The importance of outreach
So far, we’ve covered what you can do to manage your website, your social media accounts, and your company’s profiles on various review sites. If you include all of these elements in your online reputation management strategy, your business should be in good shape online.
That being said, there’s one final piece of the puzzle that can make all the difference in boosting your online reputation: Outreach.
When you get links to your site and brand mentions from other reputable sites, you help your company gain increased exposure and a sense of trustworthiness among potential customers. Here’s why:
Although your site may be the first source a potential customer goes to for information, it definitely won’t be the last. The information you write will be biased in favor of your company and only present the benefits of working with you. Visitors know this, and they will consult outside sources for more information.
If a search for your name returns articles from reputable news sites and industry blogs, they’ll know that the content there is likely much less biased. And if the article or page depicts your company in a positive light, it’ll do much more for their perception of you than any page on your own site ever could.
Positive media coverage / search saturation
Articles on other sites will not only provide a different perspective of your company, but they’ll also take up more space in search engine results. This means that if you eventually experience negative media coverage, searchers will be able to see positive coverage as well. This will help balance out the story or issue and show them that historically, your company has a solid reputation.
And although you may not think of it as directly related to reputation management, if these sites link back to your own, it will help your business show up better in search results. As more people link to you, you’ll continue to rank better and likely earn spots on other industry publications.