February 10, 2017 / #SEMPOchat, Featured


Recapped by:

Andrew Foster, Owner / Head of Accounts at Foster Ideas

Hangout Intro:

Hangout Topic: Online Reputation Management

Hangout Date:  1/31/17


Andy Beal, CEO of Reputation Refinery

Elmer Boutin, Director, Organic Search (SEO) at GTB (Formerly Team Detroit and Blue Hive – divisions of WPP)

Simon Hesltine, VP of Search, forrent.com


Top Takeaways:

  • For online reviews on Yelp, Glassdoor, Facebook, etc. it’s important to have a steady flow of positive reviews. Having a couple of negative reviews and then an influx of positive reviews raises red flags.
  • Approach ORM with a three pronged approach: Domain defense (buy yourbrandsucks.com, for an example), reputation defense, and content defense.

Discussion Points:

How much do reviews influence online reputation?

There is a very strong correlation between a business getting a new review and appearing in organic, local search results. Long term, fake reviews will cause harm.

Glassdoor is one of the few sites that encourages employees to leave reviews. It’s helpful because people are increasingly concerned with how companies treat the employees, because it may affect how they treat customers.

Small business owners do have some tools to fight back against fake reviews on Yelp, like flagging for removal.

How would you go about evaluating a tool or an online reputation service?

Important that the contact not lock you in. The first thing you should be looking for is to get an audit, because with reputation management, you simply, “don’t know what you don’t know.” It’s important that the organization or tool provide solid reporting with actionable insights. You get what you pay for – vendors charging a minimal amount per month may just be spamming, so it’s important to understand what tactics they’re going to use.

How might Google be looking to use online reputation management in organic search in the future?

In the latest Google website evaluator guidelines, there’s a section that specifically talks about reputation. Google will likely bake reputation into website quality score in the future, which will affect organic search rank. Establishing identity within Google’s knowledge graph is becoming part of SEO.


SEMPO Google Hangouts:

SEMPO Chats with Industry Experts are developed by SEMPO’s Education Committee to help industry professionals learn about topics and ask questions in an informal setting. Chats are interactive discussions in Q&A format, conducted as a Google Hangout on Air. All hangouts are streamed LIVE on Google+ or on YouTube (pick your preferred site). Please make sure to add SEMPO to your Google+ Circles so that you can be one of our on-camera participants and receive notifications as Chats are planned. We also encourage you to take the conversation on Twitter at #SEMPOchat.


Presented by the SEMPO Education Committee and Industry Experts, SEMPO Chats cover topics in an open question-and-answer format live on YouTube. This month the theme Local Search. Our committee members and guest speakers will tell us about themselves, dive into the details of the monthly topic, and encourage questions from the audience throughout. If you’re not camera shy, you can join on-air through Google+ during the live event. Otherwise, you can watch below, watch on YouTube, or watch on Google+.


Tuesday, February 28th, 2017 at 11 AM Pacific, 1 PM Central, 2 PM Eastern

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  1. Hi, It’s a nice post. Once I was in this business where lots of ORM job used to come. The things we would do is to earn positive reviews. For that we buildup our social network relating that business, get more friends and let them aware and like our page and of course urged them to write some positive reviews for us. And it worked because positive reviews have great impact on organic search result and local listing.

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