[What is reverse SEO? The importance of countermeasures against reputational damage and SERPs management that EC managers should know]

Search engines are a powerful channel for attracting customers when expanding your e-commerce business, but they also carry the risk of reputational damage. When searching for your company name or product name, unfounded criticism or negative review sites are displayed at the top of the list, leading to a significant drop in CVR (conversion rate). What is important here is the concept of "reverse SEO". In this article, we will explain how to manage SERPs (Search Results Pages) and sound online reputation management (ORM) to protect your business value.

1. Definition of reverse SEO and its necessity on EC sites

Reverse SEO refers to measures that lower or relatively lower the search ranking of a specific website. While general SEO aims to "increase your website," reverse SEO focuses on "making negative information less noticeable."

For e-commerce managers, search results based on name are the very "store signboard." If baseless slanderous articles such as ``suspicious'' and ``unreachable'' are lined up here, users will hesitate to make the final payment, even if they spend advertising money to attract customers.

2. Mechanism of “positive push” that dominates search results

The mainstream of modern reverse SEO is to mass-produce "credible, positive content" related to your company and occupy the first page of SERPs, rather than directly attacking inappropriate sites.

• 公式サイトのサブドメイン活用
• プレスリリース配信サイトの活用
• 公式SNSアカウント（X, Instagram, Note等）の運用
• 求人サイトやコーポレートサイトの最適化

This makes it possible to statistically lower the probability that search users will come across negative information.

3. Reputation management centered on E-E-A-T

Google's evaluation criteria "E-E-A-T (Experience, Expertise, Authority, Trustworthiness)" is extremely important in reverse SEO as well. Rather than simply increasing the number of pages, If you don't have high-quality content that clearly shows who is publishing it, you won't be able to maintain a high ranking in search results.

Especially for e-commerce sites, properly managing customer reviews and disclosing highly transparent company information are directly linked to gaining trust from search engines.

4. Points to note and legal risks when implementing reverse SEO

It should be noted that "negative SEO", which involves sending a large number of low-quality links, not only subjects you to penalties from Google, but also carries ethical and legal risks. You should stick to a white hat approach of "promoting information that is useful to users to the top".