While reviews are usually the first thing that comes to mind when the words online reputation are uttered, there’s far more that makes up an online reputation than just your reviews. If you’re finding your online reputation isn’t quite up to par and can’t figure out why, you could be missing something. Failing to pay attention to these sources means leaving your reputation up to chance. Here’s how to take control of the cohesive aspects of your online reputation.
What Makes Up An Online Reputation?
Start here. If you’re not routinely requesting and responding to reviews you’re missing opportunities to optimize your online reputation. Not only are humans using your reviews to assess whether or not they want to become a client of yours, but search engines index reviews and use the content to gain information about your business and what you do. The information here matters, which means it’s worth it to get more reviews, and worth it to respond to reviews (both good and not so great).
Are you monitoring the profiles automatically generated by directory sites? What about your online citations? Often, aggregate sites will pick up and automatically generate profiles without you even knowing. If you aren’t paying attention, they’ll frequently include incorrect information, meaning you have no control over the perception their profiles will create of your business. If left unchecked, they can even affect your local search profiles, creating conflicting information and in some cases, duplicate profiles.
Search Engine Results
When someone googles your business name, anything that comes up has the potential to impact your online reputation. Anything from a negative review to a news article can impact the way people see you and your business. Search engine optimization (SEO) can help manage your online reputation by boosting the visibility of the positive results. It’s not about creating a fake image – just presenting your business in the best possible light. Here’s an industry secret: no business is perfect and naturally has perfect search engine results. Those who do likely use SEO to achieve the right image.
The combination of mentions (where a customer mentions your business by name) and engagements (where you respond to a mention) make up your online interactions. These most commonly happen on social media platforms, though not exclusively. While you can’t control what people say about your business, you should absolutely be paying attention, and responding when the situation calls for it. Responding as the face of a brand is a big responsibility, and shouldn’t be taken lightly. Remember, you’re actively shaping your brand while you do it!
Privacy and Security
Though often not thought of as important when it comes to online reputation, privacy and security absolutely should be included in the conversation. In the wake of a cyber attack or data breach, client perception and trust is impacted in a hugely negative way, and the effects of an incident can have lingering impacts on a brands perception by the public, particularly if an incident is newsworthy. Even if no attack or breach ever occurs, instilling trust in your potential clients goes a long way in shaping your reputation – clients want to know they can trust you with their information.
We Can Help
Need help monitoring and improving your online reputation? MyAdvice can help! Contact one of our digital marketing experts today for more information.