to push down with links to friendly sites.

After establishing level of difficulty start a link building project to bump up other sites appearing below offending site in SERP’s in order to push it further down the SERP’s. This can include building links to friendly web pages mentioning your brand in good light.

Build a brand hub

This can be done by building domains with your main keywords and populating them with news and articles about your brand.

Buy other domains that can be used to mention brand in good light but without spamming the brand such as keyword rich domain names to do with your main keywords. This serves double purpose of creating a hub to promote your main keywords and to fill up SERP’s pages for your brand. The sites can also be used to link to other sites mentioning your brand in good light such as your social media profiles and news pages.

Exploit Social media

Social media profiles in places like Twitter, Facebook and Linkedin are increasingly ranking high in SERPS and appearing on page one for your brand definitely improves your brand SERP domination.
It is also a good idea to start a YouTube channel if you have some videos of your company or product.

Dominate Brand Image/Video searches

Make sure images, logos and videos have company name tags so as to populate any image or video search.

Link to News mentions

Linking to any review, interviews or news mentions of your brand will help push up those pages to dominate your brand SERP.

Get Customer Testimonials

Encourage customers to leave online reviews about your product or service experience.

Monitor Your Brand Online

You should create Google alerts and other monitoring tools to follow mentions of your brand on sites, blogs and social media sites and follow any negative publicity.

Also look at Google Analytics results and Webmaster Tools to see if your site is getting found via any derogatory terms.

301/302 Redirects differences & SEO

What are 301 and 302 redirects to SEO?

301 and 302 redirects are used in website optimization to make search engine friendly redirects.

Permanent 301 redirect is as the name suggests a permanent redirect of a URL to a new one.

The 301 redirect simply tells the search engines that the page should be removed from their index and replace with the new address.

So 301 redirects are a way to inform the search engines and human visitors of the new permanent address for a page.

Permanent 301 redirect examples

Deleted Page

If you deleted a page (e.g. because you have stopped selling a particular products page) then you can do a 301 redirect to stop browsers throwing up a 404 error. Similarly if you move a page to another location you could use a 301 redirect to the new page location so that page rank is maintained and past visitors (who may have bookmarked the page) can find it.

New Domain

One might use a 301 redirect if you are doing a page by page migration from an old website to a new one and you want to maintain SEO ranking. The importance 301 is that it passes page rank to the new site so that you do not lose SEO benefit.

WWW or no WWW

If you have links pointing to both www domain and non WWW domain then using a 301 redirect can help stop rank split and prop up affected pages.

Duplicate Pages

A problem can occur when several defences refer to the same page creating duplicate content. For instance the home page can have www.site.com and www.site.com/index.html references.

This is one of the most common uses of a 301 redirect. Old Domains Making pretty links from ugly urls Many CMS produce urls with an ugly long string of numbers and letters that is not human or search engine friendly such as www.yoursite.com/prodref4656$%$66. Using a 301 redirect you can create pretty links that are memorable and better for search engine ranking such as www.yoursite/widgets

Temporary 302 Redirect

On the other hand 302 redirects are temporary redirects.

In 302 you are telling the search engines the page the URL refers to has temporarily changed to another location.

Temporary 302 redirect Examples

Special offers page

You could create a landing for special offer and send a 302 redirect from the offer products page to the special offers page so that visitors who land on the product page take advantage of the special offer. Once the special offer is over you can remove the 302.

Soup of The Day menu Page

You would use a 302 redirect if you want to temporarily redirect a page.

For example if you are an online restaurant you might use 302 to redirect “/todays-soup.html” to current day’s soup page depending on the day of the week e.g.
•    /mondays-soup.html
•    /tuesdays-soup.html
•    /wednesdays-soup.html
•    /thursdays-soup.html
•    /fridays-soup.html
•    /saturdays-soup.html
•    /sundays-soup.html

Impact on SEO is that you do not get any particular days soup be associated with the search for the restaurant’s menu listing.