With the vast amount of online review sites available for anyone to leave a comment and openly express their views of a company, a business’s reputation is consistently on the line. How a business is viewed by customers can severely hurt or positively impact the business since customers define a business’s reputation.
While businesses recognize the vital importance of providing great customer service since they are consistently under review by customers, all too often information about businesses can be thoughtlessly or maliciously misused, damaging the reputation of the business.
Reputation management is more than just managing a reputation. Reputation management is knowing how your company, products or services and your industry are viewed online. It’s also knowing how to debunk the malicious posts and provide customers with factual and beneficial information about your company or products and services.
Who’s saying what?
The first step in a reputation management is researching what is said about your company and by whom. You should research the comments customers are leaving and what sites they are posting to. While anyone can leave comments on review sites, people may also write articles and post on blog sites. Also, take a close look at the customers who left the comment as the comments may have been left by a rival business using alias names to purposely attack your company.
Know which keywords to target
When researching what’s said about your company, look at the keywords used in the writing. In most cases, the keywords are company names or products or services. These are important because these are the keywords that will be used in your reputation management campaign. The reason for using these keywords is because they have already made it into the SERPs. In order to debunk the negative reviews, new and positive content will be written using these keywords.
Produce new content
As stated above, new content will be produced in which the words already found in the SERPs will be used. Although in most SEO campaigns you should stem away from creating content that includes a business’s name or sounds like a promotional piece, a reputation management campaign is generally an exception to the rule. This is not only because you want to shed positive light on your business, but because the keywords usually include your business or products or services, as mention above. Since you want to debunk the negative reviews, you should post on an array of platforms including article submission websites, blog sites and review sites. Also, follow the common SEO practice of creating fresh content on each platform and use social media sites to help the content reach online audiences fast.
While these are only a few of the steps involved in a reputation management campaign, these are crucial steps that any business looking to remove a bad label should follow.