That is the question. And the answer you get will depend on the honesty of the person you’re talking to. Granted, I don’t know everyone in the industry, so I have to admit that I am about to make an assumption. Out of everyone I’ve encountered, I don’t know ANYONE delivering any value in the area of link development who is not buying links. There are hundreds of link swappers out there, but they’re the bottom of the food chain. Most people who get good links buy good links.

Yes, there’s a lot of noise out there about link bait these days. Professional link baiters claim that a well-written blog post or article will bring in the links. Fooey. Continue Reading

Popularity: 80% [?]

Go online to MediaPost’s Search Insider and read Rob Garner’s Top 17 Tips for Search Engine Reputation Management Optimization. Rob provides a good basic list of tips for the beginner needing to improve their image online.

Creating sub domains is an especially useful tip that I don’t think gets emphasized enough. Perhaps your company’s website and/or a personal website rank #1 and #2 for your name, but #3 is some unfounded accusation against you or your company. Depending on the strength of the website hosting the accusatory content, you’ll have to adjust your strategy. Still, creating a subdomain with your name in front of the company name (example: johnmark.awesomebusiness.com) will give you another premium ranking for your name, assuming you put quality content on it and get some good links to it.

For one client or another, I’ve been doing all the things Rob suggests except for the subdomains. Using subdomains really is a good idea. I just don’t always have the control to implement such practices on a client’s website. One of the downsides of contract or agency work is that the specialist rarely is given the power to implement any and all strategies which could benefit the client.

If you’re not doing these 17 things, now is the time. If you have already attempted them or need further explanation on how to accomplish them, my door is open.

Popularity: 21% [?]

In speaking with several dozen clients and potential clients over the past few years, I see a definite common thread that runs through too many business plans: If I don’t see a fire, I can’t afford to get the tools to put one out.

Let’s be totally honest. This is like health insurance, life insurance, safeguarding your pool or railing near walkways, etc. There are certain things you should prepare for, and some that might be worth the gamble. We pick and choose our insurance policies and expenses based on personal priorities and the scope of foresight.

If a fast food restaurant doesn’t think ahead and allows unsafe equipment near the customer, expect an accident and a lawsuit. And expect to have to rectify the situation like you could have done in the first place. A little foresight in this situation would have yielded the same safety precautions without the PR crisis or legal expenses.

I read a post on The PR Lawyer earlier this morning that concluded with this statement: “In my opinion, engage a good law firm and plan for the crisis…Then hope it never happens.”

Hundreds, if not thousands, of corporations keep a good PR law firm on retainer “in case” something should ever happen. This preparation safeguards a business from having to scramble after the fact and risk losing valuable time while their good name is under attack.

Having a lawyer on retainer is just good business sense. It is a wise expense.

In exactly the same way, keeping a reputation manager on retainer is a smart move. Unlike the lawyer, whose primary contribution may come after the fact (except in the case of providing excellent legal counsel prior to company policy changes or public statements), a reputation manager can proactively support the company online. By building page after page of positive, authoritative content, your reputation manager helps you fight back against libellous comments before they are made.

The way libel and complaints have the most effect is through search engine results. If I come across negative statements or warnings about a company within the first page or two of my search, I am more likely to avoid the business in question. True, people will come in contact with negative press everywhere they go on the Web, and this can be combatted as well.

Keep in mind rule #2 of reputation management: The best defense is a good offense. A qualified reputation manager will use social media, SEO, copywriting, and PR skills to promote your company on dozens of stages across the Web. Build authority and trust early on, and you’ll find accusations and complaints much more difficult to stick.

And for those of you wonder what rule #1 was, it’s this: Avoid bad press by conducting your business in the most ethical manner possible. It’s not a glamorous rule. It’s just sound business advice.

Popularity: 12% [?]