What is Leapfrogging in SEO, ORM and Brand SERP Optimisation?
In the context of a Brand SERP, leapfrogging is a strategy used to push one piece of content above another using SEO tactics. The target leapfrogee content is this pushed down the rankings by the leapfrogger content. The leapfrogger content can be either owned, or third party – the counter-intuitive concept of doing SEO for others comes into play.
The aim of this strategy in Brand SERPs is to push positive content upwards, “leapfrogging” over the bad content and thus pushing the bad content down your Brand SERP making them less prominent, less visible, and less credible in the eyes of the public users, pushing them down further until those results become invisible to the eyes of the public.
Online Reputation Management experts often try to drown negative content by one creating new content in an attempt to rank that above the negative result. Leapfrogging is generally a more effective way to remove imperfect and negative content from your SERP than drowning.
The technique is to find candidate content that is positive for your brand, perform SEO tactics on those and make them rank higher. If you can find enough candidates and successfully leapfrog the negative content, then you will push that negative content off page one, replacing it with positive, accurate, and relevant content that you choose.
Why it works. Remember that Google wants your Brand SERP to reflect fairly on you, so if the leapfrogger content you find is a fair and honest reflection of your brand, then you only need a little SEO to encourage Google to show that higher on the Brand SERP.
Jason Barnard offers this course for ORM / removing negative content from your Brand SERP >>
If you want to learn more about other strategy used other than leapfrogging, check out this Article