Many seem to believe that their search engine optimisation (SEO) campaign and reputation management strategy are two separate entities, yet it seems that having a poor public image online can negatively impact your SEO as well.
When we consider SEO, by and large we think about how well the website we are working on will rank highly for specific keywords. More often than not, internet marketing companies work unremittingly to ensure that a website meets the technical standards required for SEO, as well as that the content is fit for purpose and that posts include the relevant keywords.
Unfortunately, however, there are factors beyond making sure that the correct content is on a website that can harm your SEO strategy.
The main issue when it comes to reputation management affecting SEO strategies is reviews. Ultimately, when searching for a business, the majority of potential customers or clients will nowadays search for reviews. Many also rely on the feedback of others to get a gauge of how reliable or poor a company is. In fact, last year 72% of people felt that a positive review made them trust a business more, according to a BrightLocal survey.
It is important, therefore, to ensure that your clients always receive the top level of service from your enterprise. After all, it only takes one search for a potential customer to become disenfranchised with your business. A strong testimonials page on your site will also help to fend off some negative feedback, if you have any.
It isn’t just customer reviews that can have a negative impact, however. Many potential employees, much like customers, will likely utilise a search engine to find out more about your business, especially what it’s like to work for it. Glassdoor, the online career community website, will almost always come up when searching for reviews for a company. As such, many potential employees will also check here to see what it is like working for your business. By having positive reviews from current and previous employees, you will increase the chance of fending off any negative impressions.
It stands to reason, therefore, that having a sound reputation management strategy can actually aid in your search for high rankings on search engines. However, things could easily go the other way, so it is often best to seek help from a professional.