Online Reputation Management refers to a set of services provided by established companies whose aim is to ensure the best possible search profile for a client company or brand. The emergence of this SEO field quite naturally followed the previous trend of unnatural and manipulative link building strategies many websites used to boost their rankings.
Now, as the importance of online brand image increases, companies can no longer afford to have backlinks on disreputable websites or otherwise harmful content pointing to their brands. Therefore, they need to ensure 100% positive search results for all the queries that may be related to their products or services.
Given these circumstances, it’s unsurprising that a growing number of companies nowadays take a greater care about the ways they appear in search results. Sometimes, dealing with negative displays can be a daunting task, which is why they hire specialized agencies to take care of the issue.
What do online reputation managers do?
In the world where hyper-connected users can easily express their dissatisfaction with a company or brand online, the task for online reputation managers is to ensure such content is buried. This mostly refers to outranking negative results with the positive ones, so that no harm would be done to a brand.
What is scary about having a negative result displayed in a related search is the fact that most people nowadays check third-party reviews before visiting a company’s website. Therefore, a single negative result can cost you not only traffic, but also general awareness of your brand.
Obviously, it is essential for companies to handle all such results, which is where online reputation management jumps in. This involves a strategy of delivering high quality content in form of press releases, white papers, or blog posts.
The role of blogging
Corporate blogging has become quite a popular activity over the last few years, and reasonably so. A blog represents a space where company representatives can show off their knowledge, share relevant industry information, and build relationships with their consumers.
In terms of online reputation management, blogging can help in outranking negative public results through a constant flow of high quality content. Generally, regular additions of quality posts are already a signal for Google that the website is reputable. Therefore, the possibility of an external content taking higher positions in search is notably smaller.
Moreover, regular blogging means fresh results, which are always displayed above the older ones. This means that any quality article published on your blog is likely to be shown higher in search than an old negative review that deals with a similar topic. The sad truth is that all the content published online remains archived and can hardly be removed. This is why it is essential for companies to keep delivering quality information that would push negative ones to the second page of Google or any other engine.
With more and more companies striving to build stable online presence, it is becoming increasingly important to hide potentially harmful content from users’ eyes. To maintain a clear and positive image of a brand, companies should engage in relevant discussions online and keep delivering quality blog posts or, if all this fails, hire a competent online reputation manager to do the job for them.