This wealth of options are being factored higher in search engine results since this is considered 3rd party input of a business, so it’s considered Content. Of course, these reviews can be doctored and fake, so there are certain ways to dissect if these testimonials are a reliable indicator of their true performance, customer loyalty and focus on maintaining high customer satisfaction. A growth area in Reputation Management is providing testimonials and case studies in video format and then uploading those videos to YouTube, Vimeo and other online video sites. The quality of videos that can be captured on mobile devices, such as tablets and smartphones, has reached a prosumer level that is more than adequate for sharing online.

More importantly, though, Reputation Management strategies should be a key part of a business SEO plan and Content Marketing. There are also instances when reverse SEO is needed by using this specialized reputation marketing tactic to keep negative information and news from being easily found. Most who have interest in this type service tend to want the online material removed completely, which is typically not feasible. However, we can assess the feasibility of masking the undesirable posts and pages and how best to minimize discovery online of this content. Like SEO though, it takes time and effort for reverse SEO tactics to have an effect, so that needs to be factored in for those seeking more immediate results.