Internet reputation management is a complicated and many-sided issue. Making sure that a site preserves a good reputation is not as easy as one might think. This is in part because so many factors have to be taken into consideration during the course of a campaign. This is related to the fact that the net provides a plethora of opportunities to disgruntled consumers who wish to vent their frustrations with companies.
At Searchengineoptimisation.co.uk we work hard to deliver high grade online reputation management. We work on the basis that prevention is better than cure. It is possible to minimise the impact of a poor judgement. However, it is easier and less costly to take all possible precautions in the first instance.
Sometimes the search engines provide information which is relevant to the work which is done by most consultancies. At Google, newly promoted Matt Cutts has announced that the search engine is taking a dim view of sites in which advertising is making it difficult for users to get to grips with content. Given that many users have strong views about advertising which exceeds a reasonable level of conspicuousness, Google is not being unfair.
However, many sites are reliant on advertising for their income. Hence there will be some consultancies which are reluctant to act on Google’s advice. There will be an appeals process against the penalising of advertising dependent sites and this means that some consultancies are likely to stick to their guns. By refusing to alter their practices, such firms are risking two things.
Firstly, by taking chances with campaigns for unaltered advert-reliant sites consultancies will be taking a gamble with an appeals system that may be time-consuming and unsatisfactory from their perspective. Secondly, consultancies which do not listen to Google are ignoring what their target audience want. Few users like their experiences to be adversely affected by advertisements which make content absorption more problematic than it has to be.
Anything which irks a target audience cannot be considered to be a positive. That is why the managing of an online business demands subtlety and a cultivation of the right attitude. The aim of a campaign should be to cultivate relationships with customers. If one can deliver the goods in an efficient way, long term bonds can be formed. Treating customers as one would like to be treated sounds obvious, but it is very important.
Perhaps the majority of serious reputation problems flow from online firms taking insufficient care with their relationships with customers. Simply respecting the statutory rights of consumers can limit any problems. Being courteous in response to criticism is simply a great way of dealing with situations where a consumer is dissatisfied. This is true whether or not the individual has a legitimate gripe.
Some of the worst mistakes in terms of managing the reputation of an online business occur when people become arrogant and detached. Not listening to valuable advice from sources like Google would be a sign of this attitude developing. Advertising should always be used in a sensitive and creative fashion.