“How do I deal with a negative ranking for a keyword? A page that I don’t know reviewed my product negatively; that page ranks really well for an important keyword of mine.”
Online reputation management with a negative ranking on a site you don’t own is not an impossible scenario. It is possible to help repair your reputation using SEO and content marketing tactics; it will require patience and significant effort to overcome a search result and take it for your own. Once done, you will need to remain vigilant about maintaining ownership of the keyword through ongoing content marketing.
Before we begin, a word of common-sense advice. If the negative ranking is legitimate - meaning your product/service is terrible - fix your product first. No amount of clever SEO tactics will help you cover up a bad product in the long run, and may do more harm than good. Once your product doesn’t suck, then pursue reputation management through SEO.
Search Ranking Factors
Let’s review what the major search ranking factors are which we’re capable of managing. On-site, they are:
- Appropriate use of the target keyword
- Appropriate use of schema and structure
We care about on-site because we’ll need to create content aimed at ranking for our target keyword on a site we own.
Off-site, the key ranking factor is:
- Inbound links from credible sources
We care about off-site because that’s where the action is in terms of signaling to search engines that our content is more authoritative than the review site.
How Steep Is the Online Reputation Management Hill?
Before we begin, use an SEO tool like Moz Open Site Explorer to determine just how much of an online reputation management SEO challenge we face. For example, let’s say I care about the term content marketing.
Using Open Site Explorer, I’ll check out the first page that ranks for the term, the Content Marketing Institute. Let's say that's the site that has a bad review of my product or service that I need to displace in search rankings.
I’ll also check out the page on my site that I want to rank for the term. How difficult is the challenge?
Wow. I have my work cut out for me. The top ranking page has rank, trust, and inbound links aplenty, whereas I… don’t.
Let’s dig into the on-site tasks. Is my page mobile-friendly? Using Google’s Mobile-Friendly Test, I’ll check out my page:
So far, so good. If this came up failed, I would need to invest significant time repairing my site so that I could rank better. Google has made it abundantly clear that a mobile-unfriendly site will be penalized this year.
Next, have I used the keyword appropriately? My site runs on WordPress, so I use the Yoast SEO Plugin for general on-page guidance. Let’s see how my desired page does:
Yikes. I haven’t done a bunch of things right. If I make a few modifications, I might do better:
The last thing to consider is schema. Google and other search engines use schema and structured data to better understand the pages they index. If the page we want to displace in search results is a particular type of page, like a review, we will want to incorporate similar content and schema on our target page as well.
Use Google’s Structured Data Markup Helper (shown above) to generate the appropriate type of schema for the content you want to match.
That covers the extent of what we do on-site. What about off-site?
First, though Google claims over 200 different signals for what helps a page rank well in search results, inbound links are still the gold standard in SEO. Develop a link profile to understand where the top competitor is obtaining links versus where we are obtaining links. For this task, I turn back to Open Site Explorer.
Above, we see many different pages linking to the competitor’s page. If I wanted to displace them, I’d need to obtain a link profile that was more authoritative and plentiful than the competitor. If I had access to a PR firm, this would be the foundation of my media/pitching list. I’d want stories to run, bylines, etc. from these sources, all linking back to my specific content marketing page.
I’d also want to see if there are even higher-ranking, more authoritative pages out there which I could pitch. For this, I’d turn to an SEO tool like SpyFu to help me understand who else ranks well for this term:
This is also my outreach list if I want to rank well. I should be submitting content to publications like Forbes, Copyblogger, etc., guest blog posts - you name it, I should be writing it with links back to my site, and submitting it for publication.
How Long Will This Take?
Look back at the page authority metrics:
For content marketing, the leading page has 3,887 links that are “equity-passing” (meaning they help SEO); I have zero. The total followed linking root domains (the number of unique publications that help SEO) is 1,292 for the top ranking site. I have zero.
If I manage to earn 5 articles a week from 5 unique publications, it will take me approximately 5 years to match the search metrics of the top ranking page. This should be no surprise; Content Marketing Institute is a highly-regarded, well-respected, long-lived organization. They’ve been publishing for over 10 years.
If I wanted to accelerate progress, I could supplement attention (and theoretically inbound links) by running paid advertisements to influential audiences for both my page and any credible third-party articles I managed to place. With enough budget, I could put my content in front of publishers to encourage them to link back to me. However, to do that would cost me approximately $9 per click:
To dominate content marketing in paid search results, I would need to budget $21,500 per month.
Ideally, I would be able to blend paid and unpaid tactics together; however, if we don’t have budget, we can still achieve success. It will just take much longer - potentially years.
Outranking Isn’t Always a Good Strategy
If you don’t have years or huge piles of cash laying around, you may also want to consider whether outranking on a keyword is the best strategy for your marketing plan.
If the keyword you’re after is a high demand keyword and you have solid data that it drives a significant amount of business, then mitigate the damage of a negative review off-site with the strategies and tactics above.
However, if the keyword in question isn’t causing material damage to your marketing, you might be better off investing those resources elsewhere.
Good luck with your online reputation management using SEO!
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