Online reputation is a fancy name for “online brand image”. In other words, it’s about what other people say regarding your brand on the internet. In this case, the internet can be divided in two: SERPs (search engine results pages) and social media. When dealing with online reputation there are a great deal of tools that can make your life easier. The secret however is not only knowing how to use them, but also how to combine them for the most efficient results.
Here are four really useful tools:
The first step is doing a reputation audit. You have to assess the top Google search results for negative and positive assets (it helps to dig deep, up to 50 search results) on key phrases that include your brand name and also your brand name + reviews.
DataGrabber, among other things, can scrape Google and export data directly into Excel. This tool can get up to 1,000 results per keyword, scrape in any language or location and set randomized minimum and maximum intervals between scrapes to prevent Google from blocking your IP address.
After checking out the SERPs, the reputation audit continues with finding out what people are saying about your brand on social media. For that, you can use Social Mention, which acts like a search engine but only for social media websites.
This free tool will track mentions and conversations started about your brand on blogs, microblogs, bookmarks, images, videos, and questions. Besides finding the user-generated content you are interested in, it will rank it as positive, negative or neutral.
Online Reputation Scoring
The next step is to write content that will support your brand narrative or to identify strong content on third party sites that already tells the right story.
To decide on the strong content we rate the SERPs using the ORS model. Online Reputation Scoring™ is a variant of Net Promoter Score™ which is used in analysing the sentiment around a brand. ORS works by typically asking: “How likely are you to purchase (brand) as a result of what you see?” The answers can be categorised as persuasive (9 – 10), neutral (7 – 8) or dissuasive (0-6).
The final step is to track search rankings and sentiment around your key phrases. If you find negative content about your brand it will help you keep an eye on the SERPs’ movement, up or down.
SERPwoo gives you a clear picture of the top 20+ results. The tool will track, monitor and analyse your brand’s keywords, all in a very accessible format. On top of that, you can extract reports with your results in graphs and other relevant SEO – related data.