Why Reputation Management?
SEO for reputation management is one of the most talked about topics today. There are millions of consumers online looking at your various pages to make their purchasing decisions. This is a good thing, most of the time – people are informed and you get the chance to control your own narrative and public image.
However, there could also be some downfalls with this current state. For instance, a single bad review can make consumers abandon their purchase and prevent many other sales. This can result in a significant decline in your conversion rate. This happens because people are nervous about purchasing online and they often get scared by one bad opinion even though there are thousands of good ones. And if you run a business online, you are bound to have some of those, even if your service is exceptional. Trolls, angry customers and so on don’t hesitate when it comes to leaving bad reviews.
It can take up to 10 good reviews to make up for a bad one. If you don’t want to fake it and produce your own online reviews, it can take some time to generate sufficient positive reviews because many satisfied customers are not willing to leave a comment.
However, this is not the only issue that brands face nowadays. They also encounter poor entries in their search results for their own or company’s name. If a consumer finds these poor entries, they won’t look any further – not even at reviews left by other consumers. Bad press can come from various sources and can be potentially worse than bad reviews.
Since reputation is such a big deal in driving business, especially online, you need to be the one in control of your own press and all of the material that has your own or your company’s name on it.
Here are some tips on how to manage your reputation for SEO and improve your overall results.
Have great social media profiles
Brands often make a mistake with social media. They try to take control of as many funnels as they can by pointing links to them. While social media profiles are amazing for creating an audience, raising brand awareness, engagement and so on, too many of them actually end up diluting your reputation and mission. You probably don’t need dozens of sites or profiles as you could be more effective by consolidating your links into a few selected funnels.
Here are the best social media platforms for this:
However, registering dozens of profiles might not be your biggest mistake. Registering them and hoping that they will somehow be enough to rank high on the first page of Google search engine results is an even bigger mistake. Without relevant content and a documented content marketing strategy they might as well not exist.
However, if you engage on them, upload good content, share good links and communicate with other consumers, it could be more than meaningful for your success rates. Regular and genuine participation is the key to ranking high in the search engine results. For instance, if you are truly engaged on niche communities like Quora or Deviant Art, those profiles will rank better than the ones you created on other social media platforms, even if those platforms are more popular and should rank higher.
There are, however, some additional rules to building authentic social media profiles for SEO.
- Use your proper name or your company’s name. Never use pseudonyms or witty names. Just use your own if you want to take the control over your online presence. Using pseudonyms and funny/witty names could leave you open to various misuses of your real name on social media.
- Fill the profiles as much as you can – best completely. Include photos, bios, various videos and links, tell your audience about your main topics and create tags. Various platforms have different features so you should do your best to use them wisely.
- Use your address book or your list of active social media contacts to find them and follow them across several platforms. This will help you spread your reach and raise brand awareness on all of those different channels.
- Make connections on each platform, don’t just rely on your old contacts. In order to get better ranking on Google search engine results, you could also find the most linked to links on various social media platforms. Try to comment, like, connect or get your page linked to the popular page in any other way you can.
- Another thing you should know is that you can’t just stuff your page with keywords and unfit content because it will not only come off as natural to your audience, but it can also make admin of the platform ban you and put your ability to connect with others in danger.
Having social media profiles that rank high isn’t easy. You will have to work hard on your engagement in order to build a good reputation and get your pages in the top ranking results.
Create a good bio you can always use
“If your company appears on various events, press, media and so on or if you get mentioned a lot on other sites or have references, it could be a good idea to have a single stock bio that can work across many different channels. This is a great opportunity for you to not only share a bit of your story and raise brand awareness but also refer people to your pages. You can include a link to your site, blog, social media profiles and so on,” says Randy Aberdeen, a Marketing Manager from WriteMyX.
With a good anchor text, you can basically add as many links as you wish. This technique works well for companies but even better for individuals who seem to be somewhat attached to their bios wherever they go online. Make sure that these links are always included. Follow up if necessary – and it might be since sites forget to add links about half the time.
Avoid Free-for-all sites
Prime example of this is Wikipedia. It seems powerful and it always ranks high in search results. It’s also free so it should be wise to create a page or a profile for yourself or your company for reputation management, right?
For one, you should make sure that you own all of your listing and pages online. If other people can comment or change your pages, then it’s not a good idea. This goes for many other similar sites.
“Before you list your website anywhere, you first need to make sure that the site has good general practices when it comes to the control of your content and profiles,” says Janice Oscar, a SEO writer with 1Day2Write.
Start another blog
Blogs generally attract a lot of attention, links and so on. Because of this, they are great for reputation management. If you want full control over your online presence and your name, you should register your name as a domain name or your company’s name. Blogging does take time and effort but it can be worthwhile for your reputation and your SEO as well. This way, you also protect your name from being misused.
If you are worried about engagement on social media about your new property, you’ll be surprised how much good friends and family can do in making your new blog a popular choice. You should also register other domains for different topics you want to discuss.
Use low quality links for social profiles and higher quality for domains
If you own any links of poor quality and you think that search engines might take them in a wrong way, don’t point them at your new domain or your site. You should instead point them at high value social media profiles and pages you have created and allow the engines to make a decision. Always test any questionable links you own with your social media pages before you point them at your new website. If the rankings and quality of that link grow, you can use them for your website.
Use these tactics as well:
- Speak at public events – Speaking at events is usually free and it brings you a lot of attention.
- Hire people – Even though job advertisements are temporary, they can still do wonders for your online reputation because the profile will become permanent.
- Invest or Donate – This can be extremely effective and get you recognition from powerful pages, media and so on.
Take Control Over Your Own Reputation
Various external sources can ruin your reputation either intentionally or unintentionally. Your task in all of this is to take control of as much of your online presence as you can. Hopefully, some of these tips will be of help to you.