CLEAN UP YOUR GOOGLE REPUTATION

Google completely sanctions your attempts to push out a negative web page from its search results. You just have to make sure you understand its search algorithm and its webmaster guidelines.

Assess the damage

If you’ve not conducted a Google audit since you suffered your reputation attack, this is your first task. As mentioned on Day 18, your audit should cover the first 30 results that are displayed when you Google your reputation. If you don’t see your detractor’s attack, then you can breathe a sigh of relief, but don’t let complacency set in. You should conduct a new Google audit daily for the next two weeks, then extend it to weekly for the next month or two, before settling back to your normal schedule. This process will ensure you can move quickly, should the attack start to rank inside the first 30 results.

Ramp up your optimization

When you look at your audit, pay attention to any web pages that you Own, Control, or Influence, but haven’t yet optimized. Do you see any opportunities to add a Superbrand link? Are you using pronouns in your descriptions when you could be talking about yourself in the third-person?

Now would also be a good time to ramp up your efforts to publish Amazing content. If you previously put off designing an infographic or a creating a new video because you decided it would be too costly, it might be time to reconsider that decision. Compare the cost of investing in web content that might rank above the negative web page versus the lifetime cost of your detractor’s attack finding a permanent home in your Google reputation.

Buy your way out

Many online review sites are less than honorable. Poke around the underbelly of the internet and you will find sites that post anything from unverified customer reviews to naked photos of a scorned lover. Many of these sites have some kind of “advocacy” program that, for a small fee, will ensure the negative review is quietly removed. I use quotes around advocacy because many of them are nothing short of extortion. Still, paying a sleezeball webmaster $500 to make the nastiness go away could be a lot cheaper than the amount of time, effort, and money needed to push it down in Google’s search results.

Hire an ORM professional

If you find all of this to be completely over your head, then you may decide it worth the investment to hire an online reputation management (ORM) firm. There are literally hundreds of ORM firms and consultants—all willing to take your money. Like any industry, you have large firms, such as Brand.com, all the way down to individual consultants.

The road ahead

This is not going to be a quick fix. It may take you many months to fully clean up your Google reputation. Let that be a reminder and an encouragement to never let this happen again. Remember, you may be able to clean up the mess this time, but your stakeholders will be looking for consistency from you going forward. That’s why you need to circle back to the core of your reputation, your character, and make an effort to be better.

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Ways to Clean Up Your Social Media Identity

There is no requirement to spread your digital self thin, but many of us are still juggling more than one online profile. Each of these profiles offers us a chance to connect with new communities in different ways, but each network needs to be managed and updated. With so many online profiles, questions are bound to arise. Is your bio page the same across all platforms? Should it be?

There are few hard and fast rules when navigating social media; a lot comes down to preference. For those starting out or just looking to make sense of their profiles, we’ve culled advice from five social media experts in a range of backgrounds. Now, here are five ways to manage, consolidate, and clean up your online identity.

Keep it Consistent

One of the best things you can do is to make sure your profiles are consistent. This includes your bio page, your profile pic, and your tone of voice. “Consistency is important,” said Dan Schawbel, managing partner of Millennial Branding, “If you’re “Matt” on one site, you better be “Matt” on every other site.” That similarity can help viewers keep track of you across different platforms. Start by scooping up vanity URLs on sites like Facebook and Twitter and buying your domain name. Similar fonts and font sizes can also help create a congruous online identity.

Find Your Brand

Put some forethought into what your want your digital reputation to be and build towards that. “You don’t want to have carbon copies because you’re talking to different audiences. Your paragraph bio on LinkedIn isn’t going to make sense on your Twitter page and neither of those is going to make sense on your Facebook page.” Benton recommends making a basic bio that can be tailored for each network. “Think about how the image you want to present sits in with the audience.”

Own Your Name

One of the best ways to track your progress is a simple Google search. “I’m conscious that I’m writing about the things I’d liked to be found for,” Naslund said. “If I’m going to post a tweet about a drunken bender with my sister from last night, it might pop up on Google.” Make sure you're updating your social networks on news and events that you want to be known for. Part of managing your online identity is understanding your professional profiles (like LinkedIn) can very well get mixed up with personal profiles (like Facebook). “You can’t keep the peas from touching the mashed potatoes," Naslund added. "The Internet doesn’t distinguish between profiles. That’s a human distinction, not a technical one. It all gets lumped into the same basket.”

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The 2017 Google Search Algorithm So Far

Only 10 days into the 2017, and we were hit with an update that targets mobile websites with intrusive pop-ups or interstitials. As both a consumer and an SEO – I’m all in with this change. Why didn’t they think of this sooner?! After all, there’s the right way to do a pop-up and there’s the wrong way to do one because no one likes pop-ups that take up the whole screen. Google finally recognized that the bad way lessens the user experience and happens on low-quality pages. The Intrusive Interstitial Penalty points to Google’s growing focus on the mobile search experience.

The Growing Trend Towards Mobile

At the end of 2016, Google announced they were experimenting with mobile-first indexing. This means Google will soon primarily get their data from mobile sites as opposed to from desktop data, which was their main source in past years.

To pile on the mobile trend, accelerated mobile pages (AMP) were created to provide a fast way to get the content to the searcher. It has now become noticeably prevalent in the Google search results page. There hasn’t been an official announcement, but the SEO trends for 2017 all point towards a mobile friendly Google search algorithm.

What We Can Expect in 2017

This leads us back to 2017 and what we think Google has in store for us. The reins were loosened on backlinks thanks to Penguin 4.0, but we don’t know for how long. Google has said they are not planning on announcing any new updates to their Penguin algorithm, but I would expect them to eventually tighten up the reins again. People in the SEO community will see how far they can test the limits, which will eventually lead Google towards placing more control on the issue.

AMP and Structured Data Will Rise in Prominence

We can certainly expect more updates that emphasize a positive mobile experience for Google users. I suspect it’s going to expand the use of AMP and place greater importance on those pages. Also, the growing trend is to enhance the search results page with search features that include carousels, rich cards, knowledge graphs, and answer boxes. With Google favoring these types of search results, this will place more emphasis on adding structured data. Google keeps adding more types of rich cards and if you have a website that applies, you’ll want to mark up your site. In 2017, your goal could be to rely less on ranking #1 and more on showing up in other search feature areas on page 1.

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The Basics For Online Reputation Management

Do searches for your products, brand, company

In order to stay on top of your reputation online, you must know how to find good and bad reviews on your company or product. You should do searches for your products, brand, company, and even your own employees and always use other search terms such as fraud, scam, etc.… The types of websites that you will need to keep an eye on include forums, blogs, social media, and of course Google search.

find a bad review, you will need to take action. However, do not do so emotionally. Always read through the review and see if the post has any true meaning. Did the customer contact you regarding the situation? Was one of your employees rude to a customer? Was the product damaged and how did you or your employees respond? If the review is completely untrue, then you will need to show proof on their post such as providing proof of a refund, sending a replacement, or letting them know that you talk with the employee that was rude.

Create an alert for your company or product

Of course, you cannot spend hours every day searching for all the product review websites and other social media outlets to learn if anyone has given your business a review, whether good or bad. The best option is to create an alert for your company or product at alerts.yahoo.com and google.com/alerts. When your company or product is mentioned and is crawled by Yahoo or Google you will receive an alert. This will help you monitor your reviews.

To receive good reviews to help with combatting any bad reviews, you need to ask your customers and visitors to leave a review. However, do not rely on only the reviews, you need to actually stay in contact and answer reviews on all social media outlets including your own blog. People like to know they are heard so by answering all good and bad reviews you are opening up the communication lines which in turn will give you a better rating among consumers. Showing there is a real person behind the business and not just a website will, in fact, help with your reputation more than you can imagine.

There are two main components to online reputation management:

Creating a presence

This is all about publishing, and any of the following activities can be used for reputation management purposes:

•             Creating or updating websites for yourself or your business

•             Publishing to social media

•             Leveraging automatically generated listings or third-party sites

•             Publishing photos, videos, and other media

•             Generating press coverage (if applicable)

Helping people find it

When people search for something online, they don’t usually look through all the results. Less than 10% go past the first page, and less than 1% go past page two.

For that reason, reputation management is not purely about publication, it also includes techniques that boost important content to the top of the search results. In the process, less relevant, inaccurate, or misleading results get pushed down to pages where they remain obscure and unseen.

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Reputation Management Principles

Reputation management activities follow a few basic ground rules. These are some of the most important concepts to keep in mind.

Authority and longevity. Sites of a higher quality tend to rank more strongly in the search results. How do search engines figure out which sites are better quality? One of the most important measures is how long the site has been online. That’s why it’s never too early to start with reputation management.

1 oz prevention = 1 lb cure. Most online reputation issues arise because someone (or some business) has let other people dominate the conversation. A blockade of good, strong content firmly under your control creates a buffer against unwelcome surprises. It makes it that much harder for negative or misleading results to jump to the top results.

Avoid visiting negative sites. If something misleading or defamatory appears online, resist the urge to visit it. The more traffic you send to negative sites, the more authoritative they look to search engines.

Deleting is impossible. Short of hacking into the offending site, there’s no effective way to delete sites you don’t like. Reputation management is not about sweeping issues under the rug, it’s about building a strong positive reputation.

Don’t bother with take-down requests. It is extremely rare that an online reputation problem can be handled by having your lawyer write a cease-and-desist letter to the website owner. Legally speaking, the website is not usually required to comply, and even if it does, it’s extremely easy for the original poster (or someone else) to republish the material on any number of new sites.

Quality and diversity. The best reputation management plans generate a wide range of unique, high-quality content published across multiple sources. When everyone is telling the same story, people (and search engines) are more likely to believe it.

Avoid shortcuts. Some people try to bury online reputation problems by posting the same or similar text across dozens of low-quality sites. Don’t do this. It looks suspicious, and it’s easy for search engines to spot. You’ll end up spending a lot of time and money creating sites without any staying power.

Reputation management first steps

There’s a lot you can do to jump-start your online reputation. Make sure you cover the basics.

Create profiles on as many social media sites as you can reasonably manage (Twitter, Vine, Facebook, etc.).

Claim profiles on pages that may have been created without your knowledge (e.g. sites like PeekYou and Google+ automatically create profiles with your information). ReputationDefender provides a free scan to help with this.

Promote yourself professionally by offering your expertise on message boards, question and answer sites, and professional listings for your industry.

Update, update, update. A blog with one entry doesn’t rank particularly well in the search results; you need to keep hammering away at your pages with fresh content on a regular basis.

Monitor consistently for changes in your search results. Where are your efforts ranking? Where has the unwanted content moved?

Get a digital hobby that leaves a trail. Games or groups on Tumblr or sites where you’re given the option to comment and continuously post content easily are good options. Or take up photography and share your work on sites like DeviantArt or Flickr.

Use your real name when choosing usernames, and credit yourself for the content you post. If you’re trying to take control of the search results for your name, you have to use your real name as often as possible.

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Why Responsive Design

Mobile usage is on the rise

Currently, more than 58% of American adults own a smartphone and almost 60% of all website traffic is from mobile devices. In fact, there are currently more mobile devices on earth then their are people. And every month mobile usage continues to grow, so every month more and more prospects and customers will view your website from a mobile device. If their experience viewing and interacting with your site is poor, they'll likely have a lower option of your brand, and they'll also be more likely to visit a competitor's site.

Shopping on mobile devices is steadily growing

Online shopping is easier than hopping in the car and driving to the store and it is even easier if you can do it in your favorite chair, while watching TV. 80% of consumers regularly use their smartphones to shop online. And 70% of shoppers now use mobile phones while in stores during the holidays. If your products and services aren't easy to view from a phone, you're missing out on an opportunity.

Social media increases mobile visitors

Over 55% of social media consumption now happens on mobile devices, so sharing links from social media sites like, Facebook, YouTube, Twitter, or Google Plus to your website will mean even more traffic and viewing of your website from mobile devices. So if you have a social marketing strategy and want to leverage social sharing of content, get responsive.

Responsive designs adapt to multiple devices sizes

Want your web design to look great, no matter the device or screen size? Then responsive web design is the way to go. But don't just think about today with smartphones and tablets. Think about tomorrow with smart watches, and Google Glass, and whatever new devices pops up for internet viewing. Responsive web design and development will work for them too.

One site is easier to manage and increase r.o.i.

There are currently many organizations that actually have two websites: 1) their main site and 2) a second mobile version of their site. This was a fairly common practice before responsive development became the preferred method. That meant mutiple versions to manage and update - inefficiency!

With a responsive site, your site will adapt to each device, providing the relevant layout and content that best meets the users' needs. It also means that your business will only have one site to manage, meaning you'll only have to update content one time, regardless of how different people consume your content. That also means lower web content management costs and higher R.O.I.

Responsive sites provide a better user experience

There are plenty of business reasons to implement a responsive website, but they all connect back to the goal of providing a better user experience for your audience. A responsive site means no more pinching and zooming, and no more side scrolling, to see an entire site that doesn't fit on a mobile screen. And a better user experience reduces bounce rates, boosts website conversions and improves brand perception.

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10 Things to Look for in a Web Design and Development Company

1.            Price. Depending on the status of your business, price can be a huge, if not deciding, factor in who designs and builds your website.

2.            Portfolio. What has the firm done for other companies? Do you like their past work? Looking at the projects that your web design and development firm has already done will give you a good idea of what they are capable of doing for you. Make sure to pay attention to the small details of their work so that you can tell them what you like or what you don’t think will work for your business.

3.            Partnership/Value Added. Will this company be your partner? Be open to your ideas? Give you the time necessary to build a product that you will both be proud of? Will they add value to your site if you pay them? Having “chemistry” with your web design team is just as important as having chemistry in your other professional relationships. Don’t forget trust and patience, also!

4.            Time Commitment. How much of your time will this project require? Know that when you sign on to do a project with a web design and development company, the company will need to spend time with you and get information from you in order to build a website that truly reflects your business. You may choose to write your own content for your website, but if you would rather hire a writer, check if the company offers this service.

5.            Style. Some designers go for a minimalistic look while other opt for bright and bold. Some designers do BOTH of these well. Talk about the style of your business and ask the firm to show you what they think fits in with you vision. Hopefully, your vision aligns with theirs!

6.            Size. How big is this company – and how big are their average clients? Designing a website for a small business with a limited budget is much different than designing a website for a large corporation. If a firm doesn’t understand your needs and how to fill them (one-on-one meetings, the ability to change things on your own in the content management system, follow up help after the project is complete), you might need to consider a firm more comfortable with working with businesses of your size.

7.            Total Package. Will this company be able to do all of the custom coding needed for your website to function the way you want it to? Do they work with ecommerce platforms?

8.            Goals. What are your goals for the website? Does this web design and development firm help you develop a strategy to make these goals a reality? You should know how this company plans to get to know your business, what you want your business to be, and how you hope to get there.

9.            Timeline. Do you need this project done in a rush? Is there a specific date you have in mind for launch? Making sure that a company can plan out a reasonable timeline, or that they can follow the timeline you have in mind, will help the project go smoothly. And don’t forget to ask how the relationship between your company and theirs will continue once the project is closed. Will they continue to help once the website launches, or is their job done once it’s live to the world

10.          Team. Who will your contact be at the company? If you are struggling with something you need to provide on your end, or just want to check in, who can you get in contact with? You should meet the person or people who you will be working with face-to-face, and know if any of the work on your website is going to be outsourced. Something else to keep in mind is the structure of YOUR team, and whether this company will work well with the people you know and trust to build your business. Will they consider the ideas or your board members? Will they talk with the designer who created your business cards. If you need a company to play nice with other team members, it’s good to discuss that from the beginning.

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Things to take care while designing your website

1. Keep layout simple and clean

Layout of web page should be simple and clean in structure. Ensure that you utilize the available space effectively. Keep whitespace to the minimum. Graphics and text should be visually well balanced and properly aligned on the page. Also ensure that width of the text is readable enough to convey required information.

2. Use effective typography for enhanced readability

Typography is about how well you make your text or type readable. While choosing the type, ensure that it best fits into your design and its theme. Use different typefaces, color contrast, size for text, as they facilitate visual hierarchy and prevents confusion. Pay attention towards proper use of punctuation marks, uniform text alignment and correct spacing between lines letters and characters.

3. Use clutter free designs reflecting your brand

Websites which are designed clearly are impressive, easy to read and understand. Moreover, designs correlating with brand’s objective prove to be of immense help in recognizing and branding your business. Always remember, you must design a website such that it reflects the quality of your company or product.

4. Use customer- centric color theme

Colors play an important role in setting mood of visitors. Each color symbolizes different emotions and elicit different responses. While designing your website, try color schemes as per your target customer, like vibrant colors if you are a cosmetic company or dull dark colors if your target customers are professionals or business owners.

5. Make navigation easy

People normally like clear, direct and easy paths. Develop a navigation system which makes movement of visitors from one place to another on your website a cakewalk. Show clearly where hyperlinks are and use contrasting colors for setting navigational bars apart from other content which facilitates easy access to required information. But try keep navigational bars to minimum.

6. Add a site map to the website

Site map is just like a table of content, the most helpful section of a book. Map acts as guide to your site. Do not forget to revise sitemap regularly.

7. Reduce site loading time with proper design

Use that design in your website that can make your website load faster– like using CSS, avoiding nested tables, removing excess white space, keeping code clean, splitting long pages into multiple shorter pages, reducing number of plugins, reducing scripts, and removing unnecessary images.

8. Place call to action buttons effectively

While designing your site, add call to action buttons to direct the viewers to take an action like buy, know more, add to cart and such. These buttons should ideally be the largest buttons on a given page and should be made in contrasting colors to make them stand out and attract attention. They should have direct and simple language so as to easily convey as to what action the viewer is supposed to take.

9. Add Header and Footer for quick information access

Header is placed on top and Footer is placed at the bottom of the webpage. Design them to be informational and not cluttered. Provide links to all those important pages on your site that viewers or your potential customers would like to visit before making any enquiry or purchase.

10. Use uniform and simple coding

Use clear and accepted conventions- left to right and top to bottom. Tags should follow an order. Use standard and uniform file names for documents and follow SEO friendly coding pattern while designing your site.

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What to Expect From Your Reputation Management Company

First and foremost, the reputation management firm should be willing to work hand-in-hand with your customer service team or department. Establishing a long-term program to protect and defend your company’s brand and image involves not only internet wizardry, but a proactive approach to customer feedback and complaints.

Once the need for such a working relationship is understood, an ORM company should provide most or all of the following services:

1.            Reputation Audits and Reports: comprehensive surveys of your company’s online profile, determining how you are positioned online and recommending courses of action.

2.            News and Social Media Monitoring: continual monitoring of all online mentions of your company name and brands, to facilitate a quick response whenever it is needed (or to promote positive reviews and articles).

3.            Negative Review Monitoring: continual monitoring of review sites, including (but not limited to) Google, Yelp and Angie’s List, to facilitate proper responses.

4.            Design and SEO Consulting and/or Services: maximizing positive company exposure in the search engines’ results pages, through proper website design and search engine optimization.

5.            Social Media Consulting and/or Services: developing a strategy for proper company promotion on social media, and crafting systems for a quick and responsive reaction to negative comments.

6.            Strategic Positive Content Publication: writing and placing authentic, positive content online to further your company goals and brand image.

7.            Takedown Services: issuing the proper takedown notices in order to remove libelous or defamatory comments about your company on websites or social media.

8.            Inoculation: constructing a strong plan for ensuring continuing positive reviews and mentions of your company, including (but not limited to) gaining additional search engine listings for your company in order to “push” any negative sites or comments outside the first search results page.

Online Reputation Management Scores Explained

Increasing concern over negative buzz on the internet has given rise to a number of tools designed to give businesses a snapshot of their online reputation. Most of the top tools use a ranking system of 1-100 (with 100 being the highest), but each score has a slightly different meaning. Here are two of the most important metrics:

•             Klout, perhaps the most widely known score, measures the influence your business has online based on social media activity, number of followers and Wikipedia mentions. The three ingredients of your score are the number of people you reach (true reach), your influence (amplification) and how influential your followers are (network).

•             PeerIndex relies on how highly your social media content is valued by followers, in order to determine how much of an authority you are in your industry. The three key factors for your score are the number of people you reach and impact (audience), how often your content and shares are used by others (authority), and how active you are, how many communities you’re a part of (activity).

Internet Reputation Management Statistics

Anyone who has spent enough time online intuitively understands the need for online reputation management. But research done by a variety of academics, including some at Harvard Business School and the University of Michigan, makes it crystal clear that ORM is crucial for any serious business:

•             79% of consumers put as much trust in online reviews as they do in recommendations from friends and family.

•             A Yelp rating increase of one star produces a company revenue growth of 5…9%.

•             73% of consumers trust a business more after reading positive reviews, 77% make a decision after reading five reviews or less, and 85% research a product or business online before deciding on a purchase.

•             More than 50% of people surveyed in a recent study said that the online reputation of a doctor or dentist matters most in their decision-making process.

Under these circumstances, it is clear that maintaining a clean online reputation is critical in today’s environment.

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