July 16, 2012
/ by Yvette Pistorio
Reputation Changer CEO, Cliff Stein
Most customers are deeply engaged with products and services across the digital space. They turn to digital media, both at home and on-the-go. They use multiple outlets to ask questions, give reviews, and share and connect with others. So how do you defend your brands reputation?
Reputation Changer CEO Cliff Stein offers his tips on how to defend your reputation:
For the reputation management professional, or even for a DIY reputation management novice, there are many tools in the toolbox. Content creation is a big part of what fuels reputation management, for instance; without a strong content strategy, you’re going to end up nowhere fast. It’s important to implement social networks, as well. And of course, there is no end to the ever-changing SEO tactics that a reputation defender must deploy.
But what is it that unites all of these tools—brings them together, and gives them focus? If you’re seeking to defend your reputation, the central, organizing force behind your campaign should be keyword research. Keyword research shows you exactly how you can go about defending your reputation. It also helps you discover just how difficult and competitive it will be to defend your reputation.
Why Keyword Research is Important
Keyword research is an important part of reputation management because it provides you with insight and answers to questions like these:
How strong is the rivalry and intensity for a given keyword—that is, how competitive is it, and how intense is the campaign going to be?
How much time, money, and effort is the campaign really going to require? Conversely, how much time, money, and effort would it take for someone else to outrank you?
How might a change in Google’s algorithm impact the keyword?
And those questions, really, are just skimming the surface. The bottom line is that keyword research is invaluable—but what, exactly, do you look for?
5 Components of Keyword Research
There are basically five things to be aware of here:
Research is Ongoing
Ongoing research is one of the central practices of any reputation management firm. If you’re looking to defend your reputation on the Internet, research is the best place you could possibly start.
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