Every form of marketing is integral to ensuring that brands are well-managed.
Utilizing your same voice across your emails and ads, as well as using the same image assets for your website, as well as billboards, you can contribute to the image created when a potential customer is considering the product.
In some cases, however, your company may get negative reviews or press that could change how it is perceived.
If a potential client wants to know whether your company is reliable, they will likely search for you online.
The mere fact of visiting your website doesn’t suffice, and users will need more objective feedback.
Thus, online reputation management is crucial.
It’s creating and controlling the narrative surrounding your brand’s online presence.
SEO is a crucial step to take into consideration in this process.
Why is Reputation Management Important?
A search for a name, product, service, or other typically begins with an online search.
Your website will likely only have one or two results that pop up when people search for your brand.
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The other results reveal something about your business that might be better than you’d like.
For Corporate Branding
Negative reviews occur.
An independent third party can fabricate unfavorable reviews of your product or service with competitors.
Negative press can result in an indication of high status.
Be aware of what’s listed on the top page of results on your search results for your company’s keywords so that you can spot any potential problems with your brand’s reputation.
If a news story begins circulating about your business, or even if incorrect information is posted on a third party’s website, It can be difficult to restore the damage done to your company’s image.
It’s important to ensure that your message for your brand is displayed at the top of SERPs.
Being proactive in your reputation management on the internet will put you in a good position to correct inaccurate information or to outrank negative content.
Our Personal Branding
It applies to all aspects of your private and company brands.
You should ensure that the data on the internet gives a positive impression.
We’re all doing very well presenting ourselves as positive via social media.
The process of retouching images, arranging our highlights from life, and sharing only information that positively portrays us.
Recruiter and employer are now looking at social media sites to evaluate potential candidates for job.
What happens if someone searches you?
What is displayed at the top of SERPs?
How to Implement SEO for Online Reputation Management
I’m not going to explain what you need to do for your site to rank in search results for your brand name, only that you must.
It can be especially difficult when your brand’s name is an expression of something that is not in your language.
It’s particularly difficult when your brand’s name needs to be unique.
It is essential to be in or near the top position for the name of your company.
So, the first outcome (excluding pay-per-click results) for your brand’s name is a right you own.
Ultimately, you’ll want positions two, three, four, and five to be your properties.
Take control of the Front Page
When possible, the initial five or so results that rank high for your brand must be managed by you.
Your website, other digital properties you manage, and your social media accounts.
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If a potential client seeks information about your brand, you must maintain the information they find.
It includes taking advantage of your region’s most popular social media platforms.
Create branded Facebook, LinkedIn, and Twitter profiles.
Social media websites are extremely credible and will rank high for most branded search terms.
Choose something other than a presence on social media.
Create your business’s profiles on review sites or industry comparison sites.
The basic idea is that for any property outside of your direct ownership, you still have control over its content.
Be engaged on Social Media & Review Sites
Making yourself available on social media platforms and reviewing sites isn’t without risk.
Reviewers will be left, and comments will be posted.
There will be some that are not 100% positive.
Even if you don’t own an official Twitter handle or a company-created Glassdoor page, it doesn’t mean that employees who are unhappy or rivals will not be discussing your business in any way.
It may be feasible that you are not aware of it you would like to.
Make sure you respond to all comments, positive as well as negative.
A negative tweet may result from a Google search for your business.
Maintain your company’s presence on social media and review websites to respond to negative feedback and to ensure they stay off the top of Google.
Create Google My Business Listing
Another area is the results from branded search engines that you can own.
Your Google My Business listing could be the first search result of a person looking for your company’s name.
During the holidays or even during COVID-19 restrictions, the timings or the hours of operation at your office could change.
Google My Business can be the best way to update this information.
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If you don’t have an Google My Business listing, the search query “[your business’s hours of operation]” could lead to worng message.
Google Posts
Another benefit of the Google My Business profile for reputation management is Google Posts.
Posts are short pieces of content that be displayed directly in the Google My Business listing.
They let your company add timely articles, offers, or news directly into Google results without fighting the ranking algorithm or waiting for indexing.
If you require an immediate PR or wish to announce things quickly, this is the best way to accomplish this.
Reviews
Google My Business listing allows reviews of your company to appear at the first page of results.
If a customer leaves an online review of the Google My Business profile, there is nothing you can do to remove it.
It must violate Google’s guidelines for reviewing in a way, and even then, there’s no guarantee that Google will approve it.
Reputation management is all about coping with negative attention as well as it is positive.
A negative review can be replied to via Google My Business, giving your business a chance to turn an unpleasant experience into a positive one.
Questions and Answers
Google My Business also features the Q&A section, where users are able to ask questions regarding the profile.
The issue is that the public could as well be able to answer these questions.
It’s an excellent way to discover the details your clients are most interested in. But, it’s also a comfortable way to learn about.
Keeping track of all questions being asked is essential to ensure you know the correct answer.
Nothing stops an honest (or poorly-intentioned) citizen from responding to a question but it is incorrect.
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Be sure to manage your online reputation properly by monitoring this part in the search results.
Create content based on potentially negative Keywords
Brand searches often result in various People Also Asked (PAA) search prompts.
The PAA results provide a wealth of information for your keyword analysis.
Such prompts can lead users to ask questions about a brand they might never have.
For example, being from the India, I have yet to gain knowledge or exposure to iPhone.
However, searching for the keyword “iPhone” results in these PAAs.
Before seeing this PAA, I learned that some might think purchasing mobile from a brand is unwise.
I do now.
The question “is android better or apple?” is off-putting for those who don’t know anything about the company, but the search result is more troubling.
Other popular PAAs that be displayed for searches on brands include “Is the [brand] legitimate?”, “is [brand] scam?” and “Can I remove [brand]’s subscription?”
The potential client might not have a reason to believe that your company is a fraud, but the questions asked by others could cause concerns.
Examine the PAAs which appear for your company’s name.
If they’re even a little negative, make sure that you rank them as the most prominent snippet of information to challenge this idea.
Be newsworthy for the right Motives
If you’re trying to discredit a top-ranking negative news story based on facts, there will be a lot of sympathy for your actions.
Instead, you should work to be notable for the right reasons.
Get press coverage about your charitable contributions, your encouragement to the local team, and your efforts to preserve the environment.
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Make sure you focus on online PR to increase your PR’s impact, even if all you’ll get is a mention of your brand.
If it’s on an authority-based website, surpassing websites that review, compare, and contrast, and other potentially risky sites for your branding may be sufficient.
The key is to stack positive reviews of your brand on the top of your page, extending beyond the websites you control directly.
Create a Brand Alert
Utilizing Google Alerts or other brand-mention monitoring tools, keep on your guard for any instance the times you’re mentioned on the internet.
An editor or a journalist may be open to hearing your perspective on an unfavorable report.
It could be the case that the opening hours of your business were not reported correctly or other errors were made in the information provided.
The alert can allow you to address misleading or harmful accusations before they are overly popular.
It’s Not Everything About Google
Remember to mention that you can use additional search engines apart from Google.
Make sure you follow these guidelines for other search engines, too.
Create a Bing Places listing and monitor the first page of DuckDuckGo to find your brand’s phrases.
If an alternative search engine finds your business’s name, it is crucial to ensure that you manage your brand’s reputation there.
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