What do you do in a situation where there’s an old, story the client feels is unfair and maybe even untrue, but it ranks for the client’s name and then you hit a home run for the client and they get coverage in the New York Times, Wall Street Journal, USA Today, Newsweek, Time Magazine and this pesky story still ranks for their name. What do you do?
Tuesday, July 15th, 2008The reason that old story ranks so well for the client name is because of links. One of the first things you do is to engage in a link building campaign that attracts links to other positive representations of that brand name. If an organization is holistically optimizing their content and leveraging their digital assets as well as keyword messaging across all digital communications, and then promoting and getting links to that content, cumulatively it will have the desired effect.
If the other pickups are permanent, i.e. not temporary and not behind a login, then the company can work to get links to the other positive representations of their brand to increase the rankings of those stories and push down any negative results.