When we start a new program for a RepEquity Online Reputation Management client, we follow a standard checklist for getting their program up and running. Once we’ve collected all relevant information from the client, we begin by claiming or building out any existing social media profiles. We then build the client a complete bio website that highlights their involvement in business, philanthropy and other arenas. These two steps are the foundation of nearly every ORM program we run and become our leveraging points for cleaning up the search engine results for individuals, corporations and nonprofits.
An online reputation issue is not something that can be quickly fixed and then ignored. It is a constant battle to keep positive results at the top of the search engine results and as an ORM company we remain vigilant for new rankings and strategies that would help our clients.
Updates to Google’s Algorithm
This year, we saw two major algorithm updates by Google that shook up organic search engine results.
Originally released in 2011, the Panda algorithm update was updated to lower the rankings and visibility of low-quality sites and push higher-quality sites up in the search results. This benefitted our clients by increasing rankings for their social media profiles, but in some cases it also increased visibility of potentially harmful, untrue, or out-of-date content on news websites.
Google updated its Penguin algorithm on April 24, 2012. Similar to Panda, Penguin was intended to decrease search engine rankings of websites found to be in violation of Google’s Webmaster Guidelines by using black-hat SEO techniques like keyword stuffing, cloaking, and deliberate duplicate content. Penguin affected an estimated 3.1% of search queries in English—hugely impactful for an algorithm update. Penguin prompted us to take a closer look at some client websites that were in place before signing with RepEquity. We helped clients eliminate duplicate content and analyze their backlinks for potential red flags. Continue Reading…