Reverse SEO – Moving Online Reputations ForwardThursday, July 15, 2010 12:14
The process of reverse search engine optimization (SEO), is intended to remove negative or unwanted information about a company from a website or supplant it with new information, lowering its search rankings in sites like Google, Bing, and Yahoo.
In the last two years, reverse SEO – a term coined in 2006 by Clinton Cimring – has become big business. When the process of search engine optimization got underway in the early part of this decade, the intention was to rank a customer’s pages as highly as possible within a search engine. There was very little mind paid to negative Internet exposure or how to potentially mitigate its effects with reverse SEO.
As social networking sites have become increasingly active, however, the amount of personal information shared on the World Wide Web has trended toward more specific personal details. In addition, photos of events users might have preferred to keep quiet have become increasingly easy to access, and both companies and individuals have come to realize the value in changing the nature of the reverse SEO strategy. In fact, Google searches are now returning video results even on their first page, marking a significant shift in the last two years.
Facebook itself has become a juggernaut, jumping from 20 million registered users in April of 2007 up to 400 million as recently as February of 2010. Other social networking sites are not far behind, giving anyone who chooses to look for it ample access to information from personal histories to corporate details. Unfortunately, despite a person or corporation’s best efforts at remaining above board, there may come a time when information, either negative or simply premature, is not only available on the Internet, but searched for on a regular basis. For an individual, this can mean being passed over for job interviews or promotions, or even a loss of an opportunity, as happened briefly to Kobe Bryant when Nike considered dropping him as a spokesman after an assault charge. For a business, misinformation or negative reviews can mean a loss of profit or even a closure.
For that reason, the process of reverse SEO has been both developed and refined by companies formerly in the business of SEO marketing to help mitigate the damage such information can cause. Social networking dispenses information at a breakneck pace, and as a result is undeniably tied to search rankings. Reverse SEO companies are now tailoring their services to deal with the new ways in which information is both accumulated and dispensed on the Internet; all in an effort to increase the effectiveness of their reverse SEO techniques and limit the effects damaging information can have on a client.
Rostin Ventures principals have extensive experience in restoring reputations online, using Reverse SEO among other tactics to provide positive Online Reputation Management Services (ORM Services). When an individual or company name is being searched in Google, Yahoo, Bing and an undesired page or website appears, they can push the negative page back in the search results where it will rarely, if ever be found.
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