Your brand’s online reputation can make or break customer trust, sometimes in just a few clicks. A single bad review, outdated article, or viral tweet can undo months of hard work. And the worst part? Most businesses don’t even know it’s happening until it’s too late.

That’s where online reputation management (ORM) steps in. It’s not just about damage control; it’s about actively shaping how people see your brand across search engines, social media, and review platforms. 

In this blog, we’ll break down what ORM means and show you simple, effective ways to take control of your digital image before someone else does.

What Is Online Reputation Management?

Online Reputation Management (ORM) is the process of shaping how your brand is perceived across the internet. It’s a long-term strategy that focuses on building trust and credibility.

ORM includes monitoring what’s being said about your business, responding to customer reviews (both positive and negative), managing social media conversations, and optimizing search results to reflect your brand in the best light.

Whether it’s a product review, a blog post, or a tweet, every piece of content related to your brand contributes to your reputation. And with people turning to Google and social media before making buying decisions, maintaining a clean and consistent online presence is essential. 

9 Best Practices to Build a Strong Online Reputation

Even a single negative comment can influence perception. That’s why it’s essential to follow a proactive, consistent strategy. Below are nine practical steps to help you manage and improve your brand’s online presence effectively.

1. Audit Your Current Online Presence

Before building a strong online reputation, you need to know how your brand is currently seen. A reputation audit helps you identify what’s working and what needs fixing.

Here’s how to do it:

• Search your brand in incognito mode: This gives you unbiased results from Google.
• Review the first page of results: See what content shows up—news, reviews, social media, videos, etc.
• Analyze your Google Business Profile: Check reviews, ratings, photos, and customer feedback.
• Scan key platforms: Look at your presence on social media, forums like Reddit, and review sites like Trustpilot or Yelp.
• Make a control list: Identify which properties you manage (like your website or LinkedIn) and which you don’t (like third-party review pages).

This process gives you a clear picture of how your audience experiences your brand online.

2. Build a Solid Reputation Management Strategy

Once you’ve audited your online presence, it’s time to build a plan that actually works. A clear strategy helps you stay organized, consistent, and responsive when it matters most.

a. Start with Priorities

Not all reputation issues need urgent attention. Use an Impact Matrix to sort your tasks:

• Quick wins are fast to fix and offer real value (like replying to a negative review).
• Big bets require effort but can significantly improve brand image.
• Fill-ins are easy but low-impact.
• Thankless tasks drain time without adding much value.

b. Create Clear Documentation

You can’t manage what you don’t structure. Define who’s responsible for each platform, create templates for common replies, and list influencers or users you should or shouldn’t engage with.

c. Set Communication Guidelines

Decide what deserves an immediate response. A viral negative tweet from a key influencer? Urgent. A basic product question on Facebook? Schedule a response, but no rush.

d. Define Your Tone of Voice

Is your brand playful, professional, or bold? Align your communication style with your values and audience preferences. For example, use emojis if your brand is casual, avoid jargon if your users prefer clarity, and always stay respectful, even under pressure.

Having a strong ORM strategy in place will save time, reduce mistakes, and help your brand maintain a consistent voice across every channel.

3. Monitor Brand Mentions in Real-Time

You can’t manage what you don’t hear. That’s why real-time monitoring is a non-negotiable part of online reputation management.

Start with free tools like Google Alerts to track mentions of your brand name, variations, and common misspellings. These alerts will email you when new mentions appear in Google search. It’s a basic but useful starting point.

However, Google Alerts won’t catch everything, especially not in real-time. For more comprehensive tracking, use a dedicated brand monitoring tool like Semrush Brand Monitoring or Mention. These tools scan the web, including blogs, forums, and news sites, for any mention of your brand.

💡 Set up a brand query to monitor your name, products, or campaigns.

📊 Use filters to focus on negative sentiment or priority sources.

📈 Check the analytics tab to see mention trends over time.

This lets you catch issues before they go viral, respond to praise or criticism faster, and stay in control of your brand’s online narrative.

4. Plan for a Crisis Before It Happens

Crisis rarely comes with a warning, but your brand’s response doesn’t have to be reactive. A clear crisis management strategy can help you stay ahead and control the narrative before things spiral.

Start by assigning clear roles and responsibilities. Know who will monitor conversations, who will draft public statements, and who has the final say on messaging. Having a structured communication flow keeps things calm under pressure.

✔️ Use media monitoring tools to catch issues early. Tools like Semrush’s Brand Monitoring or Mention can alert you the moment sentiment shifts or conversations spike.

✔️ Monitor industry trends that could affect your business, such as regulatory changes or controversial topics.

✔️ Know where your audience is. If most of your customers are on Facebook or LinkedIn, be prepared to respond there first.

✔️ Create response templates in advance. But personalize them when needed, don’t sound robotic or indifferent in sensitive moments.

5. Ask for Customer Reviews the Right Way

Customer reviews play a major role in shaping public perception and Google rankings. Encouraging honest, positive feedback boosts your credibility and helps others trust your business before ever clicking your site.

Start by making it easy to leave a review. Add direct links to review platforms in your thank-you emails, post-purchase messages, or even on receipts. The fewer steps it takes, the more likely someone is to respond.

Here are some proven ways to collect more reviews:

📩 Send follow-up emails after a purchase with a polite request and a direct review link

🎁 Offer small incentives like discount codes or loyalty points for leaving feedback

🗒️ Include simple instructions so even non-tech-savvy users can leave a review quickly

💬 Respond to all reviews. Good or bad, to show that you care

📞 Encourage direct contact for complaints to reduce negative public posts

A thoughtful review strategy helps SEO and builds long-term trust. And the more visible your brand’s positive reputation becomes, the more likely new customers will choose you over competitors.

6. Respond to Negative Reviews Thoughtfully

Negative reviews can hurt both your reputation and your revenue. In fact, 94% of people say a bad review can stop them from choosing a business. But the damage isn’t always permanent, if you respond the right way.

Start by claiming your profiles on platforms like Google, Yelp, or TripAdvisor. Set up alerts so you know the moment a review is posted. Tools like Semrush’s Review Management can help you monitor and analyze reviews across platforms.

Here’s how to handle negative reviews:

🕒 Respond quickly. A fast, thoughtful reply shows you care and prevents issues from escalating.

🙏 Be polite and empathetic. Acknowledge the concern, thank them for the feedback, and offer help.

✅ Admit mistakes if necessary. But do it carefully, acknowledging without exposing your business legally.

🌐 Keep it public when appropriate. Public replies show other customers you’re attentive and accountable.

💵 Offer a resolution. Whether it’s a refund, discount, or a second chance, show you’re solution-oriented.

📢 Suppress bad reviews with positive ones. Ask happy customers for reviews, share testimonials, and build backlinks to strong content.

Also, if you spot a fake or misleading review, report it to the platform right away.

Every review is a chance to build or rebuild trust. Thoughtful responses and proactive engagement can turn unhappy customers into loyal advocates.

7. Stay Consistent with Your Branding

Consistency isn’t just about logos and colors—it’s about tone, messaging, and the way your brand behaves online. Every tweet, email, blog post, and even a quick reply to a customer comment adds up to the bigger picture.

If your brand’s voice is formal, keep it professional everywhere, from LinkedIn posts to customer support emails. If your brand is playful, keep that same tone in your Instagram replies, using emojis or slang to maintain a casual vibe.

Here’s how to ensure brand consistency:

✅ Use a defined brand voice guide so everyone on your team knows how to communicate

🧭 Align visuals and tone across all platforms, from website to social media to email.

🔁 Review all customer-facing touchpoints regularly. Inconsistencies often creep in over time.

🔍Regularly review your listings on platforms like Google My Business, Yelp, and others to ensure information is accurate.

📝 Train your team to represent the brand correctly in comments, reviews, and support chats.

Even one off-brand comment can confuse your audience or weaken trust. Consistency helps reinforce who you are and makes your brand more memorable.

8. Create Valuable Content Around Your Brand

Branded keywords like “[your company] reviews” or “is [your product] worth it” tell you exactly what people want to know about your business. Creating helpful content around these search terms lets you shape the narrative and rank higher on Google.

This is one of the smartest content-based strategies in online reputation management.

Take Airbnb, for instance. When users search “is Airbnb safe,” a helpful blog post from Airbnb itself appears on page one. This builds trust and pushes down any negative third-party reviews.

Here’s how you can do it:

🔍 Find your branded keywords using tools like Semrush or Google Search Console.

🖊️ Write content that addresses user concerns, FAQs, or brand-related comparisons.

✅ Follow SEO best practices. Use branded keywords in the title tag, H1, meta description, and intro paragraph.

🔗 Build links to your content through outreach, guest posting, or PR.

📢 Distribute it on social media, press releases, and email to extend reach.

The goal isn’t just to create content. It’s to control what people see when they search for you.

9. Collaborate with the Right Influencers

Influencer marketing can be a game-changer for online reputation when done right. The key lies in choosing influencers whose values, audience, and tone align with your brand.

Here’s how to do it right:

🎯 Define your campaign goals. Are you aiming for awareness, conversions, or content creation?

💰 Set a realistic budget and research influencer pricing.

🔍 Use discovery tools to find niche influencers who already talk about or engage with your brand.

🗣️ Reach out personally. Explain why you chose them, outline campaign details, and suggest next steps.

📊 Track performance from day one to measure ROI and adjust as needed.

✅ Follow legal guidelines. Ensure sponsored content is clearly labeled with #ad or #sponsored.

Choosing the right voice for your brand not only expands your reach but also protects and strengthens your reputation in the long run.

Why Is Online Reputation Management Important?

Your online reputation is your brand’s digital credibility. Most customers check online opinions before making a purchase. A single negative review or article can damage trust, while a strong reputation builds loyalty and drives conversions.

Here’s why online reputation management (ORM) matters:

• Builds Trust: Positive reviews and mentions help potential customers feel confident about choosing your brand.
• Influences Buying Decisions: According to BrightLocal, 98% of consumers read online reviews for local businesses.
• Impacts SEO: Google favors trustworthy and credible sites. A strong reputation can improve your search rankings.
• Protects Your Brand: ORM helps detect issues early, before they escalate into major PR problems.
• Improves Customer Relationships: Active monitoring and responses show customers you care and are willing to improve. 

Ignoring your reputation online is a risk you can’t afford. Managing it actively gives your brand a powerful edge.

Types of Digital Reputation Management Software

Digital reputation management software helps businesses keep track of what people are saying about them online. These tools make it easier to see reviews and feedback so you can respond quickly and keep a good image.

1. Yext Reviews: Introduced to help businesses manage their online listings and reviews across various platforms. Yext Reviews makes it simple to monitor and reply to reviews, ensuring your business information is accurate everywhere.
2. Reputation: This software was created to give businesses a comprehensive view of their online reputation. It collects feedback and reviews from multiple sources, allowing companies to analyze and improve their startup customer experience.
3. Podium: Podium focuses on improving customer interactions through messaging and online reviews. It helps businesses collect more reviews and communicate with customers more effectively, enhancing the overall customer experience.
4. BirdEye: Launched to provide businesses with tools for review management, customer surveys, and listings management. BirdEye helps companies collect feedback, understand customer sentiment, and improve their online presence.
5. Reviews.io: This platform allows businesses to collect and manage customer reviews easily. It supports gathering authentic reviews directly from customers to boost trust and credibility online.

Such software was introduced as businesses realized the importance of online reputation in attracting and retaining customers. They offer features like review management, customer feedback collection, and online presence optimization to help businesses maintain a positive image online.

Conclusion

Online reputation management is a proactive strategy that shapes how people see your brand. Whether you’re a startup or an established business, what’s said about you online can influence buying decisions and trust. 

Staying consistent, listening to feedback, and responding wisely can build long-term credibility. ORM isn’t a one-time effort; it needs ongoing attention. By using the right tools and strategies, you’ll not only protect your brand but also grow it through stronger relationships and better visibility.

Frequently Asked Questions