Bad, good, evil: clean or not to clean the reviews on the Internet?

According to studies, about 45% of consumers trust reviews, and 7 out of 10 people view them online before buying goods or services. For example, if you travel frequently, you probably look through reviews and tours on TripAdviser. When choosing a restaurant, you check that they write about it in the forums. When looking for the company to repair the machine, air conditioner installation of plastic windows, or you want to know the recommendation of others.

The question is not whether or not to care about the reputation of the Internet you need, and how to monitor it and, if necessary, corrected.

How To track SERM?

Unfortunately, no universal tool to monitor SERM (Search Engine Reputation Management). And there are several reasons:

• Search engines - it's not just Yandex and Google, but also YouTube, social networks, etc. Tools effective with some channels, optionally also work well with the other.
• References to the Internet - it reviews and articles, as well as videos, pictures, tweets, etc.
• Search engine algorithms are changing so rapidly that it is difficult to predict how the issuance of the results will look like tomorrow.
  instagram viewer

An example of a tool for monitoring mentions of the brand in search engines is SERMOMETER. Monitorix and SemanticForce help follow any responses to different types of online media. YouScan and IQBuzz specializes in monitoring social media.

These and other tools are data rate channels, with which they work, as well as the completeness of the results. In addition, some of the services have to be paid, while the other is free.

Can I track manually reputation?

If it's a small company, you can effectively verify the statements about your brand manual.

To do this, simply enter queries built on the proposed schemes below, and look at the results of issue:

• ;
• + "reviews";
• + "customer reviews";
• + "opinions";
• + "Customer Reviews".

Can the same principle to check the goods, services or other important questions for you. To get a complete picture you need to also look at the mention of Twitter, Facebook, YouTube and other channels.

7 ways to adjust your online reputation

On the way to keep track of a SERM, it seems to be clear. And now the most interesting part: what to do when on the first page of the results of your company does not look very attractive? "Clean" reputation. And below are a few options for how to do it.

Correct product, service, service level, Eliminating the problem of which provokes the whole backlash. If you are lucky, the new positive feedback will supersede the old negative. In most cases, this method is not realistic.

Accounts in social networks and regularly updated content - an effective way to displace unwanted information from the first pages. If you have a lot of interesting tvitaete, post original content on Facebook, which share with friends thousands of your customers, of course, is a powerful weapon against several negative reviews.

PR-articles - is not only an occasion for the publication of materials on various websites, but also the potential of what you write about the media, and their articles ranked highly enough.

Own regularly updated blog - a great idea to create and distribute high-quality content. The better the content, the more you read and comment on, the more your articles will appear on the Internet, displacing all the undesirable.

SERM-articles are not written about products or services, and directly to the company or the brand and published in reputable resources. Be sure to include keywords such as' reviews about "and the like. This is a quick and effective way of "cleansing" online reputation. The Internet works automated services, tools that allow to simplify the process. One of the options - ARTICLE exchange. How it works and works, for example, in exchange WebArtex: Ordered article about the company at the end of articles added bezankornaya link to the company website. Gradually replacing materials such film on the first page of issue, delaying it by 2 and further page.

This method, of course, works quickly and efficiently. But, of course, think about a cost and from the inside, ie. E. still do something to improve the quality of service, products and so on. While on the other hand, the reputation - it is very subtle. It should be 1 time to go astray, then how to "squeeze out" the negative of the "Internet" is very difficult, even if you work hard over the quality ( "Akado ratings," "ratings Savings", "Aeroflot ratings" - the first pages of issuing selective% 100500 negative).

Participate in discussion forums and blogs. Commenting on the event. If you consider yourself an expert in your field, then you have no choice but to write a lot and actively.

Promotions, contests, raffles, sponsorships create positive emotion around the brand, taking his attention away from the problems. In addition, all of this becomes a cause for proactive publication of articles, reviews, comments about your brand media, bloggers, ordinary people. It is likely that the tone of these statements will be positive.

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Of all these methods work with SERM 85% - it's jewelry, piece work. PR-article, blog, share, track and comment on developments in the industry and the more work on the service / goods - things need to contain commands PR-managers and produktologov. Alternative (especially for small and medium ecommerce business, which is very important a SERM, because it directly affect the application of the SERPs) - automated tools that will quickly and skillfully work with issuance. For example, a combination of his articles Exchange, where SERM-ordered articles and monitored the effect of this monitoring service + reviews. This combination is also good for the formation of proper SERM, but not only for its correction.