What is reverse SEO and how the brand’s online reputation can be reversed – WAU
Ensuring that your company has a positive online reputation is critical to the success of your business. Therefore, you need to know and use some techniques to protect your brand, such as reverse SEO, which can be an important tool to assist you in this process.
Digital marketing has some strategies to make a page more relevant in the online environment and, consequently, attract more attention from users.
One of these techniques is SEO or Search Engine Optimization (search engine optimization), which aims to generate traffic and authority for a page by achieving better placement on some search engine.
Currently, it is a strategy widely used by companies in different segments. According to the SEO Trends study, 69.3% of London companies adopt these techniques in their planning. And the motivations for business are clear: 13.2 times more visitors and 5.7 times more customers.
Another concept, however, has been used recently: reverse SEO. While traditional SEO is a way of highlighting a particular page on search engines, the reverse function aims to protect your brand’s online reputation.
In other words, making negative – and unfair – content about your company lose relevance and not appear as well ranked on the search pages.
In some cases, however, the use of reverse SEO can even be considered an unethical technique. So it is important to understand how it works.
How about, then, getting more information about this strategy, how it is applied in practice and in what situations its use is recommended and when it becomes controversial? Just continue reading. Check out!
What does online reputation mean for your brand?
Before we get into the concept of reverse SEO, it is important to understand what motivates the use of this tactic: online reputation.
After all, the digital transformation has changed the way we relate and, especially, the way the consumer deals with companies, changing the buying journey.
An example? Today, reviews have become a very useful tool to assist consumers during the purchase decision process, which represents not so good news for companies.
Studies indicate that a business has the risk of losing 22% of your potential customers due to a negative article about the brand on the first page of a search engine. With three negative mentions, that number comes close to 60%.
It is no coincidence that 97% of business owners interviewed by a survey believe that controlling the online reputation of brands is fundamental to the success of the business.
The big problem is that, as it is a factor that offers little control by companies, having a positive online reputation becomes even more challenging and important.
Therefore, using strategies such as reverse SEO are extremely valid in certain situations. In this way, companies are able to guarantee that the image of their brands is not unfairly harmed due to negative publicity on search engines, for example.
What is reverse SEO?
The application of SEO, based on a set of techniques, offers more prominence in search engines to a website, blog or even landing page.
This way, attracting more visitors, leads and, consequently, increasing the sales conversion potential of a product or service, for example.
From investments in content marketing, scannability and link building, for example, the companies’ websites appear, organically, among the first places on a search page.
Reverse SEO, as the name implies, does the exact opposite: worsens the ranking of a website or publication in search engines.
In other words, it uses the same technique that coined the term to, in practice, ensure that articles, publications or even news that damage the brand’s online reputation are “downgraded” to the lowest results of a search, doing the most so that less potential consumers have access to negative content.
How to do this? Using SEO techniques and investing in the creation and production of relevant content.
With positive information about your company and making it optimized, ranking among the top positions of search engines.
In addition, another possibility is to link sites and articles that you do not own a domain, but that compete for position with the content that you do not want to see in the first results, in these new publications on your pages.
Thus, you generate more relevance for these other links and increase the chances of taking out what is negative.
What to do to apply this technique?
To apply any SEO strategy and achieve positive results – regardless of what your objective is – a lot of analysis, study, commitment and consistency is essential.
Reverse SEO is no different. Therefore, the first step is to understand how search algorithms work to define the ranking of each publication.
To give you an idea, there are more than 200 factors that influence the positioning on Google, but some are more important, such as size and quality of the content, title, responsive design, internal link and authority.
Next, it’s important perform constant monitoring of search engines to find out when negative content about your business is gaining awareness.
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When you find the page that is damaging your brand image, you need to understand what is causing it to appear in the first results of a search: keywords, backlinks or social media authority?
When identifying, for example, which keywords are used to guarantee that ranking, it is time to produce rich, quality content with the same terms.
And not only for your pages: when writing Guest Posts, for example, you use links from other domains in your publications and increase the authority of the indicated address. That is, it improves the chances of this content surpassing the negative pages in the search results.
In addition to ensuring that that harmful post is lagging behind, you still improve the quality of what is being offered on the pages of your domain.
After all, to be sure that your publications will stand out in searches, you need to make the most of SEO strategies, optimized texts and even the creation of new profiles on social networks, for example.
What makes this tactic controversial?
Despite being a very valid strategy in some situations, it can often be misinterpreted or even misused and, precisely for this reason, ends up becoming a controversial tactic.
After all, the goal of reverse SEO is to make a page with a certain relevance visible to fewer people. Therefore, it all depends on who is interested in demoting certain content and the reasons that motivated this decision.
It is possible, for example, to use this mechanism to hide content that damages the image of a company, but that is an important complaint.
In such cases, reverse SEO is not considered an ethically acceptable practice, after all, is being used to hide true and relevant information.
However, even with the possibility of using this technique in a questionable way, it should be noted that there is a big difference between reverse SEO and other techniques, these unethical ones, such as Black Hat SEO or Negative SEO.
The first consists of manipulating search engine algorithms to improve the positioning of a page, while the second is used to harm a particular site, often a competitor, by creating fake links, for example.
Reverse SEO is recommended for what situations?
Despite the possibility of being used for a not so ethical purpose, reverse SEO is seen as a defense mechanism in most situations where it becomes necessary.
After all, there are many strategies based on the transmission of false information about a company, for example, which can unfairly damage a brand’s reputation.
Thus, the use of this technique becomes correct and acceptable, since the motivation is to preserve the attacked image for no reason.
This strategy becomes even more valid when you use it “against” yourself. That is, to take some page from your domain from the first places of a given search.
Is a landing page no longer relevant to your marketing planning? Deleting may not be the best option, but using reverse SEO may be exactly what you need, just reducing its relevance within search engines.
Therefore, it is evident how important to preserve your brand’s online reputation in an increasingly digital world.
Through techniques such as reverse SEO, it is possible to ensure that malicious users or even unfair competitors do not harm your image unfairly.
However, it is necessary to use this technique correctly, ensuring the reasons are, in fact, just to take the visibility of a content.
In this post, we show how managing a brand’s reputation is not a simple task and requires a lot of attention. How about, then, check out our article on how to position yourself before, during and after a brand crisis?