In this clip, Dave Davies explains that Online Reputation Management is all about control. In order to protect its reputation, a company needs to control their own Brand SERP. Approaching ORM from a reactive angle means it is already too late. Smart companies take a proactive approach and grab control of their Brand SERP now so that they can control it in the future if a problem does arise. The problem of course is that putting a KPI on something that you mitigated before it happened is tough…
00:00 To be reactive or proactive?
00:45 Control is fundamental in Brand SERP
01:08 Dealing with reputation management problem
01:53 Getting ahead of the game
Transcript from: Proactive Versus Reactive Online Reputation Management
But they can change the SERP. So it’s a really, really powerful perspective and new battlefield for all the SEOs. One area that I think is overlooked when we’re talking about the value of Brand SERPs as well is whether you want to be reactive or proactive. Like if you’re a business, you don’t always know what’s going to happen tomorrow, a week from now, a month from now, a year from now.
Jason, you talked earlier and yes, I’ve taken the courses. You talk about this, so folks can hear about it in there, but one of the highlights is anybody’s ever been hired to do reputation management. Ever. Is basically following one of the fundamentals of Brand SERP is to control as much as you can and try and plug it only with things that you can control in some way. It may be Twitter, but it’s your Twitter. and other core places where you can control the message.
I think to that if you’ve ignored it and you have a problem. You don’t have a place to deal with that if you have a reputation management problem. And I’ve seen that many times, it was like, “Oh, okay, now we’re trying to push up the messages and the pages that we want, where we can control the message.” And you’re having to deal with it reactively rather than be more proactive, covering your Brand SERP in the beginning and going, Okay, we have a reputation management problem, but it’s over here. I need to deal with it, but it’s over here.
It’s not position 3 right on my Brand SERP where everybody’s going to say. “Don’t hire that realtor. They’re horrible and they’re a scam artist” or something because somebody ran off and got upset. So I think that’s one of the unsung things, and it’s hard to put a KPI on that because you don’t know you needed it until you need it. But you don’t know the value of what it would have cost because thankfully you got ahead of the game. Brilliant. Yeah. I think that the KPI…