Online Reputation: what it is, how it is monitored and improved

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Online  reputation  (sometimes called  digital reputation ) is a discipline that consists of constant monitoring of the web and social media in search of external references (Twitter, Facebook, review sites, forums and so on) to your brand, or to your own website. All this is done in a systematic way in an attempt to provide a metric on  how we are “seen” by the web  and on how.  Above all, it is possible  to make those results look their best .


You’ve probably heard of  business reputation  and reputation monitoring before. Reputation management on the web  is a real art that unites both big brands and individual professionals. In the past, very famous brands, banks, even future  presidents of the United States  have made use of this technique to monitor the signals that came from the web on a person or a company.


In a complex market such as the current one,  corporate stakeholders  highly value the external image of the brand, including what appears on Google:  improving the  reputation , therefore, can contribute in the medium to long term to the economic health of the company or professional in question. In this specific case, however, sometimes we also speak of  corporate reputation .


They are monitoring objects for web reputation, usually:

the  Google SERPs , or specifically

  • review sites
  • industry forums
  • vertical blogs
  • price comparison sites
  • social networks

These are platforms in which  criticism  or  appreciation of brands can be expressed , which can be important to monitor in order to decide in which direction to direct one’s promotion strategies. At the same time, in some cases, a web reputation consultancy can help the customer to correct their corporate image, which otherwise the web (a typical double-edged sword) could compromise by influencing the perception of the brand, the number of visits to the site and conversions (ROI).



Online reputation, also called  web reputation , refers to the monitoring, verification, tracking and possible removal of  any negative content that is present in the Google search results for  your name or your company. 

Companies generally have to monitor their  brand reputation , and often make use of external consultants specialized in the sector. 

Improve the brand reputation

The concept of brand reputation, therefore, also passes through the evaluation of these aspects. Any person or company that has search results on Google concerning them, in fact, does not always have the possibility to check 100%  the quality and truthfulness  of what is shown. 

This can be a very serious problem to solve, as it can damage the  brand image  and create problems on various levels. A classic case could be that of some  review sites , which may often show  negative reviews about us or our company. 

In these cases, therefore, it is possible to exploit multiple strategies to avoid showing them on the front page, given that Google gives a lot of importance to sites of this type and often, moreover, the  trend  of searches tends to show those results because of the interest. that they generate unknowingly.

How is online reputation monitored?


The management of digital reputation , also known as  web reputation , is a set of activities that include monitoring, analysis of judgments expressed online, interventions aimed at improving the positive signals associated with the brand and reducing the negative ones present on Google, related to the brand or subject in question.

Reputation on the web  is to all intents and purposes a company asset and a source of economic value and allows you to progressively increase the profitability of all activities that are based on the perception of company value.

Today’s consumers are fully active  and turn to numerous subjects (blogs, review sites, influencers, online thematic newspapers …) to obtain information on the subjects they are interested in to develop their convictions and decide whether to make purchases or not.

Reputation  is, to date, a real  asset  in which anyone, both employees and entrepreneurs, should invest. As it affects the way in which the public makes decisions (ask for information, make a purchase, call for a business meeting …) With respect to the subjects in question.

Unfortunately, or fortunately, today  we are all exposed to the judgment of others  in the form of reviews, testimonials, opinions expressed by other subjects. And all those who want to avoid suffering negative effects must engage in constant monitoring of all the signals in the network related to the brand.

Monitoring the reputation  then means implementing the practices and tools capable of evaluating the sentiment – the positive or negative qualities – of the judgments expressed online and intervening to make them more suitable for one’s purposes.

The web reputation  includes the judgments expressed on the web about a brand, a company, a product or service and is closely linked to perception, or the way in which people interpret information relating to a certain entity and draw opinions on their characteristics and their work.

It is even estimated that  the effects of online reputation  affect from 5 to 9% of the company’s overall turnover. This should make us understand how important it is to take care of stimulating positive testimonies as much as possible and counteracting negative ones.

We may note that judgments may also not closely match the information expressed about a brand. 

A simple article that raises questions about the ethics of the activities of a certain company. Even if it does not express a negative judgment and limits itself to asking questions, is already sufficient to arouse a negative impression and therefore potentially worsen the reputation of the company. subject in question.



People through  search engines  collect information relating to the entities that interest them: psychologically, the results that appear among the first positions are those deemed most authoritative and worthy of credit.

If they are articles, videos, editorials, posts, which express  negative judgments , brands can suffer serious damage to their image and reputation.

Search engines act as endless archives that store and return signals. Both positive and negative, expressed by people about individuals, professionals, brands and companies.

Through Google  and other search engines we can identify multiple sources of opinions and judgments such as newspapers, forums, bloggers, industry sites, online magazines, etc. that are destined to influence the considerations of those who must develop convictions towards the brand.

Ignoring  the way people speak in a brand  on the net means not taking into account what already at this moment influences the perception of our potential consumers, and which could affect the results of advertising investments in other media (television, radio, advertisements, journalistic …) due to previous online sentiment.



Website optimization and  public  relations  include a series of activities that make it possible to positively influence  the perception of consumers  and reduce negative signals that can damage the profitability of companies.

Strategic management of online reputation  allows you to create a digital identity in keeping with corporate purposes, to avoid a reputational crisis. And to progressively improve the results of the promotion strategies implemented.

SEO and public relations activities  via the web allow you to:

  • speed up the pace of success
  • increase profitability in a short time
  • intercepting visitors looking for solutions like ours
  • increase the authority of a brand towards its audience
  • increase the chances of forging positive relationships with relevant subjects in your sector and with known influencers
  • increase engagement with your audience
  • improve the awareness of products with less effort than that required by traditional media
  • stimulate positive word of mouth and brand awareness through the network
  • increase sales in the short term in favor of the overall profitability of the company
  • they improve reputation over the competition

How to improve a site’s online reputation

The optimization of the site on the engines  includes a series of activities that improve the use of the contents of a website and the ability of the contents to be received by search engines to be considered among the first results to be offered to user searches.

This means that through the optimization  and creation of content it is possible to influence the kind of information. The  obtainable through search engines to ensure that the negative signals become less visible in favor of the positive ones.

Inbound marketing , guided by positioning objectives, aims to increase the sources of positive signals. In  the favor of digital identity through the production of content. (Blog articles, press releases, posts for social networks…).

Thanks to these strategies it is possible to  improve the perception of brand authority  and amplify the returns of all advertising activities that rely on  positive online reputation  to deliver results.

The web reputation  aims at activities that involve:

  • Web sites
  • blog
  • forum
  • social network

All this in order to provide information on the ability of the brand, to offer effective responses to the needs of its audience and to increase the “esteem” that the search engine has for our presence on the net.

The experts in the  web reputation sector  guide the customer in the creation of a site focused on the name of the  brand. So that it acts as a starting point for the creation of content in order to increase positive information and make the pre-existing ones that damage the corporate reputation.

The site can host a large number of contents designed to improve the  perception of the brand’s authority  such as:

  • articles for the blog
  • video
  • infographics
  • interviews
  • reviews
  • case studies

Among the most effective public relations activities  to improve brand visibility we have:

  • The creation of a corporate blog to offer comprehensive and original content capable of improving people’s perception of the brand’s qualities
  • The acquisition of links from authoritative sites in the sector to gain authority. Over the search engines and improve positioning
  • The use of influencers to promote knowledge of products and services. Stimulating reviews and insights in order to convince viewers of the quality of the offer
  • the production of press releases to generate a constructive flow of news for the purpose of the positive reputation of the brand


How do you know what people are saying about our brand? Sentiment analysis  is a fundamental recurring activity in  online reputation management. Which allows you to monitor over time how the public ‘s  perception of the brand evolves.

For this purpose various software are used such as:

  • Google Alert to receive email alerts every time the brand is mentioned in some source
  • Seozoom or Semrush to identify searches that name the brand
  • Mention to monitor the web and find out all the conversations concerning the brand
  • Facebook search to find posts from people who mention the brand

Still from the point of view of defending one’s reputation on the web, Google itself provides some useful tools.  By this we mean the fact that we can request the Mountain View search engine to remove certain information about us from its index.

To do this, you need to follow a procedure and obviously. Certify your identity and provide valid reasons as to why you want to de-index a content.

Our agency  helps you to use these  tools  and public relations in a really effective way to generate a reliable online presence. To counteract the phenomena that can damage your credibility and to remove low quality links that risk penalizing you.

We take care of creating strong signals in support of your digital reputation. Expanding the visibility of your brand through relationships with subjects perceived as authoritative by your audience. Creating content optimized for search engines and designed to transmit persuasive information  in support of your online visibility .