Search Engine Optimization (SEO) is an ongoing process that creates visibility for businesses with an online presence, or no online presence who want to build one. Reverse SEO, on the other hand, actively pushes negative pages and reviews down in the search engine results. Most searchers don’t go past the first page of a search engine, which is not where you want negative press to appear. The farther down, the better.
So how does it work? First, you need to fill the first page of the search engine results page (SERP) with positive and relevant information about your company – these two words are key. As a company, consider participating in thought leadership or blogging contributions. If properly optimized, these pages will be one of the first things that any curious potential customer will encounter. Not only does it push negativity one spot lower, but it reflects positively on your business and industry knowledge. Another great page could be a testimonials page from your website – not only will this bring potential customers to your webpage, but it speaks to your business and its character when any searcher finds positive reviews on the first page of their SERPs.
However, dominating pages like Yelp and Google reviews will always be favored by Google. Hard work with negative SEO won’t always eliminate popular review pages. This is where client outreach becomes critical. Consider sending out brief review requests to your clients, and ask them to give an honest review about their interaction with your business. Chances are, you’ll get a host of good reviews to combat negative reviews that better speak to your business and your abilities.