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A white paper from MarketingSentinel suggests that corporations should borrow some techniques from bloggers to temper the impact of negative consumer-generated content on search results.
For example: put Dell Tech Support into Google and six of the first 10 results are blog posts about how bad the service sucks. If Dell PR knew what they were doing, the search results would be different.
Blog posts, the white paper notes, are dangerous because:
– blogs are easily indexed by search engines
– have prominent keywords
– automatically syndicate their content to other users
therefore, the study says, RSS distributed news, and blog posts, are increasingly dominating how readers access information.
Techniques companies can use include:
– defining a niche for their blog
– targeting search phrases
– naming categories for each phrase
– writing effectively about subjects related to each category