Diversification of Media and Content Utilized
Never put all your eggs in one basket. Utilize several different kinds of media and forms of content. This will reduce risks and increase the likelihood of gains, just like an investment portfolio.
There are two important aspects of diversifying online reputation management.
The first is to use multiple types of content. We can have all the glowing testimonials in the world, but if testimonials are all we have without case studies or data to back up our results, it will look suspicious. Additionally, search engines will only return so many results with one type of content. That leaves plenty of room on the first page for negative content.
In addition to testimonials, harness the power of reviews; success stories and case studies; press releases, YouTube videos, and articles about your expertise.
The second important part of diversification is to use multiple websites. The more websites a company or individual rules, the more spaces on the first search results page will be filled with positive content over which you have control.
Creating multiple websites and blog sites isn’t as hard as it sounds. Instead of putting all content in one place online, we simply spread it out among different websites; each assigned a specific purpose and audience.
Think of it this way. If you manufacture sporting goods, you won’t talk to a basketball player the same way you would talk to a football player, soccer player or fisherman. Every single one of these has a specific interest and should have its own website and content.
If they all link into the parent website. That is just plain good marketing. The only time in my experience that you will get penalized is if you duplicate the content. As long as each website has fresh, engaging content. Linking to the parent site or any other site is exactly what should happen.
Diversifying content in these two ways will make your content more relevant and authoritative because each website and type of content appeals to specific audiences and search queries.