Internet is a place where consumers exchange their experience. This process contributes to shaping online reputation of organizations. Positive online reputation is desired by most organizations. But only few organizations know that it can be changed from positive to negative per day. To avoid inconveniences, organizations need to manage their online reputation.
The purpose of this study is to demonstrate the benefits of online reputation management based on analysis of related case studies. The purpose is achieved by the secondary research which consists of analyzing the case studies focused on online reputation management. Used methods are analysis, comparison and selection. The main finding is that online reputation can be managed in many indicators. In conclusion, proper online reputation management strategy is a benefit for every organization.
Recommendations for organizations are to monitor their online presence and manage it properly, so they can gain more customers and of course higher profit.
Nearly 80% of people report that the internet is the first place they look
when they need information, and over 50% are using search engines
to research. While you would like potential customers to interact
with marketing channels you control like your website or social media
accounts, search engines allow them to access a variety of other
information that you don’t control including reviews, social media posts,
consumer photos and more.
Not having control over consumers’ perceptions isn’t new to hospitality
businesses. After all, many social media and review sites are close to 20
years old. However, more consumers are now making booking decisions
based on these independent information sources.
If a business already has problems with their online profile that
are driving away prospects, then the knowledge contained in
this section is a good place to start.
If a business has no negative content online, then it can move
to the second stage of brand building - improvement.
The improvement phase seeks to design and then develop the optimal profile.
The optimal profile is the one that will drive the most customers possible.
The third stage in online reputation management is protection.
The protection phase seeks to strengthen now optimized results
so future negative content is reduced or eliminated altogether.
Each of the three phases works together to first remove roadblocks to business, grow its sales base, then protect its online brand investment.
Today there are least 18 different ways for a business to be seen in search results, and that doesn’t even count social channels like Facebook, Pinterest, and Twitter.
One of those ways is reviews, the other seventeen are not. Think
about the last five searches you have made. Did you
notice how various searches provided different looking results?
Some results have a large number of images, others tend to
feature many review sites, some have advertising while others
don’t. Instant answers that make it so a user doesn’t even need
to click on a website are growing rapidly. Google is essentially
stealing clicks from businesses. So what is a marketer to do?
When viewed from above, patterns emerge. Different types
of search results include Adwords at the top or bottom of the
page; the Knowledge Graph that showcases the most important
information about a brand; information without the need to
click; image strips; reviews; news; shopping; social media; videos;
and of course normal blue link search results are included in the mix.
People are using their voices instead
Other significant changes have occurred online as well.
For instance, voice search is on the rise.
A recent study found that at least sixty percent of people have started trying
voice search on their mobile device, and about 20% of Google
searches are now performed using voice.
Voice search changes the way queries are entered making them more like natural language. Look at the graph that shows the growth of voice search over the past two years for the term “call mom,” a dramatic testament to the changing landscape of online interaction.
The way people interact with information is quickly evolving from search based queries to natural language, a significant fact for businesses across the globe.
Mobile use has surpassed desktop for the first time recently.
In fact, Google is now using
the mobile version of a website as the primary indicator of search quality. That means
that most websites that were designed for
desktop browsers and with mobile as an afterthought might lose out on a lot of search traffic. Focusing on the mobile version of your site
has now become a new priority.
Old style marketing is becoming ineffectual
Marketers are in many ways forced to join the revolution or
perish at the hands of better informed and better equipped
competitors. Questions like “how, where, and in what situation
is our brand being interacted with?” are more important than
ever to ask. A company’s online profile may change for different people at different times based on a number of factors
● Time of day the business is being searched ● Type of device the person is using
● Physical location of the user at the time of inquiry
● Language spoken by the user
● Previous search behavior
● Friends’ search behavior
Artificial intelligence is a huge new factor
In large part, artificial intelligence decides what
your business looks like online. It helps decide
which branded properties rank and where. Artificial intelligence directly affects how many customers you reap from online source by informing
many search results. AI is a very real factor in any
solid online reputation management program. People aren’t searching for your brand at first. They’re still circling in on the right questions to ask. That’s right, the first
searches are usually people trying to find the
right questions to ask. This basic fact of human
behavior is important to understand in order to
execute a holistic brand reputation management
There was a time when someone might have heard
a radio ad and simply called the 800 number. It
still happens, but it’s changing rapidly. Today people perform due diligence online before interacting with a company for the first time. Whether they are using Google, Bing,
Facebook, Yelp, Amazon, or some other specialty search engine,
they will look for information about information first. They
are circling in on the solution to a problem.
Because the first search people generally perform is not to provide a solution, but instead to simply gain information about
the kind of question they should ask, it’s important for businesses to be seen in both informational and branded search
results. Most businesspersons optimize for their brand name, or a product or service. But few optimize for the questions leading
up to those searches. This is a great time to start dominating
brand positioning -early in the search process. How? Reputation management of course!
A typical highly simplified search query might go something
● First search: “Good restaurant nearby” (Now they refine)
● Second search: “Good sushi restaurant nearby” (To
strike their fancy)
● Third search: “Acme sushi reviews” (The first branded
● Fourth search: “Fishy Fish sushi reviews” (The second
● Fifth search: “Fish Fish sushi menu” (The one they
chose based on various search results)
Notice that neither the first nor second search even mentioned a brand name. Only during the third and fourth search
did the searcher consider a brand. Once they did, they compared two different sushi restaurants. They finally made a decision to look at a menu during their fifth search. Most searches
are more complex than that. For example, think about how
much research you did when you bought your last car.
In the above example, there may have been ten great sushi
restaurants in the area, but “Fishy Fish Sushi” had better looking results (even if their name is pretty terrible - but that’s our
fault), so the diner went with them over the others. The competitors were never really considered because their online profiles were weak. It wasn’t because the other restaurants
weren’t good, some of the other restaurants would have been a
better choice. But the fact is that the other restaurants simply
hadn’t paid enough attention to their online reputation, so they
were never really in the race to begin with. Most companies are
in this position today.
Make sure your business is seen in early non-branded results
As we lay the groundwork for a strong online reputation, it’s
important to keep the user top of mind at all times. Because
search engines are continuously trying to find ways to improve
results for people, we must do the same. So the first thing to do
is to understand why people end up thinking about a company’s brand in the first place. As seen in the example above, business leaders
should realize that consumers will perform a search
to solve a problem long before they perform a
search for a brand. So a brand’s reputation management efforts should start earlier in the discovery
The searcher will try a search, note the results, and
then refine their search. During their search, they’ll see various
reviews, articles, and other information about products and
services - a few names will stand out. Marketers need to focus
their online reputation efforts earlier in the funnel and make
sure their companies are on this shortlist.
Once a prospective customer has a few brands in mind they
perform more research on each of the prospects. Generally
speaking, the company with the best online profile will get a
chance to earn their business. The others won’t even be contacted. So, does that mean businesses should get better reviews?
Yes... in a way.
Negative reviews on the Internet can hurt your brand in more ways than you can imagine. If possible, you should take help from professional online reputation management services. However, if that’s not possible, then the following are some of the steps that you can take to have them removed:
1. Contact the Webmaster
The simplest solution is to contact the owner of the website where the negative review is posted so that you can request them for removal of the same. For that, you need to get their email address.
There are many ways you can obtain the email address of the concerned webmaster. You can just visit the website and open the “contact us” and “about us” pages to find the address. If the information is not available, then you can Google “AuthorName email ID” in which the AuthorName is the name of the author who published the negative review. If this method also doesn’t work, then you can also try finding the author on popular social media platforms like Twitter and Facebook.
If this method doesn’t work, then you can take steps to push the negative reviews down instead. This way, when the web users will search for your brand online, then they will see the positive reviews first. Since most users don’t even visit the second page of the search results, you can protect your brand image and online reputation with this strategy.
The following are some of the ways you can show more positive results or at least neutral results online:
2. Create Social Profiles
Did you know that social media profiles rank well on search engine results? If you haven’t created them for your brand on popular platforms like Facebook, Twitter, etc., then it’s recommended that you set them up as soon as possible. The following are some of the biggest platforms that you should consider for the same: LinkedIn, Pinterest, Facebook, Twitter, YouTube, and Instagram.
3. Create a Wikipedia Page
Wikipedia is an authority website, but you can create a dedicated page for your brand on the platform to get the top ranks in search results and remove Google reviewsfrom the page.
When you create a Wikipedia page, then Google automatically fetches the information from the page and displays on the side. This way, you can also help with brand exposure.
4. Get More Site Links
Site links are additional links that are shown along with your main website’s link in the SERPs. You must have seen these in many websites in which the links are of key pages like “FAQ”, “About Us”, “Pricing”, etc.
There are many benefits of getting more site links. However, they are mainly related to the taking up of space in the results. For instance, if Google displays 4 site links along with your website’s link, then you will see 8 search results instead of 10. This is because the engine will use the space of one single search result for 2 links that are in a row.
There are different steps you can take to get more site links for your website Google. This way, you can make your brand more visible and get the top results to remove Google reviews.
5. Buy New Domains
You can buy new domains with the same brand name but different extensions. Let’s say that your current website is www.MyBrand.com. You can buy new domains with the following TLDs:
You can publish interesting and useful content on the new domains including news, blog, etc. If done right, you can have Google rank these websites in the top results. Many websites are already enjoying this which include eBay, Amazon, etc. as they have different TLDs for different countries.
6. Guest Blog
One of the best ways to gain online exposure is to write guest blogs for authority websites. If you want to remove the negative reviews from the top results, then you can choose websites that have higher authority than those who published the reviews.
Finding good websites for guest blogging is rather easy. You can simply Google phrases like “submit content”, “add a post”, “publish content”, etc. along with your niche.
7. Become Active on Q&A Websites
Q&A websites like Quora and Yahoo Answers are still popular and often show up in the top search engine results. You can answer niche-related questions on these platforms that have higher authority to improve your online presence and to remove Google reviews that are hurting your image.
So, these were some of the things that you can do to remove or hide any negative reviews that you have received online. Following these steps, you can easily improve your online image and take your business to the next level.