What a Typical Online Reputation Management Repair Assessment Looks Like
Here’s a Real World Proposal and Online Reputation Repair Solution Example
Since the online reputation management repair process can seem somewhat mysterious, I thought I’d “pull the curtain back” and publish what a typical web repair assessment looks like.
Naturally, each case is unique (at least here at Recover Reputation) and the approach is customized. This appraisal might not be completely applicable to your specific problem and this particular case addressed here is slightly more complex than most.
But hopefully it will give an idea what an assessment looks like and what is involved to repair a damaged online reputation.
I’ve removed specific names, obviously, since everything I do is completely confidential, but left in details, such as the industry (finance) and my proposed solution.
Background: The Repair Problem
This prospective client reached out to Recover Reputation regarding a negative article that was showing up very prominently in search results. This was extremely damaging and was hurting sales (unfortunately, all too common).
However, the slight twist that made this case more complicated was that the business owner also wanted to promote a specific positive article as well.
The main elements include the online reputation repair goal, evaluation, key strategies, detailed solution, cost, duration, milestones, etc.
So…here it goes.
Proposal for: [Client Name]
Two negative links currently appears near the top of the first page of Google for the search term, “[client’s name].” The goal is to attempt to suppress them to the third page.
Given the number of links–some benign–contained within the [web site], it’s position, the power of the links, and the delicate approach necessary indicates this can be a somewhat challenging case. [The web site] is hard to suppress because Google generally values highly the site due to it’s popularity and traffic.
However, there are some good articles that could be promoted, including the specific one requested; I’ve had recent success with similar cases, and thus feel this is correctable [NOTE: I never take on any case I don’t think I can solve].
Content, social media and SEO efforts is specifically directed toward the repair process. In general, this includes:
- Identify key and positive content for [business name] and elsewhere that could be ranked highly by Google (i.e., show up on the first few pages of search results), such as previously written articles and mentions on other sites.
- Rewrite or repurpose some of this content, and add as blog posts to personal sites and elsewhere.
- Research new platforms deemed important for Google rankings, with an emphasis on industry-specific ones, investment sites, general business sites, and image-oriented platforms.
- Develop a social media effort. Post key content in an effort to drive up their search rankings, thus pushing down the negative links.
- Update current sites (including meta data tags, etc.) and social media site profiles to improve their ability to be found more easily by Google to specifically counter the negative link.
There are three parts to the repair and promotion approach.
1. Search Engine Optimization
First, I would optimize your web site and existing platforms for the article name and key search phrases using search engine optimization techniques.
This usually involves adding the article name and search terms to the web site and certain pages, as well as changing metadata code on several pages.
2. New Content Creation
Second, additional content will be created, focused on the article and key search terms. Based on research, it will be blogs, slideshows, images, presentations, videos, and.audio clips.
3. Promotion on Social Media
Third, this content, as well as the existing articles and pages from the web site, will be promoted on several social media platforms.
It’s hard to know exactly which ones are best without conducting research and analysis, but they range from a handful of platforms such as Twitter, LinkedIn, and Facebook to other niche platforms, blogs, publications and journalists with a financial focus.
Please see details below.
Analysis and Issue Review
- Analyze the term, “[business name].”
- Review and become familiar with current business.
- Develop repair strategy and process.
- Research and identify some social media platforms and sites.
- Set content policy.
- Gather and review existing online content.
- List all current sites; gain password access.
- Get additional bio and background information, working with [business name].
- Have electronic copies of any marketing content, such as presentations, images, etc..
- Create at least four or more presences, including on industry specific online content sites, TBD.
- Rewrite and edit bios, including image(s).
- Create/rewrite existing content, on an ongoing basis.
- Add content to social media platforms, news articles, blogs, etc.
- Comment on related blogs or news sources.
Search Engine Optimization and Key Search Terms
- Keyword research, analysis, development and tweaking geared towards link suppression.
- Add keywords and metadata on websites and social media platforms.
- Review, add and update links on all websites.
- Research and select additional social media sites, TBD.
- Update and optimize all existing social media sites.
- Create or update four or more presences on social media platforms.
- Generate content and get followers weekly, daily, or hourly, on an ongoing basis.
- Be very active, following key
Administrative Review and Setup
- Google Webmaster Tool, Analytics and site map review
- Email/Chat/ Phone Support
$x,000 per month for a minimum of six months.
Payment is due on the start of each month, before work is started.
This issue seems to be correctable within about six months. Because of changes that Google may make to their search algorithm, fluctuating news, etc., the process may vary. Also, the process is a long term one mostly because of Google’s effort to weed out newly created “spam” sites, usually preferring platforms that have been in existence longer.
Typical Estimated Milestones
Month 1: Analysis, gather content, research; some social media and other site creation.
Month 2: Some content publication. Expect some site visibility in search results.
Month 3: Content posting and social media usage; expect additional visibility and some suppression.
Month 4: Continued content creation and social media activity; expect additional visibility.
Month 5: Strong social media usage, content publication; downward movement of negative link.
Month 6: Continuation of social media and content to push down negative link(s).
Post Project Maintenance
Sometimes, after a project is completed, additional maintenance work is required to keep the negative content suppressed. This is reviewed on a case-by-case basis and is not included in this Proposal. Also, sometimes projects can last longer.
A monthly report logging the major activities will be given.
Out of Scope
New negative links are not included in this proposal; additional costs could include items not listed above, such as web hosting, etc.
Some additional notes or thoughts.
Flexible but Effective Approach
Some online reputation management firms give proposals saying they will create a very specific number of items, such as 10 blog articles, 2 social media platforms, and make 20 Tweets per month.
I don’t work that way because, while it might look impressive and clear, it might not be the best solution to solve the problem.
Rather, the best approach is determined through research as well as by seeing what works along the way (for example, just writings articles with little thought into where they will be posted rarely works). This is not a science where writing two blog pieces, for example, will move two articles down one space on the front page.
I feel it best serves my clients to have a flexible approach and not to state exactly which social media platforms will be created and how many articles will be written–it’s impossible to know without thorough analysis and research, and this takes hours in itself.
Time It Takes to Repair
Usually, a process would take about 70 hours to successfully complete over six months. To break that down further, that is about 17 hours per month or only 5 hours per week (an hour a day).
So, as an example, that one hour per day might be spent on:
- Researching key sources, such as blogs.
- Tweaking the SEO for the web site.
- Identifying and gathering social media followers.
- Writing or re-writing articles and posting them to the right platform.
- Sharing on social media both the new content and the existing articles.
Hopefully, this will give you an idea of what this whole process is like. I’ve you’ve others, feel free to reach out to me directly, Steven W. Giovinco.