Creating and maintaining a site is hard work and hard enough in its right. But what happens when something awful, something negative, like a crisis, happens to the site out of nowhere?
Well, some of us may ball up and hope the problem goes away, but if the site represents a business, then the likelihood of running from the problem becomes less likely.
Most experts would agree, that a good site, and a good business will have a prevention plan in the first place. Having a quality SEO campaign will be key to how quick the recovery is when going up against a management.
Although most crises are a pain to deal with, can linger, can harm, and cause a disruption in the productivity of a business, they can be dealt with—with a little tender, love and care. Following a few suggestions and adhering to a couple of good housekeeping protocols will go a long way for when a business is met with a crisis.
Some webmasters may not know what the “disavow tool” is. It’s a good tool to have on your side, and can really help make life much easier when dealing with spam and bad links. Not to mention, by having a disavow backlink tool will help eliminate any potential of a Google SEO penalty.
When a business notices a dip or drop, one of the courses of action is to check their link profile. It’s a good idea to keep a steady maintenance on what third parties are visiting the site as it is.
Disavow Backlinks is geared towards eliminating spam link or third party sites from a website so that it doesn’t affect the site negatively. Google recommends using this tool because it reduces spammy and low quality links that can play a part in how a business will rank in the Google search console.
To put it this way, before SEO had laws and rules, certain companies started jamming and loading (Sometimes buying) garbage links to rank better. This brought upon poor search engine quality and navigating. It also brought upon change. Google now has the ability to recognize when a business does so. If a site has spam links (knowingly or unintentionally) then they won’t rank as good and suffer a SE penalty.
In the event, a business or website has done whatever it could to eliminate these toxic links but needs help eradicating more of them–using the disavow webmaster tool will help make sure the link quality of the site isn’t tarnished or affected.
Here are some pointers:
- A website should be sure that spam is the reason. Using the webmaster disavow system can impact a site in a negative way if done incorrectly. This could impact a site’s search engine results in Google.
- Confirm the source of the problem causing the crisis.
- Use sparingly for the reasons noted above.
- There’s no reason not to take advantage of the disavow option. It’s only a two step process, that takes very little time but some effort.
- Download the desired links. Tell the disavow option which links that are wanted to appear on the homepage or search console.
- Upload all the negative, spam or bad links to Google and create a file for removal.
Maintaining A Good Link Profile
Inbound links are detrimental and crucial to a website’s success. Routine inspections should be done to maintain a better hold on the direct and indirect sources that point towards the site.
A link profile is usually referred to as inbound links that point to a site. These are the type of links that not only point back to the site, but can be found in anchor texts.
A solid link profile will have little to no spam links and will endorse authoritative sources or links.
Using SEO As An Advantage
Some companies, some webmasters and site-owners, can get a little silly with their use of Search Engine Optimization. Using it properly, so it doesn’t abuse Google’s policies by loading up on certain keywords and links will really determine how visible a site will be.
The above mentioned examples are two particular ways in keeping and maintaining good etiquette towards a site that helps eliminate dead links and poor ranking.
But what about using SEO during a situation that is crisis? What if someone or a website has smeared a website’s reputation by writing poor reviews or attacking its integrity?
There are a few ways to deal with “crisis management” with SEO that anybody can really do. Although anyone can do it, not everyone can deliver quality the same way. In the event, that “SEO defense” is needed, here are a few ways in utilizing SEO to one’s advantage.
Create User Driven Content
For instance, if a business is accused of endorsing spammy links, then it would make no sense for that business to keep using spammy content. This is common sense, however, in order to shake off that “image,” creating first and second person voices as part of the content will help the visitor or customer feel like the brand is directed towards them and not just for numbers and rankings.
ABC: Always Be Creating
A good website should always have new and exciting content for the visitor to engage with. The better the content is with interactivity, the more the brand stands to succeed.
When a website is dealing with a negative connotation from an upset customer, the best steps to take are, 1: address it and 2: continue to publish new content with exciting offers that promote the benefits of the brand.
Proper keyword density is crucial as well. Content can be generated in a couple of ways such as:
- Press releases.
- Ads. (make them relevant to the brand).
- Search channels.
- Crisis-related landing pages.
Everyone and everything is capable of lapses in judgment, productivity and etc. For example, some of the best companies around have even faced a recall on their products.
Yet, it’s embarrassing and be a drawback for most. But for the few that deal with it hands on, it’s only a challenge that will be jumped. Any business dealing with a negative like the aforementioned should make good use of “crisis generated content,” through a press release, for example, using hyperlinks that give the viewer the brand and company’s side of the story.
In the case of that kind of emergency, it’s always good to be upfront and honest. Address the customer with empathy, sympathy, an apology, and a call to action or resolution.
A business can use hyperlinks to set up a summary of the recall or a page landing to a customer service number. One thing a business should keep in mind, however, is that it should take the customer to a different landing page and not the homepage. Make it a specific address.
Take The Good, The Bad, And Ugly
Some companies get caught up in responding to only negative reviews. This is a good start, but a mistake. Sure, a company should use a review as a platform to build trust with potential customers, and as a guide to learn from its
Responding to positive reviews is a good way for the business to interact and build more loyalty with the customer. It’s important to integrate evenly and not just to solely focus on the bad and ugly.
What About Wikipedia?
There’s a perception that Wikipedia isn’t a solid source for information. This is usually the crazy perception “old timers” and university professors take, but for any company or business with an interest in growing or succeeding, using Wikipedia is a huge opportunity.
Wikipedia is the source of information for most people. It’s also very popular in the search engines especially Google.
Using Wikipedia to set the record straight about a recall, or a negative review, or just a flat-out lie that was inflammatory, is a great tool. In doing so, it should be done accurately and honestly.
There are many ways to deal with Crisis Management using SEO. It all involves having a good strategy and plan, but also effectively championing the practice of SEO. Not abusing it.
Having the right amount of keyword density inside a brand’s content will allow search engines (primarily Google) to take notice and favor that brand. This will, in turn, create more traffic as the ranking elevates thanks to proper SEO practices.
There are many apps a business could download that help with SEO, and there are free videos online to get a better feel for the trade. Of course, if that isn’t an option, a business could always hire a search engine optimizer and an online crisis manager.
Here are a few other ideas for reversing the bad into good.
- Remain active – Having an online presence and remaining active with the correct amount of SEO will go a long way for anyone.
- Create social profiles on Facebook, Linkedin, Twitter, etc: Social networks do great in search engines especially when the brand is promoted with proper keywording.
- Be as optimised as possible and prepare for the worst at all times: When a company or brand becomes a big success, it should expect some level of cutthroat. Jealous and envy come with the territory.
- Develop and focus on a pre and post-crisis management: Whether it’s hiring a professional or optimising as much as possible, having a plan is dynamic.
- Directly Respond to the crisis: If a company has the source of the crisis, then it should certainly respond directly or respond on a message board or forum, and blog. Being positive through it all is a good look for the brand.
The Final Words
Nobody wants a crisis on their hands or wishes for a negative campaign against their effort and brand. The problem is, that’s an unrealistic view to have. Owning and operating a website, on top of having a brand or business to promote is hard work and takes dedication.
Having an online presence can be a blessing with the right techniques and tools. So when a company is met with something of a challenge, having a predetermined plan ahead of time could a deciding factor.
Using SEO to combat a negative situation is a great and effective approach to take. When its done right, an apparent behemoth problem can be minimized to harmless. All it takes is a few good webmaster housekeeping and a few tools from the webmaster tool bag.
By using a few of these tips along with correct SEO performance, any company can deal with any imaginable crisis on their hands.