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No Bad Reviews: Online Reputation 101Preserving, Protecting and Repairing Your Brand Online

Alex GabrielOrganic Search Specialist

alexg@anvilmedia.com@agabrieluo

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Negative Reviews?

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When Someone Googles Your Business, What Will They Find?

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Google Page 1: Your New Business Card

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Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

What is Online Reputation Management?

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Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Fast Facts

—81% of consumers research brands online, and on Google specifically, before making a purchase.

—80% of consumers are persuaded by online reviews about brands, services, products etc.

—On average, 71% of searches on Google result in a click on Page 1, whereas page 2 only gets about 5% of the clicks.

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What Does This Mean?

—Customers are looking for you on Google, reading about you on Yelp and Facebook, and making decisions based on what they find.

—Customers do not look past the first page of Google.

—It is critical to own every listing for your branded search.

—Negative results are invisible on Page 2.

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Auditing & Monitoring Your Online Brand

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Auditing Your Brand

—Search every relevant keyword related to your brand or company.

—Any negative sentiment? Reviews, articles, photos etc.?

—Learn more about the sites that rank and why?

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Monitoring Your Brand

—Use Google Alerts and social tools to monitor brand mentions.

—Respond to comments/articles promptly.

—Where are people talking about you the most? The least?

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Three Prongs of Online Reputation

SOCIALSEO

PR

ONLINE REPUTATION

MANAGEMENT

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ORM: Social Media

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Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

How To Respond To Negative Reviews

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What Not To Do

—Deleting Negative Comments

—Ignoring or Responding Slowly

—Astroturfing

—Attacking or Responding Defensively

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Avoid a Reputation Disaster

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What To Do Instead

—Respond With Positivity and Understanding

—Use Negative Comments as Opportunity to Highlight Strengths

—Ask Loyal, Regular Customers to Write Review

—Remember the Customer is Always Right

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Responding on Yelp

—Respond Publicly First

—Send a Private Message

—Do Not Solicit Reviews

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ORM: Search Engine Optimization

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Your New Business Card

—Brand Website

—Social Media

—Blogs

—Directory Listings

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Social Media & SEO— All social channels should

have the same branding, same URLs etc. to maximize search visibility

— It is important to consistently share content in order to build social authority and improve ranking.

— Ideally, Facebook, Twitter, Pinterest and/or LinkedIn should rank just below brand site.

26

Social Profiles Posting Cadence

Daily

1-2 posts per day (retweets, responses, outreach, etc.)

Create and populate boards as content becomes available

1 photo a day, 1 video a week

1-2 times a month, increasing to 2-3 a month when content is

available

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Social Media Editorial Calendar— An editorial calendar helps

plan and visualize the editorial strategy for the forthcoming months.

— By planning topics and content formats, you can easily scale and plan content creation efforts.

— Use a shared calendar or an Excel spreadsheet to map out ongoing content development efforts.

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Google My Business

— Make sure the right info appears when people search for you on Google Search, Maps and Google+

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Blogging— In addition to a blog hosted on your site

subdirectory, develop microblogs on other platforms.

— Share all blog posts on all social channels.

— Use social bookmarking services like StumbleUpon to expand reach.

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Local Directories and Review Sites— Take ownership of all local directories

that rank prominently for your brand

— Local search and discovery services

— Yelp

— Foursquare

— TripAdvisor

— Other local directories

— Google, Bing, Yahoo

— YellowPages

— CitySearch

— BBB Etc.

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NAP— Make sure all directories feature the

same Name, Address and Phone number, AKA your NAP

— Should match NAP on your website and social media

— Crucial to Local SEO and ensuring Google trusts your site to rank prominently.

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ORM: Public Relations

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Newsworthy? Press Release It.— Sponsored a local charity/event?

— Reached a notable milestone or formed a new partnership?

— If it’s newsworthy and interesting, an outlet will pick it up, potentially ranking highly in search for your brand.

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Become a Go-To Source— Reach out to local reporters covering

beats related to your area of business.

— Get quoted in articles and earn backlinks back to your website.

— News sites are high-authority with tremendous ranking power.

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Help a Reporter Out— Pitch reporters to be a source for

their article.

— National and local news publications.

— Sent to your email three times a day, based on vertical.

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Key Takeaways

—Audit and monitor

—Stay active on social media

—Kill negative reviews with kindness

—Earn media coverage for newsworthy events

—Own the first page of your Google search results

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Thank you!

anvilmedia.com

Alex GabrielOrganic Search Specialist

alexg@anvilmedia.com@agabrieluo