Why exactly is online reputation management important? In the age of a highly-connected digital world, rave reviews could spread and increase the reputation of business instantly. However, on the other hand a business could also be torn apart by negative feedback overnight. When your brand is taking a hit from negative comments, it can be tough to recover.
Comments that are detrimental to your business often leave a permanent trail of footprints on the internet. If nothing is done to address the negative sentiments, the damage on your brand may be irreparable as the same unpleasant narrative continues to rub into the mind of consumers.
While it is hard to contain bad news on the internet, there are ways where you could lessen the impact, or repair the brand damage with effective online reputation management strategies. Such strategies are particularly helpful in Singapore as sentiments drive consumers in their buying behaviours. This is where a professional online reputation management agency comes in and provides the right strategies to save a brand’s image.
What is Online Reputation Management (ORM)?
It is crucial to maintain a positive appearance on the search result, particularly if you are enticing new customers. According to Forbes, 74% of consumers claimed that positive reviews make them trust local businesses, while 84.4% believed that online reviews are as important as word-of-mouth recommendations.
The practice of online reputation management is about ensuring that your brand generally appears favourable in search engine. This is because searches that end up with negative mentions of your brand are likely to hurt sales and turns off potential customers.
Therefore, it is essential for an ongoing online reputation management effort, where any occurrences of negative keywords related to the brand are immediately reported. This will facilitate a remedial strategy to produce more favourable content and reduce the visibility of the negative content.
Why is Online Reputation Management Important to Your Business in Singapore?
Increasingly Dynamic Consumer Journey
Gone were the days where sales happened after consumers viewed an ad and clicked on it. Today, consumers tend to seek more information related to the product and brand before making a decision.
With the various digital channels available, consumers may seek information on Google, Facebook, and other channels where there are mentions of your brand. Therefore, your brand must maintain a positive impression on the various channels that consumers may interact with.
The cumulative positive impression on various touchpoints will add up in influencing consumer’s decision to purchase from your company.
Customers Trust Reviews
It’s no secret that Singaporeans are savvy buyers and always do their homework before buying anything. Whether it is daily-necessities like tissues or luxurious jewellery, Singaporean customers are likely to check out reviews left by other buyers before making a decision.
Singaporean customers are wise enough to turn to real user reviews instead of glossed marketing content generated by the company itself. Reviews on Facebook, Google and authority sites like TripAdvisor, are trusted resources for customers that shape their opinions on your business.
Here’s a local brand in Singapore that is getting positive reviews on Google.
Sales & Revenue
Whether you are running an online or offline business, the reviews about your company will ultimately affect how customers perceive your brand. Depending on whether it’s positive or negative, you will enjoy an increase in sales or suffer a drop in revenue as your reputation takes a beating. According to Reevoo, positive reviews produce an 18% uplift in sales.
In business, it is always important to have a high level of credibility to build trust with your customers. Online reputation management is one of the best ways to achieve that. With the right strategies, you are able to respond promptly to any negative news and convey the perception that your business cares about its customers.
Also, online reputation management allows you to shape your brand image and connect with customers aligned to the same value. It enables your business to create a positive vibe that is naturally attractive whenever consumers stumble onto your brand on the internet.
Here’s a local Singapore brand that seems to be getting it right with positive reviews on Google.
And here’s a restaurant that isn’t faring well on Google and Tripadvisor.
A company’s reputation isn’t all for increasing sales. It also affects how the company fares in recruiting new hires. Employees tend to prefer working with companies that have great brand values and are free from negative press.
For example, positive reviews for our company on GlassDoor increase the likelihood of potential employees joining our team.
The 12 Effective Online Reputation Management Strategies to Promote a Positive Impression on Google
As much as you would like to be on the good books of customers (and Google), sometimes mistakes happen, and you end up with some negative reviews. These reviews can quickly turn into a PR nightmare, and you will need to engage an online reputation management agency in Singapore to turn it around.
Here are some of the strategies that are highly effective in addressing negative search results for your company.
1. Contact and Request Removal From The Webmaster
If you’ve got negative reviews on a 3rd-party site, you will want to have them removed to avoid further damage to your brand.
Before you do that, you want to ensure that you have addressed the issues that have triggered the review, or if it stems from misunderstandings, you’ll want to provide evidence to prove that your company is not at fault.
For example, the owner of this restaurant may feel that such a review is unjustified, as it was not supported with photos.
In such situations, you can reach out to the reviewers, whether on social media or email to resolve the issue. Find out what you can do to have them remove the negative reviews on Google, social media or blog.
If you are confident that the negative reviews are baseless accusations and can prove so, you can submit a request to Google for a legal removal request.
However, there are times where Google does not remove negative reviews and you have to respond appropriately. Take a humble approach, make the response fact-base and offer solutions to the customer.
Responding to negative reviews creates an impression that your company is willing to take responsibility. It contributes to building a good reputation in the digital space.
If you want more exposure, traffic and positive branding for your business, you will need to be on social media. About 4.6 million Singaporeans are active social media users. Most of them are likely to be active on Youtube, Facebook, Instagram and Twitter.
Businesses need to set up their social profiles on social media to connect to their audience and build trust. That is because the common perception is that if a brand is not on Facebook, it’s probably not so reliable.
A social media page for your company also tends to rank highly on Google due to its inherent authoritativeness. For example, search “Heroes Of Digital”, and you’ll find our company’s profile on Facebook, LinkedIn and Instagram on Google.
3. Create New Sites or Pages With Target Keywords
When users want to know more about a business, they often type the brand name and search terms like “Facebook” or “review” on the search engine.
By identifying the search pattern, you can create new pages on your website that target similar keywords.
For example, a page that goes “Your Review On Our [Brand] Matters’ may appear on top of the search engine. It could push down existing negative results and allow remedial strategies within the page.
The same approach works when you’re trying to counter detrimental search terms related to ‘[brand] + Facebook].
Build pages similar to “Follow Us On Facebook” keep negative results from topping the search.
4. Buy and Own Domain Names (Containing Target Keywords) With Different TLD Extensions
Another simple trick in increasing search visibility is to buy new domain names with different TLD extensions.
For example, if you already own ‘seofirm.com’, you can buy domains like:
You can build blogs, create informational guides or news on these new domains and link to them from your primary website.
Once Google has recognized that they belong to the same brand, the new domains may also gain visibility on the search result.
5. Create a Wikipedia Page
Wikipedia is no stranger to anyone who uses the internet, and is highly beneficial for building your brand’s online presence.
It is not easy to create your business page on Wikipedia, as it’s vetted by a group of hawk-eyed voluntary editors. However, once you get your Wikipedia page, the perception of your brand is boosted.
Also, searches on your brand will likely return information and link from your Wikipedia page. Try searching McDonald’s, and you’ll find its Wikipedia page listed on the right column of Google’s search result.
We have mentioned that YouTube is one of the most popular social media for Singaporeans, with 82% of monthly active users. You would want to start engaging our audience on popular video websites because video marketing is a popular trend.
The numbers speak for it as users watched more than 500 million hours of video daily on Youtube alone. Videos also tend to rank favourably on Google. If your business has an active account on sites like Youtube, Vimeo or Daily Motion, it helps to keep your brand connected to modern audiences and increase visibility.
7. Publish Press Release With The Target Keywords Included in The Content
Did you launch a new product? Or celebrating your companies anniversary? Spread the news not only on social media but also by publishing a press release.
By properly optimizing for targeted keywords, there is a high chance that the press release will rank on Google when published on press release sites such as Newswire, PRand NewsWireToday.
Blogging is an effective marketing strategy and doing so on authoritative blogs or news site help to boost reputation and reach. For example, getting content published on sites Peru Phone Number like Vulcanpost and TechinAsia lead to brand exposure amongst local entrepreneur and startup community.
It is also an excellent way to drown the voices of negative reviews as content on authoritative sites tends to rank higher on Google.
Authoritative sites also mean established sites in your niche, which could be blogs run by individuals. You can find authoritative blogs that accept guest posts by searching the niche keyword + “write for us” or similar terms.
Here’s an example for sites that are accepting guest blogs on essential oils.
Here’s another easy way to increase your brand’s visibility that leads to positive perception.
When you have a few of such profile pages dominating the search results, the chances of negative reviews surfacing decreases.
Web 2.0 sites are associated with blogs and other forms of user-generated content. They can also be optimized to rank on Google.
Building web 2.0 sites is a great way to increase traffic, build an audience and sustain positive reputation management campaign. For example, you can create a blog about work-out routines if you are in the fitness or health business.
Having a separate web 2.0 site also gives you the freedom of style and language to connect with users. As it achieves better rankings in Google search engine, the site becomes a powerful tool to counter negative narratives about your brand.