What happens when you search for your business name, company products and services, or employee and owner names on major search engines such as Google? Are most of the top results positive endorsements of your company or your official web sites? Or, are some of the top results negative comments coming from disgruntled customers, former employees, and competitors?

If your search engine results are not excellent, you do need to clean them up. Search engine results can affect your bottom line, because:

1. Many people use the Internet as a primary form of information before deciding which companies to do business with. A potential customer may look up your information on the Internet, hoping to find information about your company. Unfortunately, any negative reviews may overshadow positive testimonials and glowing reports from satisfied customers. It is human nature to be somewhat fearful of new things, and potential customers not familiar with your business may rather risk doing business with a competitor rather than risk doing business with you if you have many negative comments. Quite simple, negative online comments about your business are red flags for potential customers.
2. The media uses search engines when looking for sources and information about businesses. If you do have a marketing strategy that includes dealing with the media, you can be sure that media contacts research your business and company online. While it’s true that you want all your media contacts to have the full story and to have an objective view of your business, many of the negative comments that may be appearing on search engine results and web sites may be anything but objective. If you don’t want these sorts of negative comments to end up in articles and news stories about you, you need to take care of bad search engine results upfront.
3. Search engine results have a way of perpetuating themselves. If someone researches your company name via search engines and find results are less than complimentary, that person may pass on that information — or misinformation, as the case may be — to other people through personal web sites, blogs, and forums. For example, many people use forums to ask others about a particular company. Someone who does not even have any experiences with your company may Google your company name and respond to the questioner with a comment along the lines of “I don’t know much about this company, but these URLs suggest that they have some problems….” You certainly don’t want you or business discussed this way online.

Obviously, poor search engine results are serious problem. In fact, they can be as much of a problem as not showing up on search engines at all. To fix search engine rankings, you need to speak to a reputation management service. Professionals can find out exactly what is going on with your online reputation — whether a reputation problem is being caused by a few individuals or is a more sustained problem. Professionals can then advise you on the steps you need to take right now to get immediate results.

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