The Basics of Building Online Reputation for Businesses | PR Answer

Contents

1. What is Reputation now?2. Social media3. Building expertise in your niche4. Publicity and PR5. Basics SEO

1. Reputation Now

Then: • Interaction with clients, suppliers,

other stakeholders• Any business conduct creates a certain

impression

Now (perceived by many):• Primarily how you are perceived online

and search engines, mainly Google

1. Reputation Now

Reality:

• Offline and online actions result in reputation consequences, amplified by the internet

• New media contributing to brand perception, e.g. social media

• Reputation harder to control: e.g. false online accusations, snowball effect of shared information, fake online reviews

2. Social Media• Advantageous to have social media

presence despite not making many sales from social

• Social media platforms have high online authority which increases the chances of high rankings

Stronger reputation wall around your business (first few pages of search results under your control)

2. Social Media• Important to have presence on:

• Facebook (many businesses opting-outrecently)• Twitter• Linkedin (important for B2B sector)• Youtube >>>> Google tends to rank

videos highly

2. Social Media

Treat Youtube as your website, and videos as your pages

i.e. fully optimized

Important that employees engage with brand’s social media e.g. sharing posts

3. Building Expertise in Your Niche

• Include experts in your content marketing strategy (Q&A, podcasts, vlogs) and share it

• Create courses and promote them on your website and Udemy

• Training content on Youtube

3. Building Expertise in Your Niche

• Owner or key employees may publish a book on Amazon about your industry

• Emphasize notable clients on your website for social proof

• Attempt to be appear on wiki sites (gaining publicity first is ideal)

4. Publicity and PR• Press releases

E.g. http://www.helpareporter.com/sources/ to be featured in a press release

• Connect and reach out to influencers to share your content

Use twitter. Go to https://moz.com/followerwonk/ and search bios. Using your keywords find influencers

• Be featured in a podcast or radio http://www.radioguestlist.com/

5. Basics of SEO• Create quality backlinks to pages you want to

rank high in search engines

analyse your major competitor’s backlinks

e.g. https://ahrefs.com/Consider the source and how you

can obtain your competitor’s backlinks

Guest blogging or appearing on other websites (the higher quality/DA the better), include a link back to your site

5. Basics of SEO• On page SEO – content optimized for your

keywords, including headings

• Logical internal linking structure – the way your pages and posts link to each other on your website must be logical for both, visitors and search engines

• Link from your website to sources you want to rank highly e.g. podcast your appeared on

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