The internet is an incredible tool for helping businesses reach new customers. It can also hurt a company’s reputation, though, if there are bad reviews or negative news stories online. That’s when you may need to use reputation management.
It can be a very frustrating situation when your business name is searched for and Google delivers results with negative findings. Some might be years old or situations that were not your fault. Yet, they still appear in searches. Is there anything that can be done?
The answer to that question is “Yes!”
Co-hosts Bob Turner and Dino Pelle discuss reputation management on this podcast episode of Online Marketing Guys. Click “Play” below to listen.
Reputation management is the practice of shaping public perception about a person or organization by influencing online information or content about them. It involves content, SEO and social media.
Small businesses leaders often ask if offending content can be taken down. That is a very difficult process and probably unlikely. Trying to do so could take a lot of time and money. Instead of trying to make that damaging content go away, create new content that will overwhelm it.
Google delivers search results based on current and relevant content that exists on the internet. If bad reviews or news stories from years ago are still showing up at the top of the search results, the reason is because no one has created any current content about you or your business.
The solution, then, is to use online marketing practices as part of your reputation management solution. This involves creating new, relevant content that will take the place of the bad reviews or news stories. One blog post won’t do it, though. You need to begin a program of weekly posts that contain relevant content.
In short, you need to write, write and write. In addition to writing blogs, you’ll need to use social media to promote those posts strategically so that Google will find them.
Over time, your efforts will pay off. Your blog posts and some of your social posts will begin to appear in search rankings and take the place of the offending content. It will eventually be pushed to the second page of results, and perhaps even the third.
Creating relevant, current content is at the center of being found online. It is a core strategy of search engine optimization (SEO). It is also the focus of reputation management practices. Replacing bad reviews or negative news stories with more positive articles requires the strategic creation of content and its promotion.
If you want to listen to this podcast episode, click “Play” below.
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Bob Turner is a Small Business Online Marketing Consultant with Social Flair in Cincinnati, Ohio.