In an extension from our original article on online reputation management with video, ReelSEO’s Grant Crowell recently interviewed Jordan Glogau, speaker from the Search Marketing Expo East conference in New York earlier this month, on the panel “Search and Reputation Management.” Jordan is the SEO Enterprise Specialist for 1-800-Flowers and a partner in Internet Reputation Management, which specializes in defensive reputation management for the Web.
After our interview with Jordan and catching his session at SMX, we could summarize defensive reputation management with video using two key strategies. 1) Bumping down the negative video with your own positive video (through SEO and buzz), and 2) taking any appropriate legal action to have the negative video removed.
We asked Jordan to share with us some of the more pressing issues his clients have with video and search as it affects their reputation, and how to neutralize negative publicity with video SEO solutions of their own.
What’s most important to monitor with online video
“Our clients are mostly concerned with the Google search results pages (SERPs). If a video link is on the first page they that’s where it’s really of concern to them.” Says Jordan. “Buzz monitoring, or proactive tracking, is another matter. But it really seems to come back to the Google SERPs.”
I also asked Jordan how an online reputation strategy involving video would be distinct from text-only search marketing or social media marketing.
“The different is that you’re really worried about YouTube.” He says. ”Let’s face it, those are the videos that really get picked up on Google, and being a Google property that makes sense. So if it’s positive or negative you need to post and promote on YouTube, at least as far as Google search results.” (Author’s note: A few other video sharing sites, such as Metacafe, Revver, Break, and Meefeedia to name some, also have their video content appear prominently in Google search results.)
Determining when to take action
Jordan recommends first answering the following questions for yourself:
- Is the video really negative? For example, if the “negative” video is just soft humor?
- Is the video really effective? For example, “is they video so long that most people won’t bother to listen to it or share it?” says Jordan.
- What will be your strategy for affecting the rankings? Are trying to remove a video or promote a video or both?
- Can you afford to get “caught” trying to change the rankings? “If you are in a highly visible field, like health care, then the answer may be no.” says Jordan.
Building up the positive, bumping down the negative (video)
“If you see a negative video and decide to get it removed a good intermediate step is to post your own positive video,” says Jordan. “Its helpful to have a whole slew of [your] videos out there,” focusing on shorter format which will allow for more quantity. That way you will have more videos co cross-link them to each other, both on your site and in the video sharing sites such as YouTube.”
Jordan also recommends finding any existing video on your company that was originally produced and and televised by a reputable source. “We found that a video would rank particularly well because it was from a major television show.” He says. For that we did shorter but bigger quantity of videos, put them up on YouTube, and started linking to them. What we did is we would refresh the indent, and then become the main link., and then put in a second link, which would be effective at pushing the other, negative video off.”
When to go legal
When does the time come that just a positive Video SEO strategy isn’t enough, and legal action may need to be taken? “Sometimes you really have no choice. I have a major competitor in the floral business. They had a bunch of counter-videos put together by a local competitor who claimed that their flowers were always fresh. The other company did a video showing my client’s company’s flowers to come out of the box as frozen and breaking. That’s when you have to call your counsel and get them involved.” But when it comes to suing anyone for defamation, Jordan says that the source of the video needs to come from a legitimate business.
Jordan: Don’t encourage the negative
Jordan says to resist the temptation to post public comments in response to a negative video about your company, brand, or person, even in the case of making a correction. “It’s like a retraction a newspaper makes days after the original article is published, who reads it, and the damage is done.” Hey says. ”And once you do it, its may be out there forever” and you can’t take it back.
Jordan Glogau can be contacted via his consulting practice Haiku Marketing or his partner practice in Internet Reputation Management, at jglogau (at) phr400.com or 914-262-1749.