In the world of business, maintaining a pristine reputation can be challenging. And in the world of digital, businesses are only a bad review or Facebook complaint away from that reputation being well and truly compromised. The good old saying “never judge a book by its cover” may be a life lesson we all try to adhere to in day to day life. However, businesses are constantly being judged by their cover, so it’s important we are doing everything we can to keep that brand reputation cover clean and inviting so customers are still flocking to find out more.
How can we use content to repair a reputation?
We’re always banging on about the importance of quality content for your business. Delivering fresh insight, ideas and information about a topic area which hasn’t been covered before (or has been covered, but in an insufficient way) not only excites Google, it also puts you into the peripherals of your target audience, so you can be there with all the right information when they need it.
The creation of quality content drives more relevant and conversion hungry readers to your website and this also pushes any negative results further down the SERPs into insignificance. This in turn helps your reputation as a brand because the content that Google and your readers truly value begins to appear ahead of any prior negativity.
Even though you may have suffered some negative reviews, comments or complaints, hopefully there are still some brand advocates who are happy to share genuine praise for your products or service. Managing your reputation is all about managing how your audience perceive your business from a number of different platforms and channels. And the best way to do that? Filtering the positive content through different channels and developing a link strategy to restore the reader’s faith in you.
Linking isn’t about getting you anywhere and everywhere and in terms of brand reputation management, quality over quantity definitely prevails. Obtaining a number of natural links from key players will earn you the respect you deserve from Google and readers alike.
A carefully considered link strategy can increase your online visibility and increase the quality and quantity of traffic to your website. Whether you opt for an authoritative guest post on a popular blog with a relevant readership or seek out and engage with websites or influencers who have already mentioned your brand in the past helps you reach out to a wider audience and enhance your reputation within your industry.
Obtaining links from relevant, high quality websites signals to Google that you’re well known and respected within your field. Over time, this can help to improve your search visibility and ensure that more people find you when they search for your products and services.
As you build the number of quality links, Google takes notice and starts to recognise that you’re a well-respected player within your field. In the long term, this means SERPs only seem to find good things about you when a search is made and this encourages more visitors to become customers and potentially, advocates for your brand.
Content is crucial in rebuilding your brand reputation online and combining the educational with the complimentary helps to heal any damage that may have been caused in the past.