SEO reputation management: Top strategies for success

Savvy managers understand that reputation is everything in the world of business. But while most know the importance of a good reputation, many fail to recognize its direct influence on SEO. Fortunately, businesses can take steps to protect their rankings through reputation management SEO, shoring themselves up against any crisis.

What is SEO reputation management?

SEO reputation management shapes how a brand looks in search engine results pages (SERPs). The strategy involves improving online content, managing reviews, and addressing negative content promptly to turn setbacks into opportunities. 

By maintaining a proactive stance on review management, businesses can bolster their SEO efforts and protect their online reputation. This should ultimately drive more traffic and conversions. But sometimes, online reputation management (ORM) requires a more reactive response…

The consequences of poor reputation management SEO

In 2017, United Airlines faced a significant reputation management crisis that severely impacted its online presence and SEO rankings. The incident involved forcibly removing a passenger from an overbooked flight and the upsetting video quickly went viral. 

United Airlines' initial response attracted criticism for its lack of empathy and failure to take full responsibility. In the days following the incident, searches for United Airlines surged, but not for reasons the company would have hoped. The majority of the content that ranked was negative, including news articles, social media posts, and reviews.

Tweets that impacted United Airlines’ online reputation

As a result, United Airlines experienced a drop in stock prices and faced a significant backlash from consumers. The loss of trust and reputation damage took years to mend. 

Good SEO reputation management might have mitigated the damage and given United Airlines more control over the story. 

SEO reputation management matters at a local level too.

Large national corporations aren’t the only ones that need to pay attention to how their business appears in search. Poor reputation management SEO can drastically reduce online visibility for local businesses too. This makes it harder for customers to find your business or personal brand, as search engines prioritize reputable sites.

Online reviews for movie theaters as seen in Google’s Local Pack

To stay ahead of reputation issues, employ a good local SEO strategy, and present your brand’s best side online.

Simple steps to improving your brand image in local search

• Start by making sure you have accurate and comprehensive listings in local directories. Keeping your NAP (name, address, and phone number) the same everywhere improves customer trust and search rankings.
• Reviews are the backbone of both local SEO and reputation management. Positive reviews not only improve your search engine rankings but also act as powerful social proof for prospective customers. Encouraging satisfied customers to leave reviews and responding thoughtfully demonstrates your commitment to customer satisfaction.
• Including local keywords, like your city, in your content makes you more relevant to the community. This strategy can also improve your local search rankings.
• Creating relevant content for your local audience can significantly impact your SEO and reputation. Local guides and event calendars position your business as a helpful part of the community. This type of content not only ranks well but also improves perceptions of your brand.
• Building links from reputable local sources like community organizations, local news outlets, and event sponsorships can enhance your SEO and reputation simultaneously. These links act as endorsements, improving your site’s authority in local search results and building trust.
• Local SEO provides opportunities to engage directly with your audience through features like reviews, Q&As and Google Posts. Proactively managing these interactions boosts your SEO while also allowing you to shape your online narrative.

Review management and why it’s important for your SEO

Review management is an essential component of a comprehensive SEO strategy, directly influencing your online visibility, search engine rankings, and overall brand reputation. Ignoring reviews can ruin your reputation, which will be clear for anyone to see when they look up your brand or services. For example, this movie theater has a string of bad reviews about the broken air conditioning that went unaddressed.

Negative reviews affecting a movie theater’s SEO

The top-mentioned word in its reviews is “reclining” because so many reviewers complained about the uncomfortable seats. Reviewers also mentioned “CO2” a lot because of the broken soda machine. Meanwhile, reviews for a competing theater with better SEO reputation management mention the chocolate popcorn and costumes on display. Because of its reputation, the theater scores 3.9, which could drive customers to rival theaters rated 4.4+.
 

Had the theater taken its SEO reputation management seriously, management would have addressed complaints before they became a problem. Fixing the air conditioner and soda machine would likely have been cheaper than the lost profits from deterred users. Negative reviews and feedback left unaddressed can quickly escalate, damaging your brand's reputation further. Search engines aim to give users the best results, and reviews are a strong indicator of a business’s credibility. Google itself has revealed that reviews are a key ranking factor for local searches.
 

While not desirable, bad reviews do offer a silver lining. They can highlight areas of your business that may need improvement. Addressing these areas can improve customer satisfaction that benefits both your reputation and your SEO. Responding to reviews, both positive and negative, shows that your business values customer feedback and likes to engage its clientele. This engagement further enhances your online reputation and encourages more customers to leave reviews, creating a positive feedback loop.

A local review reply

Listings with positive reviews are also more likely to attract clicks. Users tend to trust businesses with higher ratings, which translates into higher CTRs. A better CTR not only drives more traffic to your website but also signals to search engines that your site is a valuable resource. Reviews are a form of user-generated content, which search engines love because it keeps your online presence fresh. Encouraging customers to leave reviews not only provides social proof but also contributes to your content marketing efforts.

More search engine reputation management strategies and tips

Effective search engine reputation management can transform your brand's online narrative, steering it towards positive visibility and robust growth. But the strategy requires more than simple outreach for customer reviews. Businesses need to properly marry SEO with active reputation oversight to help their brand stand out in competitive markets.

• Conduct a thorough audit of your online presence across all platforms and search engines. Identify any problematic content or reviews and develop a strategy to address them promptly and professionally.

An online reputation audit by Semrush

• Removing negative reviews is often difficult (unless they violate policy), but you can drown them out with positive ones.
• Promote positive content about your brand, making it more visible in Google Search results. 
• Regularly monitor your brand mentions to respond quickly to any feedback, showing your commitment to customer satisfaction. Use Google Alerts or Semrush’s Brand Monitoring app to keep an eye on what people are saying about you.
• Implement a robust social media marketing strategy to engage with your target audience and create a positive brand image. Negative social posts can often appear in SERPs too, so take control of the narrative.
• Use tools like Semrush Local to streamline the process of managing your online reputation.
• Train your team on SEO reputation management and how to contribute positively to your brand's image.
• Analyze the results of your efforts to refine your strategy and ensure continuous improvement.

Investing in SEO reputation management services

Your reputation SEO is important, so you could consider outsourcing it to a professional agency or freelancer if handling it is too much for your in-house team, or they need support. Reputation management services take the weight off your shoulders so you can relax in the knowledge that your brand is in safe hands. But it’s unwise to simply go with the first reputation management company that comes along. Think carefully about what you’re looking for and ask the right questions before you decide on the best fit for your business.

Things to consider when hiring a reputation management company

Look for services that offer proactive review management strategies, helping you encourage positive feedback and address negative comments. A good service or agency will also specialize in local SEO to promote positive content about your brand within your desired area. They may issue press releases and manage social media profiles to keep positive messages at the forefront. Integrating tools like Semrush Local with your service lets you see exactly how your external provider is doing. Simple reporting features and updates keep you in the driver’s seat while the agency does all the heavy lifting.

Semrush Local’s Listing Management service

Opt for a provider that maintains transparent communication, regularly updating you on your reputation status and the effectiveness of implemented strategies. They should offer comprehensive monitoring across all relevant platforms, including search engines, social media sites, and review sites. Ensure the service includes crisis management solutions, preparing you to handle potential online reputation issues swiftly and effectively. Consider services that offer training for your team on best practices for maintaining a positive online reputation as well.