Kev Strong is a head of search and discusses online reputation management for search. What is it, common threats, essential protection and expecting the unexpected. Google returns best results and doesn’t look at being positive or negative. Personal name searches can also effect a business, Google’s Omnibox/Autosuggest can cause problems, negative articles online and schema reviews. The Internet itself, like an elephant, never forgets so we must be careful what we post.
- Assess your threat – keyword research for SERP tracking
- Sentiment analysis for identifying positive and negative associations with your brand
- Manually check the first page – black lists, sentiment analysis
Communication plans can help to stop a lot of problems with staff members and negative comments online resulting in negative reflection on a company.
Track Your Searches
Using tools such as Google Alerts can help.
Clean Up Results
- Influence autosuggest
- Social media accounts, search entities and business listings. This will help to protect your brand SERP too.
- Positive Cleanup Campaigns – releasing positive communications, combating negative stories
But drawing attention to something can also result in negative attention. Some times something are beyond saving and it’s worth letting it run it’s course even if the end results affects a businesses reputation. Unfortunately you can’t always plan for the unknown.
Laura Thomas from Return on Digital now goes on to talk about how to write and convert content. Social media platforms give businesses the opportunity to be in the right place at the right time. Social conversions can help company’s to achieve their goals. This could be, for example, more calls, signing up to newsletters etc.
The question is when is the right time to post? Using tools such as SocialBro will allow you to access what time your users are most active. Google analytics also offers insightful information helping to answer the question as to whether people are converting?
What to write? Remember to keep it short, make it clickable, show your target audience what they want to see. Then ask yourself, did it work? This can be done by check engagement rates and clicks and the percentage of people who saw the content. Laura says above 5% is a good engagement rate although Facebook recommends 2-3%. She also states using gifs to enhance user engagement is something she uses for customers herself.
Unfortunately writing content and making it convert doesn’t always work, you may need to make tweaks to your process. But don’t give up, you have to try and try again.