Reputation Management

What makes reputation management so important? The depth and scope of the internet invites virtually unlimited user-generated content – something that can be both good and bad for a growing or established business. Due to the expansion of the buying process, it is critical for any company to manage their online image. At any given time, an individual may look through 11 or more touch points when considering their business options. This includes online reviews, BBB ratings, articles about the company, and the company page itself.

As a business, you have to define your ideal reputation: what information do you want your potential clients to find during the research process? What do you want to communicate about your brand? And, most importantly, how do you intend to combat negative and damaging information?

Why Reputation Management?

You’ve likely heard the phrase, or something similar to it: you can do something right a thousand times, but the one wrong thing will be remembered. Several studies, and likely personal experience indicate that customers are more likely to take to the internet to share of negative experiences than positive experiences. Positive experiences often go unnoted or unshared. As a business, this is detrimental to your bottom line. You don’t want potential customers to find unfavorable stories about your business – you want them to understand the benefits and services you offer, and enter into a business relationship with positive impressions and expectations.

How Does Reputation Management Work?

Even if your company offers exemplary services and a nearly flawless success rate, one negative review is enough to make any potential client think twice. After all, you’re only as good as your reputation. Word of mouth on the internet can travel fast, instantaneously reaching curious eyes all over the world.

The first thing you need to understand about reputation management is that it does not undo or delete existing or future negative reviews. What happens on the internet stays on the internet – as in, nothing is ever permanently deleted and nothing is ever irretrievable. You should eschew the notion that you can have negative reviews taken down to fix your online reputation. You can always contact dissatisfied customers and strike up a compromise, but other steps must be taken to create a positive first impression.

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Reverse SEO

Search Engine Optimization (SEO) is an ongoing process that creates visibility for businesses with an online presence, or no online presence who want to build one. Reverse SEO, on the other hand, actively pushes negative pages and reviews down in the search engine results. Most searchers don’t go past the first page of a search engine, which is not where you want negative press to appear. The farther down, the better.

So how does it work? First, you need to fill the first page of the search engine results page (SERP) with positive and relevant information about your company – these two words are key. As a company, consider participating in thought leadership or blogging contributions. If properly optimized, these pages will be one of the first things that any curious potential customer will encounter. Not only does it push negativity one spot lower, but it reflects positively on your business and industry knowledge. Another great page could be a testimonials page from your website – not only will this bring potential customers to your webpage, but it speaks to your business and its character when any searcher finds positive reviews on the first page of their SERPs.

However, dominating pages like Yelp and Google reviews will always be favored by Google. Hard work with negative SEO won’t always eliminate popular review pages. This is where client outreach becomes critical. Consider sending out brief review requests to your clients, and ask them to give an honest review about their interaction with your business. Chances are, you’ll get a host of good reviews to combat negative reviews that better speak to your business and your abilities.

Our Specific Reputation Management Process

Our approach is simple and effective: fill the front page of the SERPs with positive and relevant content. Not only will we work to rank different pages from your website that will speak positively, but we will help your company establish a positive presence on other webpages that will speak to your industry knowledge. We also understand the importance of positive client reviews, which is why we will also focus on arming you with the tools to encourage positive reviews from your current or former clients, thus effectively combating negative reviews that may drag down your average rating.

What are you waiting for? Contact us for a consultation, and take control of your online reputation!

Contact us today to speak with one of our Expert Marketing Consultants