Online Reputation Management
A peek at some of the reputation management strategies we use
A reputation strategy is a detailed plan for online profile improvement. It involves imagining an eventual "ideal" profile, adjusting for what is possible, and then creating a step-by-step plan to accomplish those goals.
Defining the objective
Your brands' reputation must be analyzed, then the objective defined. Between those two points lie milestones. Milestones are comprised of actions.
Because each campaign has different objectives, every strategy we design is tailor-made. 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.
For example, at Reputation X we use a strategy we call the "Reverse Wikipedia Strategy" that begins with the end in mind.
The "Reverse Wikipedia Strategy"
At the beginning of an engagement, we work with clients to imagine what a "perfect" Wikipedia page might look like in the future. This is a form of visualization for both the client and our ORM team. Even if a Wikipedia page isn't part of the ultimate goal, the act of imagining what a great one might look like informs us as to the publications, messaging, search engine best practices, and content that would be referenced in a Wikipedia page.
We use Wikipedia as the source of this inspiration because a well developed page is fact-based and peer reviewed. It tells the story of a brand, often the good, the bad, and the ugly. At the bottom of a Wikipedia page are references. Those references have a tendency to appear in search and social results. The Reverse Wikipedia Strategy enables clients and staff to visualize the brand story, as well as the online publications that will need to be developed along the way.
The Reverse Wikipedia Strategy helps us to block out the milestones in service of the most immediate goal. Here are a few of the sub-strategies that go into fulfilling a goal.
Learn more about the Reverse Wikipedia ORM Strategy.
The suppression strategy pushes bad results down in search listings by helping both new and existing content that is good move up. New content, web properties, images, and reviews are all developed to increase a brand’s positive image. The best content is then promoted using modern search engine marketing methods including SEO (a tool of ORM) 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 altogether from a web page. This is often the case with sites like Complaints Board, Scam Group, YouTube, The Dirty, and others. This is often due to a Terms of Service violation, or a relationship we can leverage to our clients advantage.
Articles on local newspapers are also often candidates for removal, as are personal blogs. Web page removal can happen at the source, or, under certain circumstances, from Google directly.
An online reputation protection strategy works to defend your brand’s reputation by creating useful content and publishing it in publications that are topically relevant to your customers and of high domain authority (influencers). The "strength" of those sites on search engines helps protect your search results against future negativity bias while the links, mentions, and shares further strengthen positive online content.
A review management strategy generally involves engaging real customers who have interacted with your brand and encouraging or incentivizing them to post reviews. We work with existing review trends to gently support an improvement in star ratings over time.
In the event negative reviews already exist, we 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 can lead 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 we implement involves tracking mentions of the brand online. We’re able to help our clients identify a problem before potential problems overwhelm the brand.
We use a variety of tools to monitor mentions on search listings, review websites, and social media platforms. These tools also allow us to track how certain content campaigns are performing, increasing efforts or changing direction as needed.
Which strategies should you use?
There is no one-size-fits-all solution for every company, but we’ll analyze your search results for free and give you an analysis of how to proceed. Fill in your information on the right and one of our experts will reach out to review your unique situation at no charge.