Every popular brand receives many visits from organic search for its brand keywords and other related searches. But are you 100% sure that you brand appears as a reliable one? A negative review in SERPs can significantly depress conversion rates, customers’ loyalty and their lifetime value.
Let’s take a look at the Google results for a “dreamhost review” keyword. Dreamhost is a well-known player on a web hosting market, but their brand doesn’t appear so clean for a user:
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How to keep your online reputation under control? I’d like to suggest a simple 4-steps strategy that will help you to keep your online reputation solid.
Step 1. Find the keywords to keep an eye on
How to find the keywords worth to be monitored on a regular basis? Usually it’s enough to create a list basing on these data:
- Different brand spelling – mistyping, different ways of writing etc.
- Google Analytics – here you can usually find plenty of brand-related keywords.
- Google Suggest – another one way to find brand-related keywords.
Let’s say for a well-known domain registrar Namecheap.com we have found these brand keywords: namecheap, name cheap, namecheap.com, namecheap com, namescheap, cheapname, namechaep etc.
- Add “review”, “reviews” etc. to the keywords above.
Step 2. Setup regular keywords monitoring
There are quite a few different tools which can help you to monitor search engine results for your keywords, so I just mention here 2 free of them:
SocialMention not only allows you to monitor new results for your brand keywords, but also provide you a clue on what kind of impression your brand creates. Also you can easily setup RSS/Email alerts and gather other valuable data. The tool is absolutely free.
Google Alerts is an easy option to keep an eye on what others write about your brand. You can use advanced operators in order to tweak results more precisely, i.e. (namecheap OR (“name cheap”)) -site:namecheap.com.
Step 3. Negative content removal
To be honest, it’s very hard to remove negative content even if it’s fake review or stuff like that. But anyway it’s worth to try to push it off via:
- Writing directly to the author or a webmaster/website owner about your trademark illegal using. Sometimes it helps to remove fake reviews or negative articles.
- Writing to the web hosting company that host this website.
- Writing to the domain registrar.
Only after removing a physical copy you can ask Google to remove the page from their database using this form in your Google Webmaster account.
Step 4. Finding and promoting positive content
This is the most important part of the overall process. In order to do everything properly you should:
- Find a positive content about your brand (Google, SocialMention.com).
- Evaluate its potential in terms of SEO and promotion (brand keywords in Meta-Title, domain authority etc.).
- Setup links pointing to these pages with your brand keywords.
Also you can occupy more space in SERPs for your brand keyphrases via:
- Extended Snippets crafting;
- Double listings creation;
- Local domains promotion for multilingual websites;
- Social networks accounts promotion;
- Wikipedia, About.com etc. pages creation;
- Running PPC campaigns for brand-related keywords.