Our Online Reputation Management Guide
Chapter 1: Where To Monitor Your Online Reputation
Chapter 4: How To Suppress Negative News Articles
Chapter 6: How To Increase Your Yelp Ratings
Chapter 8: A Guide To Preventative ORM
What Is Online Reputation Management?
Online reputation management (ORM) means taking control of the online conversation. Proactive techniques and strategies ensure that people find the right materials when searching for your brand on the Internet.
Online reputation management aims to create balance, remove or suppress negative content, counteract misleading trends, and make a positive first impression online.
Your online reputation is the confluence of every piece of information about you on the web. This information comes together to form an opinion in a person’s mind about you or your brand, whether positive or negative. The easier it is to find the information, the more impact it will have on your reputation. The primary platforms that define your online reputation include:
- Google Search
- Google Autocomplete
- Online reviews on platforms like Yelp, Google Reviews, BBB, and Glassdoor
With Online Reputation Management, we work hard to make all of the positive information easy to find. At the same time, we use many different strategies and tactics to diminish the visibility of negative content, or in some cases, remove it from the web altogether. The result is a positive online reputation because when people search your name or brand, they immediately find positive content.
Why Does It Matter?
In today’s digital age, consumers form their opinion online. Whether it’s reading product reviews, doing a quick Google search, or visiting your social media accounts, consumers’ perceptions of your brand can swing based on what they find.
Even with robust crisis management or public relations strategies, residual damage to your brand can linger online. Go Fish Digital can help you manage and protect your online reputation to give consumers an accurate picture.
How Does Online Reputation Management Work?
From customer reviews and press coverage to social media and owned content, there are a lot of facets that make up a digital reputation. Online reputation management works to balance all of these moving parts by deterring negative impressions and promoting positive content so your audience can have the best possible impression of your brand. Our team of expert reputation managers does this by using a variety of strategies designed to help put your best foot forward.
Search Engine Results Improvement
Damaging press, review sites, or complaint sites like RipOffReport or ComplaintsBoard.com can have a devastating effect on a business when they appear on the first page of the search engine’s results for brand-related queries. When a client has a problem like this, we attack it from many different angles using a variety of tactics we’ve built out over the years – from attempting removal to suppression by pushing the negative article down in the search results.
After creating positive content for your brand, we use our experience with search engine optimization to promote this content onto the first page of Google. This content will subsequently push down any negative content onto the 2nd or 3rd page of Google where fewer users will notice or click. Our years of experience help us determine what existing and new content will rank the fastest and stay on top for long-term protection and positive branding. We use the latest strategies of digital marketing, search engine optimization, and semantic search to strengthen your credibility with Google.
We developed a proprietary tracking tool to monitor a calculated “Sentiment Score” of your brand’s online reputation and track its changes over time. We create clear key performance indicators before any new campaign and build custom reports based on our clients’ needs.
Yelp & Online Review Improvement
Through our years of ORM experience we have developed a toolkit of services that can help turn a sparse or floundering Yelp profile into a positive page that enhances a brand’s online presence.
We examine the possibility of flagging 1-star and 2-star reviews for violation of Yelp’s guidelines. When a review may be in violation of the Yelp guidelines, we craft a strong case for its removal and submit it to the Yelp team for review. You only get one chance to make your argument, and using our knowledge of the Yelp review processes gives the strongest chance of obtaining a removal.
Many times positive reviews are filtered and do not appear on your Yelp business profile. We review strategies to signal to Yelp that those reviews are genuine and should be displayed. Through our efforts, we can often pull some 5-star reviews out of the filter so that they display on the main page and factor into the overall star rating.
We have developed strategies and approaches that businesses can implement to encourage satisfied customers to leave genuine reviews highlighting the benefits of your services. Often times customers only go online to leave negative reviews, so building a strategy to obtain positive reviews can turn a negative profile into a positive brand asset.
Our Yelp and online review improvement services do not include fake reviews.
Social Media Monitoring
We have helped a number of organizations share their important messages to communities online that would have otherwise not found the information. This type of work spans across many of our ORM services: we’ve pushed content that needed to be more visible higher in the search results, adjusted copy on public forums to reflect specific messaging, and promoted important information and statistics in large and active communities on Reddit.
If you are looking to spread a message to a specific online audience or demographic, our services can help you reach them.
Search Engine Autocomplete Clean Up
The values that Google Autocomplete (formerly known as Google Suggest) displays are the first impression of your brand within Google. Our online reputation management services help businesses, organizations, and individuals overcome negative autocomplete values when terms such as ‘lawsuit’, ‘complaints’, ‘scam’ or a competitor’s name appear after your brand name in Google.
In our experience and through testing, we have discovered three primary factors that drive Google Autocomplete:
Search Volume and Searcher Location
The number of searches performed for a name/keyword along with the location of the searchers.
Keyword and Phrase Appearance
The total number of mentions of the words on third-party websites, blogs, and forums.
Social Media Mentions
The amount and consistency of mentions on social media platforms such as Twitter, Facebook and LinkedIn.
The algorithm also contains a time tracking component that factors in the freshness of queries and content. This ensures that new, trending searches are included as well. We use all of our research and experience to build a campaign to influence Google Autocomplete for our clients.
You can take a look at the autocomplete values for your brand or any other search term with our custom Google Autocomplete tool.
Reputation Monitoring & Reporting
Closely monitoring your online reputation and reporting on its progress is an important part of an ORM campaign.
We have custom-built a number of tools to help us with very specific monitoring activities. We can see Wikipedia updates as they happen, track the smallest of changes in search results, and monitor online reviews in real-time. These capabilities allow us to quickly assess changes in your online reputation and adjust strategy as needed to triage any immediate problems.
A good report has all of the information you need, and nothing extraneous. We custom build your report based on the metrics that are most important for you. These reports consist of data around your online reputation and an explanation of any significant changes that have occurred over the reporting time period. In many cases, we also develop a custom metric that factors in every aspect of your online reputation, meaning we can plot your reputation for the month on a scale from 1 to 100. This single number is incredibly useful for seeing the direction that the organization’s online reputation is heading and has proven very effective in improving executive awareness and obtaining program buy-in.
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