People like to find out what other's think about you and what you've been doing. Sometimes when you search for a business, all you find is a list of pages from their own website. How much better is it when there are diverse results with good news written by other people ?
Example: If someone's looking for a cosmetic dentist, they usually search for cosmetic dentist, then finding some business names they search by name to find out what other sources are saying.
It's well worth reading Google's Zero Moment of Truth, which describes the search and buying cycle that now exists among shoppers. Enter the most well known business or brand name you have and see what comes up in the search results. Per ZMOT, this is the information your shoppers now use to make their decisions. Some of the statistics are shown below.
Question: When you were considering purchasing [PRODUCT] what sources of information did you seek out to help with your decision? Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011
Wikipedia says that reputation management is Tracking the client's actions and other's opinions about those actions & reporting on the actions and opinions. Online reputation management is as described above, building up good reviews and mentions for a business name in search results pages.
Our product - Online Reputation Management
For small businesses, the first few of the following points are provided in our Local Search Marketing and these result in a Google+ Local profile becoming more prominant in search results. Businesses that are not brick-and-mortar need a more tailored solution that involves the creation of additional web properties (websites & social profiles).
Aligning social profiles and publishing regular press releases help concentrate the good news associated with a business name, rather than ranking the business in results for industry-specific keywords and categories. The following points, except for inital setups are ongoing.
- Google+1 Local setup and Local Search Marketing.
- Monitor the web in general for mentions of the business name.
- Monitor specific review sites where we know the business is listed.
- Facebook Fanpage setup *** new ***
- Aligning Facebook, Twitter, LinkedIn and Google+ profiles.
- Additional press releases to those done for Local search marketing.
- Article submission to article directories.