By David 
Your company’s online reputation is everything. Most of your
potential customers cannot see you or meet your staff, and they cannot talk to
business leaders or local community members who can recommend your products or
services. They can Google you, though, and what comes up in search results will
likely influence their perception of you and your company.
If they see positive content, they will likely stick around and
check out what you have to offer. If they do not like what they see (or don’t
see anything at all) on the first page of Google search results, chances are
they will scratch you off their list and take their business elsewhere. So,
what can you do to protect your company’s online reputation from negativity?
I had the pleasure of speaking to Anthony Will, an online reputation management expert, and CEO of Reputation Resolutions – a leading online
reputation management company that has helped thousands of companies repair,
protect, and manage their reputation online. Below are 7 tips and strategies
Anthony recommends implementing to start protecting your online reputation for long-term
success in the digital age.
- Buy the right domain names.
Even if you already own the domain for your company, think about
buying related domain names that are critical or negative in nature (e.g.,
yourcompanysucks.com), then purchase and maintain those domains to keep them
away from disgruntled employees, unhappy customers, and others who could do
your company harm.
- Be vigilant and analyze your company’s search
results.
You cannot safeguard your online reputation if you don’t know
what Google says about you, so take the time to see what your customers are
saying and where they’re saying it. At the very least, set up Google Alerts for your company name and perform an audit of your Google
search results to identify any harmful or negative content that may be damaging
your company’s reputation.
- React and respond to negative reviews.
As you analyze your company’s Google search results, you may
come across something you do not like. If a negative review is discovered, take
proactive measures to either remove the negative review (which is
oftentimes possible) or have your happy customers leave new reviews to
counteract the negativity. If you can’t remove a negative review, respond to
it. How you respond to the negative review will play a significant role in how
potential clients perceive your company and your brand. Even if you think the
criticism is unwarranted, always respond professionally and address the
customer’s concerns.
- Set up profiles on social media platforms.
Social media sites can be your best friend when managing your
online reputation, so take advantage of the opportunity. Historically, social
media profiles rank highly in Google search results when optimized properly, so
the profiles can help prevent any current or future negative content from
harming your company brand.
- Act fast to counter incorrect or negative
information.
Ignoring negative information about your company and its
products/services will not make those negative comments go away. This is a
common misconception. Rather, negative content has a tendency to quickly
outrank your company’s web properties due to Google’s negativity bias.
Failing to address the issue will give those negative search results or
comments more weight over time – so take action, or you risk having a tarnished
reputation that is difficult to fix.
- Showcase your expertise.
You are an expert in your business field, so do not be shy about
sharing what you know. Post case studies to your LinkedIn profile, share
professional articles you write on social media and guest blog. The expertise
you demonstrate can enhance and protect your online reputation in search
results.
- Leverage your happy customers.
Unhappy customers tend to be louder, but happy customers are
more plentiful. You can harness the power of your satisfied customers to
mitigate the damage of any negative reviews that exist and to protect your
company’s online reputation. Simply start by reaching out to your previous
customers and ask them if they would be willing to leave feedback about their
experience with your company. If they are, provide them with a link to the most
visible review profiles that your prospective customers will see.
In the online world, you are only as good as your brand
reputation on Google. How you handle your company’s online reputation can make
or break your business, and protecting your reputation should be a top
priority.
SME Paid Under
Gesten van der Post 
Digital Editor 
Mary Smith