How to Manage your Company's Reputation Online

How to Improve your Company’s Reputation Online

Search Engine Reputation Management

Search Engine Reputation Management (or SERM)

SERM tactics are regularly utilized by corporations and people who want to proactively protect their brands from negative website content in internet search engine results.

Search Engine Reputation Management (or SERM)

Some use these practices re-actively, to lessen harm generated as a result of inflammatory websites (and blogs) created by the public and even, as some people imagine, competing firms.

What is happening?

When the level of user-generated information on the internet progressed, it began to alter internet search outcomes more meaningfully, and the need to improve those outcomes naturally followed.

What is happening?

As much effort and time that marketers give to boosting presence inside of search results, not all search engine ranking pages are beneficial.

What is happening?

Customer developed content (like blogs) have amplified the public's voice, making viewpoints - good or bad - readily conveyed.

Search Engine Reputation Management Strategies

Strategies may include Search engine optimization (SEO) and Online Content Management.

Seeing as search engines are constantly changing, it is important that outcomes are regularly monitored.

How is Reputation Management Different ?

SEO concerns doing technological and content developments to a website in order to make it even more favorable for search engines;

Online reputation management is centered on regulating what documents people might find should they look up particulars about a corporation or individual.

Why Reputation Management Matters ?

If a business website carries an unfavorable result immediately following it then up to 70% of browsers are likely to click on the negative result first instead of the company website.

Why Reputation Management Matters ?

It is important for a business to make certain that its website gets close to the top of search results for terms related to its company.

In one study, a number one Google listing attracted 50,000 monthly site visitors.

The number 5 result only brought 6,000 visitors in the same time period.

Online Reputation Management (ORM)

The act of monitoring and responding to or mitigating SERPs (search engine result pages) or mentions in internet media.

Online Reputation Management (ORM)

ORM will primarily entail keeping track of what is written about your company online

Then employing advanced online and offline techniques to highlight positive and neutral content

While at the same time driving down webpages that you do not want to appear when your company name is looked for.

Online Reputation Management (ORM)

ORM specializes in prevention and repair of online reputation threats, and does not deal so much with directly endorsing businesses.

Who should be concerned?

Many companies perceive search engine reputation management to be a SEO concern, yet displacing detrimental search results only deals with the symptoms of the actual issue.

Some other companies see damaged brand matters as more of a public relations issue, but occasionally it’s the PR firm that is at the source of the dilemma.

What to do?

Below are three fundamental principles to master for search engine reputation management: Monitor, Optimize and Engage.

Issues to monitor * Brands

* Products* Business* Key Executives

Different types of information to check may include: News Search, Social Media/Tags, Standard Search Results, Blogs and Discussion boards.

Where to go?

Google Alerts google.com/alerts Yahoo Alerts alerts.yahoo.com RSS feed subscriptions to search

results Technorati, Feedster, Yahoo & Google News,

BlogPulse Social Media

Reactive Optimization

Optimizing is best as a preventive method rather than a reactive solution.

Nevertheless, reactive optimization for displacing harmful search results is what almost all online reputation management services concentrate on.

It results in the company going after dissenters and does not place the company in a situation of power.

Participate: Confront the Cause

When a detrimental mention has been detected: Investigate the problem:  is it true? If not, supply the facts and ask for

corrections If yes, offer your assistance in resolving

the matter Be ready to react with your own blog Be truthful, be clear and Pay attention

In Conclusion

Keeping track of your search engine results provides clues about the kinds of content interactions audiences are experiencing for your company.

As soon as recognized and authorized, issues can be answered directly.

The more branded content material within the search results, the more watered down any unfavorable brand articles will be.

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