A reputation management company will work with individual and business clients to promote, protect and defend their online reputation using innovative public relations techniques designed to replace negative search results with positive online content.

Not so long time ago, we chose our hotels, restaurants, doctors, and lawyers based on recommendations from family and friends. Now we have hundreds, sometimes thousands of “friends” on Facebook, Instagram, Twitter and hundreds of thousands of people we never met sharing their experiences online. The crowdsourcing of reviews and recommendations and the impact of Google on how people discover and interact with a business has made online reputation management the most important marketing effort a business can make today.

We believe every business must carefully curate their online image with the same thoughtfulness and intentionality as how they (should) treat their best customers or clients. This includes ensuring their business profiles are accurate and complete, with a correct address, phone number, hours of operation, etc., proactively seeking reviews, responding to reviews in a timely manner, and taking action based on customer feedback.

Reputation in business is very important and has a direct impact on the value of the business or stock price, attracting and retaining top talent, and sales. There are several factors that influence business reputation, including the quality of products/services, quality of employees, customer service, safety, innovation, financial performance, ethics/values, leadership, marketing and advertising, corporate governance, community engagement, philanthropy.

One way to find out a company’s online reputation is to do an Internet search. Type in the company name, including variations (e.g., GE and General Electric) and for small, local business, you will want to include city and/or state. You will discover social media and/or business profiles, news mentions, images, videos, government and legal records, and more.

Short reviews with generic superlatives or negatives are more likely fake or malicious. Consider that fake reviews can be positive, but also negative, driven by unethical competitors and disgruntled former employees. Long-form reviews with specific details regarding products/services, highlighting specific employees by name or position, sharing actual dates of service or posting images are more credible and impactful.

While many online reputation management campaigns are focused on removal of negative search results from Page 1 and/or Page 2, it is not always the best or a sustainable approach for companies who are frequently the subject of news articles and other attacks from high-profile, influential sources. In those projects, an ongoing focused and targeted approach including ongoing monthly link building and other advanced SEO strategies to support high ranking and optimal visibility of existing identified positive and neutral content and most importantly, new content.