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How to Manage Your Business Reputation After the Google Penguin Update

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Steve Albright

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Online Reputation Management in the Penguin Update Aftermath

Whether you have an online or offline small business Google’s latest algorithm update, innocuously named Penguin, is something you should be paying attention to. One unintended consequence of this update is the wide open path it cleared for businesses to take control of their online reputation.

If you’re unfamiliar with this latest algorithm change, the Penguin update’s main target was sites manipulating search engine results to improve rankings. Most hit were sites that used large amounts of low quality inbound links with keyword rich anchor texts to rank for desired search terms. Another aspect to this update is the over “SEO’d” penalty that slapped sites with pages that were clearly created for SEO benefits and not users. The combined effect of these updates has been serious upheaval in Google’s search results.

So what does this mean for you and your Online business?

The benefit for your ethical business is that no matter what niche you’re in Google has most likely laid waste to a good portion of your competition.

Most obviously in the arena of branded search terms; it’s very difficult to rank for competitors’ branded terms without using some form of search engine manipulation. This means all those pesky sites siphoning off traffic from your brand name, product line, niche, etc were most likely penalized.

Another effect of the update is a great opportunity to take control of your business’s online reputation.

Here’s how …

How to Manage Your Business Reputation After the Google Penguin Update

If you’ve run a business for any amount of time you know that no matter how hard you try there’s always going to be that one person who’s not pleased with your service/product. Despite your best efforts at customer service an event like this seems inevitable.

While many small business owners disregard these rare occasions as a standard cost of doing business, it becomes a problem when complainers take their complaints online. And plenty of sites are ready and willing to post their grievances.

This becomes an even bigger problem when review sites start ranking alongside, or even above, your site. This is why you absolutely must take advantage of this window that Google has provided.
Now is the time to go on the attack and take over your niche and brand.

Meet your potential critics head on.

Here’s what to do:

  • Create pages on your site that address any impending problems your customers may have. Use Google Analytics and other search tools to dial in on specific terms that people are searching online i.e., brand name + reviews, complaints, refunds, how to cancel, support, and so on.
  • Write blog posts and feature articles about your commitment to service that intercept your customers before they start looking for these answers elsewhere, not only is that good customer service but it allows you to control the online narrative for your business.
  • Be proactive about solving problems. Instead of saying that we’re a company that doesn’t care about bad press or providing help to our customers it says we’re a tech savvy business that has taken preemptive care to make sure the customer has easy access to resources for all their pre/post purchase needs.
  • Create a feedback channel. It’s better to create an immediate channel for dialogue and resolution than being forced to address negative reviews publicly after they’ve already been posted.

This is also the best way to cleanup or prevent unfavorable first page search results. You can see that Google is on board, as most brand name search results are dominated by the companies own web properties, news mentions, and profiles. Simply put, if you have the right content on your site Google is more likely to show it first over 3rd party sites.

Ultimately, while you may not be able to purge the internet of unfavorable posts you can certainly control a large portion of your branded online real-estate just by having the right content.

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Author’s Bio:
Steve Albright is the editor of Reviewopedia.com, a product review site that helps online shoppers make smarter choices everyday.

Thank you, Steve. Online reputation is so important!

–ME “Liz” Strauss

What Does Your Online Profile Say About You?

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A Guest Post
by Jason Nash

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Assets, Identity, Online Presence

One of the most important factors to consider when searching for a job, establishing your social network, or simply protecting your assets and identity is your online presence. In today’s society, our names are spread all throughout the internet. The majority of Americans can type their name into a search engine and find information from their Facebook page, their LinkedIn account, their Twitter followers, and their websites or blogs. Additionally, most computer users have information spread throughout the internet in the form of website hosting profiles. As beneficial as these networks are, it is also important that we take the time to “clean up” our internet presence both in the amount of information and the content.

Facebook is one of the most commonly visited sites on the web today. Not only do friends use the site for social networking, but businesses are now using Facebook to contact clients. Employers also utilize it to find out more information about applicants education, work history and social habits. One of the best things you can do to improve your virtual appearance is to make sure that your profile sends a positive message about yourself.

Consider what language you use and how much information you give about yourself. Many people choose to only make their profile visible to friends, making identity theft much less likely. Many people also pay attention to who your friends are. If you have friends you are no longer in contact with, it is best to delete them from your friends list so they will not shed a negative image on your own profile.

Twitter is one of the newest forms of social networking. While “following” friends and “being followed” can be a lot of fun, it is extremely important to be mindful of who is following you. Twitter users can be prime candidates for identity theft, and should always be aware of how much information they are posting. It is also wise to keep your Twitter profile updated so that potential employers and friends see up to date information.

LinkedIn is primarily a business network that allows workers to connect to colleagues in various businesses and industries and establish a network to obtain recommendations. Because this network can be such a valuable business connection, it is a good idea to take the time to go through the “People You May Know” section and find additional connections. Once again, it is also wise to consider how much information you put on your public profile. Make sure people can identify whether or not they know you, but keep personal information available only to friends.

Finally, consider how much information you put on websites and blogs. While website hosting can be an extremely useful tool for sharing information with friends and clients, many web users do not take the time to adequately edit or protect their information. Many users will share highly personal information concerning their family, their location or even their financial situation without taking the necessary precautions to prevent identity theft. They may also share opinions that may not be desirable for employers or coworkers to view. Many websites and blogs have an option that allows only those who are invited to view the site. Other can keep a tally on how many viewers there are and who specifically is visiting. These tools can ensure safety and protection of personal information.

Using social networking tools can be a great asset in today’s highly electronic society. By taking the time to sift through your information and “clean up” your online presence, you can have the best networking experience possible.

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Author’s Bio: The article is from Jason Nash from keybrokersocial.com Jason writes about technology, social media and online marketing strategies and follows brands online and off as part of his work.

Thank you, Jason!

–ME “Liz” Strauss
Work with Liz on your business!!

7 Tweaks to Your Social Presence to Reflect Your Expertise

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Does Your Presence Look Expert to You?

The Living Web

People speak and write a lot about personal branding. Online that breaks down to presence which in simple terms is reputation and focus. Both become enhanced when we highlight our expertise in a strategic and consistent fashion.

7 Tweaks to Your Social Presence to Reflect Your Expertise

Experts have authentic skills, knowledge, and experience. But some of us with those exact traits have more insight to making sure those traits shine through. Here are 7 ways to manage your online presence to be seen as the expert you are.

  • Walk your own path. Be the expert you are, not the expert someone else is. You can’t be compared. You’re not a fanboy or a fangirl. Differentiate what you offer from the start. Play to your strengths. Check your social networking profiles — at Facebook, SU, Twitter, etc. –to see that they underscore the same differentiated traits.
  • Focus on ONE thing Make that one thing particularly suited to you. Be a “go to” person for a specific problem. Then find a way to meet that need that no one else can do the same way you do.
  • Write expert answers and content — LinkedIn question and answers are a great place to do this. Seek out questions about your chosen point of expertise throughout the Internet and write thought, precise, actionable answers to them. Give information, examples, AND analysis. Occasionally offer evaluation, synthesis, or predictions.
  • Always know what’s happening with folks who need what you do. Join the sites and the offline groups where your potential customers and clients hang out. Refer and promote customers and clients whenever you can. Sometimes they’ll need a helping hand and they’ll remember the expert who helped them out.
  • Know your niche in detail. Get to be friends with Google Alerts and discovery services. Follow key terms around the Internet.
  • Be an expert at helping colleagues. Don’t be shy about sharing information. Talk with them. Visit and comment on their blogs. Ask them for an interview. Guest post now and then. Help others in visible ways — on your blog, on Twitter, through Facebook groups.
  • Go deep. (Don’t be shallow.) Find out what researchers are thinking so that you can offer the highest quality, relevant information and analysis. Add information to the conversation that no one has found.

An expert to most people is someone who more knowledge, skills, and experience than we do . . . never discount how much expertise you’ve gained or it’s value.

What else might we do to let our expertise show through?

–ME “Liz” Strauss
Work with Liz!!