3 Ways to Avoid SERP Casualties and Aid Online Reputation Management was originally published on BruceClay.com, home of expert search engine optimization tips.
Upset clients are an inevitability. To protect yourself against angry rants, you need to be vigilant when it comes to online reputation management. Learn how to make sure negative comments aren’t associated with your brand in the SERP.
1. Rank for your business name.
(Own page 1 of the SERP — and page 2 and 3, if you can).
When users search for your business on Google, you want them to find your business website, your Twitter account, your Facebook page, your Google Places for Business entry, articles on your business, your LinkedIn profile, blog posts from your business, praise from customers — literally, anything that relates to your business except negative comments and bad press (neither of which, in a best case scenario, even exist).
2. Target negative keyword phrases.
Take a moment to think about negative remarks an irate customer (or crafty competitor) might take to the Internet with. Let’s say your Superman, and Lex Luthor has been trolling Web and writing “Superman sucks,” and “I hate Superman” — maybe he’s even gone so far as to say “Superman is a super fraud.”
Well, the man of steel just can’t tolerate such slander. But, like any smart superhero, he knows that if he can manage to bury Lex’s accusations beyond page two (or even three) or the search, chances are slim that no one will every read Lex’s unsubstantiated claims. How can Superman do that? By creating content that targets those very phrases: “Superman sucks,” “I hate Superman,” and “Superman is a fraud.”
For example, Superman can ask Lois Lane to whip up some optimized blog posts entitled “10 Reasons Superman Doesn’t Suck,” “I Hate Love Superman” and “Why Superman isn’t a Fraud.” (And, of course, as a savvy writer and knowledgeable content creator, Lois will create quality blog posts that are at least 400 words, offer useful information and are optimized for their respective keyword phrases).
What might your business’ enemies try to slander you with? Beat them to the punch by ranking for any negative keyword phrases that could be associated with your business.
3. Snatch up negative domains 
Similarly, Superman would want to own any domains that tarnish his good name, such as www.SupermanSucks.com. SEO Man (a.k.a. Bruce Clay) implements this practice. Type in www.BruceClaySucks.com and you will be redirected to www.BruceClay.com. That’s because Bruce owns www.BruceClaySucks.com. Which means someone who wishes to do him digital harm can’t own it. Neither Bruce nor Super Man would have it any other way.