OnlineReputationManagementPlan
Once you have honest reviews handled, you’ll want to address anything that’s inaccurate or dishonest, whether that’s a review, a piece of content, or something in the news. Again, you’re best served by tackling the problem head-on.
Don’t tolerate unfair and unlawful defamation of your brand. If there’s something out there that’s untrue, there are things that can be done.
SEO
Effective SEO is something every business should be practicing, regardless of online reputation, but it’s even more important when there’s negativity about your brand online. The primary objective of using SEO in online reputation management is burying the negative with the positive. This can be done a number of different ways, depending on what you can commit to the effort, including link building, content marketing, social media marketing, and more.
Focus on strategic keywords, and do your best to own them. For most brands, these will be keywords related to their brand name, so take ownership of what’s yours, and don’t let anyone else steer the public conversation. This may sound a bit more daunting than it really is. For most successful reputation management strategies, it’s a gradual effort designed to replace the top 30 results, one page at a time.
It’s the way that Roshchyk does it, as “people usually glance over the top two or three pages of search results, so the rest of the pages are mostly left unnoticed.” So once you’ve cleaned up those first three SERPS, you can start to rest easy.
ContentMarketingA significant portion of your SEO efforts can be accomplished with high-quality content. Kevin Pike of Rank Fuse puts it this way: “The key to success in any online reputation management is to be proactive with original content. Steer clear of copying and pasting the same boilerplate copy, same pictures, and same videos. What people (and search engines) want is something different and something new.”
By offering search engines something more valuable (and more positive) to find, you can effectively drown out the negativity that’s damaging your reputation.
ShowcasingtheReviewsYouWant
You’re also likely to see a lot of improvement if you take steps to emphasize the reviews you want seen. Try linking to reviews or review sites you want seen to build link authority and push those to the top of SERPs, says Joe Goldstein of Contractor Calls. “Simply Google your company’s name, pick the sites that you would like to come up first, and link to them from your website. If your HomeAdvisor profile has a few good reviews but you’d rather people don’t spend much time on your Yellowpages profile, link to your HomeAdvisor profile from your contact, about, or reviews page.”
Using tactics like these can boost your SEO and help bury the negativity, as well as positively influence those who search for your brand.
TacticstoAvoid
Not every reputation management tactic is worth trying. Some are just as likely to hurt your reputation as they are to help it. These “black hat” tactics won’t do you any good in the long run, says Roshchyk: “trying to bribe owners of top-ranking sites, ignor[ing] customers’ complaints, manipulating search results with spam techniques, trying to slander the top-ranking pages, etc.–it just won’t get you anywhere, so it’s not worth trying.”
She adds that no amount of digital magic will save a company from poor customer service. “If our client’s customer service cannot be improved, there’s nothing we can do to save their reputation.”
Implementing the above tactics (and avoiding the unsavory ones) can help you recover your reputation, and start winning over new customers. As mentioned earlier, though, many businesses and
professionals struggle to give reputation management the attention and capital it needs. For those who don’t feel like they can handle the job in-house, there’s a welcome alternative.
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