Protecting Your Brand Online – VodaSuccess

I don’t know if you noticed my very poor word play in the title of this post – Vodasuccess – as opposed to Vodafail, the guerilla website set up in Australia to help unhappy Vodafone customers vent about their poor coverage, call drop outs and customer service issues.

See, despite the massive amount of interest in Vodafail, their daily hits, over 13,000 complaints logged, user created content, mentions in major online newspapers every day, and links from blogs across Australia,, is not on page one of Google results when you google Vodafone.

Vodafone, despite over a month of terrible PR both online and offline, has maintained the integrity of their page one search results of their name.

The first half of the page is full of entries from the domain (which I personally think is quite dodgy, Google), as well as places (Vodafone Stores). The rest of the page is taken up with news reel, Vodafone corporate website, a store location site and only one SMH story.

For people looking up Vodafone these days, you would think Vodafail would be a useful site to see. In fact, I was surprised to discover that was not in the top 100 sites listed for the search term Vodafone.

To protect your brand online, you want to have lots of pages about your site, saying positive or neutral things, trying to keep any negative stories off the front page.  To do this, these pages have to be highly relevant to you, and strong SEO-wise. The content should be kept fresh, and up to date. For ideas to protect your brand in search results you might want to consider;

– Separate corporate and commercial sites, if you are big enough

– Owning multiple domains of your brand name

– Maintaining a blog or forum

– Getting your name in multiple Google products on one page, e.g. news results, real time results, video and images. You can do this by having all different kinds of content on your site

– Get even more real estate on Page one, with a Google Places page

– Have Facebook, Linked In and Twitter pages, and ensure they are always set to good search friendly, public settings which are optimised for your name

– Create a Wikipedia page about your site

– Making sure that your brand has pages on directories which are important to your industry (or other sites which are very powerful in search engines).

– Consider getting profile pages for your business on sites which you partner with – e.g. business partners, charities sponsored, or online media to which you contribute.

There are many more creative ways you can do this, and if you need any help, just give us a call. Although, we hope you will never need these defences in the future!

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