Google Reputation Management Audit
We decided to provide some actionable advice on how to manage your dealership’s reputation and conduct online reputation management audits. Of course we will do all of this for you as part of our overall Lead Harvesting package – Reputation Audits are no trade secret. It is an imperative for every dealership and we want to encourage dealerships to perform audits often.
With dealership reputation management, keyword research is focused primarily on protecting the brand, the branded products, and other the important brand search terms (i.e. the CEO’s name). Using the Google Analytics filter feature, it is very easy to quickly find the branded keywords and their misspellings by including a string of text from the dealership’s name. Compile a list of all branded keywords that have significant traffic – these will be the keywords that are monitored moving forward.
Google Sentiment Audit
Once a dealership’s list of branded keywords is compiled, it is time to conduct a Google Sentiment audit by compiling a list of the first 30 results for the branded keywords in spreadsheets. The spreadsheets should include the ranking website, the owner of the ranking page, and the sentiment of the brand mention.
Color code the spreadsheet as follows:
Green – positive (good reviews, pleased customers)
Yellow – neutral (another brand with the same name or non-related pages)
Red – negative (bad review)
Next, code the spreadsheet according to who owns the ranking page:
Owned – you own and host these sites
Controlled – WordPress, twitter, or other sites that you control, but don’t own
Influence – content that you cannot upload, but that you can influence (business partners or employee’s blogs/accounts)
Third Party – no influence
80% of the time and effort invested should be focused on the content you own, 10% on content you control, and 10% on content you influence. Due to focusing time on the content that can be changed, the dealership will achieve maximum benefit and achieve more branded term rankings.
If the dealership does not have serious reputation management issues, it is a good idea to conduct the Google sentiment audit once per month. However, if the dealership is currently experiencing a reputation management issue, it is a good idea to monitor the changes daily to understand the changing reputation environment.
With online reviews and reputation management steadily growing in importance, it is important to conduct Google sentiment audits on a regular basis – this will provide the organization with information related to branded terms and helpful in developing an online reputation strategy.
Advanced Dealer Systems has the resources and the experience for correcting negative reputation issues. If you have trouble correcting these issues please give us a call and we will be happy to help and answer your questions.