Your reputation strategy is your plan for improvement. For those who have suffered bad reviews, negative press, or other types of damaging content online, it’s a necessary part of bringing your brand into a better light. For companies that are interested mainly in protecting their online reputation strategy defines the steps that must be taken to accomplish that as well.
We believe reputations must be measured before they can be improved, and so we closely analyze data for each campaign in order to build a plan that is customized to their needs. Because of differences in objectives, every strategy we design is tailor-made, and we often use multiple strategies at once to attain desired results. Below are some of the common tools we employ in a comprehensive reputation improvement strategy.
The suppression strategy pushes bad results down in search listings by helping new and already existing good content move up. New content, web properties, images, and reviews are designed and developed to increase a brand’s positive image. The best content is then promoted using modern search engine marketing methods and outreach with reputable websites. Over time, negatives are overwhelmed and suppressed in favor of better, more relevant content.
Sometimes we can remove search results from a Web page. This is often the case with sites like Complaints Board, Scam Group, YouTube, The Dirty, and others. Articles on local newspapers are often candidates for removal, as are personal blogs. Web page removal can happen at the source, or, under certain circumstances, from Google directly.
The protection strategy works to defend reputations by creating pertinent content and then placing that content on publications that are topically relevant and of high domain authority. The "strength" of those sites on search engines helps protect search results against future incursion by detractors, while the increase in backlinks increases your own site’s authority and ranking.
The review management strategy generally involves engaging real customers who have interacted with a brand and encouraging or incentivizing them to post reviews. We work with existing review trends to gently support improvement over time, thereby improving star-ratings.
In the case of already existing negative reviews, we work with our clients to craft responses that respectfully problem solve and aim to inspire a reviewer to change their mind. These efforts can have big rewards—a study of the restaurant industry found that a one-star increase in a business’s Yelp rating leads to a 5-9% increase in revenue.
You can’t fix what you don’t know about, which is why a large part of any reputation strategy involves tracking mentions of the brand online. We use a variety of tools to monitor mentions on search listings, review websites, and social media platforms. By making sure we never miss a mention, we’re able to ensure our clients that any potential problems are swiftly and appropriately responded to. These tools also allow us to track how certain content campaigns are performing, increasing efforts or changing direction as needed.