What is Search Engine Reputation Management?

However frightening the statistic, fostering and maintaining a positive reputation is not easy. Customers are often emotionally and financially attached to our products and services, making it likely that they’ll respond to shortcomings or mistakes (however slight) with passion – or even anger.

Recently, one of our clients received a one-star review. This particular reviewer was frustrated with their interaction with the company, warning any who might read the review to save their time and go elsewhere.

Ouch.

Receiving a one-star review is never great, but this review particularly hurt the company owners, because they're dedicated to providing outstanding customer service. Both the client and our team knew action had to be taken. The following response was promptly drafted and posted:

“We terribly regret the review we received from you and apologize for the inconvenience. We have been exceedingly busy lately and shorthanded due to the pandemic… that’s still no excuse for failing to communicate with you. We apologize and would like to remedy the situation. We know we are not a “1-star” shop or business, but we will continuously focus on improving our operations for the benefit of our great customers.”

Our client went on to detail exactly how their team would go above and beyond to satisfy the needs of the disgruntled customer. When an organization responds like this to an unsatisfied consumer, it isn’t simply trying to smooth things over or shove the mistake under the rug. This strategic response will show every potential customer who reads reviews in the future that that organization is professional, humble, capable, and willing to improve.

Below, we’ll dive a little deeper into Search Engine Reputation Management, the process of cultivating and retaining a squeaky-clean online reputation. We’ll demonstrate how it can help drive your business towards greater success. 

When potential customers are deciding which business to turn to for their needs, the first thing they look for isn’t services, qualifications, or even location. What customers look for first are your online reviews. These reviews – posted to Google, social media accounts, online forums, or other popular review platforms –influence your online reputation.

Search Engine Reputation Management (SERM) is the practice of building your company’s sterling reputation across these platforms. While this process is multifaceted, the core objective of SERM is to manage negative search results and feedback.

All it takes is a little know how. 

Why is Search Engine Reputation Important?

Let’s take a look at another staggering statistic.

Insightful research revealed that 99% of consumers consider user-generated content (i.e. online reviews) before making a purchase decision.

Online Reputation Management Strategies

Marketers with a powerful understanding of the way the internet works, like Search Engine Optimization (SEO) specialists, are uniquely qualified to handle online reputation management.

Around here, we use 5 primary strategies to help cultivate a positively spotless online reputation!

1. Respond to negative reviews promptly and kindly

When someone attacks you or your business, it can be hard not to take it personally. However, staying calm is important to SERM. Responding in the right way to negative reviews is a powerful way to transform a negative situation into a win for your business and brand reputation.

Like the example above from our awesome client, you will want to create responses that are kind and helpful, offering a potential solution if needed. Doing so positions your company positively in the eyes of consumers.

2. Search Engine Results Page (SERP) cleansing

Though negative reviews can be leveraged for building a positive reputation, negativity should not be front and center.

The first page of Google search results (the SERP) is unequivocally important! If your business shows up for important search terms on the first page of Google (the SERP), you do not want negative business reviews to populate immediately. SERP cleansing takes this into account. Though perhaps the most difficult reputation management strategy, SERP cleansing can be one of the most effective as well.

A few specific methods often implemented to clean up important SERPs include:

• Creating an active content publishing schedule
• Acquiring fantastic reviews on behalf of your business
• Accruing positive media coverage
• Writing guest posts for other sites across the internet

By implementing these strategies, and others, negative results on SERPs for your crucial search terms can become a headache of the past.

3. Improve Search Engine Optimization (SEO) efforts

SEO allows you to influence the webpages that are visible on search engines like Google. By working to ensure that only the most relevant and authoritative webpages appear, SEO can help alleviate the impact of negative content. 

4. Create a strong social media presence

We’ve preached the benefits of social media platforms for brand awareness and community engagement for years. Despite those efforts, many business owners we talk to are still resistant to utilizing this important tool.

We get it. Questions of ROI and measurable impact can be overwhelming.

However, social media stands as one of the most important community interaction tools available today. Engagement on social media accounts demonstrates trustworthiness to potential customers and even search engines. Positive mentions, feedback, and partnerships with your company have been shown to have a positive influence on your overall rankings and online presence. 

5. Ask for positive user-generated content

Ultimately, generating positive content is the best way to push negative (often misleading) reviews to the bottom of the pile.

Unfortunately, people are much more likely to leave a review when they have had a negative experience than a positive one. To counteract this, ask the customers who had great experiences with you to share their review via online platforms.

You’d be surprised just how effective asking for a positive review can be. Many customers are happy to leave positive reviews for businesses they support – you just need to remind them to do so.

RivalMind: Manage Your Reputation

Don’t allow your online reputation to become an obstacle in the way of your business’ success.

At RivalMind, we provide expert SEO services, crafted for unprecedented growth. During the SEO process, we work with you to create a sterling reputation worth its weight in gold. Learn more about our transparent, comprehensive process today by giving us a call at 331.228.9636 or by completing our online form!

In the meantime, be sure to check out a few client testimonials pointing to the overwhelming impact expert SEO has on organizations like yours.

Meet the Author

Harley Helmer

Director of Search Marketing

Harley Helmer is a digital marketing professional with nearly a decade of experience in the industry. Today, he's the head of search marketing strategy at RivalMind, responsible for developing and executing comprehensive SEO campaigns that improve online visibility and boost organic traffic. His pragmatic, no-nonsense approach to marketing – paired with a robust knowledge base – helps him deliver innovative solutions to technical challenges and deliver real client success.

Specialties: SEO Strategy, Google Ads, and Search Marketing Opinions