Who uses reverse SEO? Is it a necessary part of a business' online strategy? Why would a business need to use reverse SEO as part of their marketing efforts?
A restaurant may need reverse SEO if one malicious patron has a less-than-perfect experience, and puts a lot of time and energy into ruining the restaurant's reputation. While we believe the Internet has been the great equalizer in democratizing information, and "leveling the playing field," so to speak, it has also made it easier for cranks and nasty people to cause mischief and pain to people who do not deserve it.
Why would restaurants ever need reverse SEO?
We have seen a number of restaurants who had one person who, whether they had a bad day at home or they are just generally unpleasant, try to harm the livelihood of a restaurant by creating problems for them. Spreading rumors, making up reviews for visits that never even happened, and purposely giving negative-but-untrue ratings on restaurant review sites are all things that have been done to restaurant owners who never served a bad meal.
While management and the regulars know these problems never actually happened, someone who finds the restaurant on search engines or review sites will not. Since they will base their dining decision on what they read from other users, these visitors will choose another place, all because of one angry, anonymous person who wants to make someone else's life miserable. The restaurant owner has no response other than to engage in reverse SEO.
What are some basic reverse SEO techniques?
First, ask customers and regulars to post positive reviews that will push the negative review down the search engine pages (this is the actual definition of reverse SEO). These positive reviews should be truthful, should talk about what the patrons truly enjoyed (i.e. don't write it for them). They can also address the crank directly and talk about how their own experience was so much better. The more people do this, the more new visitors can see that the negative review is either a rare error or the angry rantings of an Internet troll.
Another reverse SEO technique is to ask patrons to leave positive comments on other restaurant review sites, Google Local, and even Twitter and their Facebook page. All of these positive reviews should link back to the restaurant's website. This will help it rise higher in the search engine results, and push the negative review further off the results page.
It is important that you not engage the complainer, especially when you are angry, because this will kill your reverse SEO. Remember that the one thing these people are looking for is attention. By responding to negative comments with anger, you give them exactly what they want, and they can continue to complain and publish bad information. These responses be found in the search engines.
The owner should also refrain from creating fake reviews. Owners and managers who post fake reviews will often find themselves on the other end of a bigger backlash than reverse SEO could repair. Many patrons will forgive the occasional error, but when they think you are lying to them, they will desert faster than a dropped plate.
We do not encourage writing fake reviews to counteract any negative review a restaurant may receive. After all, a customer may have a real complaint that should be addressed and dealt with. Negative complaints posted by a competitor, reverse SEO may be the best solution.
