26th January 2010
By Chris Hoult
Companies have been given advice on getting search engine optimisation (SEO) benefits from bad publicity.
SEO Consult carried an article in which firms were told how they could turn these negative events into positive coverage.
The publication advised against trying to prevent any negative reviews from ever appearing, as it is inevitable.
However, enterprises should make sure that they exercise their right of reply on review websites which are respectful to the dissatisfied customer and acknowledge their complaints.
The problems should be resolved where possible and the complainant contacted as part of this.
Businesses also need to develop a time-effective method of monitoring for bad news, such as using alert systems or checking sites regularly.
Responding to positive responses can encourage satisfied people to leave good reviews.
Josh Spiro recently used an inc.com article to advise companies on how to conduct themselves on review sites.
Posters should provide links to the site at the end if it is permitted and adopt a "personal rather than promotional" tone.
It is also important not to create dupe accounts to promote a company dishonestly.
Category: Bespoke Web Design
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