Online reputation management, when combined with SEO, is a powerful tool that businesses can use to ensure their potential clients and stakeholders get the right information about their business when they do research online. Many times, people only contact digital marketing experts for online reputation management when something goes wrong.
Events that can trigger a reputational risk include poor reviews. Sometimes the negative feedback is legitimate, other times the source can be a malicious attack from competitors. As everyone knows, when something is posted online, it is virtually impossible to remove. Your best bet is to focus on how you can use the power of SEO to improve your own reputation online.
If you type your company name into Google, what pops up? You will likely see a Google Maps result, links to your website, as well as links to your social media profiles. If a negative review has been posted on an authoritative website, such as TripAdvisor or Hello Peter, it may also appear on the first page of Google’s search results.
Instead of trying to get the website to take down the unflattering feedback, your best bet is to create high-quality content that can outrank the negative review. You should also consider posting a response to the complainant and addressing their concern.
What type of content should you post if you want to outrank bad PR? Here are a few options:
- A how-to blog post
- A guest blog on a popular website in your industry
- A white paper
- A YouTube tutorial
Make sure that the content you create is not only professionally written, helpful and engaging, but that it is optimized for the right keywords. Your company’s name, as well as any people within your business who are mentioned online, should be included in the new content you are creating for online reputation management purposes. Work with a digital marketing agency to make sure you are targeting the correct keywords. You can also use Google Reviews to write reviews and encourage your clients to do the same.