Use SEO intervention Search dilution negative information into PR sharp weapon

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Last year Wenchuan after the earthquake, a well-known herbal tea in Guangdong after the disaster relief of a network forum and QQ Group of "network hype", so that "network promotion" a gun became popular. And the financial turmoil that began last year, let many enterprises begin to choose Network PR, make the whole industry rise up in the economic winter.

After the "Ban Herbal tea" event, the network promotion overnight popular

Agen is quite famous in the industry. As early as 2004, he has set up his own network of hands-pushing companies, is the industry's first to start Research network promotion, operation and network PR one of the people. He told reporters, network promotion, network PR these words were rarely mentioned before, until last year, a well-known brand of herbal tea in Guangdong after the Wenchuan earthquake through a network hype a cannon and red, only to make this industry really fire up.

"The promotional event is a turning point," he said, before the real understanding of the role of network PR and the effect of the enterprise is not much, the herbal tea event is to their industry to sell one of the largest advertising. Since then, the number of enterprises and brands to find more obvious.

Agen said that the first promotion and speculation since 2005, their company is starting from 2006 to launch the network extension services, but also has a few customers. In 2007 years, the promotion of the model more and more customers are also increasing. Last year Wenchuan after the earthquake, a well-known herbal tea successful speculation, so that the visibility of the entire industry has improved a lot, the demand is also increasing. Then, the global financial crisis, many enterprises began to feel than the traditional public relations, network PR and promotion of "less investment returns high", so that the entire industry in the economic winter in the emergence.

Every time "hype" lurks behind thousands of pushing hands

"To do positive promotion, the most important thing is to grasp the hot spots," Xiao Mo is the head of a network promotion company in Beijing, he gave reporters saw the company last year did a promotional plan, customer is a new Jin solar water heater brand. At that time, "God seven" smooth launch, Little Mo seize the water heater using the characteristics of solar energy, and the same use of solar cell power supply "God seven" link, let the masses of "God seven" enthusiasm extended the water heater. According to this promotion theme, he has planned more than 10 versions of the posts, each post also contains 15~30 article replies.

"To evaluate the various aspects of the incident, step-by-step to lead the product, but also do not let others feel the obvious tendency," he said, or to reach the goal of the promotion, the post planning is very exquisite skills. Sometimes, the outside person looks like the ordinary one or two words, also is in the public relations repeated under only then produces. It takes at least 35 days to write a plan like this.

After the planning of the post, is the network post people and top Shinton time. Project leader command, "latent" in the major websites, forums, blogs, QQ Group, video site on a lot of pushing hands will immediately act up, quickly launched a grand publicity campaign.

"Positive release of the cycle is generally half a month, quick words can be done in a week," said Xiao Mo, his hands up to more than 1000 people, respectively, lurking in the major portal sites and popular forums. More than 60% of them are amateur part-time posts and top posts, only 40% are full-time hand-pushing hands. Within about a week, posts on the water heater were posted to more than 100 forums.

Judge the effect of a network promotion, customers only believe that the product sales, "only sales up to the most convincing." It is said that after a one-month promotion, the brand's solar water heater sales in previous years increased by 40%, this 1 ~ May are stable standing in the first position of peers. Because the promotion effect is good, the enterprise has become the small MO Company's long-term customer. And the top three companies in the solar industry are their customers.

Melamine incident Koushou

Enterprises want to be in the network PR and promotion, also must have a certain "qualification". Senior Network PR Mr. R said, not all the companies looking for the door, they are not mistaken. Generally after a list, they will be the strength of the enterprise, operating history and other aspects of the comprehensive assessment and consideration, a must meet the basic standards is, must be recognized by the State enterprises and products.

However, sometimes it is inevitable to encounter some of the more difficult cases. The famous dairy, which collapsed last year in a series of milk powder scandals, was once a customer of Mr. R. Since 2007, Mr. R's company has been doing long-term maintenance and network monitoring for the dairy industry, and after the melamine incident, the client wanted them to eliminate the bad effects of the internet before it expanded. Professional sensitivity let Mr. R smell the dangerous taste, because vaguely aware of the seriousness of the situation, they took the initiative to suspend the contract with the other side, it was not long ago, the milk industry's negative news is overwhelming.

Intervention search engine Results guarantee positive information Top 10 pages

"Delete posts directly is the most common practice of small companies," Mr. R said, if it is an individual, generally very good to do, they will follow the other party's request, directly delete an article or a post. For enterprise customers, they suggest that the other side to do the deletion, but also the search engine "optimization."

"Let the positive message top 10 pages"

What is search engine optimization? Mr. R explains that compared to simply deleting a piece of news or a post, more powerful network promotion and network PR companies tend to use "technical means" to "eliminate negative news". And this technical means, refers to search engine optimization, also known as SEO, that is, work the search engine.

Search engine is now people get online information important channel, for example, if in Baidu search a company or a brand, the result is all negative article, that netizen to the enterprise or brand impression how can imagine. If the searcher is a potential customer or partner, the impact on the business is even greater.

"Search engine optimization is not a real deletion," Mr. R explained, but using a specific SEO technology, Baidu, Google and other search engine results of artificial "intervention", the Positive Information "optimization" to the first few pages of search results. It is said that it is generally possible to ensure that positive information in the search results at least the first 10 pages of a large number of appearance, but also to achieve a "dilution" negative information, the negative information "suppression" to the back of the effect.

Positive publicity articles are sometimes provided by the customer, but more often, is the network PR for the enterprise current crisis, purposefully to plan and write. Mr R says Google and Baidu search are based on "key Words", as long as the grasp of the search engine is easy to "capture" the "key Words", in the article appropriate to join, and then use some of the SEO tips, such as adding some external links, to control the search results is easy, Not only to ensure that these positive information is included in the search engines, but also to allow them to line up before the negative.

Maintenance costs five to 100,000 yuan a year

"Smart enterprises know how to prepare for a rainy day, but many companies are always in the negative news after the door to find", senior network pushing hands Agen that network PR is a part of the network to promote, even in the network crisis PR, delete the post is just a small part of it. But from now many people simply think that there is a negative on the "one deleted." It is far from enough, he says, to make companies and brands have a lasting reputation for being a "mess to fill" approach.

Some enterprises believe that one or two times to delete and optimize the once and for all, you can ensure that there is no negative sound on the internet. Agen said that such an idea is unrealistic, delete the post is just a temporary cramming practice, to the positive moment "walk in" negative, without long time attention and accumulation. They give customers a minimum maintenance cycle of one year. A noun, a year of maintenance costs is 5~10 million. Generally speaking, the name of the enterprise, the name of the product, and so on one or two nouns can basically cover all the messages and articles involved.