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White-Hat SEO practitioners view search engines as allies and look to add enormous value to search results.   When applied to reputation management campaigns that involve suppressing harmful online listings, White-Hatters aim to create content that is “more-compelling” than the negative content.  When successful, the search engines rank this content as more valuable than the negative content, and subsequently rank it higher in SERPs (Search Engine Result Pages).


The following 7 White-Hat SEO Reputation Management Tips Are Proven To Work Exceptionally Well:


1.  Original, Highly Compelling Content

Content is the single most important tool in reputation management.  Original content that is HIGHLY COMPELLING plays a huge rule in ranking for keywords.

DO NOT spin content.  Content spinning is the process of taking 1 original article, placing it in a software program, and then spinning out un-original articles that “trick”  search engines into believing the content is original.  When - NOT IF - the search engines discover this, the content is penalized and loses rank.

Fresh, original content adds real value to search engines.  So long as the content is of quality and provides users with MORE value than the negative content, you’re headed in the right direction!!


2.  Engaging Design

Which site is better designed, easier to read, and more authentic “feeling”:  This Blog or  Duh – this blog, right ;) has pop-ups, a weird-styled layout, and just doesn’t give you the “right” feeling.

Quality design creates a higher user-engagement.  The higher the user-engagement = gained authority in the SERPs.


3.  Press Releases From A Variety Of Outlets

Don’t just release media from 1 outlet.  Release it through multiple outlets.

Reputation Changer works with over a dozen news wire outlets.  Search Engines view releases via multiple sources as “different” thus rank the listings in accordance.


4.  PR4+ Guest Posts With 1 Way Backlinks

Create guest posts on sites that are relevant to the vertical that you’re in.  i.e.  If you’re a doctor, find bloggers in your vertical and create guest posts.  Then in your signature create a link back to one of your websites – gaining real link juice!

Make sure the blogger has a PR status of 4+


5.  Bookmarking

After you create content make sure you bookmark it on sites like Digg and Reddit!  This creates free backlinks to your articles that create juice in search engines!


6.  Use Exact Match Domain Names

Buy up all of the exact match domain names for the keywords that you’re looking to control.  Google, Yahoo, and Bing rank exact match domain names as extremely authoritative in the search engines.

Make sure you only purchase .com, .net, and .org domain names.  These suffixes rank highest!


7.   Server Infrastructure

Place each site, blog, social media profile, etc. on different servers.  That way the search engines will view each source as “100% authentic.”

A common error in reputation management is to place more than 1 asset on a server.  Search engines have the ability to read the ip addresses & geographic location of your servers – hence utilizing multiple IPs within 1 server farm will not suffice :)

We lease/own dozens of servers world-wide!   Server infrastructure is key!



  • John317

    Just as advertising through a newspaper or radio must be current, customers do base the reputation of an organization on how organized and current their website is. It is a positive thing for a company to have people keeping up and getting current advertising on the internet.

  • Helen

    I agree that more than one outlet should be used in order to reach different audiences. Search engines which provide accurate information can be a great asset to an organization.

  • Renee

    Thank you for emphasizing that content has to ENGAGE! There is so much SEO driven junk floating around on the web right now. Sure, the search engine might like it, but no one else does. Which means it’s not getting tweeted. It’s not going on FB. And it’s not getting shared. That simple, quick fix is going to cost you far more in the end than you really want.

  • Dorothy

    In other news, Reddit is the golden goose when it comes to sharing content these days. Keep in mind, however, that Reddit is heavily B2C when you’re talking about using something for “advertising purposes”. Moderators will quickly flag and remove anything that looks like a shameless dig for new customers. Even if that’s exactly what it is.

  • Brian

    I totally agree with you on the importance of engaging design. I think it’s something that is often overlooked. The content has to be original and unique sure, but the design needs to rock too. You really can’t have one without the other and be successful.

  • Jennifer bowling

    Original content is SO important! I can’t tell you how many times I have searched for something and gotten the same article, re-worked lately. It’s so frustrating! I’m looking for NEW information, not the same thing written ten different ways! And it’s even worse if the customer is going to get penalized for it!