Keywords are the building blocks of any reputation management campaign. Just like in search engine optimization (SEO) campaigns, keyword research is a major part of the process of building up an online reputation management drive. The difference is that these keywords have to be negatively inclined.
For example, the brand name is XYZ. A SEO initiative would use this keyword for its online campaign. But the reputation management services would use something like ‘XYZ scammer’ or ‘XYZ spam’. The reason is that users who post negative reviews on the Internet would use these keywords for their optimization.
The reputation management team has to target these keywords because they have to drive away the negative posts from the search engine ranks. The challenge for the online reputation management would be to use these keywords in a positive light. The objective is to get into a direct conflict with the negative reviews and flush them out.
The more innovative reputation management services are the more number of keywords it can cover. If there is a crisis that they have to tackle, the keywords specific to the crisis can be clubbed with the brand name for effective combinations.