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What is search engine optimization?

Search Engine Optimization (SEO) is the science of enhancing the code, content and architecture of a website to increase its visibility and ranking position in a search engine’s results. SEO is focused on strengthening a website’s online visibility for specified keywords in unpaid search engine results. Search engines are very sophisticated – they organize, consolidate and collect incredible amounts of data and publish their findings based on the search queries of users.

The results for specific keywords are ordered and organized by a powerful and protected algorithmic system of search engines. Multiple ranking factors are considered and then prioritized and sequenced in hierarchies of importance. Google, for example, has close to 200 variables that they factor in with varying levels of significance. Search engines are very protective of the elements they use to rank, so SEO is often a speculative science. Despite its secretive nature, there are consensuses in the SEO community about which factors are more important than others. There has also been deep analytical studies done to verify or disprove speculations.

Ranking factors are always changing. Search engines like Google, Bing, Yahoo and others are constantly updating their algorithms to represent which ranking factors matter more than others. How often do these algorithms change? Google, for example, update their search algorithms a reported 600 times a year. This means that they make minor changes on a daily basis. Search engines also release significant, major roll-outs that can revolutionize the search engine landscape. Google’s Panda update, for example, caused a surge in social media and authoritative websites while penalizing those who have poor quality and duplicate content. Search engine companies usually let the SEO community know about these major updates through press releases and other unofficial channels.

We are a Toronto-based search engine marketing company that keeps up-to-date with the latest technical shifts of search engine optimization. Our inbound marketers, digital strategists and SEO specialists can help you dominate industry specific keywords and achieve page 1 rankings. Our Toronto SEO services are comprehensive and holistic, as we improve every important SEO element and metric, such as:

Link Building
Not all links are created equal. We build a steady stream of high-quality, high-PR inbound links to your website to improve its trust factor.

Content is king. Captivating content is the backbone of any successful SEO campaign – great content drives qualified leads and results in conversions.

SEO is a science. We demystify the datasets and track certain signals to monitor the efficacy and success of a particular SEO campaign.

Pay Per Click (PPC)
Pay-Per-Click (PPC) marketing is a direct way for a site to get traffic by paying a publisher, such as Google, to advertise for specific search keywords.

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What are white hat SEO techniques?

Search engines have revolutionized the way businesses think. Ranking high in search engines for competitive keywords can change the fortune of a business. A high ranking brings a steady stream of qualified leads and raw traffic. If your business ranks first in a search query, it’s a game changer – your business has secured over one-third of user clicks. This is because as consumers and information seekers, we put a lot of trust in search engines like Google, Bing and Yahoo to help us find what we are looking for. Search engines have an authoritative role in our lives and we are constantly turning to them to get the right information. This paradigm shift in our behaviour represents the growing dependency we have on search engines. It has replaced word-of-mouth as the most persuasive form of marketing. We only use white hat SEO techniques, Google-approved strategies.

Rank improvement in strategic keywords in search engines will result in qualified leads. Ranking high on page 1 of a search engine, results in a strong online presence, as most users do not venture and click beyond the first page. Many businesses rightfully turn to SEO companies to help them get over this hurdle. However, there are too many SEO agencies who do not take your specific business profile into consideration and sell you pre-planned packages. They do not look to enrich your SEO campaign without strategic or creative planning. While others provide short-term boosts that give you minor improvements without any sustainable growth. In order to give you a fast turnaround, they often turn to black-hat tactics that result in penalties from search engines, like Google. This can have serious consequences which can oftentimes leads to being fully blacklisted by the search engines. The Rank Squad provides you with the right recipe for growth rates over the right time period that will generate qualified leads and organic traffic. We will set you apart from your competitors by using white-hat strategies that result in organic and natural growth which will eventually lead to rank domination.

The content and code are the most accessible aspect of your website. As they are solely controlled by you, it is critical that your on-page factors are optimal. There are several on-page factors that need to be perfectly executed – from ensuring that your website is mobile-friendly (developmental-side) to making sure that relevant keywords are used (content-side).
◍ Content is not self promotional and adds value for the end-user.
◍ The UX from page layout, navigational ease and page-loading times need to be optimal.
◍ Primary, secondary and relevant keywords in the body of the content should be well-distributed.
◍ The high quality nature of content makes it shareworthy. One-click social media shares need to be embedded.
◍ The webpages should be easily readable by Google, Bing and Yahoo crawlers and XML sitemaps will ensure crawlability. XML sitemaps will also ensure that all of the pages and posts are readily found by search engine crawlers.

Google, Bing and Yahoo recognize that publisher-controlled signals, which represent the on-page component, fails to give the whole picture. What others say about your brand, outside the confines of your website, is very important to the search engines. Off-page SEO is about building your online reputation and credibility by having trustworthy websites validate your business by referencing and referring you to their users.
◍ We will provide an innovative and creative off-page SEO strategy that is holistic and aims to increase brand awareness through diversified off-page channels.
◍ Not all links are created equal. We build backlink equity from trustworthy sources by tapping into our networks to bring a stream of natural and fresh backlinks from credible sources.
◍ We will unify social media and content marketing under one umbrella and have them reinforce each other to spread the word about your business and secure your status as an industry leader.

Content is the bridge that connects on-page and off-page SEO and is the fuel that drives both profiles. Content is the best currency to build inbound links, website credibility and social media influence, all of which are critical off-page elements. Since content is controllable, it plays the biggest role in optimizing on-page factors and must be perfectly executed and structured.
◍ Link-worthy content will receive a stream of backlinks from industry insiders.
◍ More links will be pointed at your website from credible sources resulting in skyrocketing domain authority (DA).
◍ We will help produce shareworthy and rich content, which will result in more social media shares.
◍ We will gear our content strategy around sending signals to Google on which keywords to rank for.
◍ Content will be used to internally to link one page to another and build your internal link profile.
◍ We will ensure that your website has quality and useful content, which will keep users on your site and lower your bounce rate.

Rank improvement in strategic keywords in search engines will result in qualified leads.



Posted by fidelityit

The pillars of strategic SEO.

Site Architecture
In the world of search engines, it is all about being found by users and listed by crawlers. It is mission-critical to have a site architecture that speaks the language of search engine spiders, so they are easily able to identify your website. We speak directly to these crawling robots and communicate your content. We ensure that the 301/302/307 redirects, canonical tags, permalinks, URL, PageSpeed, sitemaps, indexing, schema markup and 404s are all properly configured. Navigation is seamless and crawler-friendly through internal linking and siloing. To sum it up, The Rank Squad optimizes your website’s searchability for users and readability for robots.

Keyword Strategy
The underlying science of search engines revolves around keywords. It is also the starting point of our research efforts, where we identify and rank for coveted, industry-rich keywords. We data scrape your website’s on-page elements and metadata. After compiling a list of keywords, we categorize them. The frequency and relevance of keywords are quantified, qualified and geo-targeted. Using our analytic-powered research to guide the process, we build a keyword strategy around them. The goal is to increase inbound traffic, users average time spent on the site and conversion rates.

On-Page Optimization
On-page optimization is an umbrella term that describes all the measures that can be directly taken within the website’s own framework. The goal is to improve crawlability, indexation and navigational structure. A site auditing analysis will enable us to go page-by-page to examine content, structural and navigational issues that negatively impact the site’s ranking. These weak points will be remedied and optimized. This auditing and consulting analysis will allow us to offer recommendations, create long-term content strategies and improve relevancy signals. Some of the on-page optimization factors we check are:

  • That the content is valuable and engaging to reduce bounce rates.
    ● The UX (user experience) is maximized with fast page loading times, mobile-responsiveness, and has an modernized layout.
    ● There will be a comprehensive keyword strategy in place.
    ● The content will be shareable as social media channels will be built-in and available on-page.
    ● Each webpage will have to meet The Rank Squad’s 15-point crawlability checklist.
    ● The metadata, scheme and rich snippets will be optimized.

SEO is a science – it is defined by numbers and can be quantified with a wide range of metrics. The metrics can tell different stories so we track the ones that are the most important to your business. We demystify the datasets and track certain signals to monitor the efficacy of a particular SEO campaign. We look at metrics such as click-through rates (CTR), conversion rates, social media reach, landing page conversion rates, email signups etc. to measure your success. A goal can be as simple as seeing a steady monthly spike of a 15% increase in email signups for your newsletters. With your goals as guiding points, The Rank Squad will build analytic-rich SEO campaigns.

Link Building
Links are referrals and votes of confidence on the Web. When people link from their website to your website, they are vouching for your business. In the SEO world, this makes a huge impact on your trust flow. Building a steady stream of high-quality, high PageRank inbound links is crucial for any ranking profile. We know that not all backlinks are the same, so we build a network of diversified, reputable and niche-relevant links that will enhance your online authority. Engaging only in white-hat techniques that are organically grown, our policies align with that of Google, Bing and Yahoo. We oppose any black-hat schemes, which are being heavily penalized by search engines and can result in being blacklisted from search engines, entirely. Not all links are created equal, which is why we only strive for trustworthy backlinks that will build your website’s authority. We aim to establish you as a thought leader by improving your content, expanding your reach and initiating conversations.

Off-Page Optimization
Unlike on-page optimization, off-page optimization cannot be directly changed. They are factors that influence a site’s search rankings but take place outside the actual website. While it is outside the confines of a website’s code, the off-page measures can be positively impacted through sound strategies. While backlinks, which are incoming links from external sources, are crucial to build site authority – it is not the only important factor. Social media signals are becoming increasingly important because they signify user engagement and social shares. Using creative and technical tactics, our comprehensive offpage strategies will bolster the trust, quality and credibility of your website. We tell Google, Bing and Yahoo that you are an influencer in your industry and your website deserve to have a high ranking.

Content Marketing
Content is the currency of the Web. We have often heard the expression that content is king – this is true because people and search engines believe in this mantra. Content holds such an extremely high position because it is multi-purposed: it informs, entertains and/or provides opportunities. Content provides us with the right information at the right time. Captivating content is the backbone of any successful SEO campaign because great content can go viral. It can result in a strong backlink profile with organic links, anchor texts and referral traffic. In order to attract external links, your content needs to be worth linking back to. The Rank Squad will guide you on how to write great trending content or can provide in-house copywriters to write organic content for you. Great content results in qualified search traffic – we combine proven SEO techniques with great content marketing to boost your conversion rates.

Pay-Per-Click (PPC) Marketing
Pay-Per-Click (PPC) marketing is a direct way for a site to generate traffic by paying marketing companies, such as Google, to advertise for search terms. PPC offers a competitive edge as it offers a lot of control. A business can directly and quickly select which keywords they want displayed in a clickable ad campaign – which appear at the top of each search query page. A good PPC campaign can attract in-market customers that can yield high return of investment (ROI). PPC can be highly effective because it attracts customers at the right stage of the buyer’s journey through targeted keywords. The Rank Squad will analyze search queries and create instantaneous traffic by building strategic PPC campaigns through Google AdWords, Bing Ads and Yahoo Advertising. A synergized PPC and organic SEO campaign will yield the highest ROI for your business.

The Stages of SEO Process

– Discovery: We discover brand opportunities by combining business goals with search engine marketing. We gain insights by combing through your website with various audits.
– Strategize: Our inbound marketers will mine through current analytics, listen to social channels and analyze quantitative data to form our strategies.
– Optimize: With a cross-channel approach we extends beyond on-page and content ideation, by venturing off-page to strengthen back-links and network profile.
– Reporting: We create tailored reports which will showcase user segments and performance progress of the marketing campaign. We will focus on the conversion rate.

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Our SEO process.

1. Discovery
We discover brand opportunities by combining business goals with search engine marketing. We gain insights by combing through your website with various audits. Discover mode beings after we form a partnership. We start understanding your branding information, opportunities and challenges. We drive an Internet-deep and site-wide auditing analysis to create baselines, which entails:
● SEO Audit – keyword research, on-page, off-page.
● Velocity Audit – website’s content creation, optimization, analysis.
● Technical Audit – website’s site architecture, structure, speed.
● Social Audit – Facebook, Twitter, Instagram, LinkedIn.
● Competitors Audit – industry leaders, gap analysis.
● UX Audit – website’s visuals, layout, user experience, usability, navigation.

2. Strategize
Our inbound marketers will mine through current analytics, listen to social channels and analyze quantitative data to form our strategies. To roll out a successful SEO strategy, you must combine the arts and sciences of various disciplines – digital strategy, social media, content strategy and public relations. Formulating a strategy that is holistically centered around these disciplines will allow your business to take control of the entire digital lifecycle. The Rank Squad will gather critical information about the current state of your website’s performance. After the information is gathered, we develop strategies and execute – we use these baselines to create an innovative, technical and creative action plan. The strategies will focus on: outreach to influencers, optimizing the website’s code and creating a content marketing road map that will be published across multiple channels. The action plan will prioritize and define values, resources and timelines in both on-site and off-site platforms.

3. Optimize
With a cross-channel approach we extends beyond on-page and content ideation, by venturing off-page to strengthen backlinks and network profile. In the optimization stage, we start the implementation process using best-practices to improve rankings. After auditing, we make on-page and site-wide modifications. We go page by page and make the necessary technical backend changes, which includes: indexation, improving PageSpeed, meta descriptions, title tags, schema,, site architecture, navigation, breadcrumbs, robots.txt, sitemap and other necessary adjustments.
We then turn our attention to the creative and content side of things (the front-end). The front-end is optimized through: keyword placements, internal linking, content length, headings, relevant terms, social share buttons, alt-text multimedia and outbound links. We publish and submit content on multiple platforms and ensure that is aligned with the overall SEO goals.

We setup analytics and tracking tools that help us gather, sort and process relevant information. This helps us establish points of references to track vital metrics over time to assess efficacy of the campaigns. We monitor and measure SEO performance and evaluate the progress by investigating various sets of information in comparison with industry trends.

4. Reporting
We create tailored reports which will showcase user segments and performance progress of the marketing campaign. We will focus on the conversion rates.

We analyze KPIs, individual keyword performance progress and keep refining tactics to improve rankings. In this phase, there is a test and measure process where vital data will be combed through to help guide the future course of action to improve rankings. The end goal of any SEO campaign is to always rank on the first page of Google, Bing or Yahoo for valuable keywords and improve conversion rates. The reporting mechanism we have in place will emphasize improvements and what the next course of actions should be – our recommendations are always supported by data.

Despite widespread claims by some SEO agencies, a first page ranking can never be guaranteed – SEO specialists are working in an environment where a lot of information is not disclosed by search engines. We can only guarantee that we will make every effort to make calculated and smart decisions that will improve your SEO campaign. The Rank Squad has an impressive track record of making the right decisions for their clients through various techniques that add value to their search engine marketing (SEM) campaign.

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Timeline of Google’s search engine updates.

Google – Google was founded in September 1998. Google put great emphasis on backlinks, while other search engines looked at how many times the keyword appeared on the page. Google currently has over 72% of the search engine market share.

Bing – Microsoft rolled out MSN search in 1998. It had aggregated search results and displayed them. Going through various re-branding phases, Bing was created in 2009. Bing has over 10% of the market share.

Yahoo – Yahoo was founded in 1994 by Stanford University students, Jerry Yang and David Filo. The Yahoo’s database were categorized and sub-categorized. Currently, Yahoo occupies just under 8% of the search engine market share.

Timeline of Google’s Search Engine Updates

Google is the most popular search engine in the world. About three-quarters of the world uses Google as their primary search engine to get their information. Google’s scope enables them to have a great impact on the rest of the search engine market – with many other search engines following their lead. While many people view Google as being extremely secretive, they do have some open book policies in place to let the world know what they are doing – this is known as Google updates.

Google updates are released whenever Google makes a change to their algorithm to improve the quality of search results for their users. Oftentimes, these changes are minor and have minimal impact. However, the major changes usually have considerable consequences on rankings factors. We have assembled some of the biggest updates that Google has released below.

PANDA UPDATE – February 2011
The Panda update was designed to readjust the ranking landscape. The algorithmic update was meant to elevate the status of high-quality websites and downgrade lower-quality ones. This had major consequences as valuable content-producing websites such as social media platforms and news websites were given a major boost in rankings. Panda eventually became an algorithmic framework where several updates were applied to on a regular basis at first, with updates become less frequent later on.

Google Penguin was rolled out to penalize websites who were using black-hat tactics to trick Google’s system into giving them positive ranking points – these websites were deliberately trying to deceive search engines by acquiring low-value links from black-hat techniques, such as link networks. The end-goal of Panda was to crackdown on websites who used manipulative practices that prevented users from finding authentic information.

The Google Hummingbird update prioritized speed and accuracy. This update was meant to take a more holistic look at the keywords and their context, instead of focusing on just matching the keyword to the search query. In a nutshell, Google Hummingbird focused on the conversation surrounding the keyword and not the actual keyword. This allowed Google to provide more relevant search results.

The Google Pigeon update was focused on giving preference to local rankings. Google tried to ensure that the location you were searching from was a major ranking factor. By using geo-location, searchers were able to get more relevant and accurate local search results. This ranking shift was also applied to Google Maps, which were now being prominently displayed in search results. If searchers were searching for specific products or services, Google Maps would show the businesses proximity to the user.

Being a mobile-ready website is an important ranking factor in Google’s algorithm. This was made very clear by Google’s Mobile-Friendly update, which was released in response to the shifting behaviour of users. The explosion of smartphones has realigned many industries, including how users search. More than half of today’s Web users use their smartphones to browse the Internet – a mobile friendly website will improve your ranking profile.

The RankBrain update showcased where Google’s search engine technology trend is headed. The RankBrain is the code name that Google has given to their highly-innovative artificial intelligence (AI) machine that can learn user’s behaviours on the fly and apply this information to rankings. This self-learning system can acquire knowledge on it’s own without human intervention, such as learning to associate different keywords and key phrases with one another. The RankBrain is believed to be a part of the Hummingbird algorithm and helps sort through search engine results pages (SERPs) to provide more accurate and relevant results.

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Giving you the best chance to rank well on search engines.

Every search engine operates differently and are independent of one another. They do not share their algorithms with one another and there is no collusion on this front. They take great pains and go to great lengths to guard their algorithms from outsiders. It is critical to know that just because keywords rank highly on one search engine, it does not mean they will on others. This is why when we strategize, deliver and optimize, we focus our energies on the biggest search engines, such as Google, Bing and Yahoo.

Based on what device you are using or where you are located, SERPs (search engine results pages) can differentiate greatly. With the explosion of mobile devices, search engines have responded and adjusted their algorithms to represent this massive shift in consumer behaviour. Algorithms are search engine formulas that turn your questions/search queries into answers. Google, Bing and Yahoo are always trying to improve their answering abilities. Search engines want to give you the most relevant and pertinent search results. That is why when you’re searching from your mobile, it will most likely produce much different results than when you’re using your desktop in your office. Different devices also can produce different results. Logged-in Android users, for example, will have personalized results that are tailored to their past searching patterns. Search engines are always getting smarter.

To break-through and stand-out on the Web, you need a creative-minded and technically-proficient team. We understand the evolving and changing factors of the SEO world. We will internalize and externalize your business objectives and ensure they are synchronous with search engines. We will form a comprehensive program that is tailor-made and meant to optimize your online presence in a targeted, calculated way. SEO is comprised of various expertise.

The Rank Squad is a Toronto-based search engine marketing company that keeps up-to-date with the latest technological and technical shifts of search engine optimization. In a constant state of flux, our SEO specialists constantly reevaluate strategies to convert in-market prospects and turn them to delighted customers. We start with a site-wide audit and introduce a comprehensive, strategic road-map that results in qualified traffic and incredible search-engine improvements (page 1 rankings).

◌ Start strategizing. We kick into full-gear with a site-wide audit that explores the nitty-gritty to examine challenges and opportunities, such as examining your website architecture/structure and start keyword research.
◌ Start synergizing. We deeply-examine all on-page elements and leave behind no loose ends and ensure they are running at optimal levels. We bring all your internal on-page SEO components up to par.
◌ Start outreaching. We comprehensively examine your current backlink profile, social media marketing and content marketing strategy. We aim to improve the authority and credibility by expanding reach across niche-specific networks and social channels. We build connections by driving credibility and qualified traffic.

Even global brands cannot afford to sit on the sidelines when it comes to search engine optimization. Many large organizations have bolstered their prospects and expanded into new markets by utilizing SEO for their web properties. Despite the obvious gaps that exist between large and small businesses in reality, SEO can become the great equalizer. Smaller businesses can make incredible leaps in the digital world by bolstering their online visibility by outsmarting and often outranking bigger companies. Rank improvement in strategic keywords in search engines will result in qualified referrals and leads. A strong online presence is ranking well on page 1 of Google and Bing, as most users do not venture beyond the first page. Many rightfully turn to SEO companies to help them get over the hurdle.

However, there are too many SEO agencies who do not take your special case into consideration and sell you pre-planned packages. They do not look to enrich your SEO campaign without strategic or creative planning. While others provide short-term boosts that give you minor improvements without any sustainable growths. The Rank Squad provides you with the right recipe for growth rates over the right time period that will generate qualified leads and organic traffic. We will set you apart from your competitors by enhancing your standing in the eyes of search engines through trust and authenticity.

Posted by fidelityit

Why your online reputation matters.

Studies have shown that online reviews influence 9 out of 10 customers when they are making a decision to buy a product or service. Our online reputation management services helps you take ownership of your digital profile and helps influence the narrative before it goes viral. We solve reputation problems before they materialize – we proactively counter negative press and safeguard a positive online image.

In a pre-Internet era, news would unfold at a slow pace. Organizations could often take their time to respond to developments before the news began to marinate into the public psyche. Organizations could go to the drawing board and strategize before determining what is the best course of action to take to counter negative press – they had ample time before deciding on a structured response. The speed at which information can travel in the digital age means that this is no longer possible.

In today’s world, businesses no longer have the luxury to sit back and watch as harmful narratives takes shape. They have to be on the front lines, be proactive and respond quickly. Information now flows freely and can be accessed by customers in real-time. The rapid developments of different media channels, has allowed customers to air their grievances instantly – that is accessible by people worldwide. Reality is, if you blink, you may miss what was just said about your organization.

Communities are constantly being formed online. People converse online and they leverage social networks to exchange information with one another. People feel connected to virtual communities, where like-minded individuals build meaningful relationships that span across geographic and cultural divides. While they may remain largely anonymous to one another, people are reaching out to one another and giving advice and suggestions on community forums, blogs and social media.

Studies have shown that people online tend to trust each other’s experiences – in online communities this resonates strongly because they are seen as sincere, helpful and informative. Online communities are exponentially growing as they are becoming more interconnected than ever before. This phenomenon is known as consumer-generated media (CGM). CGMs are important to users because they associate a great deal of trust and authenticity to these virtual circles.

With the explosion of mobile technologies, it is easier than ever before for people to leave their digital footprint on platforms such as Google Local, Yelp and other review apps. This trend is expanding immensely and according to a number of consumer based studies – more than half of Internet users surveyed have left at least one review. The reputation of your organization is at stake – before things spiral out of control, you need a proactive Online Reputation Management Agency that will help shape your online image.

What is Online Reputation Management? Online reputation management (ORM) is the practice of shaping or influencing public perception of a person or business on the Internet. It is about reinforcing your brand’s good standing and credibility and countering negative content that is circulating online.

We proactively counter negative press and safeguard a positive online image

During this stage, we conduct a thorough investigation by searching the Internet about what is being said about your business – both the positive and negative.

When there is negative content on the Internet about your business, we communicate directly with customers on your behalf. We uncover the underlying service issues and improve operations.

The Internet presents a huge reputation risk as it allows consumers and competitors to openly express their views about your business. We proactively monitor and detect any negative content about your brand.

We convert customers into brand advocates by improving service experience and promoting communication across social channels.

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How does online reputation management work?

In a networked and transparent age, what others think about you is becoming more important and visible than ever before. One highly ranked negative review or comment can undermine your bottom line. As the old adage goes, a lifetime’s work can unravel in a single second. – this is especially true on the Internet as the power has shifted from brands to customers. We help protect your online image, repair damaging information and drive revenue.

The Web has changed all of our lives and has brought us closer together. The open digital ecosystem has allowed us to freely exchange and share information with one another. This democratizing effect has made the world smaller and given us a voice. However, there are downsides to this phenomenon. We can be smeared by the same liberating forces of the Web. The Rank Squad repairs your online image if you have been on the receiving end of libelous claims – whether they are of a personal or professional nature. If there is information out there that you do not want others to see, we will help take it down or demote its position on Google. A brand’s online reputation is an important part of your overall marketing strategy and we will help grow, manage and protect it.

Online reputation management fuses various marketing elements, such as public relations and search engine optimization (SEO). As a business owner, you want positive reviews and articles to be front and center. In contrast, if negative reviews and articles were featured, it will negatively impact your business. In today’s world, search engines like Google give high authority to review based websites, such as Google Local, Yelp etc. Regardless of the nature of your business, these reviews are typically visible on the first page of Google. The goal of online reputation management is to highlight the positives and suppress the negatives. The outcome on an online reputation management campaign is to have your brand associated with positive customer experiences.

While online reputation management is multidimensional and multifaceted, it is made up of three stages. The three stages of online reputation management are: (1) monitoring the content; (2) listening and analyzing to what is being said about your brand; and (3) influencing online perception by leveraging different social channels that helps serve the interest of your company and the public.

Our advocacy based online reputation management program includes:
● We strategically increase the visibility of positive search engine results, and in turn, reduce the rankings of negative press. We push down negative press in search queries.
● We publish positive and honest public relations (PR) materials that truthfully reflect your brand to your audience.
● We utilize search engine optimization (SEO) techniques to downgrade negative search engine results on Google, Bing and Yahoo.
● We safeguard the integrity of your brand through time tested strategies that will protect you from future attempts of defamation.
● We will help you leverage the power of the Web to help grow your business in a digital world that embraces accountability and transparency.
● We repair your online reputation by burying negative and misleading reviews, articles and comments on search engines.

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The three components of online reputation management.

Public Relations

If there is a false narrative that is emerging about your brand online, it can result in missed opportunities. We proactively counter the damaging information that has tarnished your online image by repairing or discrediting them. Our online reputation management campaign focuses on ethical marketing, genuine customer experiences and a strong online search profile.
◍ Investigate negative reviews and resolve outstanding service issues.
◍ Research the credibility of negative reviews and request the removal of ones that defamatory.
◍ Encourage customers to provide feedback on their experiences.

Search Engine Optimization

Search engine optimization is an integral component of any successful online reputation management campaign. Reviews about your brand, both negative and positive, will often appear on the first page of search engines, such as Google. Search engine marketers will push up the positive reviews about your brand and push down the negative ones.
◍ We will manipulate which content shows up on the first page of Google, Bing and Yahoo.
◍ We will strengthen positive content with SEO juice.
◍ We will work on both on-page and off-page SEO to defend your brand reputation.

Content Marketing

Companies are so busy performing their day-to-day operations that they often miss out on what has been said about them online. While you focus on core competencies, The Rank Squad will take proactive steps in managing your online reputation. We incorporate various facets of content marketing to ensure that your online content is aligned with your organizational objectives.
◍ We are notified of any mentions of your brand on the Web and will investigate the nature of it.
◍ We will promptly follow up on any negative press and resolve it in a timely manner.
◍ We will also promptly respond to and boost positive press to ensure they overwhelm the negative.

Millions of new content is created on a daily basis, such as blog posts, videos and social media updates – search engines are constantly indexing new items on an hourly basis. For this reason, reputation monitoring is crucial for a business in safeguarding their online image. The Rank Squad will keep track of any time your brand is mentioned, whether it is in a blog post, an article or on social media – we keep a 360 degree holistic view.

We will remain engaged with your audience by analyzing the reliability and emotions of what is being said about your brand. Monitoring serves the important function of distinguishing between defamatory claims and identifying genuine customer concerns. We manage, monitor and report custom sentiment across various social platforms. With due diligence, we can offset any potential damage before it spreads like wildfire. Communication
Communication is the crucial step that allows you to hear what’s going on and allows you to join the conversation. Customers are now in charge as they determine which communication channels they will use. Companies that want to successfully adapt to changing conditions must engage with their customers using these social channels or risk to lose business.

While communicating with your customers, we will share what we have learned about their experiences, expectations and concerns. This information will be used to make improvements to products and services. We will bridge the communication gap that exists between you and your clients – we will always give you the truth about their perspective.

It is imperative that companies use social media to manage negative press in a timely fashion. Social media allows you to engage in meaningful conversations with customers and control the discourse. This enables us to differentiate between legitimate grievances and defamatory campaigns.

It is not beneficial to remain on the sidelines or remain silent while a negative conversation takes shape. It is important to be proactive and take control of the situation – let your customers know you care and want to address their concerns. The Rank Squad will leverage social networks to help make inroads with your audience, solve the problem and leave customers with an overall positive experience. As brand advocates, we will actively engage in blog posts, social media platforms, consumer review websites, competitors websites, community forums and press releases.

Why we are difference-makers

We locate the sources of negative content about your company that are circulating online and create an aggressive crisis management plan – react quickly, choose the right channel to communicate, respond constructively and commit to solving the problem. We will always ensure our responses are genuine and transparent. Once the issue has been resolved, we will ask for the negative content to be removed. We will try to influence and counter any further negative narratives from taking place. Any negative content that remains will be pushed down in search results as we will send strong signals to Google, Bing and Yahoo that the content is outdated and resolved. If there is any defamatory or malicious content we will request that the content be removed by search engines or review platforms. Once the negative content has been successfully removed, we do not remain passive – we inject a fresh stream of positive content about your company. We will continue to publish positive content until they dominate the first pages of search engines such as Google, Bing and Yahoo.

We Are Professional.
As a business owner, when you see negative content about company, your first reaction is to respond defensively. This response is usually very emotional and it is often perceived as negative. This is counterproductive as you need an effective game plan to address the concerns in a professional manner.
As experienced online reputation managers, we quickly roll out an effective strategy to respond to your critics. We always take the high road and remain professional under all circumstances. We open communication lines with your critics – we remain open-minded, listen to the concerns and come to a mutual resolution. Through this strategy, we reverse the negative into positive.

We Are Proactive.
With the introduction of social media, companies are now on the front-lines of customer relations. They can leverage social media to their advantage or risk losing ground to their competitors. Social media allows real time information to flow freely and openly. Negative information can spread and become viral as people can retweet and share information easily with one another.
We are actively on the frontlines – we will monitor social networks and keep you engaged by providing the right response at the right time. We take into account the customer’s perspective and craft a response around their viewpoint. The Rank Squad will always ensure that we uphold your business values during this process.

We Are Leaders.
There will always be conversations surrounding your company. As a business owner, you should always be interested in what is being said about your brand. The Rank Squad will keep you informed by keeping track of these conversations – we ensure that we are responsive when the conversations takes on a negative tone and reinforce positive behaviour.

If you remain silent or respond emotionally, you can escalate the negative situation and potentially damage the reputation of your brand. The Rank Squad does not shy away from what is being said. We encourage open dialogue and keep the buzz about your brand going.

Monitor ⇒ Repair ⇒  Build ⇒ Protect

Posted by fidelityit

We grow, manage and protect the online reputations of brands.

While information travels fast on the Internet, bad news always seems to travel faster. When companies receive a bad review or comment, they are often puzzled on how to respond. A negative comment that is highly visible on search engines can negatively impact a company’s revenue. Online reputation management can help protect the integrity and bottom line of your brand.

A negative reviews stands out – a visible, negative and persuasive comment can cause serious setbacks. When a negative comment is posted, businesses start questioning the reasons behind such posts. They often attribute the negative comments to an emotional or misunderstood customer, a disgruntled employee or rogue competitor. Regardless of the source, the impact of bad news cannot be ignored on open and accessible social networks. The reasons why people turn to online platforms is to air out their grievances, want their problems remedied and to warn others of the drawbacks of doing business with your company. Social networks have empowered the customer and resulted in a power shift from brands to customers. For this reason, social networks remain the strongest way to express discontent – customers can use them to bring bad news about your company.

On the other hand, there are customers who also advocate on behalf of your company. Brand evangelist share their great experiences about your products and services in online communities and actively promote your brand. They detail their experiences through numerous online posts and try to bring together like-minded customers to share their findings. We find brand-based all over the internet. For example, there are numerous communities based around Apple products such as the iPhone. These communities are used to exchange information by providing feedback between members. Brand evangelists are characterized by their loyalty and enthusiasm and add great value to marketing and branding efforts. They are there to spread the good news about your company.

As online reputation managers, The Rank Squad will increase the visibility by pushing-up the “good news” and pushing-down the “bad news” on search engines. Our online reputation managers, in essence, become evangelists for your brand by highlighting the good and devaluing the bad.

  • We leverage various tactical strategies that will help influence the narrative about your brand.
    ● We will submit legal take downs if you or your company have been libeled.
    ● We will gain the upper-hand in search engine rankings through smart and efficient SEO strategies.

Reputation Building
If there is a false narrative that is emerging about your brand online, it can result in missed opportunities. We proactively counter the damaging information that has tarnished your brand name by neutralizing and remedying it. We go the extra mile by highlighting and promoting the positive information.

  • We will help resolve outstanding negative comments by reaching out and learning.
    ● We will reverse and improve bad ratings and reviews.
    ● We will demand that slanderous comments are removed.

Online reputation management is ineffective without search engine optimization (SEO) – SEO is crucial tool for repairing reputation. The Rank Squad’s search engine marketers will supercharge the positive content about your brand in search engines in an attempt to bury the negative content. When users are searching keywords related to your brand they will be exposed to positive information about your business.

  • We will replace the negative content with positive stories on the first pages of Google, Bing and Yahoo.
    ● We will boost featured content items, such as press releases, and ensure they are strongly associated with your brand on search engines.
    ● We will build a strong link network within your niche to help solidify your status in the marketplace.

As a stakeholder, you must proactively be engaged on social networks to see what others are saying about your business. People can easily share information on various platforms, such as blogs, forums and podcasts. Whether you are aware of it or not, conversations are constantly taking place and it is important to be cognizant of these dialogues. The endless nature of the Internet combined with how fast information travels in a virtual world presents great difficulties in monitoring all the conversations. To really gain an understanding of everything that is being said, you need an online reputation management firm that will put the right people and systems in place to ensure that every time your brand is mentioned, you will know about it. We are immediately alerted every time your brand is mentioned and have the capabilities to scrape and gather this information across multiple platforms. We analyze the incoming data and craft strategies on the fly that will ensure that your vested interests are represented in these conversations. We go beyond just tracking what is being said about your brand, we also keep track of what is being said your competitors and industry as a whole – we see what is trending.

Companies are so busy performing their day-to-day operations that they often don’t have time to keep track of what is being said about them. This is why most companies outsource their online reputation management needs to a reputable firm like The Rank Squad. Our online reputation specialists will advocate on your behalf and manage your digital profile. Our online reputation specialists are always one step ahead of the game – we intelligently and aggressively advocate before things escalate and spiral out of control.

The algorithms of search engines are constantly being updated by Google, Bing and Yahoo – they are dynamic and always changing. The Rank Squad understands these changes and the factors that go into search engine rankings process. We leverage search engine optimization to ensure that positive content ends up on the first pages of Google, Bing and Yahoo. We protect the integrity of your digital image by using a variety of tools and resources to effectively counteract any negative future content.

People rely on search engines to provide the right information – it is often the first place people go to find what they are looking for. When people type in your brand or personal name, what search engine results will show up? The results that show up on the first page are crucial to your brand’s online image. This is because people have great confidence in search engines ability to give them the right information and they believe that if negative content is displayed on the first page that you are not trustworthy.

The Rank Squad believes that the best face of your company should be visible on the first pages of search engines and negative information should never supersede the positive. For this reason, we will bury negative content and ensure that it does not define who you are as a company.

Posted by fidelityit