Your online reputation isn’t just a reflection of your brand—it is your brand. In today’s digital-first world, a single Google search can shape a potential customer's decision to do business with you or walk away.
According to BrightLocal, 96% of consumers read online reviews about local businesses before making a decision. Even more concerning, 87% won’t consider a business with a low rating or negative search results [source].
Whether you’re a startup trying to gain early traction or a growing business dealing with negative press, your visibility in search engines directly affects your credibility. Fortunately, SEO offers powerful tools to improve, control, and protect your online reputation.
Here are five proven strategies businesses can implement today.
1. Control What Shows on Google: Own Your Branded SERP
When someone Googles your business name, what do they see? If your homepage is the only branded link on page one and the rest are third-party review sites, outdated listings, or even complaints, you’ve got a SERP problem.
Controlling your Search Engine Results Page (SERP) for branded terms is one of the most effective ways to manage your reputation.
What You Can Do:
- Create and optimize multiple pages on your website targeting branded keywords like “Your Business Name reviews,” “Your Business Name services,” or “Your Business Name + location.”
- Maintain active profiles on platforms like LinkedIn, Medium, YouTube, and Google Business Profile. These high-authority domains often rank quickly and can occupy page-one space.
- Develop blog content and case studies that mention your brand naturally and provide useful information for your audience.
The more positive and owned content you publish, the more you can push down outdated or negative results, giving you greater control over your narrative.
2. Publish Branded Content That Builds Trust
Branded content helps business owners tell their own story and SEO ensures that the story gets seen.
When customers search for your business, they’re not just looking for a product or service - they're searching for proof that you're trustworthy.
What You Can Do:
- Publish blogs, customer success stories, and founder interviews that highlight your values, achievements, and expertise.
- Use your blog to answer commonly searched questions about your industry or product—this not only builds trust but also supports SEO.
- Include testimonials and reviews on a dedicated page. Optimize it with structured headings and branded keywords.
SEO Tactics:
- Use your brand name in meta titles, URLs, and internal links.
- Build internal links from blog posts to key branded pages to help search engines understand your content hierarchy.
This approach positions your business as a credible source while helping you climb higher in branded search rankings.
3. Use Press Releases as Strategic SEO Assets
Press releases aren’t just for big corporations. They’re also an SEO-friendly way for small businesses and startups to boost visibility and authority.
When distributed through trusted newswires or PR platforms, a press release can rank for months and sometimes years on Google.
What You Can Do:
- Publish press releases for product launches, partnerships, awards, or community initiatives.
- Include links back to your site and use natural language anchor text (e.g., “our ecommerce mobile app” instead of keyword-stuffing).
- Submit your release to outlets like PR Newswire, EIN Presswire, and industry-specific news blogs.
SEO Tactics:
- Use your brand name and location in headlines and subheads (e.g., “XYZ Tech Launches New AI Product in Austin”).
- Include a branded boilerplate at the bottom with links to your website and social profiles.
A consistent PR strategy, powered by SEO, helps businesses build search presence while reinforcing credibility.
4. Implement Schema Markup for Better Search Visibility
Schema markup helps search engines understand your content better and display it more attractively in search results.
For example, if you add review schema to your testimonials page, Google may show star ratings right in the search snippet, instantly boosting credibility and click-through rates.
What You Can Do:
- Add Review Schema to your testimonials or product review pages.
- Use Local Business Schema to improve your local presence.
- Use FAQ Schema on support or product pages to increase visibility in featured nippets.
SEO Tactics:
- Use Google’s Rich Results Test to validate your schema.
- Try tools like Merkle’s Schema Generator or TechnicalSEO.com to generate markup.
Schema won’t improve rankings on its own, but it enhances your search appearance, helping your business stand out and build trust at first glance.
5. Monitor Branded Search Terms and Respond Strategically
Online reputation is not static. It’s constantly evolving as customers talk about your brand, competitors react, or algorithms shift. If you’re not tracking how your brand appears in search, you’re missing opportunities to protect and improve it.
What You Can Do:
- Set up Google Alerts for your brand name, products, founders, and competitors.
- Use Google Search Console to track branded keyword queries and performance.
- Leverage tools like SEMrush, Ahrefs, or BrandMentions to monitor changes in sentiment and rankings.
When you see a negative mention or review start ranking, don’t ignore it.
How to Respond:
- Create content that addresses the issue, such as a blog post, explainer video, or updated FAQ.
- Reach out professionally to comment or clarify the situation if it's on a third-party blog or forum.
- Request updates or removals for factually incorrect content through official channels when appropriate.
By staying on top of your brand’s search presence, you can take control before problems escalate.
Final Thoughts
Many business owners view SEO only as a tool for traffic or leads. But in reality, it plays a crucial role in shaping how people perceive your business. From owning your SERP and publishing strategic content to enhancing results with schema and monitoring branded keywords, SEO is your first line of defense in online reputation management.
If your business is struggling with negative reviews, outdated content, or visibility issues, you're not alone. These are common challenges, especially for startups and growing companies navigating rapid changes.
Need Help Controlling Your Online Reputation?
Get in touch to learn how we can improve your visibility, build trust, and protect your brand through a custom SEO strategy.
