Reputation Management is the best way to maximize your marketing dollar. SEO, PPC, CSE, Print ads, radio spots, tv commercials, direct mail, e-mail campaigns, flyers and business cards are all very relavent ways to market your brand and each one is designed to generate some “buzz” about your business but what good does all of this “buzz” do for your business if people are finding bad reviews, online complaints or derogatory remarks about you online with a basic Google search?
The World Wide Web is quite possibly the most impactful resource on the planet. The internet is a great way to generate new business whether you are selling products or are using it for lead generation but it can also be one of the most damaging resources for your shady competitors and eccentric customers. There are many 3rd party websites that are designed for customers to review their experiences at different businesses they have used, unfortunately a person is 10 times more likely to post a negative review about a place then they are to leave a positive, glowing review of how excellent there experience was.
For example you are a local sporting goods store that has been in business for 10 years and have helped thousands of happy families with there running shoes, tennis rackets and everything in between. You go on a much needed vacation with your family for a week and by the time you come back you have discovered that a customer had a frustrating experience with one of your employee’s. You were not there to diffuse the situation and the customer posted a review on one of the major players in the review or complaint websites. These websites will almost automatically populate on the first page of Google, Bing and Yahoo anytime someone is searching for your business.
Doesn’t seem fair right? 10 years in business with a perfect track record and one bad experience over a simple miscommunication between an employee and a customer and your reputation is tarnished for the whole world wide web to see! You are right it is not fair and to complicate things even further a majority of these websites do not allow the original poster to delete them even if they wanted to!
What’s the solution?
A reputation management campaign is your best option. Unfortunately like I mentioned previously there is absolutely no way to get these reviews deleted but we can get the reviews off of the first page of search results, where over 95% of people will not search past.
Online Reputation Management campaigns start with thorough keyword research and will determine what keywords are populating harmful remarks and how they are currently effecting your business.
Business profiles are a fantastic way to help us capture the first 20 positions on major search engines. Social media websites such as Facebook, Twitter, Google +, LinkedIn and Pinterest get crawled frequently and most also give the option to create a custom URL for your profiles. Properly creating and optimizing these high ranking profiles gives you a chance to start building quality content on these profiles to drive active engagement with your fans, followers and friends.
A microsite is a website created to help us take control of the first page of search results, microsites can be as simple or complex as you wish and should be treated similarly to any other website we are trying to rank for any other keyword. It still takes the same ingredients for success quality links, quality content and social signals. Microsites can be based on Exact Match Domains or created uniquely as a separate niche site such as a fan page, news page, FAQ site, etc.
Reporting and Progress
Remember when tracking a reputation management campaign it’s a very methodical process and nobody can EVER guarantee results. The reason it cannot be guaranteed is because we are dealing with a 3rd party (Google, Bing and Yahoo) and their constantly making changes to their algorithms. Although we have been extremely successful in the past, we are faced with the challenge of waking up and not knowing what changes the search engines have made. What we can guarantee is our deliverables each and every month you will know exactly what you are getting.
Shane specializes in ORM (Online Reputation Management) and it can be done for both business name’s and personal name’s alike.
I hope you enjoyed reading and I hope it proved beneficial for you.
Please contact me for a free consultation.