While we call the service we offer Defensive SEO (also online brand protection and online reputation management, search engine cleaning, reputation rehabilitation, etc), I guess the newest term for our process of “mopping” up bad search results has been given a name, and that name is “Search Moptimization.” Tip of the hat to Jonathan Trenn, via ClickZ
‘Yes, that’s “mop,” as in to clean up. This is the increasingly common, if not essential, brand practice of attempting to clean up negative search results against general or specific brand-related queries. For many brands, particularly in the consumer electronics category, hostile CGM (define) is beginning to fill, even dominate, the organic search shelf, a zone that we all know has an unmistakable impact on the awareness and trial of new products. For many brands, the mopping process can take two to three years (often longer) and heavily depends on operational and product, rather than marketing, decisions. Dell, for example, still has lots of “search moptimization” to clean up Jeff Jarvis’s two-year-old mess, though it’s worth noting its customer service blog and IdeaStorm initiatives have already helped mop up or reroute some of the venom.’ The Official 2008 Web 2.0 Buzzword Forecast By Pete Blackshaw
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