For many companies, online reputation is a very controversial and worrying issue to take care of. Unlike conventional reputation, it is quite easy to find information on the Internet that affects the online reputation of different entities and companies in general.
What happens if a user searches for your brand and finds negative information about you? What impact can this have on your sales and services? That is why it is important not only to take care of your online reputation, but also to find all possible elements to minimise the impact of a negative campaign against you.
Among those elements is Off-Page SEO, a concept that although it is mainly related to link-building, it encompasses much more than that.
Below we will see the main tips to improve online reputation using Off-Page SEO.
Online Reputation and Off-Page SEO
Off Page SEO encompasses all the SEO strategies that you can implement outside your own site. As I mentioned in the intro, this concept is often directly related to link-building, and although all Link-building is part of SEO Off-Page, this has many other variables that we can use to enhance the positioning of our website.
Now, why can Off Page SEO help us to boost our online reputation? On the one hand, online reputation is consolidated in the opinion of third party websites and users about you, your company, products or services. Then this opinion — whether negative, neutral or positive — has a certain visibility that ends up having an impact on a certain group of people.
It is precisely this opinion found on the internet that makes up the online reputation. In general, it can be presented in different channels, such as social networks or from the organic results when doing a search. Off-Page SEO, on the other hand, helps us to give visibility to the positive aspects of our brand and opinions of satisfied customers. Therefore, it is an excellent way to solve online reputation problems.
How? Let’s see it below:
1. Google My Business listing management
In case you have a physical business, Google My Business listing management should be almost mandatory.
It is a tool that will help you improve your Local SEO and boost your customers’ visits to your physical business. It is also often a channel for enquiries and even has the option to add your products to a catalogue or carousel.
These cards can improve or worsen our online reputation as a result of the opinions and ratings of users. Therefore, the main recommendation is that you can answer all the opinions left about your product or service on this platform.
Take into account each of the comments and constructive criticism to improve your business internally. Then, encourage your satisfied customers to leave positive ratings to improve your star rating.
2. Publishing media and blog posts about your brand
Whenever we talk about link-building to improve a website’s link profile, media and blog posts with outbound backlinks to your site come up. However, little is said about the increase in popularity that this can generate, especially if you focus the publication of these articles on your target audience.
That being the case, the main thing to do is to showcase your brand’s strengths and the features that make it stand out from the competition. Choose a site that is related to your sector and has the same subject matter as you. This will also help you reach your target audience and make sure it is a site with quality content in its publications.
3. Boosting social profiles
Generating content through this social network could also be considered as an Off Page SEO action where, although we are not directly boosting your website, at least you will be making efforts to occupy the search results with positive information about your brand, person or product.
Social profiles such as Facebook, Linkedin and Twitter also rank in search results. A common mistake of many brands and companies is not to create these profiles because they do not consider them a channel for interaction and sales according to internal objectives or KPIs.
However, not having social profiles is synonymous with losing the opportunity to position yourself and your website in organic positions.
Online reputation is fundamental to generate trust from users. SEO, on the other hand, is precisely an opportunity to strengthen this reputation, either through onsite or offsite actions.