Why Digital Marketing Colombia Phone Number

Have you ever noticed how a beach looks completely different after a storm? Carefully-built sand sculptures are washe away, and the shore is littere with seawee and debris.

A similar fate awaits a brand’s search landscape following a corporate crisis. Social media profiles, positive articles, and favorable reviews  swept away and replace with damaging content. While some negative articles may recede with the media frenzy, others could haunt your brand’s reputation by remaining on the first page of Google.

Don’t Be an Ostrich

It’s crucial to deal with negative articles head-on rather than wait to see if they go away on their own. Damaging content appearing on the first page of your brand’s search results can impact company revenue in multiple ways.

  • Sales — Potential customers looking for information about your business may be turne off by negative press.
  • Business partnerships — Existing or future business relationships could be put at risk if other companies cut ties with your brand.
  • Funding — Lenders may limit your business’s access to capital or charge a higher rate if they determine your business is at risk.
  • Employee retention — Employee turnover and hiring expenses increase when brands develop a bad reputation.
  • Market capitalization — A company’s stock price may fall as investors flee for safer investments, wiping out shareholder value.

While most crisis recovery plans involve Colombia Phone Number  digital marketing and SEO will have the most significant impact.

Use Digital Marketing to Boost Brand Reputation

Colombia Phone Numbers
Colombia Phone Numbers

To understand why negative content dominates a brand’s search results following a crisis, and how to recover, it’s important to understand how Google works. Google’s algorithm uses hundreds of ranking signals to determine the most relevant web pages for each search query. One such signal is topical relevance.

Through repetition, search engines use topical relevance to draw connections between concepts even if they were previously unrelated. As a result, Google may start favoring content about a corporate crisis if thousands of articles were recently published connecting the brand with the event.

Here’s an example of topical relevance in action. A search for “Donald Trump” currently returns results about his presidency. Meanwhile, a search for “president” returns results about Donald Trump instead of former President Barack Obama. Although topical relevance is often problematic during negative news cycles, it can be leveraged to reinforce positive brand connections using digital marketing.

Instead, use paid content like sponsored posts and earned media like press releases to generate positive articles about your brand. Starbucks recently used this strategy to shift their brand’s narrative from racial bias training to banning plastic straws.

SEO is labor-intensive and costly so your marketing team may think you’ve lost your mind if you suggest investing SEO resources into websites you don’t own. But the hard truth is that reputation management doesn’t work without a search engine optimization component.

Publishing tonsSEO best practices to rebuild your search landscape.

 

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