An Online Reputation can make or break your image before a first impression can. With the evolution of the online infrastructure, search engines and social media, the way we receive information today is quicker, more authoritative, and transparent as ever. It’s not as Orwellian as it seems however. Once believed to be the door to the dystopian Big Brother scenario, it seems we were destined for something even bigger. The thing about Managing Your Online Reputation and what the Googles and Yahoos say about you is that much of it is in your hands. Owning your online reputation is not easy, and in some cases it can be a fight like nothing you’ve ever experienced. To answer all your questions and concerns, we’re going to be explaining what Online Reputation Management is, why it’s important, the many challenges and scenarios that exist along the way, and what you can do to build or restore your name.
What does Online Reputation Management do? It’s more than you think. Merging the fields of digital marketing, public relations, journalism, social media, and the expansion of web development technologies, Reputation Management specializes in building awareness to a new brand or business development, bringing brick-and-mortar businesses to the forefront of communicative evolution, or the fun part, playing Extreme Makeover: SEO Edition.
The basis of Online Reputation Management is promoting content that accentuates a client’s desired image. Regardless of being a Fortune 500 or a Mom and Pop shop, having a sound strategy succeeds in giving you the maximum control of what information is most accessible online. The need to manage your digital reputation is becoming all the more demanding for reasons including:
The reason this can be so difficult is because the world is broadening at a rate never before seen in the information age. Negative comments or reviews relating to past transgressions, information about your medical history, being fired from a job, or legal troubles can be damning to your name. Not to mention the authority Google gives review sites such as Yelp alongside complaint websites such as Ripoff Report and PissedConsumer. These things can spread like a wildfire. In many cases for these businesses, reactionary efforts can come across as “too little, too late” toward setting your best foot forward.
To combat these high-authority sites, a deep level of technical expertise is needed. By creating the right content with the right authoritative approaches, you can fight fire with fire. Or better yet, start one! People are going to look you up. Deal with it. To highlight this we’ve created an infographic detailing how your reputation truly stacks up.
65% of internet users see online search as the most trusted source of info about people and companies (source: 2014 Edelman Trust Barometer)
79% of consumers place equal weight on both online reviews and personal recommendations (source: 2013 BrightLocal Consumer Review Survey)
85% of consumers use the internet for research before making a purchasing decision (source: yelp)
33% of traffic from Google’s organic search results go to the 1st item listed (source: Chitika)
70% of U.S. recruiters and hiring managers have rejected candidates based on information found online (source: CrossTab’s “Online Reputation in a Connected World”)
The majority (66%) of all online harassment occurs through social media websites and applications. (source: Pew Research’s “5 Facts About Online Harassment”)
Unhappy customers potentially mean big losses for some companies. The annual cost of unhappy customers is approximately $537 billion. (source: 2013 Global Customer Pulse Survey)
78% of online shoppers check the review section before making a purchase and nearly half of Americans (44%) are active contributors, actively writing reviews if only occasionally. (source: YouGov)
86% to 90% of customers will make product or service purchases based upon online reviews (source: Dimensional Research)
85% of U.S. recruiters and hiring managers say positive online content influences their hiring decisions (source: CrossTabs’s “Online Reputation in a Connected World”)
Regardless of what you believe online reputation is important, and is something we should all take seriously as individuals, as a society, and as an online community. Yes, we have the right to our own personal information—past, present, and future—but we also hold a great deal of that responsibility at our own fingertips. We have the power of the Internet at any given day, time, and place, but we also have the power to choose what we share and what we don’t share.
The Internet has made our lives smaller. We are all a part of a digital “web” of social networks spun by technology. Our ability to pick up any kind of electronic device and “connect” with the rest of the world in the matter of seconds attests to the level of power we have at our fingertips, but with great power comes great responsibility. When the Internet became popular in the average household in the early to mid-90s, we were all like children on Christmas morning—excited to log on and hear AOL’s coined greeting “You’ve got mail”, via a dial-up signal. Our society was so consumed with our new “toy” that we really weren’t sure of how to handle it. Now, twenty years later, we face a number of challenges and controversies, such as cyber theft, identity theft, plagiarism, and even sharing and managing personal information.
To make matters more critical, just –not- having anything negative is not going to cut it anymore. If there is nothing on your name, then your invisibility can speak volumes. If someone looks you up and finds the only thing to your name is someone else doing something completely unrelated to what you do, or a personal profile that doesn’t feature anything related to your business, it’s not a good look in comparison to those who have profiles, published documents, appearances in guest posts and press releases relating to their business ventures. Online Reputation Management isn’t about suppressing or curing the negative, as much as bringing the positive truth and personal branding to the forefront. In our years of practice, we’ve found that the best success with Online Reputation Management is to build a foundation.
Let’s look at Europe’s “Right to Be Forgotten” law, for example, which is becoming more and more complicated. One of the factors that Google uses to “rank” a website for credibility, authority, and legitimacy is by the number of links. Over time, these links appear in search engines, visible to all. However, Europe claims that links that appear in EU-based search engines violates the “right to be forgotten” and the “right to information” proxies for the right to privacy (European Convention on Human Rights, article 8; and Declaration on Human Rights, article 12). Europe’s Courts passed the law allowing users to request removal of past personal links from search engines. However, these requests are becoming more and more complicated for Google. In fact, some might ponder on how legislate various geographical spaces of the Internet as well as our own rights to specific information. These are just some reasons why the Right to Be Forgotten law is raising more questions than answers…
As time goes on, Google only faces more scrutiny about how it seeks to handle “forgotten” requests, and its approach to managing the removal of links. In fact, Google is beginning to face European social and political pressure to “open up” and speak to how it plans to respond to these requests. On the other hand, some believe that the “Right to Be Forgotten” law is wrong, putting unnecessary pressure on Google to find a solution to a problem that is “unworkable” and “unreasonable”.
The internet can be cruel and unforgiving. If someone wants to do damage to your name, there’s many ways to skin the cat. Here are a few scenarios that require the services of an Online Reputation Management Specialist:
For all of these issues, there is a way to fight back.
As explained by SEO Brand CEO, Mike Salvaggio, “The best, and most effective, action is authority. You just have to make sure that on every issue, your side of the story is heard. If it’s a Yelp review, write a response with an explanation as well as a potential resolution to the matter. If it’s a complaint on the BBB website, explain your side of the story. Other than that, the best way to build up your positive content is through quality. Actions such as publishing a press release, guest posting on a website that gets much traffic and influence in social circles, creating subject-specific websites such as microsites, and appearing in high-profile media outlets such as the Huffington Post will always win out on SEO. The worst thing you can do is let the negative press sit untouched and hope for the best. If it goes unaddressed, the more it will tend to stand out and engage other users on search, cementing their place in the search rankings.”
To help illustrate this, we have the following:
THE CAPTAIN AMERICA EXPLANATION:
THE TECHNICAL EXPLANATION:
With Social Media and SEO, brands and individuals have more access than ever to best influence the flow of communication. Having a social media presence on multiple platforms like Facebook, Twitter, Tumblr, Pinterest, Instagram, and whatever comes out in the next few months, as well as taking ownership of listings on review sites is essential to showing your new and existing audience all the things you excel at. Not to mention, but this shows your audience that you’re listening. By bridging the communication gap, you make a massive impact in brand perception much similar to word-of-mouth advertising. Throughout the past few years, we’ve seen this grow into the make-or-break element of a brand’s survival. By showing you’re a business that goes the extra mile to listen to what is being said out there, you can alter the search experience in a manner as effective, if not more, than native advertising. It’s not just about positive or negative stories, it’s also about whether or not you’re in touch with your audience.
The more authority sites you have ranking for your name, the more uphill it will be for negative stories to climb up the Google SERP. So make sure you have the essentials.
Here are a few:
To go the extra mile, use your positive content to build an audience. Connect with users on as many social platforms as you can. Make your websites, designed for this purpose or not, well-optimized for search and engagement with your audience. Make an effort to routinely publish new content, be it a press release, a YouTube video, or even a photo album. Finally, remember to maintain the high road and focus on your customers, fans, and supporters.
Since much of Online Reputation Management relies on Search Engine Optimization, proper execution of SEO techniques is critical to the success of building a positive image. By working with the best in SEO services, you get the tried-and-true practices for achieving results in the most efficient and effective manner possible. This factor is the one that shouldn’t be overlooked. With the work of a reputable and reliable SEO provider you can save significant time, money, and resources toward achieving your goal.
A good SEO firm has teams of experts that will make sure your website is built and marketed with the best practices to drive results. Not only by incorporating tactics that are effective for search visibility, but also by taking actions that are relative to your specific industry. It’s also imperative to know that SEO takes time, a good SEO firm treats the search results as if a Sistine Chapel to be painted with quality masterpieces of content that stay plastered on the top pages.
With an expert team all of your online efforts will be optimized for best performance without harming the design, aesthetic, or accessibility of your website. Not only that, but a reputable and experienced agency will organize a successful campaign that is tailored to your business’ digital marketing goals. These are only just the first steps that we take in execution a successful SEO campaign.
It’s time to get serious about SEO. Online reputation and digital marketing today is a growing business. There are a lot of details and components that go into a good campaign, which is why you need experts who have got your back. At SEO Brand, branding has never felt so good. We specialize in both Online Reputation and Digital Marketing. Our staff of digital experts know what it takes to craft a performance-driven campaign designed for real world results. Not only do we boost the search performance of your website, we also boost your brand. We are an award-winning company because of our systematic, logical approach to resolving your reputation. We tirelessly track and measure our progress with frequent reporting, and an organizational structure to follow through on all the specific and critical aspects to meeting every challenge bestowed upon us.
For more information on working with a reputable, professional, and experienced SEO firm, check out this site to review some rankings for SEO Brand, as well as our top clients.
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