How to fight Negative SEO tactics? Think about the case of Tripadvisor and imagine a business model as below:
1) eat a meal in the restaurant (e.g.: “La bella vita”) pay the receipt with a User ID Card (e.g.: loyalty\member card).
2) Then the consumption will be sent and registered in a TripAdvisor data base as “consumption to be reviewed”. That could be nowadays even easier than 10 years ago if you since the technology available such as card reader, smartphones, apps, are cheap and well-known by end users
3) You go home and since you have enjoyed the delicious spaghetti at “La bella vita” you decide to post a review in Tripadvisor. Since there is a consumption associated to you, your review will be validated and thus not consider as Positive\Negative SEO tactic.
4) The competition around “La bella vita” is challenging and the main competitor, “The Beagle Boys’s Pizza”, pretty tough. “The Beagle Boys” is highly pushing a Negative SEO tactic and they usually attempt to write bad reviews against “La bella Vita”. Unfortunately, since no consumption is pending as “to be reviewed”, the comment in Tripadvisor will be not considers as valid.
Well, such a business model might fix definitely the issue of Negative SEO for Tripadvisor and make their service much more useful for consumers…
…but, is that really all about implementing such a business model?
I mean, how is possible to fully exploit the investments needed for developing a new IT infrastructure?
Well, new data is actually now available for Tripadvisor since many consumptions are tracked. In particular, three key aspects has been registered:
1) WHAT (spaghetti)
2) WHO (user ID)
3) WHERE (GEO position of the restaurant)
That is actually what a BigData initiative is: leveraging the data available inside as well as outside the company not only for improving the core business but also for developing new ones.
How? By using a N.IT.I.D method: New IT Initiative Development.
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