The internet has quickly become one of the world’s greatest resources for information about… well, just about anything. For better or worse, a certain level of authority comes with what is written on the web. So when a dissatisfied customer goes online to write a nasty rant about how one of your employees tracked mud throughout his house, this is a reflection on your business that is very public, visible, and archived in history for anybody who searches your company name.
Whether you own a home remodeling company, a plumbing company or a law firm, managing your company and brand online is an important component of your internet marketing strategy that is often overlooked – until it is too late. Usually companies seek out an online reputation management service to help with virtual assaults on their brands after the fact, but the best defense is typically a strong offense.
Track and Monitor Your Presence Online
Whether we’re tasked with helping a company increase their organic search visibility (SEO), optimize a pay per click campaign or develop a more effective lead generation website, we follow a process and it goes: TRACK > TEST > TWEAK > REPEAT. The first step in proactively managing your online reputation is tracking, monitoring and analyzing. You need to put tools in place – like Google Analytics and Google Alerts – to accurately track your website and act as an online sixth sense to listen for and alert you when someone is talking / writing about your company online.
Maximize Your Organic Search Visibility
Despite the rapid rise in popularity of social media websites – like Facebook and Twitter – when people need something online, more often than not, they “Google it.” Once you have the right tools in place to track your website and monitor mentions of your brand online, you need to turn your attention to maximizing your organic search visibility. Normally with SEO clients, our focus is maximizing organic search real estate for NON BRANDED TERMS, but in this case, your first priority is controlling the results that appear for BRANDED searchs (people typing in your company name, product names, names of employees, etc.).
As a general rule, the more published content you have optimized around your company and specific keywords, the more likely it is that pages you own will dominate searches related to your company.
This is a key strategy in protecting your company’s name and brand: own the results that show up in Google. This said, taking over the Google results page does not happen overnight, but rather happens through a continual investment in your website and in SEO. Frequently, changes made to your website TODAY will take somewhere between 2 weeks and 2 months to have a noticeable impact on the organic search results. Why? Because search engines like Google, Yahoo and Bing are not visiting most websites daily, and even when they do, they’re not always crawling every page of your website. Give search engines time to notice, scan, index and rank your new pages. Don’t stop investing in this recommendation prematurely because you don’t find that new blog post you just created – be persistant!
The goal is to increase the amount of published and optimized content for your site and to increase your site’s overall Page Rank and credibility. Investing in building out multiple websites will also help give you an advantage dominating the search results pages. You could also write guest blog posts to publish on other sites with a significant Page Rank.
Lastly, pages on social media sites – like company pages on LinkedIn – are often very authoritative with the search engines. So, registering and setting up social media profiles for your company – even if you don’t intend to actively engage in social media marketing – will help increase and diversify your organic search rankings and will continue to push any negative content off the results page.
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