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by Mike Essex on 21st January 2011
Companies looking to market their services online must ensure SEO is boosting their reputation, rather than having a detrimental effect.
The Globe and Mail advises those who take out SEO services to keep track of both positive and negative results on search pages.
"SEO sometimes overlaps with reputation management, specifically when it comes to the results page for a business' name," the news source warns.
For example, if a person has posted a complaint about a firm on a blog that becomes prominent in rankings, it could harm the company when somebody searches for it.
Knowing exactly what people are saying about the firm and how much attention comments are getting is a vital part of online marketing, the article states.
This may be particularly crucial for those that carry out all their publicity via the web, such as Executive Limousine in the US, which the New York Times recently revealed uses pay per click methods and SEO to boost its reputation.