Reputation Management

reputation-management

Regardless of the highly positive experience your business is committed to providing to each customer, increasing success will also raise the odds that your company will be on the receiving end of a complaint or be the subject of negative commentary. Without a protective reputation management strategy in place, the ease of communication that the internet provides enables these types of negative content to make the rounds quickly and potentially affect the way in which potential and existing customers perceive your business, its products, and/or services.

These situations can be even more precarious for businesses that are not monitoring the web for negative postings, commentary, articles, etc. Without comprehensive monitoring systems in place, these types of situations can get out of control before the company even knows about it.

The Gervais Group delivers reputation management services in two formats:

  1. Proactive – Proactive reputation management practices are put in place before a business has to deal with negative content that is posted online. In the proactive format, a campaign is designed to build multiple channels across the web where company and product/service related content can be posted, “Liked”, shared, etc. There are two primary results that come from this type of campaign; one, the company’s potential audience expands due to increased access to its content and two, the presence of multiple website rankings at the high end of the search engine results pages.
  2. Reactive – A reactive reputation management campaign is initiated when content that could potentially damage a company’s name or its products/services is released on the web and there is no proactive plan in place. In this type of situation, positive content is quickly generated to counter the negative and then distributed in a manner similar to a proactive campaign, with the objectives of moving negative content off of the front pages of the search engines while also reinforcing a positive perception of the company via the newly posted content.

Reputation management is much more than just a strategy that counters negative content on the web. In fact, reputation management strategies designed and executed by the Gervais Group can deliver many of the same benefits as the most successful marketing campaigns.

These benefits include:

  •  Brand building – The changing perception of your company’s brand is happening daily, whether you are part of the conversation or not. Getting your business’ message out to a growing audience puts you in position to shape the way in which your company resonates with your target market.  
  • Increased traffic – Broadening your audience via positive and informative content will have the natural effect of driving more targeted traffic to your website.
  •  Enhanced authority – Informed interactions on the web combined with the posting and distribution of high value information will enhance your company’s authority as a knowledgeable resource in your industry, which will also reinforce your branding efforts.
  •  An advanced competitive position – In addition to building your brand and enhancing your company’s level of authority, a comprehensive reputation management campaign can improve your competitive position by occupying multiple rankings at the front of the search engine results pages (SERPs) for high value keywords. Basically, the more high rankings your web pages occupy, the less that are available for your competitors. 
  •  More revenues – By delivering on the four benefits listed above, a reputation management campaign, rather than being classified as an expense, can actually generate an increasing stream of revenues.

To learn how the opportunities included in a comprehensive online reputation management campaign can benefit your business call the Gervais Group.

Featured News

  • User Experience and SEO

    SEO

     

    Prior to Google’s implementation of the Hummingbird algorithm in the second half of 2013, search engine optimization and delivering a positive user experience with published content were distinctly different practices. Despite Google’s mission to surface high value content, its algorithms were easily manipulated with SEO tricks that didn’t necessarily deliver the information that the search engine users were looking for. At the same time, content that delivered relevant information often earned lower rankings than poorly written articles that prioritized packing in keywords over adding value.

     

    Hand it to Google, the search engine has stayed true to its commitment to deliver improved user experiences and is now far less vulnerable to manipulative practices. Its ranking algorithm now factors a variety of signals that result from positive user experiences, including:        

            

            Links from authority sites – Content that contains valuable source material, topic-relevant information or delivers a positive user experience in general can earn links from authority sites to provide additional information or to be cited as a reference. These links carry an increasing amount of weight in the ranking algorithms due to the quasi-vetting process from originating authority sites. This is a completely different ranking methodology than the one which rewarded web pages that had thousands of spammy backlinks purchased for a few pennies each.       

            Social actions – When content is posted to social media platforms such as Twitter and Facebook, user can elect to share that material with their friends and/or followers. Sharing or liking posted content is referred to as a social action, which is an indication that the content delivers a positive user experience, whether it’s entertaining, informative or a combination of the two. Steady and/or increasing social actions with specific web pages can then boost rankings due to the implied legitimacy of independent referrals.    

             Active and positive comment threads – Quality content draws engagement in the form of active commentary threads. Content that is generating shares and likes will also elicit commentary, with the actions reinforcing each other when being weighed by search algorithms. While these reinforcing actions are great for SEO campaigns, they are equally capable of driving higher rankings for negative content, such as news stories.    

     

    In today’s SEO campaigns, manipulating the algorithms has become increasingly difficult. This is due in part to the growing sophistication in algorithm methodology that can detect spammy links and content. It is also due to the evolution in the way people communicate and share information on the web. The paradigm change now forces SEO and content distribution campaigns to focus on the same primary goal; delivering a positive user experience. 

  • One SEO Change to Implement Now

    social-media-marketing

    As the sophistication of search algorithms continues to increase, search engines are improving their understanding of what their users are looking for with their inquiries. Prior to replacing its search methodology with the Hummingbird algorithm in 2013, search results typically showed results that had a high percentage of the same keywords included in users’ inquiries. While the pages that were returned based on keyword matches generally reflected some relevance to the search, there were also results that had nothing to do with the nature of the inquiry.

     

    Two of the primary reasons for these unrelated results were black hat techniques that were used to trick the early algorithms into granting high ratings, as well as words that were spelled the same but had different meanings, known as homonyms. An example of a homonym is the word “lead”, which can either be a noun as in the metal or a verb as in “to guide”. An inquiry such as “lead dog” could list sculptures of dogs made of the metal as well as dog teams in the Iditarod race. Refining the search to “what is a lead dog Iditarod” could still return mixed results. With the implementation of the Hummingbird algorithm, searches provided results based on the context of the inquiry, rather than trying to find pages with identical keywords.

     

    The change to contextual search, in addition to providing a higher percentage of relevant results for all users, was also influenced by the more conversational nature of inquiries from mobile device users. When voice commands are used, it’s more natural to ask a question than limiting inquiries to a few key words. As the search phrases became longer, keyword-based algorithms struggled to return listings that answered the questions that were being posed, which required follow-on searches and lead to a less than optimal user experience.

     

    For businesses that have not changed the foundation of their SEO initiatives to the new search methodology, previously high rankings are likely to start falling, if they haven’t already. The key to success in context-based search is to modify content so that it answers the questions posed verbally by mobile users. As a simple example, a searcher may pose the question “Where is a pizza place in Anytown?” Content that answers that question, which would earn a higher search listing, would include something like “Jack’s Pizza is located at 123 Main Street in Anytown.”

     

    As Google and the rest of the search engines try to deliver the best user experience possible, the focus is on eliminating listings that don’t deliver the answers sought by searchers. To that end, the listings that are presented will increasingly address the full context of inquiries with the delivery of specific answers. In this environment the SEO campaigns that are modified to answer questions, rather than match keywords to searches, will deliver website and storefront visits which will drive revenues.  

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