• AimClear , Friday, July 11, 2008 3:15 PM

If there's a blog or Web site that's ranking prominently for your client's company name, branded terms or coveted keywords, and it's spewing out negative (or even untrue) info, then you've got a Web reputation crisis on your hands. Marty Weintraub shares a set of SEO techniques to help.

First, evaluate the page that has attained the listing according to stats like PageRank and inbound links, using tools like Yahoo Site Explorer. Then, think before you send a "cease and desist" letter or other legal pressure. Call in a friend or legal consultant who's familiar with trademark and copyright laws to ensure you've got a solid case--if that's the route you choose.

Analyze the social media impact of said blog post or Web site rant. Check to see if there are discussions about it in niche forums or on sites like Digg, and then choose whether to refute the untrue claim outright, or develop better, more efficiently optimized content that addresses it indirectly.

And don't forget paid search. "When weighing the cost of PPC to circumvent damaging organic results, paid search is often an attractive 'lesser of all evils' option, especially in the short term while waiting for other solutions to come online," Weintraub says. "Google's content network, in the hands of a site-targeting expert, can be a highly effective channel--especially when clarifying or refuting mainstream damage in news, niche and social channels."

Read the whole story at AimClear »