Most businesses know that in the modern digital era, it is important to maintain a clean reputation for your business online.
It would be easy to assume that because you have control of your own digital footprint, that you also have complete control of your brand’s reputation online. Ultimately however, it is the case that by implementing a management structure for your online reputation, you are able to be proactive, instead of reactive.
The goal with online reputation management is to ensure that when your business, its products and services are searched for online, positive content and a positive ranking come back from the search engine.
The internet has created a truly global market, where people from all over the world can search for your business or content linked to your business, so it’s important to minimise negative results. Not only can these results be detrimental to sales, but also to relationships with investors, your business’ credibility and recruiting staff.
One of the core things to consider with reputation management is your previous successful tactics. With Google holding a 70.8% share of global search according to netmarketshare, it wouldn’t be naïve to look at your Google ranking.
Since the implementation of the Panda and Penguin updates, there has been a far greater focus on removing link and content farms from Google, who does penalise businesses for using such methods. It is very much the case now, that content is king. Having positive and meaningful content about your business and its products and services online will ensure that over time, your rank will be high, and most importantly firm in your business’ ability to deliver.
Simply pushing up your positive results is not a way to deal with any negativity however. The appropriate way to manage negativity towards your business or brand is to respond in a proactive manner. Making sure any negative feedback has been researched prior to responding is key as operating in such a manner will work in your favour.