Online Reputation Management & SEO
In SEO reputation management is about ensuring that when the searchers find the brand in SERPs they take a positive message about it. This also means that the brand appears on the first page of the search results with articles pushed in Discover feeds and News feeds.
Online reputation management (ORM) is important for SEO because if a website ranks higher but the perception of the website is negative then it will have to struggle to get clicks. A brand's online reputation has a huge impact on conversions.
For ORM, brands need to focus on what is displayed in the search results when a user searches for products or services related to the brand. This is where SEO comes in as SEO focuses on what is displayed in the search results.
Sometimes the brands get negative reviews and bad press and it can be hard to repair the damage done to the brand. Therefore you should proactively work on the ORM to build a strong reputation so that you can outrank the unfavorable content. The information you provide online should show a positive image.
SEO can be used to remove a negative review if it is unjustified, like when the review is not based on a genuine experience of the products or service. SEO can be used to address customer’s misunderstandings. This will show that the business listens to feedback received from the customers.
Tips for ORM
1. The top or the top five results for your brand that show in the search result should be controlled by you. For example, your website, digital properties that you host and social media pages. If customers are looking for information on your brand then you should maintain it.
You should set up social media pages for Facebook, Twitter and Linkedin as these are highly authoritative and will rank higher for all branded searches. You can also consider review sites and industry comparison sites.
2. There is no risk involved in setting up your brand on social media and review websites. People will comment and leave reviews and all may not be favourable. You should respond to comments both positive and negative.
You should stay active on social media and review websites to address any negative comments.
3. Google Business Profile listing is the first result a user sees when they search for your brand. You should keep the information updated like your opening hours and availability on holidays.
If this listing is missing then searching for ‘Opening hours’ will get information pulled for the website which may not be updated.
4. You can post small snippets of content that will appear directly on the Google Business Profile listing. You can add timely offers, updates and articles without actually battling for ranking.
The listing can show the reviews in the search results and also has a Q&A feature where people can submit questions to your listing.
5. Most of the time brand searches lead to People Also Ask (PAA) prompts. This is a very good place for ORM keyword analysis. The prompts can tell the searchers about questions they may have never asked.
Check the PAAs that appear for your brand and if there are negative ones ensure that you rank as featured snippets to counter them.
6. You should work on being newsworthy for the right reasons. You can go to the press with your encouragement to local teams, charitable giving or work on protecting the environment.
The main point is to appear on the first page with a positive mention about your brand where you do not have direct control.
If you want to build your brand’s reputation then you can approach SEO Services.
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