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34 | Scottsdale Airpark News January 2016
links that show up on a Google search for the company’s name. “The main domain—your website’s home page—is always the first thing you want to show up when someone is searching for your brand,” he says. That trick that can be achieved by preloading your website with authoritative content containing all the right keywords to direct the search to it. “Beyond that, there’s the other eight or nine spots on the front page of Google that you want to protect. A few you can control: your Facebook page, your social profile. You want to have a strong foundation of links so that you can have that whole first page be for your brand. If you don’t have that, other reviews of your company, stuff that you may not want to see up there—complaints about previous mess-ups that you may have fixed but keep showing up in a search—may end up affecting your brand in a negative way.” If you do start getting negative comments, on Yelp, Facebook or any site that welcomes customer reviews, it’s crucial to address them quickly and professionally. “If a negative post is made, make sure you’re responding to it as soon as you can, so it’s not just lingering out there,” says Eric Olsen, founder of Fasturtle, which he describes as a “soup-to-nuts” web design and digital marketing firm overlooking the Scottsdale Airpark r u n w a y. “ M a k e sure your response is professional, and then encourage the poster to take the conversation offline, with something like ‘Please feel free to reach out to us at our corporate office,’ listing the phone number.” Olsen says a common mistake businesses make is offering concessions to the complainant online, which can actually result in more negative reviews from people just seeking a similar deal. “You typically never want to post any discounts or offers online, because that will just encourage other negative reviews,” he says. “There was a hospitality company that we worked with that would occasionally get negative reviews about the staff or the cleanliness of the room, and they would respond with, ‘Let us give you a discount on your next stay with us.’ Ultimately they started seeing more
negative reviews from people just looking for a free night stay!” You definitely want to let customers know you’re listening, however. “People are looking for your response,” Olsen says. “They understand no company’s perfect, nobody can have 100 percent client satisfaction. But as long as you’re making that effort to address complaints, you’re showing that your company is responsive to its customers. And that’s what people really want to see.”
Kings and queens
While many technical and engineering fields are often criticized, and rightly so, for not placing a fair amount of women in leadership jobs (the latest diversity reports monitored by the Wall Street Journal show an average of 23 percent women to 77 percent men at the top 10 tech companies), online reputation management appears to be one tech field where both sexes play an equal role. The SEO part may still be dominated by male coding geeks, but the communications part of the job is easily ruled by women. “A large reason for that is because we understand the relationship piece behind technology,” says Kristin Slice, marketing director at Splash Printing and Marketing, a full-service printing, graphic design and marketing company headquartered on the Greenway-Hayden Loop where all six of the leadership roles, from owner on down, are occupied by women. Slice says Splash has not gotten into SEO (they work with partners to build the technical back-end of their websites), but the customer relations component of online reputation management has been a natural fit for their services. “I think there is a natural element of building relationships in communication that works well with the gender roles we are brought up with,” Slice says. “And now that search technology has gotten sophisticated enough to understand the value of that relationship piece — it’s not just about the mechanics of it, search engines now understand your interactions online, your relationships with other real people and so on — I believe you’ll find more women getting into the field. “I always joke around that if, as the SEO world says, ‘content is king,’ then for