Search Engine Image Protection (SEIP), also known as search engine reputation management

Reputation management

Reputation management , also known as directory management, is the process of tracking an entity's actions and other entities' opinions about those actions; reporting on those actions and opinions; and reacting to that report creating a feedback loop. All entities involved are generally people, but...

, combines the expertise of Search Engine Marketing (SEM)

Search engine marketing

Search engine marketing, , is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages through the use of paid placement, contextual advertising, and paid inclusion...

 and PR, and is designed to protect a company or brand against incorrect negative publicity via the Internet.

By using SEIP strategies to push potentially damaging information out of the top search engine rankings, marketers hope to protect their brand image and make a good impression on Internet users who may be researching a future purchase.

Basic Strategy

SEIP draws on a combination of SEM and public relations

Public relations

Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....

 strategies to supplant unflattering online content with brand-friendly content. Typically this involves regular monitoring of search pages, blog

Blog

A blog is a type of website or part of a website supposed to be updated with new content from time to time. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in...

s, news sites and discussion pages for negative, false or out-dated information on a company or brand.

Marketers produce web releases, blog entries, articles and other fresh content for online submission. If well designed and distributed, this content will be picked up by the search engines, pushing the older, less desirable information out of the top rankings on the search engine results pages (SERP) and out of the view of most search engine users.

This process takes advantage of the natural turnover of Internet content. If out-dated information is ranking highly on the search engines, it may not be replaced until newer content is introduced. In addition to protecting their brand, marketers are helping consumers by providing relevant product information and assisting Website administrators by offering fresh content.

SEIP's Relationship with other Online Marketing Activities

With its emphasis on influencing search engine results to protect a corporate or brand image, SEIP can be thought of relating to other areas of online marketing, such as Word of Mouth Marketing

Word of mouth

Word of mouth, or viva voce, is the passing of information from person to person by oral communication. Storytelling is the oldest form of word-of-mouth communication where one person tells others of something, whether a real event or something made up. Oral tradition is cultural material and...

 and Search Engine Optimization

Search engine optimization

Search engine optimization is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results...

. The strategy also has strong ties to public relations.

Sources

• “SEM and Reputation Management,” ClickZ Experts.

• “Using Search for Public Relations & Reputation Management,” Search Engine Watch.

• “White Hat Optimization to Protect Your Brand’s Image on the Web,” Digital Brand Expressions.