Eight Reputation Statistics That Affect How You're Seen Online

Nov 3, 2016 7:17:00 AM / posted by The Reputation X Team

All beings in the modern world, from individuals to businesses to public organizations, have two identities: the one that exists in real life, and the one that lives online. Your online reputation can be fickle, plummeting overnight faster than a dissatisfied customer can strike the “submit” button on a review site. These internet reputation statistics should help you understand the online landscape.

Statistics show that now, more than ever, people look to the internet to get information and formulate opinions on other people and businesses. With few users perusing more than the top three results that pop up in a Google or Bing query, first impressions are perhaps even more important online than in real life.

In light of the internet’s power to make or break your reputation, here are eight of the most significant online reputation management statistics –– and how they can help you shape your image for the better.

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All demographics across the world are turning to search engines first.

The Edelman Trust Barometer shows that 65 percent of global respondents trust online search engines the most when conducting research on a business. In fact, the internet was unanimously voted as the first source of information for general business information, news, or to confirm or validate rumors in the study.

Even the “auto-complete” responses that pop up in Google can give new customers pause, so it’s important to think (and search) like your customer would to determine what your online presence is really saying about you.


Google controls 90% of search engine traffic

According to StatCounter, Google controls 90.62% of search traffic with Yahoo trailing far behind with only 3.78%.


92% of North American consumers regularly read online reviews to learn about a business.

Most consumers are checking out Google Reviews, Yelp, and other customer feedback systems to get more information on businesses for better or for worse, says the most recent BrightLocal Consumer Review survey. Consumers often take into account what other people write about a business, product, or service to determine if it’s a “good” business or not.


If reviews are overwhelmingly positive, the survey reports that 68 percent of consumers have greater trust in the organization. On the other hand, businesses with mostly 1– or 2-star reviews fail to convert about 90 percent of prospective customers –– a major loss, especially for startups, who need the initial momentum to get going.

Perhaps even more interestingly, this report shows that consumers are getting better at sorting real reviews from the fake, and they’re more likely to take a recent review seriously than an older one. What does this mean for you? If consumers are becoming more web-savvy, that means they’re more likely to catch on when businesses hire people to write fake reviews, or resort to other automated, non-organic means of cultivating a positive reputation.

Wikipedia ranks on the front page for almost 99% of all keywords.

Because it’s one of the most frequented and (increasingly) trusted websites around, any inaccurate or negative information about you on Wikipedia is a major reputation risk. A Search Engine Watch report states that a Wikipedia page is the top result for over half of all searches conducted, so a reputation management strategy should always have a Wikipedia plan woven within it.

Online reputation impacts both jobseekers, and companies looking to recruit.

Social recruiting is on the rise in HR departments, having grown 54% in the past five years, according to SHRM. With hiring managers spending more time online as they search for potential candidates, it’s inevitable they’ll come across anything negative or incriminating if it exists.


But it flows the other way, too, with companies looking to hire top talent. According to Glassdoor, 11 percent of jobseekers would turn down an offer from a company with a weak online reputation –– even if they were unemployed. Keeping the social buzz around your business or professional identity can open, or close, doors for you.

Social media content influences buyer decisions more than ever before.

Where it used to be dominated by young people, social media is now prevalent among all age groups. According to Pew research, 65% of adults now regularly use social media sites, a number that’s been dramatically increasing over the past ten years.

And with conflicting information about whether consumers are more likely to share positive or negative experiences on Facebook, Twitter, and other social platforms, one thing is certain: people pay close attention to social posts from friends. In fact, two-thirds of Ipso survey respondents said that personal experience has significant influence over who they choose to do business with. This ripple effect places extreme importance on social media monitoring as part of your reputation management plan.

Distributing excellent content is just as important as getting rid of the bad stuff.

According to a 2014 LinkedIn Technology Marketing Community report, the top three things that make content effective are audience relevance, engaging storytelling, and writing that inspires action. In other words, simply nixing the bad content won’t do –– you have to push out awesome content to capture customer attention and keep your brand image positive and relevant.

This 2016 Newscred article sheds light on some interesting truths about the importance of creating enriched or personalized content marketing through both SEO and PPC avenues. This includes the fact that brand development relies heavily on your ability to reach customers with compelling content through a number of channels. In other words, just sticking with paid advertising won’t do. You can skyrocket your online reputation by reaching out to internet users intelligently, across as many channels as possible.


Don’t be intimidated by the ever-changing landscape of human behavior online. With an eye on the trends in user behavior and an experienced reputation management partner supporting you, you can cultivate ongoing trust and respect for your online identity –– and, as a result, your offline one, too.

At Reputation X, we create a personalized reputation protection plan for each client, employing the latest tactics in both SEO and human outreach. Because our approach is organic rather than automated, our clients’ reputation management strategies endure as Google’s algorithms change over time.

Call ReputationX at 1-888-529-4525 contact us for more information and a complimentary consultation.

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