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How can I outrank a negative story that appeared in an major online newpaper site?

Discussion in 'Online Reputation Management (ORM)' started by Tralfaz, Jul 28, 2016.

  1. Tralfaz

    Tralfaz Newbie

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    Our client is a physician that was accused of sexual misconduct of a patient. Because the patient filed a criminal complaint, the story was picked up by the police blotter at a major metro newspaper (offline and online). The story ranks #1 or #2 for one or two variations of the guys' name, but (thankfully) not all:

    Dr. Jim A. Smith (#1)
    Dr. Jim Smith (#11)
    Dr. James A. Smith (#18)
    Dr. Jim Smith (#2)

    (The article uses one version of the doctor's name + his profession).

    We've tried focusing more backlinks from authority sites to his main website (which currently outranks the newspaper (#1 vs. #2) for his name).

    We also manage several listings for the doctor on healthcare and local business sites, and added backlinks to his main website and ancillary landing pages we control). We've created some good-quality content on social media (claimed and updated his FB and Twitter). Added original video content to FB and YouTube.

    Any other suggestions?
     
  2. BassTrackerBoats

    BassTrackerBoats Super Moderator Staff Member Moderator Jr. VIP

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    If it is a major newspaper site, you will want to hire a company/person that eats, breathes and smokes ORM like @BHopkins does.

    That is no small feat.
     
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  3. Tralfaz

    Tralfaz Newbie

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    Before I do, I want to understand what *other* tactics we should try. We do a lot of SEO and have our own private domain network at our disposal. I think I'm more looking for advice about strategy of how to deploy our weapons before I call in a new army.
     
  4. davids355

    davids355 Jr. VIP Jr. VIP

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    I would probably go with the above. The normal route as I understand it would be to build various properties in order to dominate the top 10 and push down the bad press.

    But that is normally done on the basis that someone's name for example is very low comp, however as BTB said, being a newspaper that is going to be hard to beat.

    Other option depending on budget and resources, maybe getting a feature on another big site - a smaller local newspaper, or maybe one of the services here that do guest posts on the likes of huffpo etc?
     
  5. Lunaaa

    Lunaaa Jr. VIP Jr. VIP

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    i think ranking a parasite would be easier
     
  6. BHopkins

    BHopkins Moderator Staff Member Moderator Jr. VIP

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    I've worked with a lot of doctors and other professionals in situations like this and a PBN isn't going to cut it. Parasites aren't going to cut it either. You're looking at spending a lot of money on premium content, social media manipulation and then link building. Your PBN will help, but it won't be enough on it's own, you're going to need sites that will rank naturally, not just pushing up low quality stuff.

    I don't work with any clients who have negatives that are of a sexual nature, so I won't be able to help with this one.
     
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  7. Bleght

    Bleght BANNED BANNED

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    If it's really a doctor guilty of sexual misconduct, drop them with a few choice words for goodbye. Or assure them you can handle that, take a bunch of their money telling them a contract for such a matter cannot include any guarantees on your part for legal and practical reasons and then donate the money to charity against doctors that are creeps and tell the guy his rep is impossible to save now.

    If you think he's innocent, get him mentally prepared to spend a lot on the big guns.
     
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  8. Tralfaz

    Tralfaz Newbie

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    OK, a bit of an update on this project:

    1) We created a number of parasites, all ranking in the top 5 positions for all variations of his name.
    2) We created professional listings for him on major doctor directories. Fleshed them out and aimed backlinks to parasites + main website.
    3) Checked Google Search Console and (amazingly) discovered another negative article linked to his website. Immediately disavowed that link.
    4) Created YourTube page with custom graphic + fleshed out 'About' section (again to external profiles, parasites and his website)
    5) Created three animated explainer videos ($300 each). All custom content, explaining various consumer medical procedures.
    6) Claimed Facebook page; added videos to that
    7) Purchased several .edu links to parasites and directory listings. Anchors were variations of doctor's name
    8) Aimed several PBN links to doctor's main website

    The next result has been to dislodge the bad article from position #1 to position #5 in all variations of his name. We're continuing with the push for more content, experimenting with Quuu.co sponsored promotional posts. We continue to target sites just below the bad article to push up our properties. We have not tried pushing low-ranking properties (Page 2/Page 3 SERP) under the theory that these lack sufficient PR to dislodge the bad article. However, i would love to hear from people if that assumption is somehow incorrect,

    I'd love to hear any critiques of our methods, or new ideas we haven't yet tried.
     
  9. BHopkins

    BHopkins Moderator Staff Member Moderator Jr. VIP

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    @Tralfaz I'm confused, you said the parasites are all ranking in the top 5, but then you said you're going to dislodge the bad article. Has it already been suppressed to #6 or is that your goal?

    Pushing the positives right below the negative is much more effective that the sites on page 2 and 3.
     
  10. Tralfaz

    Tralfaz Newbie

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    Sorry if I was not clear. In June/July, the bad article was at position #1 or #2 for most variations of the doc's name. A second (echo) article was at position #5 or #6.

    Since we started on this effort (late July), we've moved the bad article DOWN to #6 on Google for most variations of the doc's name. (Some variations have moved to P. 2; Bing is also at P. 2 fwiw).

    Parasites (and especially the doc's own website) have moved up to top 5 positions. Directory citations have also moved up.

    The question about focusing on P. 2 or P. 3 parasites and citations we control was simply to understand if (maybe) there's a relevancy aspect we can control. However, I agree that it makes sense to keep chipping away at the sites just below the bad article, and move it further to P. 2 or beyond.
     
  11. seoz87

    seoz87 Regular Member

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    I have worked with LAWYERS for ORM so here are my 2 cents :)

    1. It will take time (2 months atleast)
    2. Try to get some content published in news websites & then push it. They call it "native ads" but for us internet marketeers, its just Expensive Sponsored Post :)
    3. Keep updating your parasite sites 2 times a week. Push new content with optimized titles
    4. Use sites like LinkedIn, About.me etc that gives you profile.
    5. Build thousands of links to facebook and other STRONG parasite sites. They can handle the spam and links like blog comments help them rank better.
     
  12. Jessica Rozman

    Jessica Rozman Newbie

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    which company did you use for the animated explainer videos?
     
  13. BiggyHF

    BiggyHF Newbie

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    Damn that sucks badly, I wish you luck in this venture as I understand the depth of the problem. This one isn't going to be easy to solve and anyone who does solve it should be paid a very handsome reward.
     
  14. rastael

    rastael Newbie

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    How about copyrighting and trademarking the name, sending a cease and decease letters for the information to be removed?
     
  15. bigorse

    bigorse Registered Member

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    Hi what is a parasite?
     
  16. adjuster

    adjuster Registered Member

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    no words

    :):):)
     
  17. bournemarketer

    bournemarketer Registered Member

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    What if you bought some links to another story on their site and post in the comments using his name to get the keyword on the page, if it gets more juice than the current story maybe it will take its place? If theres a way to get an advertisement for his firm on the news site maybe you could even rank that.
     
  18. BHopkins

    BHopkins Moderator Staff Member Moderator Jr. VIP

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    I generally like to avoid promoting the same domain whenever possible. If you had a full article about the keyword on that domain you might be able to get Google to replace the negative with the positive but in my experience that is pretty difficult to do.
     
  19. mikeid77

    mikeid77 Registered Member

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    Considering what this guy seems to be accused of, unless you know he's innocent (and don't see how you can) I wouldn't touch the project with a barge pole, agree with BHopkins.