What happens when search results for your business paint an unflattering picture? That's where business reputation management comes in.It may be a negative story about a long-forgotten tiff between partners, competitors posting fake bad online reviews (or real ones), or an unfavorable article. You know those issues shouldn’t be relevant to prospects in the as they compare you to your competition, but it is. If you want to make sure they see what you want them to see, you need to understand how Bing and Google reputation management works.
Content for Internet reputation management
Google employs numerous robots, also known as spiders, to review all of the visible content on the Internet. They are looking for certain very specific things. When they find those things, they reward each site connected with your business with higher search rankings. For a business, they tend to rank different relevant websites such as:
- Press releases
- Business websites
- Social media
You can control on average about three websites, and if they are developed well, optimized, and refreshed with content pertaining to your brand, you can expect there to be a good probability they will be returned on the first page. For example, a charity website, a main branded website, and a blog about your company (a .org, .com, and .net respectively) tends to help companies control internet reputation to a large extent. Beyond this, Twitter, Facebook, Pinterest and YouTube are also content darlings.
When you publish a new webpage, it’s soon visited by a bot and added to Google’s massive site index. The bots also note links between it and other sites, as well as certain other information. At regular intervals thereafter, the robots return to look for content changes, new or dead links, new pages and more. Here are some of the bots Google uses:
- Gooblebot Images
- Googlebot Video
- Google Mobile
- Google Smartphone
- Google Mobile Adsense
- Google Adsense
- Google Adsbot
We mention this because it's important to know that search engines are seeking different information. Its so important that they have different crawlers (bots) to deal with them specifically. So myriad content published by different parties is important.
Make sure the content that you want to appear in Google’s search results is in different formats. Video, websites, press releases, images and the like. Also, the sites are, ideally, published by different parties. Put another way: don't host all of your sites on the same server.
Google for business reputation management
What actually happens when someone searches for you or your business? Basically, a set of algorithms goes to work to determine what exactly the query means and which pages in Google’s index can best answer it. To return results in order of relevance, these algorithms use more than 200 variables—everything from the freshness of the content to the quality of inbound links (known as PageRank, a big, though not oft updated, determinant in online search ranking). Content on the first results page higher quality and connected to well-regarded websites that also rank highly in relevant search results. There’s more to how Google works, but these are the nuts and bolts.
This is where you can really give Google a boost. In short, you need to give Google as many reasons as possible to “upvote” the content you want to highlight—positive mentions in the media, entries on your company’s blog, guest posts that highlight your expertise in a particular area—while minimizing negative or easily misinterpreted content.
Above all, that means creating engaging, exciting content that draws links from high-authority sites that already have high online search rankings. These link networks can build themselves organically, through social media sharing, but you can help by buying new domains and creating your own natural, positive, and most importantly interlinked networks of content.