Brandon Boushy | Las Vegas Consultant

What Is SEO Reputation Management?

SEO reputation management uses search engine optimization techniques to manage a business or person’s reputation on a routine basis, but also provides strategies to control the search results page after an unexpected event causes negative publicity.

How Can I Use SEO To Manage My Reputation?

Some of the ways you can use SEO to manage your reputation include:

1. Claim All Digital Profiles.

You need to make sure you own all digital assets for your business. There are some marketers that like to set them up for you but that is problematic. If they own them and you want to part ways you lose the assets.

Make sure to sign up with:

Check out this page for a list of directories of cleaning businesses.

2. Optimize Your Google Business Profile.

Your Google Business Profile should be optimized by:

  1. Choosing the most exact primary category available.
  2. Adding 3-5 secondary categories.
  3. Setting up automated review requests.
  4. Responding to all reviews.
  5. Filling out every profile field honestly.
  6. Leveraging visual content.
  7. Publishing posts
  8. Using “calls-to-action” (CTAs)
  9. Monitoring Performance

Make sure that your website and other profiles are consistent with Google Business Profile.

3. Use Branded Title Tags, Urls, Descriptions, And Headings.

When you are discussing specific products make sure to included the names in title tags, URLs, descriptions, and headings. This helps your pages rank for branded search terms.

4. Pursue Backlinks And PR Opportunities.

While on-page SEO is helpful, working with other companies to refer people to you web assets is also important. You can get backlinks from industry organizations and community partners. You can also get referrals from PR announcements like sponsoring community events.

5. Track Branded Search Terms.

You need to track mentions of your brand across social media and other websites to contain negative sentiment. When negative sentiment starts to rise you want to create content that is positive about your brand to help bury the negative information. 

You may need to hire a crisis management team if something major happens. For instance, Tiktok users started testing churches to see which would help a mother whose baby needed formula. Many of them rejected the mother’s request for assistance and got a lot of backlash.

If one of the churches reached out to me I would tell them to immediately create a baby formula giveaway in their city and ask every channel to publicize it. Counteract the negative publicity with public publicity of the exact same kind. Sometimes you have to be willing to recognize when you mess up and correct it. 

6. Create Consistent Content.

Every business should have at least a month’s worth of content ready to go. They should also have templates for when they need to release something fast. This serves multiple purposes:

  1. Allow for holidays and vacation without grinding their content to a halt.
  2. Give them plenty of content if they need to bury a crisis.
  3. Provide useful information to people looking for your services.

7. Control The SERP Page

Your goal is to make it where you control the entire first page of Google or any search engine when someone searches for your brand names. When you do this it its easier to control the narrative. 

Conclusion

Using SEO to manage your brand reputation helps create a long-term favorable impression, but it can also be used to drown out a crisis.What SEO strategies do you use for reputation management?