What would happen if you were to find that one of the directory sites, or one of the web pages appearing in the top ten search results had negative information about your company? There is not much that you can do once a negative review is already posted. The most important thing for you to do is to get as much positive and true information posted as possible as well as to share it on social media platforms. The best defense against negative information is to flood the search engines with positive information.
The strategy is not much different for executives closely associated with your company. Consumers and business people will often conduct a Google search about a company’s executive as well as their company. In the mind of customers, you the owner or manager IS the company. Therefore, if negative information about a company seen online can keep a prospect away; the same is true of negative information about the owners and visible executives.
Executives should take care to post positive information on site and platforms with their personal/professional name.
1) Blogs-Executives and owners should attempt to make sure their name is secured and if possible populated with an active blog.
2) Social Media-Executives and owners should make sure their personal accounts reflect what they would want their best customer to see.
3) Videos-Executives and owners should make sure that videos posted with their name and/or the company’s name should be complementary.
Google My Business is the most widely used of all of the local business directory sites. Much of that has to do with Google getting over 65% of all of the search traffic. When consumers are looking for information, many use it without even thinking about their choice of search engine.
Because Google My Business directory listings often show up first before the top ten web pages, it is an important opportunity for every dental practice to participate.
One aspect of Google My Business that every business owner needs to be aware of is that consumers are encouraged to share their reviews of the businesses that are listed. That means that if a patient has an exceptionally good experience at your practice, they will have the opportunity write a review. That review will show up in your actual Google My Business listing.
However, the opposite is also true. When patients have a bad experience, they will be empowered to leave a review on the Google My Business page. This scenario is now amplified because Google has now tied their social network to their business directory. Therefore, the patient who reviews your practice will be potentially sharing that review with their personal or professional network.
The nature of reviews online is such that most of the people who respond, tend to do so when they have a bad experience. Those who have the experience that they were expecting or that they feel they paid for are unlikely to respond. Therefore, you will need to make sure to either have a staff person monitor your Google My Business listing, or you will need to make it part of something you do personally if you don’t have a staff. One bad review on your Google My Business listing could be enough to discourage a prospect from trying out your product or service.
When you do get a negative review there is no need to panic. Google My Business gives you the opportunity to answer the person who left the review. Additionally, Google is taking steps to make sure that the review that is left is authentic by connecting the permission to write a review to their social network.
One of the good things about Google My Business is that those who leave reviews will need to be tied to a real social networking account. While that won’t necessarily stop bad reviews, it will discourage individuals from talking about things that were untruthful. Additionally, Google My Business gives you the opportunity to respond to those who had a bad experience.
However, in some of the lesser used business directories you do not necessarily have the same kind of opportunity across the board. That means that those who use sites like Yelp.com, CitySearch.com or Angie’s List might go unanswered having left negative feedback. Answering them is not always going to be an option once their review is posted.
Additionally, it doesn’t always read well to a prospective patient if you are seemingly making excuses for what was perceived to be bad service. So you will need to be careful as to how you approach the situation.
The best way to manage your reputation online for your practice is to make sure that you have as much positive information as you can posted and positioned online. That means having everything from blog posts to patient reviews, to emails, to personal conversations, to videos. Whenever you have positive feedback from your patients, make sure (with your patient’s permission of course) that this information is posted where people who are looking for your products and services will see it. The best way to weed out negative information online about your practice is to make sure that there is honest and positive information that displaces it.
Additionally, make sure to monitor all of your keywords for reviews that are posted about your practice. When you have the opportunity to do so, you should answer them. Moreover, you will want to make sure that those patients that have good experiences go through the trouble of rating you. Make sure to remind them with signage, when they sign in or out of their appointment, emails and even their receipt when it is relevant.
Would you like help getting more positive reviews for your practice? Contact us at email@example.com