E-REPUTATION and SEO :
What is e-reputation SEO
The e-reputation is this fashionable term which designates the management of the reputation of a physical or moral entity applied to the logics of the Web.
To evaluate an e-reputation, all you have to do is look for the name of the entity involved, and evaluate the quality of the results, as well as the opinion that one has of this entity as a result of this research.
Then comes the consulting phase in which several solutions can be proposed: PR, community management, removal of content, and above all deployment of a presence and conquest of Google's SERPs.
When the SERP presence / domination deployment option is selected, this is when mastering e-reputation SEO becomes essential to make your efforts profitable, and especially to bring up valuable content on credible sites. . The main difference between classic SEO and e-reputation SEO stems from this: in traditional SEO, we will try to get a site up on a maximum of targeted queries, while in e-reputation SEO, we will try to get as many sites as possible on a targeted request.
This difference results in different objectives, and therefore in a new approach to how Google works: we must seek to understand how to reproduce the diversity that constitutes a first page of results on the targeted query.
On the name of a physical or legal entity identified as such, Google will mainly recommend:
Personal / institutional website
Photos / videos
Press mentions (news)
Mentions in blogs / forums
Person / business directories
Wikipedia article if existing if applicable
Competencies that diverge
Thus, the work of an e-reputation agency is greatly diversified: it is necessary to be able to create one or more personal / institutional sites, to have a good base in SMO to give credibility to social profiles, to be endowed with a good journalistic sense to place articles, understand the logics of referencing images and videos according to Google, be comfortable with the plurality of sites that make up the Web to know the most powerful, and be skilled with Wikipedia's dynamics of change. The job of the Web SEO requires an excellent general knowledge of the Web, as well as a certain hacker spirit to divert the usefulness of certain sites.
In terms of tools, e-reputation SEO requires the same tools as traditional SEO, with a few exceptions: we add tools or watch feeds on social networks, search engines, certain Wikipedia pages, and any site or forum to watch. Any negative or low-quality content can become an unwanted competitor in search engines, so it's a matter of spotting that content as early as possible and trying to nip the chick in the bud. In e-reputation SEO, monitoring is above all preventive.
In terms of actions, the methods used are also very close to traditional SEO, such as linking campaigns, on-site optimization, the writing of original texts and carriers of strategic keywords, the rewriting of URL… We must also ensure a minimum distribution on the main social networks with credible profiles, seek the sharing by other users of the content disseminated, which requires the dissemination of original content and high added value.
White-hat on all floors
There is nothing blackhat about e-reputation SEO, and these techniques are not recommended, because an e-reputation campaign is above all an image work at the center of the communication strategy of the entity involved. : any slippage can have collateral consequences on the activities of this entity. Thus, it is necessary to avoid the overabundance of texts of poor quality, even if these only serve to place links and anchors to certain targeted pages. Obvious superficiality should be avoided such as buying friends on social networks, buying links on commercial sites, creating fake profiles or sites to highlight others, creating fake comments, and especially the sending of links from sites penalized by Google to sites that we would also seek to penalize.In other words, tricksters cannot invite themselves into an e-reputation campaign as the stakes are high.
The other important aspect to understand in e-reputation SEO is that there is nothing ROIist about it: no need to try to measure profitability in e-reputation actions, the only thing that can be measured is improvement or not of the image of the entity being worked on.
Individuals, brands and businesses suffering from a bad e-reputation know how priceless it is to restore it to continue to exist and thrive.
Reputation SEO, although close to classic SEO in its approach to search engines, differs a lot in its objectives and the mentality of the professionals who work on it.
The obsession is mainly focused on the goal of moving pages back in search engines, more than bringing them up (because only then is the customer happy).
We must then do everything possible to brush google in the direction of the grain, in order to get as many links as possible on the first page.
E-reputation and SEO: the inseparable
Digital communication encompasses different strategies that make it possible to strengthen the visibility of a company.
It has been proven that a firm's notoriety depends above all on the image it reflects, which is why the majority of web marketers now focus on e-reputation.
This new concept incorporates techniques specific to natural referencing.
To benefit from quality services in this area, it is wise to use the services of an SEO firm to manage your e-reputation.
Melwynn Rodriguez , recognized specialist in the Nantes region, explains the concept and the importance of E-reputation through this article
The profitability of a website depends on the domain's ranking in the search engines.
This positioning in turn depends on the opinion that users have of the brand.
Therefore, two concepts come into play.
– SEO referencing
SEO SEO optimizes the ranking of a website in the SERPs and breaks down into two main axes.
The SEO expert takes care of the internal structure of the domain so that it is comfortable to use.
He then builds a network of quality links around the website, which will allow the company to be considered as a reference in its sector of activity.
– Online reputation
A few years back, companies paid little attention to their e-reputation.
Only individuals had understood the stake of this concept which consists in deciding on the image to be transmitted to the public on the Internet.
Companies have only recently realized this.
The management of an e-reputation also includes the permanent monitoring of the opinions of Internet users about the company.
– Google sensitive to e-reputation
Google's ranking algorithm is becoming more and more demanding.
It is no longer satisfied with traditional indicators.
User reactions on social media now count.
As the company needs to strengthen its e-reputation to appeal to Internet users,
SEO and Google's e-reputation are therefore closely linked.
For the management of its image on the web, the company will not be able to do without the services of an SEO expert who offers very specific services in this area.
The e-reputation audit
Since information sharing is viral on social networks, a firm's positive image can gradually deteriorate without them knowing it. Nothing can therefore be taken for granted in this area, which is why a good e-reputation strategy is essential. But before taking any action in this direction, a review is essential. To do this, the brand will need an SEO specialist who will be interested in the opinions of certain key players. In reality, the digital identity of a firm depends first of all on the quality of its digital communication. It then depends on the opinions of its suppliers and employees on the internet. And finally, e-reputation is linked to customer reviews. The SEO firm will collect all this information through blogs,social networks and search engines. This work will allow the SEO expert to define a typical profile of Internet users who are interested in the brand. This will allow, later, to better orient the communication strategy. This step will above all make it possible to detect negative information about the firm. The specialist knows the means to remedy it.
Google and e-listing
European Parliament regulation 2016/679 enshrines the right to digital oblivion.
It is a prerogative recognized for natural and legal persons.
It makes it possible to request, from a search engine, the deletion of degrading information.
Google has a deletion form for this purpose.
Through this channel, the company can
clean up its e-reputation on the internet.
To do this, it can mandate an SEO specialist who will request the deletion of the offending Google page on behalf of his client.
The SEO firm closely follows this process until its completion.
You should know that the success of such an operation depends on certain conditions: the results to be erased must not relate to a criminal conviction or proven cases of fraud.
The information must therefore be of a defamatory nature.
The SEO firm perfectly masters the actions that allow better management of an e-reputation crisis.
He will therefore be able to advise the company on those he deems relevant in his case.
For example, favorable customer reviews at the exit of the funnel are useful.
Partnerships with influencers and press releases are also relevant.
The SEO expert will also help the company to design a tailor-made relationship with its customers.
Originality and good responsiveness are also key elements to polish its image on the internet.
The SEO professional will assist the company in this direction.