How To Use SEO for Reputation Management (and Vice Versa)
To build a solid online reputation management SEO strategy, you need to follow these 10 tips:
1. Audit and Monitor All Your Marketing Channels
When it comes to any facet of digital marketing, you can never go wrong by starting with an audit of all your key marketing channels.
Review your owned media, which includes your website, blogs, social media profiles, email newsletters, mobile apps and any other digital properties your brand controls.
Online listings like your Google Business Profile can also be considered owned media. While Google owns the platform, the content within your profile is yours. You control the information you provide.
Next, take a look at your earned media — think third-party mentions like news articles, blog features and customer reviews. These are valuable because they show how others talk about your brand.
Lastly, review your paid media, such as Google Ads, display ads, social media promotions and any other sponsored content.
All your marketing channels can shape public perception but require consistent oversight, not just a one-off audit. While all three are important, we’ll focus on owned media.
In online reputation management SEO, owned media is where you have the most control and can make the biggest impact.
2. Claim All Your Listings on Online Directories
Continuing from our focus on owned media, let’s zero in on your online listings. Online directories, like Google Business Profile, Yelp and others, are often prioritized in SERP, especially for local searches.
For instance, Google listings even have their own dedicated search features, such as the Google Local Pack that are highly visible to potential customers.
To harness the impact of these listings for search engine reputation management, you want to claim them. This ensures that you have control over the information presented. Optimizing your listings is just as crucial.
Make sure your business information is accurate and up to date, and take full advantage of the platform’s features. If the directory allows you to post updates, share news or highlight special offers, use these tools to keep your listing dynamic and engaging.
Note that online platforms reward profiles that are complete and active with even higher visibility.