A client asked the other day why the bad news he had kept
recurring on the first page of Google’s search, even after spending a lot of money
to fight it. It’s a common issue, and one that is hard to fight if you
are not doing it the right way. It requires a lot of writing, proper
linking and posting to sites that rank as high or outrank the ones you are
battling. Then, the writing itself has to use the same spelling and
wording as the phrases that carry the negative articles.
All of this takes intense and consistent writing and
posting. No small feat. While it used to be that old news or bad
news could readily disappear in time, the Internet has made that
impossible. Instead, the best we can often do is help push the bad news
further down in searches. Many PR firms today still focus on media, but
of a public relations firm like 5WPR
that works on media that drives the SEO properly is money today.
The CEO of 5WPR, Ronn Torossian,
blogs daily, knows SEO and understands that it’s not enough to have a story
written, but the stories need to be written, worded and placed in such a manner
that it moves the optimization needle.
If a company’s name is misspelled in a negative article, you
need to counter that with the same errors in positive pieces that outrank the
ones in question. Torossian understands that and his teams drive media
that not only tell the clients’ tales, but enables the media gained to be used
for higher purposes.
Your reputation is what will drive your life and career as
you move through life; take care of it as you would any other valuables.
When looking for PR, use a firm that knows how best to defend and protect while
also marketing your product or services to the world.
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