Online reputation management is here to stay, of that there’s no doubt. Countless stories have been written on the importance of managing an online reputation, key movers in the business world have spoken on the necessity of managing one’s online resume, and thousands of firms have sprung up almost overnight to fill the need. With all of these companies now operating, it can be difficult for someone new to the world of online reputation management to know what to look for to differentiate the good from the bad. There are a few easy things to watch out for, though:
Does the Company Have a Reputation?
It should go without saying, but looking into a the company reputation is one of the most overlooked steps towards choosing the right firm. Because the majority of people using these services are relatively web and business savvy, reviews and critiques are numerous, and generally only a short search away. Of course, it’s important to be sure of the credibility of the reviewer as well – because of the nature of the business, one must expect plenty of false positive reviews written by the company itself, and plenty of false negative reviews written by competitors.
How Does the Company Perform in Search Engines?
Another easy test that is often overlooked is running a simple keyword search for phrases that the company appears to be using to describe its own business. Because online reputation management is ultimately a game of maneuvering search engines to result in desired placement, how well a company is able to do this for themselves is very telling. If a company uses the phrase, “online reputation management firm” time and time again on their site, for example, one can safely assume they are targeting that as a pivotal key phrase. If they fail to show up in the first page of Google results for one of their top key phrases, their efficacy as a business should at the very least be questioned.
Is the Company Made Up of Real People?
Because online reputation management is such a lucrative business, and because it is such an open field, there exist many cookie-cutter sites that offer very little of substance, but try to package it well. There is no one-size-fits-all approach to reputation management, and it’s important to find a company that is willing to take a personal interest in managing the brand. A company with professionals listed, along with their credentials and some history, is much more likely to take that extra step than a larger, faceless firm.
Do They Know Their Stuff?
Although it’s impossible to tell how good a company will be at their job before seeing them perform it, one can get a good general idea of how informed they are on their field by supplemental materials they publish. Blogs, articles, and other support information play a key role in search engine optimization, so all firms will include such materials. Whether or not these materials demonstrate a knowledge of the field, and show a level of sophistication, is a key factor in determining how likely they will be to succeed in managing a target brand’s reputation.
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