The Basics to Online Reputation Management
June 3, 2016
Leslie D. Varner (30 articles)
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The Basics to Online Reputation Management

When people want to learn about a person or about a business, they go to Google. The information that appears can give them a good impression of you or a bad impression. This is why it is important to monitor and manage the information about you or your business online. False information about you or your business can cost you a job opportunity or tarnish your brand’s image. There are various ways to manage your reputation online. This task can be done by yourself or through an online reputation management service. ORM firms are experts in search engines and in promoting a positive image.

The first step in managing your online reputation is to google yourself or your business. Sign out of google, clear your history and your cookies before doing this step. This will show you what appears when people search for you. This step gives you an idea of what you can do next.

Now it’s time to categorize your search results and then respond accordingly. The search results can fit into three categories; no presence online, negative online presence, or irrelevant content appearing high.

In ORM, no presence online means no information is found when you search for your name or your business. If you have no content or social media profiles, it’s not possible to appear in the results. If this is the case for you, the first thing to do would be to get on social media and upload content regularly. You could also make your own website with your name as the domain (ie: johnsmith.com). On this website you can tell people about yourself or even have an online resume. The goal for individuals with no online presence is to appear on search engines by creating content and social media.

A negative online presence is when bad search results appear when your name is searched. The first thing to do if negative information appears is to see if it can be removed. This is a simple approach that is worth a shot. Go directly to the source and ask if it would be possible to have the content removed. However, if the person does not want to remove it, they don’t have to. If this doesn’t work, you can bury the content. This entails creating new content and optimizing it in order to appear higher than the negative result. The new content can push the negative result to the second page of Google, where the chances of someone finding it are slim. Online reputation services can be useful in severe cases. It can be difficult to remove bad reviews and ORM services have expertise in the subject.

Irrelevant content appearing high is when the information is not bad, but it isn’t important. For example, an individual might want their LinkedIn profile to appear before their Pinterest account. The Pinterest account is not negative in any way, but the LinkedIn is of higher importance. To make the important result appear higher, search engine optimization techniques can be applied. This includes making sure the profiles are complete, always posting content and using your keywords.

Leslie D. Varner

Leslie D. Varner