Online reputation management is the new norm today that revolves around managing the image of the company in front of its users. They need to see the brand as you want to see them and for that it’s very important to present your result in the best possible light.
Bluntly speaking, de-ranking your negative results and up-ranking your positive and more important ones.
So in other words, if a user enters the name of your brand or product in the search box, all the unfortunate criticisms and bad headlines should be way out of his way. Since the number of users decreases with increasing result pages, therefore, the further you manage to stash away the evil the better.
Now, how to do that is not easy. From social media to organic search, a constant vigil has to be maintained in order to appear smart and transparent at the same time.
Give below are a few techniques used by digital marketers for online reputation management.
Take over the most prominent social networking spaces and leave a distinguishable footprint. This is an effective strategy to increase your presence on the internet and hence increase the number of results that are displayed for your brand.
Again creating pages on hoards of social media platforms is not really helpful if you don’t intend to build on them because not working on them, makes them not popular and hence will be ranked really low in the SERPs.
A few sites with regular and updated content will serve as better means for branding than hundreds static profile pages created across the internet that are created just to increase the number of external links.
Keep coming up with new and attractive engagements on your pages and get people to comment or like or share to make them popular. Once your page hits the steam and creates a buzz then you have added another favorable search result on the front page!
This is the best way to provide for a means to directly interact with your customers. You can provide them with detailed updates on your new and upcoming products and services.
The customers also get a chance to know more about your business and well, you. Make them understand your missions and targets as a company. Besides this you can keep them updated and maybe even excited regular blog posts on the products that you offer and those that are coming up.
Another feature that will work to your advantage is that people can interact with company directly by posting comments on the blog. You can keep your posts impressive and fascinating that might just create a bond between you and the users and get them to trust your brand.
You can also keep a record of how popular a particular product is by monitoring activities like comments and shares on each blog post. It will help you gain some really great product development tips too.
Blogs are great marketing platforms if you want them to be!
Now you don’t want dubious looking pages that are of sub-standard quality to point at your new and shining domain. This will present your domain in a very questionable light and we are pretty sure you don’t want that.
Instead, use those high quality links for this purpose. If reputed links that are highly trusted by Google point to your main domain, then you can be sure that Google will trust you too.
But that doesn’t mean you don’t use the low-quality links at all. They do still point to your website and hence have a purpose. They can still be used for pointing to those social media profile pages and grab a rank.
The sites that are open to all users are essentially quicksand for you company. These open-to-all sites can change your content beyond recognition and you might have no control over it. People can edit, add or remove material and even put in false information which then will require lot of time and energy from you to take them down.
For example, it’s common for companies to have extensive and numerous Wikipedia pages. The reasoning is quite obvious, it’s a powerful domain, and having your company put up there is proof of an excellent standards.
Well how would it work out for you if every time you openly engage in a scuffle within the industry, your Wikipedia page was anonymously updated with those ‘facts’?
The first rule of web reputation management – do not drive if you can’t steer!
This is one really clever trick that can help you stack your liabilities (or content that has possible negative vibes) in a different pile from your assets (or content that is static and not prone to attack).
Let’s say the name of your company is xyz. Since reviews are the ones that have the highest possibility of having negative material, therefore, they need to be separated from the main domain.
Why? Because this way, people searching for our brands can be made to stay away from the volatile reviews section.
The same can also be applied for the different products or services offered by your company. Create a reviews domain and rank on it when the query requires you to but keep them hidden when not.
By now you must have understood that online reputation management is a lot more than responding to your critics and making the bad news disappear. If you don’t want your business to suffer from a customer rant or unfavorable news than you need to do it and you need to do it right.