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We Need To Talk About Your Image...

Did you know that a negative review that comes up 2nd in a Google search is seen by >13% of searchers?

There was a time when people (potential customers, prospective employees, future business partners) who were looking for information about you and your business could just visit your website. Today, the permeation of search engines into the everyday lives of your business contacts means that you have a new homepage, a new place where people get their information about you. And it consists of 10 headlines, and 10 brief descriptions.

450,000 People Last Month Typed ‘google search’ into the Search Box at Google.com

People use Google to find everything, even sites they already know exist (and in this case, which they are already visiting!). People don’t even need to click through to a negative review anymore… if they see the words ‘RipOff’ or ‘Scam’ anywhere on the page, they are less likely to do business with you. They associate the negative items they’ve seen with the name they searched on.

How Can You Control What Others Write About You

Anonymity on the web, a necessary component of preserving privacy and identity, also creates and heightens the effects of Mob Rule and a lack of Personal Accountability. When there is no risk of remarks being traced to their source, people are more liberal with criticism and more venomous with their words.

Of course the best PR strategy is to provide top-notch customer service at all times. But naturally this isn’t always possible, and sometimes issues slip through the cracks. Even if your customer service is top-notch, who’s to say a disgruntled former employee can’t lambaste your company in a public forum? Not to mention the million-dollar industry of near-extortion that has sprung up, where “review” sites allow negative reviews to fester until the target company has to pay up to get some relief.

Negative Information Hurts Business

Think about the worst-case scenario: a search for the name of your founder returns results which, put nicely, refer to the entire company as a scam. Not only are they returned in the search, they are the first, second, third, and fifth results someone sees. Some of these results even encourage people to call and insult your representatives just to waste their time.

How would this affect your customers?

How would this affect current and potential employees?

How would other businesses view partnering with your business?

I can tell you from experience that this situation has millions of dollars in consequences, and it was the exact situation of our first client (you can read more in our case study).

What Can You Do About It?

There is no shortage of options for dealing with negative PR. In fact, solutions are offered by professionals in many different industries: lawyers, marketers, PR consultants, SEO companies… everyone has a solution. But unless the public is already on your side, a lawsuit will just fan the flames. And unless your PR or marketing campaign is spot on, you risk making things 10x worse.

Clearly the solution must be stealthy, must appear natural, and of course… it has to be effective!

Search Marketing vs. Reputation Defense

The SEO (search engine optimization) industry has come up with a brilliant-sounding solution to the problem: flood your name with results that shed a positive light on your company, product, or personality. Companies selling this service make it sound easy, with “7 Steps” or “A,B,C” but what comes after 7 or C? Someone needs to maintain all those new websites… Someone needs to constantly monitor the results pages to make sure the negative press doesn’t rise from the dead. And above all, companies who push the “positive result creation” methodology want you to believe one thing: you can’t remove a website you don’t own from search engine results.

And that’s where Reputation Defense differs from Search Marketing in a spectacular way.

What is Untouchable Marketing’s “Secret Sauce?”

At its most basic, Untouchable Marketing relies on the principal that websites are occasionally removed or devalued by Google and other search engines for taking certain actions ((see here, here and here for proof)). Some of these factors can be manipulated by third parties, and Untouchable Marketing makes use of these factors to aggressively remove negative material. When combined with strong SEO measures on your website(s), the balance of power shifts to web properties controlled by you.