Online reputation management (ORM) requires effective optimization and continuous monitoring of all online information concerning your brand or name. Likewise, how this information is displayed to users should be monitored.
Monitoring should not be one-time, but permanent.
Why should I pay attention to my online reputation?
What problems might arise in the first place?
There are different problems, which can occur in the online area:
Your online presence is not prominently displayed in search results
Organic search is the main source of traffic to websites. If the web pages you control don't appear in the top Google results, users may click on another website.
Negative reports or reviews
Competitors, third parties or consumers may publish negative reports about your company, products or services or about you.
Incorrect information is displayed in the search results
Inaccuracies or factual errors damage user confidence
Google uses the info that is found on the web
Any search engine is only as smart as the information found, which is provided on the Internet or which is obtained through the additional services (for example, through the use of browsers, mobile platforms, etc.).
Therefore, the basic information of a vendor or service provider is one of the most important factors which should be checked. These include, for example:
- Official company name
- Contact information (addresses, phone numbers, etc.)
- Information about the company (for example, year of foundation, headquarters, etc.)
This information is usually contained in the Knowledge Graph. This is an enrichment of the organic search with additional information. It has been in use since 2012 and is used to provide information on people, places, facts, etc. for the searching user and is displayed above the search results on smartphones.
It consists mostly of:
- Data about a company, person or place
- Image(s) with link to Google Image Search
- Text excerpt as well as a link to the source
- prepared, structured data with details about the search query
- Reference to similar search queries "Others also searched for"
Incorrect information can lead to negative consequences. Therefore, you should always keep an eye on your Knowledge Graph.
What sources does the Knowledge Graph use?
Google uses either reputable, publicly available data or data from its own inventory to display the Knowledge Graph. In addition, Google's Knowledge Graph uses content from websites that have been classified as trustworthy. This is especially the case for definitions. In addition, certain search queries require structured data (so-called rich snippets) that have been marked up with markups. Information from Google my Business is also collected.
Challenge - users want fast, direct results
Online users want an immediate answer to their search query. When someone searches for your business or practice phone number, they trust what they see on the search results page. He doesn't click on the contact section of your website.
Especially on mobile devices or devices without a pictorial display (e.g. Alexa), the knowledge panel or the answer box is displayed above the organic results. As a result, more and more users will use this information from the SERP features and not click through to your company website.
Therefore, this information must be correct at all times.
It is your responsibility to ensure that this information is correct.
You must therefore
- have an entry in the Google Knowledge Graph
- check whether the information at hand is correct
- the relationships found on the Internet are correct
- irrelevant information is present
- where possible information comes from
The whole thing applies to you, your company, but also to your employees, as they may also have their own Knowledge Graphs. And it's like "offline life" - it takes a long time to build a good reputation - but it's quick to destroy it.
Consequences of a bad online reputation
The consequences of a bad or negative online reputation can vary. However, they will always be negative. Think for yourself what it means for you if, for example:
- 10 % fewer visitors appear on your website
- 10 % of your patients look for another doctor because of bad reviews
- a wrong phone number of your practice is displayed in the network
- for example, it would be noted that your practice or clinic would be closed
Does online reputation management replace SEO work?
No - in our eyes it must be a part of SEO work. Despite the increasing diversity of information, traditional search results are still important. However, more and more factors influence a good ranking. However, the factor of trustworthiness is increasing and becoming more and more important. However, wrong or missing information will not lead users or Google to build more trust in you.
Here you should ask yourself: Who do you trust more? Someone about whom you know a lot and you know that he always makes correct statements or someone who sometimes makes statement A and once statement B?
What follows from this?
Don't leave it to competitors to provide information about you!
Customers google you!
It is in the nature of man to want to know more
Take action and build your own reputation in the online world!
We advise everyone to monitor their online reputations and correct them as needed.
What advantages do we offer you?
There is no "one concept" with us - rather, the solution must be based on Tailored to your needs its
years of experience in digital marketing
We have been serving many clients for over 15 years in the field of digital marketing
fast and effective
Especially in this day and age, you have to Fast and flexible can act - that's why our structure is exactly like this
short and lean communication
With us you have One contact personwho is there for you for any question.
We are worth our price. But we also say openly when we think the cost/benefit is not there.
We are there for our customers and are guided by their requirements. Often also on Saturday or Sunday.