What Role Does Digital Marketing and SEO Play In Online Reputation Management?
The reputation of your company is more than the employees, office space, patents, and many other assets your business holds. A single out-of-context statement can crash your business reputation, especially when the testimonial goes viral for the wrong reasons. Favorable reviews, positive articles, and social media profiles are swept away and substituted with detrimental reviews or statements. Some of the negative content may retreat with media rage, but a few can haunt the reputation of your brand remaining on Google’s first page.
Handling negative comments or testimonials head-on is essential instead of waiting for them to vanish on their own. The detrimental content emerging on SERPs, when your products or services are searched for can affect business in several ways.
- Sales – Negative press can turn away potential customers looking for your brand information.
- Business relationships – Current and future business relations are in jeopardy if other syndicates end their connection with your brand.
- Employee retention – When brands are tainted with bad repute [even if it is wrong] employee turnover and recruiting expense increase.
- Funding – Lenders feel your business to be risky and limit access to capital and charge high rates.
- Market capitalization – The stock price of your organization can fall because investors are wary about risky investments. This can destroy the shareholder value of your company.
In this situation, SEO and digital marketing can help to create a strong impact. Hire Australian Internet Advertising experts, a digital marketing firm that will make a huge difference. It is an SEO agency Sydney with years of experience in improving its client’s online ranking factor and reputation management.
Digital marketing helps to lift the brand reputation
Why do negative statements dominate search results after a disaster? How to recover? To understand this, it is essential to understand how Google’s algorithm works. Hundreds of ranking algorithms are used to determine the most relevant links for every search query.
Relevance is one such algorithm. Search engines repeatedly use topical or newsworthy relevance for drawing connections between perceptions even though they were unrelated in the past. Ultimately, Google started favoring content associated with business crises, even after you published thousands of articles recently connecting the event with your brand.
Topical relevance is an issue during the crisis but can be leveraged to strengthen optimistic brand links using digital marketing.
Use paid advertising methods like sponsored ads or earned media [press releases] to generate optimistic content associated with your brand. For example, Victoria Secret – an American lingerie company was backlashed online for an advertisement slogan ‘The Perfect Body’ [Body collection] that showed ultrathin supermodels.
It implied that a perfect body has to be flawlessly thin. People found this damaging to women’s self-esteem who could not achieve this. Victoria’s Secret changed the slogan ‘A Body for Every Body’ with the same image and people interacted with positive comments saying that the changes were in the right direction.
Reputation management NEEDs SEO
SEO strategy is essential for rebuilding the search scene because without this reputation management will not work. Social profile optimization is essential and links them to your company homepage, blogs, etc. Promote the best content on the social network to enhance brand visibility as well as build quality backlinks.
Digital marketing and SEO are key drivers of successful reputation management. Be proactive in brand protection and nurture the customer relationship. It makes cleaning the mess after a crisis easier! You can find out more about SEO and its benefits, as well as services available at https://theleadingsolution.com/services/seo/.