There have always been benefits to having a good reputation. Our reputations, however, are becoming more important now that we live in a digital age, and they are also more permanent.
Businesses and individuals alike must learn to navigate these issues, as they have only become more important.
As online searches become more popular, maintaining and managing our online reputation will be more important. As we move from an era of information to reputation, we can say that the age of information is over.
Various studies have found that people trust what they see and read in search engine results, with the Pew Research Center pointing out that 91% of people trust what they see and read. The Edelman Trust Barometer indicates that 65% trust these results more than anything else.
A person’s perception of themselves determines who they are. It doesn’t matter what you do because the things that matter remain the same. Unlike your digital footprint, which changes quickly, the news cycle remains the same.
What we upload
We upload many things to the Internet: reviews, comments, social media profiles, photos, and posts, all of which influence the search results. However, the first Google page does not mean that these results no longer have relevance.
In addition to affecting behavior, decisions and reputation are also impacted. We must understand how to manage our virtual reputation.
After a decade of working in the reputation management industry, I have seen the bad, the good, and the ugly. We have included a few tips to help you keep up with the fast-paced, volatile world of reputation management.
From the perspective of a digital consumer, Google is the name of the Internet. The phrase means that you can learn something about any individual or company, brand, or product by simply typing that individual or company’s name into Google.
This search is the most powerful and important of the three, as Google literally can deliver results for any individual or company. You can learn a lot about someone or something if you type their name into Google.
What you will learn about an individual or company is often more important than what you learn about a brand, product, or service. Therefore, this is the area that should be most important for a digital brand.
However, when it comes to brands and product companies, this is not necessarily the ideal search. Brands and product companies (and the businesses that help them) should be searching for other, more specific search terms.
If you search “Dell,” you will get a variety of results. Those results will be sorted based on keywords in that phrase, and you will find information about Dell from Dell itself.
If you search for “monitor” or “LCD,” you will see a slightly more limited number of results that relate to Dell in some way, but it will still be far more useful to learn more about Dell’s product line rather than just the monitor or LCD product it makes.
Benefits of search results
Another benefit of a brand’s/product’s search results is that a brand can be known for the product or service it makes. If you search “mac” into Google, you will get many results related to Macs.
You will also see results that talk about the Mac Store, Apple Watches, and other products that Apple makes. You may have found a website with a beneficial review of Mac products, or you may have even searched for a specific Mac product and found a review of that product or website.
When you use the phrase “supermarket,” the results you will get will include the name of that company, along with the name of the store itself. However, this phrase is of limited use in that you will see results that only refer to a specific brand.
In this situation, it is a key difference in search results between a brand’s/product’s search results and what you can find on Google or other search engines. The term supermarket may not necessarily be useful for companies that sell many items or products. The term will be more useful for grocery stores and supermarkets.
Best aspects of a digital consumer’s digital reputation
One of the best aspects of a digital consumer’s digital reputation is that she/he has the option to change it at any time by changing search queries. Companies or individuals who have negative search results related to their brand (or perhaps just a negative perception of the brand in general) can use different keywords in their Google search queries.
For example, if you type in “Dell monitor,” Google will pull up a few results. If you type in “cable” or “mains,” you will be presented with many results related to the latter and not the former. But you can change the search term at any time, which is a significant advantage of a digital brand’s search results over a digital reputation.
For a digital brand’s reputation, the goal should always be to see a positive result in all three of the aspects of digital reputation that are discussed here: search results, search results that are customized, and search results that are linked to any external website that offers additional insight or analysis into that company, brand or product. However, digital consumers can see positive search results in all three aspects of a digital reputation if they are the most relevant.