Below are estimated times, each campaign is different.
If the problem you are having is with negative content, and that content can be removed at the source, it can take as little as one week, or as long as a few months to remove a web page. Factors affecting duration include whether we have a relationship with the site, can contact the publisher, and if the publisher agrees to removal.
Reviews that violate the Terms of Service (TOS) of the review platform can often be removed in a few days or weeks depending on the responsiveness of the platform.
Reviews that do not violate the TOS can usually only be removed by the individual that posted the review. Sometimes that individual can be convinced to update or remove a negative review.
There are a few methods to remove videos from YouTube or Google. Note: Google owns YouTube.com. If a video is in violation of the Terms of Service of the platform, or contains a copyright violation such as a DMCA issue, the video can usually be removed within a couple of weeks.
Reputation repair (excluding removals) that involves pushing negative content down and positive content up takes about two months to begin working in most cases.
The average reputation repair campaign takes six to ten months for satisfactory results. There is usually no long-term commitment (maintenance agreement) needed.
Reputation X will create and submit for approval any "representative" content. Representative content is content apparently created by you and that represents you.
Examples of this include blog posts on your site and social media messaging; content like articles that are interviews of you or people in your company; articles specifically written about your brand but posted on third-party sites: these are "representative" (we also call it "branded content") and normally require your approval before posting.
Non-representative (non-branded) content is different. Any content that is created by third-parties such as bloggers or journalists, and that is not specifically representative of your brand, does not normally require approval.
A) We don't have as much control over what third-party publishers post. For example, if we find a journalist who will be writing a piece about your industry, and we ask them to include you, we do not control that content - the journalist and publication do. Therefore we do not get to pre-approve the content. The same is true most of the time for bloggers and other third-party content creators.
B) Even if we were able to provide approval of all third-party content (we are not) the amount of content might be overwhelming.
Non-representative / non-branded content is very important though because it provides significant SEO value through mentions of your brand and links. It's a natural and organic aspect of the internet.
Reputation repair cost ranges from $3,000 per month to $15,000 per month for a limited number of months. Plans and pricing information for reputation management can be found here.
A true reputation improvement campaign requires the following minimum resources:
Human resources are usually based in the US, Canada, or UK with international resources as needed for culture-specific content or translation when needed.
There are software-based reputation companies and human-based companies. Most inexpensive reputation firms are either DIY (do it yourself) or really just reputation monitoring and advice software. They don't actually solve problems. But they are inexpensive because there are very few people, if any, involved.
A full-service reputation management agency uses software, but relies on people to do things like:
Software can't do that.
There are many different techniques used to improve reputation. The mix used will depend on your strategy. They include:
We’ll research your brand and the information environment in which it lives online.
We’ll also look at similar entities to understand what behind-the-scenes attributes are working, as well as why both people and search engines respond well. The most beneficial findings are emulated in the project.
Then, with a full understanding, we will create a custom strategy, share it, and discuss it with you before execution.
A good story improves the online narrative. Sometimes it exists and needs polish. Other times it needs to be created.
A compelling story will generate third-party interest that naturally improves the visibility of certain content. Part of our technique is to promote that content to improve what people see.
It works because search engines watch what people do and adjust content visibility (good & bad) based on how people interact with search results. When people find the content interesting, they send signals to search engines about what content should get priority.
One of our objectives is to create compelling content people want to consume. That’s the reason we developed the Reverse Wikipedia Strategy of online reputation management.
Removal is considered on a case-by-case basis. Some sites allow removal of content, while others, such as government sites and news sites, do not.
When possible, we attempt to remove content at the source. We only do this with your permission.
A tactic sometimes used by reputation management consultants is negotiation. Publishers or third-party content creators are contacted, asked to sign a non-disclosure agreement, then negotiations begin for the removal of certain content.
Google’s mission reads ‘to organize the world’s information and make it universally accessible and useful.’
Reputation X works with Google and other online information environments, not against them. That means we will create accessible and useful content as part of your campaign.
The content we create for your campaign will be either “branded” or “non-branded” content.
Branded content is usually clearly about a brand, appearing to either represent it or making it the subject of the content. In reputation management, it is often more visible and typically contains clear, reputation-enhancing information about your brand.
Non-branded content, on the other hand, is not about the brand but still supports the industry or other areas of interest relative to the brand. This type of content is often used for supporting branded content and to pass “authority” from one site to another.
When possible, we use brand placements in well-known online publications and by well-known people. This is easiest when a compelling story is available to pitch. These types of publications can substantially alter the perception of a brand online.
Content doesn’t just rise. It needs some assistance from Search Engine Optimization.
Part of our program is SEO. SEO is about one-half content and one-half links from other sites.
As part of your campaign Reputation X will build inbound links to certain positive web pages to help them rise and become more visible.
When Reputation X designs a campaign we often suggest certain technical changes to sites you already control.
Changes are usually not noticeable by visitors, but can change the way your brand is shown online. These changes can help the main website, and also third-party content that represents the brand in a positive way.
As part of your campaign, we will work to develop the brand-related data sources that inform the Google Knowledge Panel for your brand.
The Google Knowledge Panel is important for a number of reasons. It appears “above the fold” for many branded searches, is trusted, combines information from many sources, and can be controlled to a greater or lesser extent by you.
The panel’s contents are informed by other data sources - many of which we develop as part of your reputation management campaign.
By improving the data and information architecture of underlying sources, we can improve how your brand appears in search results.
Do you have other questions? You can contact Reputation X at 1-800-889-4812.
Image: Mali Maeder