One challenge for many professionals and their organizations is the amount of third-party content online about them. It may be on blogs, consumer or employee review sites, legal reporting sites and high-ranking media outlets. Counter-balancing and replacing that type of content with new, positive and authentic material is an essential but challenging online reputation management (ORM) strategy.

Dumping reams of poorly-written, generic content online (common ORM techniques) in the hopes of “suppressing it” can damage the value of a professional’s brand. Google prizes well-written content that is not duplicated elsewhere on the Internet. That is one reason this niche requires an approach using only ethical ORM and high-quality content that is completely customized for clients.

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