Considering that a reputation management campaign is essentially an SEO campaign on steroids, the two practices share many of the same concerns. One of the main ones centers on whether a campaign should focus only on building “do follow” links. This is based on the logic that no follow links do not pass page rank juice to the receiving page and therefore do not help in raising rankings on the search engine results pages.
For all the good that the internet brings to businesses, the web can be punishing when companies commit the sins of reputation management. Here are the sins that can come back to bite you after circling the globe three times in a nanosecond.
When people read about online reputation attacks the general assumption is that these attacks come with agendas of laying targeted businesses to ruin. While there are situations where this might be true, these types of attacks are both relatively rare and beyond the scope of the vast majority of people on the web.
In fact, a far more common danger to an online business’ reputation comes in the form of complaints from consumers who are airing their views more to inform their circle of friends and/or influence rather than to lay waste to a business or brand.
These types of complaints are usually very honest in nature and can often come in the form of constructive criticism. Still, many businesses stumble when it comes to the presence of less than glowing reviews. These stumbles generally come in three forms:
1) Ignoring the complaint – Hoping that a negative post will go away on its own is a great way to convey that your business isn’t listening to its customers, doesn’t care, or both.
2) Taking a condescending attitude toward or attacking the person posting the complaint – This is another sure way to look like you’re out of touch while potentially angering far more people than just the one making the complaint.
3) Leaving the door open for complaints to be ranked highly on the search engine results pages – A high ranking complaint about your products/services/brand can get almost as many views as your website’s pages if it ranks high enough – big problem.
These problems can be avoided or minimized first by engaging positively with people who have made a complaint. Letting them know you hear them and appreciate their input will go a long way toward a constructive resolution. Secondly, generating your own content that ranks highly can keep negative content from being seen. Here, a little proactive reputation management can also go a long way toward enforcing a positive perception about your company.
As review sites become a larger factor in reputation management strategies as well as the decision-making process for consumers, business owners increasingly face the temptation of gaming the review process for ratings and recommendations. To be sure, there are right and wrong ways to generate reviews.