Related to my article on Search Engine Optimization in Brand Building and Changing People’s Buying Process, today we’ll look at how important search results have become in business reputation management. .
A sobering example of reputation management
I will use one of our clients as an example, without revealing the name of the company. When a person interested in our client’s business wrote to Google ”Brand experiences” or Brand conversation “, the first in the search results was a forum for both searches and the title of the search result was “Brand Stay away from that company!”
We calculated a little what this was going to cost the company.
That conversation had been read 24,058 times in 2,161 days. This is done 11.13 times a day, after 2008.
So presumably 11 people got the “stay away from that company” message every day. by searching other people’s experiences and discussion about this business on Google. This is one of the reasons why client appointments made on their phone often ended in the client not showing up.
Would you get there if the titles in the top search results enticed you to stay away from the business?
See what was done with the search engine optimization for your i Help site
Reputation management can prevent this situation.
It’s a good idea to consider search engine visibility and potential problems with it and your business’s reputation before there is a problem with search results.
So do a search for your company brand, “brand discussion”, “brand experiences” and check out the first page of search results.
- If you only find positive search results, please.
- If you only find search results managed by your business, the better.
The goal is to ensure that the business has all search results on the front page of a brand search.
How do you take over the Google home page for your brand?
Social media is an effective way to take over the Google home page for searches related to your brand. Make sure your company has correctly completed profile pages on at least the following sites.
Just completing the profile pages is not enough, you still need to be active in those outlets. The activity seems to greatly affect the visibility of those profile pages. So share information, photos and join the conversation, increasing the value of your profile in the eyes of Google and your search rankings..
Additional instructions for creating profiles:
- Name your profiles correctly, using your full business name in the same way.
- Take the time to complete your profile. Add photos, business descriptions, and tags. Use each data field to your advantage.
- Connect your profile to your acquaintances, like, invite as a friend and circle all your acquaintances who use that social network.
- However, when filling out your profile, keep in mind that you won’t just be filling it with keywords. Just like a website, you produce text for people, not search engines.
Raise social media profiles in search results.
Search engine optimization aims to elevate a client’s site with certain keywords. These same ways can raise a company’s social media profiles in search results. One of the best guidelines for this is definitely Rand Fiskinin given.
When reporting on a company online, a brief description of the company is often attached to the story, which is requested in addition to the story. Randy’s advice is to pre-create such a short description and link it to the company’s social media. This way, every time your business is reported and a short description with the story is published, they get links to your social network and go up in search results.
Social media profiles are also found on strong domains like www.facebook.com either www.twitter.com. These domains take slightly less quality links. When you find links that are easy to create, like blog comments, direct them to your social media profiles.
Also, be sure to link your social media profiles to each other whenever possible.
What if a branded search is already under the control of someone else’s site?
One way to guarantee the results of a branded search, or to compete with an already negative search result, is to book, for example, www. domain example.com, or www. .com domain. Then post customer reviews about the company’s services and products.
Also, be sure to run your own AdWords ads on that search, which will reduce your negative search results by one. However, please redirect your ad to the section of your site that has customer feedback. This is how the seeker finds what he is looking for.
Regaining an already conquered brand search is not an easy thing to fix and requires strategy, resources and time, but it can be done. People are looking for information about your business, and especially feedback from a third party. Such negative search results appear directly in the box of the company.
However, please note that there is a reason for negative feedback. The first thing you should always do is find out why the negative feedback came in initially and make sure the problem is corrected. So that there are no more negative comments for the same.
However, negative things online spread faster than positive things, so online reputation management is something to consider in a company’s brand.