NEW YORK, March 29, 2012 (GLOBE NEWSWIRE) -- It is no great secret that more and more consumers get their news via the Internet, but the ways in which Internet users search for their news is surprising. According to recent online search statistics, news services reach Internet users in ways that major search engines, such as Google and Bing, do not. The study reveals that, on these major search engines, news-related queries make up only about 2.3 percent of total search volume. A much higher concentration of Internet users seeks current news by visiting online news outlets directly. What this means is that the traditional techniques of search engine optimization may have limited effect when it comes to news stories and "hot topic" issues. Online reputation management company Reputation Changer is peerless in offering its clients full optimization, not only for search engines but for news outlets, as well.
"These new statistics point to a drawback in conventional SEO methods," notes Justin Singletary. "SEO and reputation management professionals can perform well when it comes to online searches for general information, but not for news or current events. Reputation Changer is one of the few companies that can do both."
In fact, major news outlets play a major role in Reputation Changer's strategy. "Clients come to us looking to eliminate online defamation, and ultimately to repair their reputations," notes Singletary. "Regardless of whether the damage has been done by unwanted publicity, negative reviews, or the nefarious actions of competitors, a great way to suppress bad publicity is by suppressing it with positive publicity."
Indeed, Singletary is quick to note that, while many reputation management companies focus solely on removing negative listings from the first page of Google, Bing, and Yahoo, Reputation Changer also takes into account major news outlets. "Generating newswires and commanding the attention of influential media outlets is a major part of Reputation Changer's strategy," Singletary confirms. In fact, Reputation Changer actually owns several key media outlets.
But the use of newswires is not the only way in which Reputation Changer appeals to Web users searching for the latest news. They also implement what Singletary calls, "knowledge of typical search engine behavior." He elaborates by saying that users who conduct news-related searches on Google, Yahoo, and Bing often have a clear idea in mind of the news outlet they would like to access. Roughly half of news-related Web searches include a specific news outlet's brand name, such as CNN or Fox.
"Knowing how users search for online news is key to developing effective SEO strategies," Singletary says. He explains that, because so many online news searches contain brand names, reputation management companies can have greater effect by incorporating these brand names into their own content.
These different online news optimization tactics are crucial for any reputation management company, Singletary says, but especially for Reputation Changer. "Many of our clients are running for political office, or they are prominent public figures in some other way," he notes. "It is vital for us to provide them with control over their own image in the national news media, which is why all of these strategies are so important."
Even for clients who are not necessarily in the public eye, however, Singletary says that newswires and national media focus can prove highly effective means of reputation management. "Even if the entire campaign is just about suppressing a single bad review or a libelous blog entry, a press release can prove highly effective in booting it off the first page of Google."
Singletary also emphasizes the fact that Reputation Changer's approach to national news outlets, like its approach to search engines in general, is ever adapting. "It's important for us to stay on top of what news outlets are looking for, just as it's important for us to keep up with changes in search engine algorithms," he explains. "That's why we develop a customized newswire strategy for each and every client we bring on."
ABOUT:
Founded in 2009 by a team of online marketing and sales professionals, Reputation Changer is one of the premier providers of online reputation management. The company works 24/7 to provide comprehensive reputation management strategies to its clients, which have included politicians, public figures, Fortune 500 companies, and more. Reputation Changer owns several media outlets, and is known for its innovation in positive SEO techniques, social media implementation, and more.