Ensuring you have a good business reputation is crucial. Originally a PR term, reputation management involves processes to effectively manage a business’s reputation. In today’s evolving, interactive and digital world, with the continuous growth of the internet as a tool for voicing opinions and reviews, what people say about your business and brand and how this influences others is more important than ever. Online Reputation Management (ORM) is the practice of attempting to shape a company’s public perception online.
When you might need ORM
- Bad reviews from unhappy customers about their experiences with your company
- Damaging comments from users, customers or unhappy staff
- Negative content about your brand
- To control the presence of your competitors or unauthorised distributors, like those with a similar website name to yours
While you can’t really get rid of problematic rankings or content altogether, good ORM is about replacing the negative search results with positive ones. Problematic pieces can be moved down, or off, the most important search page – Google’s front page. With good ORM you can control brand presence on key search engines and create more positive listings
Processes of reputation management
Repair – Looking at where the issues are affecting your reputation and repairing the damage.
Rebuild and recuperate – Using search engine optimisation (SEO) and PR techniques, including posting blogs and distributing press releases, to rebuild your online reputation and bury negative stories and content further down search engine results pages.
Maintain – Continuously monitor SEO to ensure good ORM is maintained.
Online reputation management strategies
- Removing blogs on topics irrelevant to your business
- Creating links to each page of content to strengthen internal links
- Creating a site page dedicated to all positive reviews about your company
- Refining technical aspects of site pages, like meta titles and meta descriptions to better match how your audience search
- Changing your site’s page structure so content that’s hidden deep in your site becomes more accessible
Off-page strategies include:
- Building links from your site to all positive content about your brand on third-party sites
- Creating new content by blogs and features for business-relevant bloggers and authoritative sites, with links to your website
- Putting together a PR campaign or distributing press releases to the media about your company news and developments, with relevant links to your site