First of all, it is important to understand that online reputation is a set of elements that represent the prestige of a brand or person on the web. For example, a website with a well-developed online reputation is usually an authoritative website in its sector. What does this mean? It means that it will receive a lot of organic traffic, that is, traffic from search engines like Google. Users will be able to find your website when they search for your sector.
The following is key: more than 90% of people stay on the first page of Google results and only 10% move on to second pages. Within the first page, the first 3 results usually account for more than 50% of the clicks. Therefore, having good reviews in search results translates into a good reputation, more sales and more loyal users.
what is the state of my company's online reputation?
If you want to know what is the opinion that users have about your brand, you can make the following queries:
- Search for the name of your brand or personal brand.
- Search for the name of the product or service you offer.
- Search for the name of the product plus opinion.
- Search for the brand name plus opinion.
- Search for relevant keywords in your sector.
We recommend using Keyword Planner or SEMrush to search for keywords in your sector. Both are very useful tools to find out which keywords are positioning your website, as well as to see which keywords are positioning your direct competitors.
Another option is to search for them in Search Console and to do this you just have to log in to Search Console, access your project, go to "Search Traffic", then "Search Analysis". Then, a window will appear with all the keywords that you have positioned and that are receiving clicks and/or impressions. There are many tools to achieve a good online reputation management. Don't miss them!
8 tips for good online reputation management
1. Transparency
Be clear so that your users have a good relationship of trust with your company. Show your data, prove that your product works. Show your product or service as it is, always show real data and what you can do to improve and grow as a personal brand or company. If you cannot provide your user with the solution they are looking for, tell the truth. Telling the truth will always give a good image of your brand and you will not waste anyone's time.
2. Accessibility and approachability
Make your brand accessible and approachable, as we all like to interact. Users interact with brands through various media such as social networks. Take advantage of these platforms to get closer to your users or community to establish a connection and strengthen communication. If your followers talk about you, do not hesitate to talk to them directly and among equals. In this way, users will become loyal and identify with your brand. Dialogue and connection are key words in this section.
3. Efficiency and speed of response
Don't keep your users or customers waiting. They get bored quickly. Try to respond as soon as possible to comments or queries they write to you, emails, tickets, Facebook messages. If you let too much time pass, the relationship with your customer or user can cool down and that is not the goal of good online reputation management.
4. Kindness in your dealings
Be polite and respectful. Politeness is the key to respond to customer requests and comments. In case a user makes a disrespectful or negative comment, don't lose your temper. Keep responding with respect and politeness even to those comments that could damage your reputation. Turn the tables and use them to find out why that customer or user is dissatisfied and show yourself ready to help them or look for a solution. Try to understand why they think badly of you to find faults, aspects to polish or things to improve in your system, your platform or person.
5. Surround yourself with the best
For a good online reputation management, establish links with recognised people in your sector to increase the trust of your customers or users. This way, you can convey that you are a person or brand that really knows what they are talking about. Also, you can reinforce your knowledge by surrounding yourself with other experts and opportunities will open up that will help you grow your business.
6. Testimonials and feedback
Seeing other people giving their opinions encourages other users or customers to come to you. Before buying a product, most people check the comments of others about that product. For example, if our friends like a product, we will probably want to have it. Therefore, we recommend you to place a section for testimonials or opinions of your customers so that your online reputation and credibility grow.
7. Competitor analysis
While it is important to analyse what is being said about your brand, it is also important to see what is being said about your competitors' products and services. Also, pay attention to your competitors' strengths, but also look at whether or not they respond to complaints and whether they are quick and friendly in solving problems.
8. Plan and flexibility
Having a plan is essential. Research your industry, your users, learn from your previous experiences. From this you can make a catalogue of common complaints and situations and have a set of standard responses planned. However, be flexible because you never know what will come up along the way. In case of unforeseen events, be prepared to adapt the plan and tailor the response to your brand values.
These are just a few tips for good online reputation management. Put them into practice and don't forget that your brand's reputation can change from one moment to the next, so be prepared for any event and act with immediacy.
