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One question that we get asked a majority of the time is, how long does reputation management take? Or the even more popular, just how much do online reputation management solutions cost?
The stress businesses undergo is understandable, considering that over 80% of customers search Google before making any purchases from a business. What Google’s first page says about your company substantially decides how prospective customers and associates envision you.
That is the reason why determining precisely how much time it will take to overcome this obstacle (i.e. a poor reputation) and what it takes to secure your brand’s online reputation. You may come to find out that it isn’t quite as straightforward as you may believe.
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How Long Does Reputation Management Take?
Content Removal ► 5- 7 business days
Content Suppression ► 3 – 9 months (this is case by case and may take longer)
Online Customer Review Management ► 7 – 14 days
Here at Netreputation, the average online reputation management solution can take as soon as a month and as long as a year. The timeframe solely depends on the amount of “clean up” work or crisis mitigation will be needed. You must restore the damaged sectors of your reputation before you can make amends anywhere.
For certain industries that encounter a vast amount of public backlash may never have a designated “timeframe”. But rather an ongoing reputational plan is needed to fend off any crises that may emerge in the future.
There are several factors that determine the length of any online reputation management (ORM) campaign. Until you know them, you’re probably overlooking the work that goes into enhancing online opinions.
Let’s quickly examine some of the key variables now:
Pre-existing Efforts of Reputation Management
The present standing of a brand has a massive influence on its general ORM strategy. If a brand already has a positive online reputation on the very first page of Google it makes their lives all-around easier as it is comparatively more lenient to procure the rest of the spots. This means less work will go into fostering and procuring them.
But if your target keywords happen to be showing negative posts amongst the top results. A little more effort should be applied to either remove them or push them out of sight. If you happen to be one of the few companies that have never invested a dime into growing your online reputation, sometimes this can be viewed more positively over a company with a negative online presence.
Here’s an approximate timeline demonstrating how long an ORM campaign may take based on how much work has to be completed:
Developing a positive reputation from nothing takes patience and lots of time. However, it’s still easier than countering negative content that’s ranking high.
Factoring in Industry Competition
This is possibly the largest factor that determines the complexity and amount of effort places into your ORM solution. When there is a great deal of competition for your target keywords, as well as other businesses who are SEO focused, SEM literate, proficient in link building, and managing social websites, then your job becomes much more challenging.
Google’s priority would be to showcase the most applicable and high-quality search results for every single desired keyword. It utilizes over 200 ranking variables to determine the quality and relativity of a particular webpage.
If the competition for a specific keyword is substantial enough, you have to reevaluate the competition more. Below is a graph that shows the approximate gap in resources required to enhance brand recognition when factoring the comparative strength of aggressive online outcomes:
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Backlinks Create Higher Competitive & Greater Authority
The linking profile of a website is just one of Google’s ranking factors when determining where to rank content. When other large qualities and dependable sites link to your articles, Google believes that this vote of confidence. The more you get the higher your “trust flow” is in the eyes of Google, Bing, and Yahoo. That is the reason why having a variety of high-quality backlinks pointing to your website.
Obtaining these links isn’t quite as simple as it was in the past. A number of decades back, you could simply purchase traffic in bulk and rise to the top of Google within a few days. Nowadays, getting traffic from authority websites requires a detailed plan. The process of generating new high-authority backlinks can take time (months, if not years) as you must manually contact each website, make it past their gatekeeper and get options on how to be featured.
Once you do receive a connection from a top authority website, there is no guarantee if Google will index it. Especially if you are tackling a highly competitive keyword, the harder the keyword difficulty, the more time it will take before Google alters its search results.
Brand Story Telling with Content Marketing
A fantastic content advertising approach tells a compelling narrative. The dilemma is, is that brands participating in reputation management ordinarily have an issue with their current story.
A well-designed and persuasive content advertising approach can make a major difference regarding costs involved with PPC efforts for the business as a whole. Look at it this way, when the narrative is positive and compelling it might go viral. This is exactly what you want, virality is the best form of free marketing. By going viral you not only open your brand up to the masses but you are doing so FOR FREE!
By way of instance, the graph below shows how prices multiply at a reverse rate when compared to pre-existing advertising efforts. The greater the advertising campaign (and caliber of the brand’s story) relative to competing for internet content, the lower the prices for brand recognition management solutions.
To put it differently, if a new brand engaging in online reputation management has a less than compelling presence already, the efforts exerted will be much more challenging. However, when a brand has a positive or inspiring story it is a lot easier to attract new potential clients/customers. Easier means fewer resources are required and prices are reduced.
Recall: The best thing a new company can do would be to invest in internal marketing, bloggers, and journalists who wish to discuss and create content about you regularly.
Another advantage is that websites with superior content may even make it to the top of the search engine with less traffic when compared to their opponents. This is because websites that have been around longer or a website with a stronger linking profile will surpass your website 9/10 times.
Controlled Digital Assets & Social Profiles
Apart from your own website and/or blog, there are many important online platforms where you need to uphold or improve your brand name. If you don’t already have well-managed and populated profiles on Facebook, Twitter, Instagram, Google+, LinkedIn, Pinterest, you’ll need to reinvest some time into building them.
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Social media plays an enormous reputational factor for both businesses as well as individuals. Your social media says a lot of who you are, what you stand for, and what you are interested in. In this digital age, that is enough information for another individual to make their “first impression” of you without ever meeting you.
This can make finding a job, looking for a new house/apartment, apply for a loan, or even trying to date online for the first time.
Google is a double-edged sword, for this reason, it is imperative that you focus on improving your online reputation before its too late.
Influencer Marketing & Search Engine Optimization Outreach
Another essential facet of ORM is reaching out to the key influencers and opinion-makers within your market. Collaborate and engage with as many influencers as you can possibly can. Instagram and Youtube may be one of the most efficient ways to market your goods/services to the general public as you build your buyer personas. Maybe you already know your ideal customers and have the perfect list of influencers to assist you.
Influencer advertising has turned into a massive business throughout the past couple of years. Due to the effect that online influencers have on customer behavior, organizations are investing hundreds of thousands of dollars in participating micro-influencers that are popular in tiny sub-niches.
Finding these influencers on board with your ORM plan can accelerate your progress and help you attain superior results quicker.
There’s a 10 to 12 week lag period between doing SEO and viewing results.
Waiting to See Reputation Management Results
There’s a 10 to 12 week lag period between doing SEO and viewing results. This is just an average, depending on the scope of work yours may differ. The best reputation management businesses back up their information and public relations use powerful search engine optimization.
They utilize SEO outreach practices to get publishers to mention the link within content that is positive. These links are crawled by Google eventually. However, to observe that the search engine optimization efforts reflected in search results necessitate a little bit of patience. Altering Google can take 6-12 months.
Does the Same Timeframe Apply for Online Review Management?
When it comes to removing reviews, it all depends on how you believe it should be removed. Google, along with other third-party review platforms (i.e. Yelp), will not remove a review simply because “you don’t like it”. In order to remove a review, you must be able to discredit the reviewer or prove they disobeyed that particular platform’s terms of service agreement.
Be smart when you work to hide and suppress negative reviews. You must be strategic and remember to only post new reviews in a “human-like” manner. No, we are not saying post fake reviews, we are saying don’t tell all your customers they NEED to leave a review this week. If you typically get 1-2 reviews per month and suddenly get an influx on a few dozen a day, it is going to look suspicious.
This will help guarantee new reviews don’t get flagged. If a lot of reviews appear unexpectedly, this might appear unnatural to review websites like Yelp. The testimonials are likely to be hidden on that profile, despite the fact that they are real.
As evident in this article, there are simply too many factors involved with an ORM approach to give a definite timeframe. The best thing, for now, is to inform our clients when they should begin to see results.
The solution depends greatly on the current reputation of your brand and also the competition in your business, the maturity of this content approach, the caliber of the new narrative, and search engine optimization variables.
If you would like more details on the reputation management plan or to talk about a possible deadline for the project, contact us now.