Reputation starts with a search query

Before someone contacts your business, they may already have formed a first impression. Headlines, business profiles, images and discussions all contribute. A reputation audit follows the same path as a prospective customer.

Look through your audience’s eyes

List brand names, spelling variations, key representatives and product queries. Record the date, region, search engine and URLs. One set of results on one device does not describe the whole picture.

Separate the tasks

A factual error needs verification and an approach to the source. A real customer complaint needs a response and a solution. Missing information calls for useful content. Applying the same response to every situation rarely works.

Measure change

Track the composition of results for agreed queries, new sources, the quality of official pages and the nature of incoming enquiries. A useful strategy connects publications with a specific audience need. Its report should make it clear what has actually changed.