- Apparently, it’s crucial to track your reputation in order to prevent PR crises. Moreover, monitoring your reputation enables you to discover valuable customer insights.
- Founder and CMO at SEO PowerSuite and Awario, Aleh Barysevich, shares a strategy to tackle the challenges of online reputation management.
- Right from setting up your online reputation management (ORM) protocol to becoming proactive about getting reviews, there’s more to discover.
There’s no need to explain the importance of reputation for businesses. The good word of your customers, potential or existing, is the best promotion tool you have. Meanwhile, scandals and criticism can ruin companies. Reputation becomes even more important during the times of crisis when emotions are heightened and any mistake can lead to a full-blown scandal.
The internet really just amplified the importance of reputation: news and rumours travel fast, but on social media, they travel even faster (and reach more people). Who among us hasn’t checked the reviews before purchasing a product or hasn’t checked out a brand after seeing a friend praising it on social media? No matter the size of your business, people are talking about you online, sharing their opinion on social media or leaving a review on Yelp and the likes of it.
It would be wrong to think about online reputation as something separate from your “real-world” or offline reputation: with three billion social media users and counting your online reputation is simply your reputation, it affects purchasing decisions both online and offline.
For example, Gillette’s polarizing campaign “The Best Men Can Be” gathered a lot of negative feedback (as well as some positive). Social media users publicly denounced the company and promised to stop buying Gillette razors. That wasn’t the first time a social media scandal led to calls for a boycott of the company, Nike and Uber being other notable examples.
— warroom (@warroom) January 15, 2019
Besides the obvious need to track your reputation in order to prevent PR crises, monitoring your reputation enables you to discover valuable customer insights. Once you start paying close attention to your reviews and mentions online, you’ll learn what people love about your product, what they think you could improve, and what influences their decisions the most.
All this makes reputation management more relevant than ever. You simply can’t ignore online conversations around your brand if you want to have a successful business. Luckily, the digital world gives us a lot more tactics and tools to monitor and actively improve our reputation than the offline world ever could. This article covers online reputation management step by step, giving you specific guidelines to follow.
How to manage your reputation online
Most businesses already conduct some type of online reputation management (ORM), for example, answering customers’ comments and posts where they were tagged. But to make your reputation crisis-proof, you need a robust workflow, and that’s what this article is all about. You can use these steps to revise your existing ORM workflow or build a new one from scratch.
Step one: Set up your ORM protocol
Before you even start going through your online reviews, you need to establish some guidelines. These will help you and your team to know when to respond to reviews, do it appropriately and quickly, and know the best way to act if there’s a threat of a reputation crisis. This protocol can be as thorough as you like depending on how much you are synced with your team, but here are some questions to answer to figure out the guidelines:
- How fast should you answer? Obviously, the quicker your response, the better, but it’s a good practice to establish the minimum response time required for your team members.
- How transparent are you willing to be? This will help you determine if you want to go into all the nuances when responding to a customer or simply reassure them that you’re working on the issue. The recent trends prove that transparency is very much appreciated by customers.
- What tone of voice should you use? This, of course, will depend on your brand. Should you be cordial or professional and straight-to-the-point? Can you make jokes? Oftentimes a funny response to a complaint can go viral. For example, Oatly is one of the brands that heavily uses negative reviews in its marketing putting an ironic spin on them. But would it fit your brand’s image?
- Who will be the spokesperson(s) in case of a crisis? If the need arises, who will be giving the official statements on behalf of your brand? Is it the CEO, or the PR manager? Again, you can decide on the answer based on your company’s image — if you’re trying to build authentic relationships with customers and/or have a charismatic leader, it’s only logical that your CEO will do the talking.
- Should you automate your responses? Automation cuts your response time to seconds and allows you to save on staff, but can you be sure it won’t anger your customers? In the example below, the customer grew frustrated after trying to solve their problem on Twitter and getting the same scripted message from Amazon.
— Karen Das (@menezeskaren) April 12, 2020
- Should you always respond? Some brands take their pride in the “always respond rule”, and for smaller brands, it’s actually a must — the more engagement you get, the higher your brand awareness, especially on social media. But once you start getting a ton of mentions at once, you might need to start prioritizing. Besides, sometimes negative reviews can just become trolling — and if there’s one rule you need to learn on the Internet, it’s “Don’t feed the trolls”.
By answering the questions, you should have a clear outline of dos and don’ts for your social media, community, and PR managers.
Step two: Choose and set up a monitoring tool
You could try tracking your online reviews and mentions manually, but without a specialized tool, it’s practically impossible. Online reputation management tools enable you to find mentions of your company on social media, in the news, and on review aggregator websites. There is an array of monitoring tools for different needs and budgets, such as Awario, Brandwatch, Reputology, and others. How do you choose the right one?
As with the previous step, there are some questions you could ask yourself and your team to decide which tool to settle on:
- Platforms it covers. Of course, when we are doing online reputation management, the more feedback we find, the better. But for some businesses specific websites or social media platforms are crucial: for example, TripAdvisor for tourist guide companies or Instagram for clothing brands.
- Sentiment analysis. Sentiment analysis is one of the core features in ORM. It helps you focus on dealing with negative reviews first and see the overall share of negative and positive mentions of your brand.
- Special features. Are there any particular requirements that your team might have? Do you need influencer analytics to quickly prioritize reviews with the biggest reach first? Or do you maybe need a tool that could easily be integrated with your CRM/task manager?
- Pricing. Reputation management tools vary greatly in pricing going from Enterprise-level analytical powerhouses that cost thousands of dollars, to much more affordable options for mid- and small-sized businesses. Make sure the core features you’re looking for are available in the plan you’re ready to pay for!
Most tools offer either free trials or demos to get you acquainted with them, so you can investigate before you are ready to invest.
Once you settle on a tool, you need to set it up to start monitoring. You can monitor your brand name, the name of your products, the names of key public figures in your company. Don’t forget to include common misspellings of these words and phrases – it’s a common mistake that brands make when monitoring their reputation which results in missing a lot of feedback.
Most tools allow you to choose some filters for your monitoring efforts: to find reviews only in a certain language, from certain countries or platforms.
If there’s a topic that causes particular concern for your reputation (for example, Shell and oil spillage), you can create a separate monitoring alert for it using a Boolean search mode.
Most reputation management tools have a notification settings tab where you can choose when and how you want to receive notifications.
Now that you’re finished with your setup, it’s time to check your online reputation!
Step three: Check sentiment analytics and mention spikes
The first thing to do every time you go to your online reputation management tool is to look at the dashboard. This is typically where all your analytics are visualized so you can notice if something is out of the ordinary right away.
First, look at your overall sentiment and see the shares of positive and negative mentions. This will give you an understanding of your overall reputation. You can select different time frames to get a closer look at a certain moment in your company’s history, or vice versa choose as big of a time frame as you want to get a historical perspective.
Other important graphs here are the number and reach of mentions, specifically, sudden spikes in it. A sudden spike in the number of mentions means that a lot of people are talking about you (hopefully, for a good reason) and a sudden spike in reach can also indicate that some influential account or website mentioned your brand. A lot of stories nowadays emerge on social media and paying attention to spikes allows you to get on top of the story right away.
Step four: Deal with the social media mentions
Now that you’re sure that there are no reputation crises unfurling at the moment, it’s time to deal with individual mentions. I suggest focusing on social media first since it’s the media with the biggest “sense of urgency”, that is, the medium where people expect you to answer the quickest. According to the study by The Social Habit, 42% of social media users expect a brand to respond in 60 minutes or less.
Most tools have some kind of a feed that gives you access to individual mentions. For now, filter out everything but the mentions from social media platforms: we will deal with the rest a bit later.
Usually, social media mentions are sorted by date with the newest mentions displayed first. You can filter them to see negative mentions only to make sure you respond to the unhappy customers first, and then take a look at the neutral and positive mentions, thanking users and sharing favorable posts. Testimonials are an extremely powerful way to promote your brand, so don’t neglect the positive reviews you get, use them.
The mentions, both positive and negative, can be a great source of customer insights as well. Pay attention to constructive feedback, you can even tag them to come back to them later or share them with your colleagues.
Step five: Check review sites
Now that social media are dealt with, let’s move on to other types of review platforms: Google My Business, Yelp, TripAdvisor, Amazon, and any industry-specific platforms you might come across.
To find these reviews, do the opposite of what we did in the previous step: filter out all the social media mentions as well as the news. Some tools like Awario even offer a whitelist feature which is used to prioritize certain domains — this could come in handy if you want to make sure you’re getting mentions from specific websites popular in your industry.
Most websites allow you to respond to reviews once you verify your brand’s account — as with social media, start with the negative ones. You can also share the positive reviews on your website and social media through plugins or screenshots.
If you allow reviews on your own website (if you’re running an eCommerce business, for example), now is a good time to go through them as well.
Step six: Check mentions from the media
Granted you haven’t noticed a sudden change in the sentiment or number of mentions at the third step, media outlets and blogs can wait until you’ve dealt with social reviews. Of course, if you’re in the midst of a PR scandal, the news becomes a much more important source. Also, these steps could be tackled by different teams – social and reviews sites can be taken care of by community managers and news and blogs can be handled by the PR professionals. Nevertheless, they will still be using the same online reputation management tool.
Filter out everything but mentions from news and blogs. Then the workflow is pretty much the same: check the negative articles first, then the rest. You can reach out to bloggers and journalists to try to swing their opinion in case of negative coverage or thank them and possibly build lasting relationships.
Step seven: Become proactive about getting reviews
Some communication specialists may treat reviews as a headache: the truth is people are much more likely to leave negative reviews than positive ones. This discrepancy can create a feeling of despair when it comes to online reputation management, but this only means that you need to become more proactive about getting reviews from your customers.
The secret to getting more reviews is asking for them! You need to set up a consistent system of encouraging your customers to leave reviews on social media and review platforms. You can do it manually or use automation tools (Buffer, Mailchimp, Delighted) to schedule social media posts and emails encouraging users to leave reviews and add review-requests plugins to your website. Resharing positive reviews on social may also encourage other users to post praises to your business. You can even run a social media contest focusing on positive reviews as the main challenge for your followers. Get creative!
To sum up
With proper preparations, online reputation management becomes a piece of cake. Once you have clear guidelines in place (which can be perfected over time) and set up a reputation management tool, there should be no trouble for you to make your reputation crisis-proof.
Aleh Barysevich is Founder and CMO at SEO PowerSuite and Awario.
The post Online reputation management: Seven steps to success appeared first on Search Engine Watch.
One can easily translate sign reputation management to income management. Your public image directly affects sales, career and financial well-being in any field – whether searching for an investor, overcoming the negativity spread by your rivals, a change of field, or creation of a new public persona.
But what should you do if there are already lots of negative things written about you on the Internet? In this post, we’ll use one of our actual cases as an example to show how we changed a client’s reputation from 48% negative to neutral.
This article has been created by BDCenter Digital. We sign an NDA with all our customers. Therefore, all the data that could infringe on the client’s confidentiality have been changed. This doesn’t affect the mechanism of reputation management in any way.
Our assignment was to make sure that searching for our client’s name on Google in the US would yield zero negative content on the first two search engine results pages (SERPs).
At the time when the client asked us to help improve their reputation, 48% of the top 20 results were negative:
A total of seven BDCenter Digital team members worked on this reputation improving project, including:
Two SEO specialists + an assistant: Their job was to monitor and analyze search results, work out a strategy to eliminate negativity, and publish content on appropriate resources.
PR specialist: Who identified news-worthy content, contacted the media, as well as prepared and published articles.
SMM specialist: Who created social media accounts for the client and filled them with info.
Project Manager: Who allocated tasks, tracked progress, kept in touch with the client and the team, and evaluated the results.
Designer: Who prepared templates for social media and news resources.
Four months and 560 hours of work later, there was NO negativity left in the top two result pages on Google. Reputation improved!
Read on to find out how we did it.
|Igor Erenkov||Artem Shcherbakov||Olga Vodchyts|
1. Identifying resources containing negative content and monitoring changes
Our first step was to study the SERPs (with our client’s name as the search query) and find the sites that published negative content about him. This helped us understand the scope of the job and see which sites we would have to work with to push all negativity out of the top 20 results.
Every week, we would fine-tune our strategy – since Google often changes its ranking algorithm, we would get slightly differing results every day. For instance, a resource that was ranked as no.1 yesterday might not even be on the first page tomorrow.
For this reason, we checked on the situation once a week and recorded the results in a spreadsheet:
The color indicates the tonality of each resource relative to the individual in question. The names of sites were removed for the purposes of confidentiality.
One of the factors impacting how results are placed on a SERP is the age of the content. A new relevant piece of content can easily get a resource in the top 10, but just a week or two later, it can lose around 30 to 50 positions.
2. Posting mentions of the person on various websites
Undesirable information about the client was posted on large resources, one of them with 20 million monthly visitors. One of the obvious solutions was to overcome this negativity by posting positive content on even larger websites.
However, we couldn’t rely on this tool alone for two reasons:
A. High costs: The client would have to pay $ 4000 to $ 5000 per publication, and the actual budget was much lower.
B. Risk of repetitiveness: Google tries to vary its results, filling its SERPs with sites in different formats. Therefore, we decided to post content about our client on the following types of sites:
- News websites
- Blogging platforms
- Profiling sites
- Video hostings
- Podcast sites
- Social networks
- Interview-centered sites
- Client’s corporate pages
- Dropped domains
- Presentation hostings
3. Optimizing the client’s corporate site
Google prioritizes those sites that are most relevant to the search query. What do you see at the top of the list when googling the name of someone? Depending on the popularity, it can be a Wikipedia article, a corporate website, or a social media account.
In our case, the client’s corporate website was among the top results already, but we wanted to strengthen its position. To do this, we optimized the Team page and created an additional page with the client’s bio.
As a result, these two pages ended up in Google’s top three in the US, pushing all the negativity down the list.
4. Using dropped domains
When time is limited and you need a quick result, you can benefit from dropped domains.
A drop is a domain that its owner decided not to pay for any longer and is now for sale. Some of these dropped domains are still indexed by Google, and you can get good results by publishing backlinks there.
After confirming this step with the client, we created a site based on a good dropped domain and published new content on that site. In just a month, the site was ranked among the top five on Google.
5. Pushing negativity out of Google Image Search
The image search also yielded some negative results, so we had to work not only on pushing individual websites out of the top 20 but specific images, too.
Since Google likes unique content, we made sure to use only unique images of the client in our publications and his social media accounts.
If you don’t have any fresh pictures available, you can edit some of the old ones, changing the background, size, or color profile. This will make Google see them as unique, showing them first.
By the way, changing just the size doesn’t work. Google views such pictures as identical, showing only the one with the best resolution.
PR and content
1. Identifying newsworthy materials
The client didn’t have any important news to share, so we had to create it ourselves. In particular, we watched the industry news closely – and as soon as we found something valuable, we confronted the event with our client’s expertise. Thanks to his status and extensive experience, he could provide commentary on the latest research and news for the media.
2. Publishing content
The technique described above provided us with publications on news websites – however, they would allow free coverage only for really important events. Working with niche websites was much easier: we used them to publish expert articles and interviews.
We only chose sites that fit the following three criteria:
- Relevance to the subject – wealth management, finance, and investment.
- The site had to contain a negative article about our client. Publishing fresh content on the same site would get the old article to rank lower.
- Importance – the site’s «weight», or authority, had to be higher or equal to that of the sites that contained negativity, helping to overcome it.
By weight we mean the level of Google’s trust in the resource. This trust is based on the number of visitors, the site’s age and level of optimization.
If you need quick results, you can get a lot of coverage fast by publishing your content on PR Newswire. Read our recent post on how to do this.
Our client’s name had to be mentioned in the title: -this helped articles rank much better for our search query.
However, our title headline didn’t always fit the editing guidelines of individual resources: some preferred to list the author at the very bottom of the piece. Such articles weren’t useful to us since they didn’t rank the way we would’ve liked.
We tested this headline theory many times. Even a publication on the gigantic Yahoo! Finance with one mention in the body of the text works worse than an article on a small website, but with the client’s name mentioned in the title, lead-in, and text body.
1. Creating and filling social media accounts
We created accounts for the client on Twitter, Linkedin, Facebook, and other platforms. We didn’t use those social networks that weren’t relevant to the client’s business — such as Pinterest, for example.
Linkedin yielded the best result: Our client’s profile on this platform still ranks as no. 1 in the search results, pushing out the old negative content. Xing, Tumblr, and Instagram didn’t produce any result at all: none of them got into the top 20.
We made sure to fill new social media pages with expert content – mostly pieces for the articles we wrote for the media. Naturally, we always adapted the text for social media. The posts were accompanied by photos of the client: we arranged special photoshoots for that purpose.
2. Posting podcasts and videos
Google prefers content to be varied. So it prioritizes not only fresh articles but also video and podcasts.
We started accounts on YouTube and Vimeo for our client and added several videos: some we created specifically to fit recent news, others were chosen among existing content.
We posted those videos not only on the client’s own accounts but also in other users’ profiles. By the way, it was a video posted on the page of another user that ended up in the top 10 of Google.
As for podcasts, they can work well, too – as long as you post them on popular platforms, such as iTunes or audioboom.com, which has over two million monthly users.
Project Manager’s comments
SERM, or search engine reputation management, combines such tools as SEO, PR, and SMM. In order to leverage this combination with maximum benefit, we utilize the following principles:
- Regular strategy updates – since both SERPs and relevant content change all the time, we have to monitor all changes and reassess our action plans when required.
- Analysis of the results – we constantly check what works and what doesn’t. This helps us work faster, better, and without wasting our resources.
- Daily contact with the client – this way we can quickly make strategic decisions and create fresh content.
- Generating relevant content – even though SERM is more about pushing negativity as far down as possible in the SERPs, we are also very serious about what we post – and so are our clients, of course. Content should also be relevant to the objective. In the case, we’ve described that meant niche articles, podcasts, and videos that accentuated the client’s expertise.
By using all these tools, we managed to radically transform the first two Google result pages. 90% of the top 20 were now positive, with the remaining 10% neutral.
Based on our experience with reputation management – and we’ve already worked with a Nobel laureate, several politicians, and CEO’s of financial institutions – your public image can have a tremendous impact on your business and career. By maintaining a good public image on a constant basis is much easier and cheaper than launching major reputation rehaul campaigns once every few years.
To maintain your reputation, make sure to monitor the search results for your name or brand. Select your key search queries and set up alerts: this way you’ll know what Google users see when they look for information about you and will be ready to react to any negativity.
The post Case Study: How BDCenter transformed a reputation from 48% negative on Google to neutral appeared first on Search Engine Watch.
Before anybody does business with you, they’d have Googled your name. The links and information that appear on the first few pages of Google when your name is searched for are what potential partners perceive you are. That’s why online reputation management is key.
According to Eric Schmidt, “Identity will be the most valuable commodity for citizens of the future and it will exist primarily online.”
Curating a positive online reputation is no longer optional. Successful online reputation management (ORM) and search engine optimization (SEO) companies help their clients achieve results through proactively coordinating content, websites, and search engine results pages (SERPs).
In this article, I will share how the right SEO-driven content strategy will boost your digital reputation.
Why online reputation is important to your business’ existence
1. Consumers trust user-generated content more
Research by TurnTo revealed that 99% of consumers would consider user-generated content before making a purchase decision. At Blue Ocean Global Tech, we consistently receive emails from executives, entrepreneurs, and lawyers who have realized too late how one comment or negative link adversely impacts their revenue and bottom line.
2. Your online reputation affects your business offline too
Yes, this is important. Prospective patrons research a restaurant before walking into the physical venue to experience the real thing. According to BrightLocal consumer survey research, 82% of consumers read online reviews for a local business before booking an appointment.
3. Talents will only work with a business that has a great reputation
Businesses may view their online reputation from a customer-acquisition standpoint. However, digital presence affects almost everything, including the perception of potential employees.
How to augment your online reputation by building on SEO efforts
1. Optimize content for a successful ORM campaign
People are influenced by what they read about you. This is where it is necessary to ensure positive content ranks higher for your names or brand keywords.
What is the difference between SEO and ORM, then? Since highlighting your positive content alone does not guarantee that your potential customers or partners will see the most representative information, you need effective SEO to rank and feature the strengths of your brand. Consistently publishing content without implementing effective SEO tactics is a common practice, which we refer to as “spray and pray”.
Keep in mind that the most successful reputation management campaigns rank specific articles, videos, blogs, and websites that highlight your expertise.
An effective SEO strategy will accomplish the following areas:
- Optimize pages of your website to appear atop of SERPs and rank for target keyword phrases.
- Feature your genuine social profiles representing your company or brand name.
- Optimize company-hosted and third-party review website pages to populate when an interested person Googles “your brand name + reviews.”
- Influence search engines to highlight positive content and simultaneously push negative or irrelevant content down beyond the third or fourth page.
2. How to optimize content for better discovery on the internet
2a. Types of content to optimize for optimal results
What type of content is best optimized for optimal results? Authentic and concise writing attracts back-links from credible websites. Naturally, optimizing these digital assets insulates you from defamatory content and suppresses negative or erroneous links. Below are several examples of concentrated SEO content.
- A guide or tutorial article: Guides are content that takes the reader through the process of understanding a subject. Guides may be harder to create but will rank higher for keyphrases over time. They earn backlinks easily.
- Video review of your product/company/industry: According to a study by Forrester Research, video is 50 times more likely to achieve organic page rank in Google than plain text. With video content, you can easily rank positive content for targeted phrases. Additionally, the best offense is a strong defense. Authentic video digital assets inoculate your brand against future malicious or defamatory posts, whether anonymous or not.
- Whitepapers: Releasing an original-content white paper is a widely accepted strategy for positively impacting search results. Similar to an actionable guide, the white paper can offer in-depth forecasts and developed arguments, which will further establish you as a reputable authority.
- Website bearing your name with a press page: If you do not already have a website bearing your name, now is the time you should create one. Nourish this cornerstone digital asset with SEO-rich content about yourself and your brand. Begin with the end in mind so that you eventually rank on multiple keywords organically. Even if someone wants to do business with Blue Ocean Global Technology, whether through a referral, email outreach, or direct phone call from me, they often Google “Sameer Somal” because I am the CEO. Investing the time to create SameerSomal.com pays ongoing dividends in credibility and trust. Prospects and new friends often thank me for that website because they were able to read so much about me in one place.
- An author page or brand page on an authority publication: Publications and sites such as Wikipedia, Forbes, Entrepreneur, and Inc.com often rank on page one for your name in search results. Individuals can have author bylines in Inc.com while companies can be listed on the Inc. 5000 list. Since these high-domain-authority websites allow you to have a biography of yourself on your author page, they are compelling options for concentrated SEO content.
2b. Scores to target for achieving higher content discovery
Connect your goals with the creation of authoritative SEO content to best support your online reputation management campaign. While originating SEO-rich content will rank favorably with Google, consider these benchmarks to drive measurable results:
- Aim for depth: You want your content to be as in-depth as possible, giving your readers all the necessary summary information they would want on a single page. Supplement the main points with detailed content that includes technical details and action steps for implementation. Google’s algorithm will understand the depth and subsequently rank the comprehensive material higher for target keywords.
- Link to credible sources: With in-depth content, you will notice that you’re making claims that would need to be backed by sources. More so, when you’re attempting to win readers over to your side, ensure your facts and data are referenced from credible sources.
- Break your content into digestible formats: You do not want your content to be skimmed over and abandoned because it is difficult to read. Aside from the fact that in-depth SEO content would help you dominate search results, it’s an opportunity to have all of your positive sides ingrained in the minds of your readers, helping you to earn their trust once more.
3. Where brands should focus on when optimizing content for reputation enhancement
To ensure your content performs well, make sure you’re publishing them on high-authority websites. This goes for both visual and text-based content.
For the content hosted on your personal or company website, ensure that all of your website properties are optimized and maintained and update plug-ins monthly. SEO and reputation campaigns will yield relatively marginal results if users are driven back to a website that is not functional or responsive. Furthermore, foundational opportunities to rank on Google and reach people who want your help are missed when you don’t perform regular technical maintenance on your website.
After optimizing your website to perform highly in search results, you should also level up your reputation campaign and promote best-performing content. The next step is to identify positive pillar content sources.
3a. Identifying positive content – Best practices
You want to make sure you’re not only creating rich SEO-driven content but are actually putting your optimal effort into promoting the type of content that highlights your strengths. To identify positive content that may benefit your brand image, consider these milestones you may overlook:
- Received congratulatory wishes when they were released – Such as completing a successful acquisition, receiving an award, reaching a new industry milestone, getting featured in an important publication, and so on.
- Celebrated the fulfillment of a personal goal – Such as hitting a weight-loss goal, completing a book you’ve been working on, hiring that star employee you’ve always dreamed of working with, and others.
- Documented a partnership goal – Has your brand always dreamed of working with another brand, and have you always talked openly about this? Such content could augment your brand’s reputational image by investing SEO efforts into it.
- Documented the process it took to achieve a huge goal – Completing your major office headquarters or complex would fall into this category, as would the content that documents the process it took to develop your flagship product from scratch to finish.
4. How to use image search ranking to augment online reputation efforts
Images are often ignored in ORM efforts by marketers because it’s assumed that it is difficult to rank images. Images still provide many opportunities to claim your branded keywords, create authentic back-links, and build a strong reputation within search engines.
Consider this: Why is it that most of the time, when you run a query of a famous person’s name in Google, images of them usually rank at the top of the results? And images often dominate the Knowledge Graph area for popular names such as celebrities, brands, or popular destinations.
Below are some techniques for using images to dominate search results for your online reputation repair campaign.
4a. Optimize alt tags and keywords
Alt tags in images are strings of connected texts that help search engine crawlers to understand what an image is about. When adding images to your content, always include your branded keywords in the alt text area of the images. For the most effective results, keep the texts connected to each other by adding the underscore sign “_” after every string of text. So, say I was to add an image of myself in content, I’d add the following text to the alt text area: “Sameer_Somal_CEO_of_Blue_Ocean_Global_Tech”, instead of just including random text or just barely adding my name to it.
4b. Name the image after the branded keywords
If you’re uploading an image to your website as a part of your SEO content, you’ll be missing out on keyword ranking opportunity if you’re saving such images with random texts, or, in some scenarios, with numbers. Instead, use the branded keywords you want to rank for as the name of the images. This means you’d have to locate the image file destination on your local storage—that is, your computer or hard drive – and change the name of the image to the branded keyword you want it to rank for. Again, you can use the alt tags approach to optimize it by linking the texts together.
The ORM process helps aligns your sales, marketing, and technology efforts. SEO content is a key pillar for achieving the results you seek on the internet. By learning the top-performing SEO strategies to rank atop search results for your branded keywords, you’ll be able to maintain a clean image on the internet and create opportunities.
Sameer Somal is the Co-Founder and CEO of Blue Ocean Global Technology, a global leader in online reputation management. He is a recognized international keynote speaker and an internet defamation subject matter expert witness. Sameer can be reached on LinkedIn.
The post The role of SEO in online reputation management (ORM) appeared first on Search Engine Watch.
Driving visitors to your site is about much more than just rankings. Branding is playing a larger and larger role in acquisition.
In this article we look at the importance of branded searches and provide guidelines to help you understand, keyword by keyword, what you need to do to maximize your branded traffic. All you’ll need is Google Search Console and as many days of data as possible.
Firstly let’s go over why this is important.
It’s your company’s traffic
Branded traffic is very rarely traffic you’d be happy to have leak through to another site. Aside from reviews and similar searches, you’d hope that 100% of branded searches land on your site. Unfortunately we see that this is not always the case. Between the floorboards of SEO and PPC there are cracks that rob you of valuable visits, sometimes deliberately, often by simple chance — regardless, we want to help you reclaim that lost traffic.
In a recent talk at BrightonSEO, Rand Fishkin of SparkToro (and previously Moz) suggested that the future of SEO is in the SERPs and less “on the site.” While there is a growing trend in enhanced search results, data cards and featured snippets, there will always be an place at the table for digital (organic) brand reputation.
Who cares about your brand’s reputation?
This isn’t just about traffic or revenue. Your reputation can affect a number of crucial potential relationships both with individuals and other companies or institutions. Some of the more important potentially affected parties are listed below:
- Business partners
- Prospective employers and employees
- Personal contacts
Branded vs non-branded traffic
If I were to offer you 100 new visitors that come via a branded search or 1000 who come via a generic non-branded search term, which would you chose? I suppose the answer will depend on a range of factors, one of which is your conversion rate. Regardless, it’s likely that exposure to the brand will have increased their likelihood to either convert or to investigate — and then convert!
Understanding what percentage of your traffic is branded will help you to understand just how valuable this tool and article could be to your company.
Measuring your brand / non-brand split
In this (optional) section we’ll walk you through how to see your brand vs non-brand split without any need for paid tools or insane extrapolations of GA data. This is an optional step but will be relatively easy even for a “novice nerd” to follow. If you’d like to leapfrog this and don’t want insight into your branded traffic split, then skip ahead.
1. Start by ensuring you are logged in to a Google account with access to your Google Search Console (formerly Webmaster Tools).
2. Following this, visit https://datastudio.google.com in a separate tab and create a fresh blank report.
The phrase: “It’s so fine and yet so terrible to stand in front of a blank canvas” comes to mind!
3. Now, click in the bottom right of your screen to create a new data source.
4. Select the Google Search Console connector as shown below.
5. You may need to provide authorization to Google Data Studio.
6. Now find your site in the list and select URL Impression and the ‘Connect’ button in the top right.
7. You should now be presented with a list of fields, however, we want to make a new one! Simply click the ‘add a field’ button.
8. The code you need can be seen below, you’ll need to replace the example brand with your own. The expression we have used will look for any search term containing either “zaz” or “le me” to determine whether the keywords are branded or not, keep this simple and short.
CASE WHEN REGEXP_MATCH(Query, (“.*zaz.*|.*le me.*”) ) THEN “Branded” ELSE “Non-Branded” END
You can add more between the speech marks with a |.*text here.* expression.
9. Give the field a name (such as ‘Branded Split’), save it, and we’re almost there!
10. You may still need to add the data source to the blank template, select it from the list to the right and click “Add to Report”
11. Your report will change into a grid and you can now make your chart show brand vs non-brand.
12. Select the type of graph you want to use (I favor area graphs personally) and draw an appropriately sized rectangle. When the graph is selected you’ll need to adjust the ‘Data’ menu to show:
Time Dimension: Date
Breakdown Dimension: Branded Split (or whatever you called your field)
Metric: URL Clicks
13. You can adjust how the chart displays in the ‘Style’ menu, below is my example where I have disabled stacking to show separate lines.
14. Changing your metric to ‘Impressions’ can allow you to quickly see the difference between the two, it often helps to highlight where you may rank for a huge keyword that is unrelated such as a celebrity or a similarly named brand.
15. While this information is useful you may find it difficult to understand how the data averages out – as such, a pie chart may provide you with a clearer ratio. Naturally, a high ratio of branded search increases the importance of this article and our associated tool.
16. You can use data studio to list the keywords making up these impressions/clicks etc, but for the purpose of this investigation we’ll just be using Google Search Console directly from now on.
If you’ve enjoyed this dabble into Data Studio, let us know in the comments and we’ll be sure to produce more insightful posts using it.
Keywords to Protect
When looking for the keywords you want to assess, ensure you consider the below aspects of your company.
- Your Name
- High profile employees
- Brand and Reviews
- Brand vs Competitor
Tool and training for brand reputation
1. Zazzle Media offers a free [gated] Google Sheet available here for brand reputation protection.
2. Make a copy of this sheet on your own Google account or the shared business account you have for all things ‘web’.
3. Name the sheet to whatever you like.
4. In the Dashboard tab – Cell B3, pop your root domain such as zazzlemedia.co.uk or wonga.com.
5. The only other input on the Dashboard tab is for you to list your keywords between B6 – B27.
6. You can find these quite easily by nipping into GSC and filtering by your brand. Alternatively you can do this with your Bing WMT account, however the important keywords will likely be the same regardless of search engine.
7. Add both the appropriate brand keywords and the associated impressions to the table. We’ve used Wonga in our example data.
8. Your impressions won’t be weighted but it can help you identify high impression (high importance) keywords that have low scores.
9. Now that you’ve entered your keywords into the Dashboard you can move to the Scoring tab.
10. You’ll notice there are 10 positions for each keyword, to mirror the results page in either Google or Bing – depending on where you are running your investigation. Simply enter the full URL of the pages into the Full URL column.
11. The domain column will fill out automatically. If you’ve accidentally removed the formula just enter the below code into cell E6 and drag down
<wrap the below in code tags>
12. Similar to the domain column, the Title column will also fill out automatically. Again if you’ve removed the formula, enter the below code into cell F6 and drag down too (and stop deleting the formulas!)
<wrap the below in code tags>
=ARRAY_CONSTRAIN(IFERROR(importxml(D6, “//title/text()”),”Please Enter Manually”),1,1)
13. The titles should automatically fill out due to the importXML feature, however it’s not always 100% perfect, you may need to manually enter a title. The titles are only used to help you judge the impact any article might have and naturally relies on competitors/sites having appropriate titles.
14. Lastly you’ll need to score the URLs from -10 to 10 the table below suggests how you should score, but always take into account where the page is ranking too, a slightly negative article in position 3 is potentially worse than a competitor in position 9.
|-10||Site actively tries to discourage users from using your service. Potentially a very damning review or customer complaint/scandal.|
|-5||Site loosely attempts to acquire your visitors with no benefit to you. This could be natural crossover with another brand’s service or review aggregator.|
|0||Neutral site that is unlikely to alter brand perception. Or is a totally unrelated brand. Alternatively the incorrect page on your site.|
|5||Positive story against your brand such as a news story or great review. Alternatively a useful (but not 100% perfect) page on your own site.|
|10||The correct page on your site that should be ranking or an acceptable secondary page that is helping you to own the SERPs.|
15. We’ve filled the sheet in with the company Wonga.com who recently closed their doors and are no longer offering new loans. This combined with the cannibalistic nature of lenders meant that we were guaranteed a vibrant set of results.
16. Once you have scored every URL you can move back to the Dashboard tab.
17. You’ll find automated lists of both the positive and negative sites, there is a good chance your site will be the only positive but this depends heavily on the media’s representation of your brand.
18. The original tab where you entered your keywords will also now have scores for your site. You’ll find an overall average, an external site score and a score specifically for pages that your site has featured in the SERPs. In the example we’ve produced there is (or was!) a clear need for Wonga to own their reviews more and improve their targeting of “wonga login”.
19. Below the automated graphs and keyword table you’ll also find a simple score for Offence, Neutral Game and Defence.
- Offence: This score shows how well you’ve optimized your site’s pages within the search results. A low score suggests the wrong pages are ranking.
- Neutral Game: This is an overall score of your brand’s performance within SERPs, taking into account both your site and competitor sites.
- Defence: This figure shows how negative the other sites are in the search results, it excludes your site entirely from the scoring.
20. Individual keyword scores are certainly more actionable however the overall scoring provides you with a good benchmark for brand protection KPIs.
Hopefully you’ve been able to gain some interesting insight into your brands perception within branded search results and, if needed been able to make use of the training recommendations made within our tool.
Improving Organic Brand Reputation
We’ve provided a ‘Training’ tab that suggests some of the basic but nevertheless critical points around brand protection. Following these is a great starting point, however if you have additional resource beyond managing these factors consider doing a similar exercise with a copy of the sheet for your competitor’s terms – put yourself in their shoes and discover how they are doing certain elements better than you.
To hark back to the example we showed earlier for Wonga, one of their primary competitors was QuickQuid who just have a simple page to target this term:
It’s better than nothing, and is a good step towards trying to outrank the Trustpilot page that might be a darn sight more damaging.
If you need additional support or help with managing your digital reputation – get in touch! And be sure to get the tool to help you with managing your brand reputation in the SERPs.
I hope you’ve found the tool and associated insight to be useful. Please let me know how you get on @StuartShawUK.