I was thinking a bit more about Search Engine Reputation Management, because I’ll be speaking on the subject at the Digital Marketing Event next week. When I was reading a lot trying to find some “new” ways to do SERM, I sort of got caught with some ideas in my head which I wanted to document. Some of them I might never be able to try at Onetomarket, but maybe you can try them.
The first one was one I found over at SEOBlackhat, in a post from december 2005 (you’re always way ahead of me Andrew):
My solution would be to point alot of high value links at OTHER parts of the SEC site that have your companies name listed. The best would be blowout earnings numbers or other positive results. Google is not likely to show more than 2 results in the SERPs from the SEC about your site. So if you Googlebomb your own companies name to different pages on the SEC website, those pages would likely usurp the negative article in the SERPs.
This would work for larger types of sites, news sites etc., that don’t have any specific grudge against you. If you’d do this with a blogger like me, I’d 301 the post you’re linking to into my bad post about you, and you’d be dead… But I guess this could work for the CNN.com’s and alike of this world. I guess you could call this greyish, but I’d consider doing it for clients.
Another method, and this one I can’t try at Onetomarket, is duplicating the negative page about your brand on your own domain, somewhat better optimized, but cloaked. You might be able to trick the duplicate content filter into believing the content was originally on your domain, thus dropping the other domain from the SERPs. The version you’d show to the user could show your story and how your company greatly solved this inconvenient problem.
If someone tries this, let me know if it worked for you :)