Get proactive about online reputation

Businesses have been advised to proactively manage their reputation within the forum of the internet.

Lee Odden, writing for the Online Marketing Blog, said that search engines are capable of influencing potential consumers by offering access to blogs, social networking and media sharing sites which might mention a company, all through search engine optimisation (SEO).

He added that the influence of social visibility was too significant for any firms or brands to ignore.

"Any company publishing content online or that has customers engaging with content online - producing, interacting or just reading - is a candidate for an online reputation management effort," Mr Odden continued.

He noted that an SEO-centric and proactive approach to this would involve monitoring search listings and social media in order to optimise and promote products and services in more areas than a company's own domain.

Meanwhile, search engine marketing expert Rich Kahn said that businesses need to have a basic understanding of the ways that websites are located by search engines.

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