The good news is that the media firestorm has finally subsided. You can start moving on from that major about reputation recovery crisis now, right? Wrong. The bad news is that your search results across Google, Yahoo, Bing, and similar engines are filled with negative press.
Bad Publicity Is…Well, Bad
Ever heard of the old saying “bad publicity is still publicity”? That may have applied some decades ago, but definitely not in the present, especially with search engines. The truth is that no matter what bad the write-up that search result brings up—issues on factory conditions, product recalls, union strikes—unless you do something, an unfavorable search could stick on Google’s first page for years.
One of the worst things you can do in this case is underestimate the problem. The reputation of your company or organization being damaged can affect business in several ways:
- Breaks down business partnerships that could have been lucrative
- Dismantles shareholder trust
- Negatively influences the buying decisions of customers
- Turns qualified job applicants off from wanting to be part of your business
While the overall business is directly impacted when a reputation crisis occurs, the brand itself and the leadership will feel its effects somewhat differently.
Here is a look at the best ways to go about reputation recovery after a crisis:
Establish How Much Damage There Is
What you have now is most likely an initial overview. Yes, that includes the first-page search results. You should assess exactly what the scope of damage to your business’ reputation is. Find something you think is deep enough in the Google search results not to matter? The second it gets the proper search engine optimization (SEO) signals, it can get bumped right up to page one.
Determine the Risk
Ask yourself the following questions to get a full picture of further fallout.
- How is your team being affected, and which specific departments are most vulnerable?
- What is the exact number of varied search results?
- Which kind of content is ranking highest?
Be Smart About Reputation Recovery Goal Setting
Let’s be real: the dream is for any reputation crisis to get resolved instantly. Reputation management online takes time, especially when it involves rebuilding it. It’s important to shift Google’s index balance and narrative through relevant content with SEO.
Things to consider:
- Is it time for a proactive approach to social media management?
- Is there a need for additional websites to be built and optimized?
- What is the level of authority negative content holds?
Map out the Recovery
So much goes into digital reputation management: analytics, content creation, crisis management, public relations, and SEO. Take note of the steps you plan to take in a checklist of sorts. Consider things like optimizing your primary domain as well as publishing content that’s thought leadership-based and branded.
No matter what your company or organization has gone through, reputation recovery online is crucial. A single negative article can stay on the Google front page for prolonged periods. Be sure to take swift, well-thought-out steps to address the issue. Your best bet is to hire experienced professionals to help you out.
In need of reputation management services? Contact Rephub today! We’re here to help you take control of your online reputation.