Online Reputation Management
                     Online Reputation 
Management
Whether you own a large corporation or you're an individual looking to build a strong online 
presence, establishing strategic online reputation management is critical.
What Is Online Reputation 
Management?
Think about all of the ways you learn about a business or a person online. You Google them, 
you review social media comments about them, and you browse online reviews.
When people want to learn about you or your business, these are all of the ways they look 
for information. The people looking for information about you or your brand could be 
potential business prospects, new customers, or potential clients.
The key to successful online reputation management is managing all of these outlets of 
information about your brand.
Monitor and Manage Google Searches
The most important aspect of online reputation management is understanding the impact of what people are saying 
about you online.
One of the primary places people search for information about 
you online is using the Google search engine. According 
to searchenginepeople.com, 75% of users never click past the 
first page of search results. This means that what shows up on 
the first page of search results is critical to your online 
reputation.
Many things can contribute to a bad online reputation in search 
results:
•Negative news articles about you or your company.
•Blog posts mentioning your brand alongside words like "scam" or "ripoff."
•Bad reviews about you, your product, or your services.
•Attack websites created to discredit you or your brand.
1. Regularly monitor search results. There are many tools available that will alert you whenever anyone publishes 
anything about your brand online.
•Google Alerts: Add your brand, name, websites, or keywords and 
get alerts whenever new content about that topic is added to Google 
Search or Google News results.
•Talkwalker Alerts: This free Google Alerts alternative monitors 
news sites, blogs, Twitter, and even discussion forums for any 
mention of your brand. Receive realtime, daily, or weekly alerts.
•Mention: For a monthly fee, Mention will monitor all major 
social media channels and provide analysis and reports on 
where your brand stands in the social community.
2. Check your brand health. There are tools available that will show you where your brand online 
reputation stands.
•The Brand Grader: This free tool, provided by Mention, reviews comments by the web's top influencers 
and gives you a brief "report card" that shows mentions, a pie chart of negative vs. positive mentions, 
and volume of mentions over time.
•Brandwatch: - This software performs brand reputation analysis and reports on millions of conversations 
taking place across the internet about your brand. The suite of software includes modules that provide only the 
type of analytics and reports you want.
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3. Use aggressive SEO techniques. Each page of Google results has roughly ten items listed. Your goal should 
be to improve the placement of sites that mention your brand in a positive light, and push down those that 
mention it negatively. There are several ways you can do that.
•Generate positive content: Entice bloggers or news journalists on high 
authority sites to cover your brand in a positive light. Pitch story ideas to 
those influential writers.
•Offer interviesw: Offer to do interviews with bloggers and journalists 
who are open to write about your brand.
•Pay-per-click (PPC) advertising: You may notice that paid ad listings 
show up at the top of some search results. Purchase PPC advertising for 
your brand name and related industry keywords and direct those clicks to 
your own positive content about your brand.
•Publish your own content: Well written, authoritative articles about your brand 
will show up high in Google search results. Make sure you have a blog and include 
company or personal profile pages that mention your brand several times.
4. The worst case scenario is that you can't quicky outrank very negative websites. But if those sites are 
"attack" sites publishing false information about your business, you may have grounds to launch a legal case 
against the publisher of that content. This would involve a cyber investigation to identify the person who 
published the content, and legal takedown requests to remove the offending content.
Negative content about your brand in search results can be very damaging for your online reputation, but as 
you can see there are plenty of options to either remove the content or reduce the impact it has on your 
online reputation.
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