Understanding what people are typing into search engines about your brand, business, or personal reputation is a crucial step in shaping an effective reputation management campaign. Whether it’s discovering negative reviews, complaints, or positive feedback, knowing the right keywords can help you focus your efforts on addressing and improving your online presence. Here’s a guide to help you uncover what people are searching for in relation to your reputation.
1. 🔍 Use Google’s Autocomplete to Identify Concerns
Google’s autocomplete feature is a quick and easy way to discover what people are searching for when it comes to your name, business, or brand. Simply begin typing the name or a product/service you’re concerned about, and Google will provide a list of the most common search queries. These can often reveal public concerns or misunderstandings, such as “Company Name reviews” or “Company Name complaints.”
Pro Tip: Start with your brand name and observe whether phrases like “scam,” “lawsuit,” or “fraud” pop up. This can help you focus on addressing any negative perceptions.
2. 📊 Monitor Google Trends for Brand Sentiment
Google Trends allows you to monitor how search interest in your name or brand changes over time. By analyzing the data for specific terms related to your reputation, you can see if there’s a spike in searches for negative or damaging phrases. This is particularly useful during a PR crisis or after launching a new product or service.
Pro Tip: Compare your brand name with phrases like “complaints,” “problems,” or “feedback” to gauge overall sentiment.
3. 🛠️ Use Reputation-Specific Tools Like Mention or Brand24
Tools like Mention and Brand24 are designed for reputation management and allow you to track specific keywords related to your brand across social media, blogs, and news sites. These platforms provide real-time alerts when your name or business is mentioned online, letting you quickly respond to issues or amplify positive feedback. You can identify the most common keywords associated with your brand, helping you prioritize your focus.
Pro Tip: Look for recurring keywords in negative mentions and address these issues directly in your campaign.
4. 🖥️ Analyze Competitor Keywords with Tools Like Ahrefs or SEMrush
Using tools like Ahrefs or SEMrush, you can dive into the keywords your competitors are ranking for and the terms people are using to search for them. This can give you an idea of common concerns or praises in your industry. By knowing what potential customers or clients are searching for about your competitors, you can adjust your own reputation management strategy to highlight your strengths or proactively address potential weaknesses.
Pro Tip: Compare how your brand’s keyword rankings differ from competitors in areas like “reviews,” “customer service,” or “performance” to identify where you might need improvement or promotion.
5. 💬 Track Social Media Conversations Using Hashtags and Keywords
Social media platforms are often where reputational issues arise or are discussed. By tracking hashtags and keywords related to your brand or industry, you can spot trends and conversations that influence public perception. Tools like Hootsuite or Sprout Social allow you to monitor these conversations and stay ahead of any potential reputation issues.
Pro Tip: Watch for hashtags that combine your brand name with words like “issues,” “problems,” or “recommendations” to get a sense of how the public is discussing your reputation on social media.
6. 📉 Examine Google Search Console for Branded Keyword Data
Google Search Console provides direct insight into what people are searching for when they land on your website. You can analyze the branded keywords people use to find your site, helping you understand their concerns or interests. This tool also shows search impressions and click-through rates for specific queries, giving you an idea of how well your site responds to reputational concerns.
Pro Tip: Pay attention to any sudden drops in branded search terms or spikes in negative keyword queries, as these could signal a reputational issue that needs immediate attention.
7. 📝 Review Google’s “People Also Ask” Section
Google’s “People Also Ask” box shows common questions related to a search query and can be a goldmine for understanding what concerns people have about your brand or industry. By typing in your company name or a related service, you can find questions that indicate areas where your reputation might be vulnerable or areas of misunderstanding.
Pro Tip: Use these questions as a starting point to create content that directly addresses potential concerns, providing clear answers and showcasing transparency.
8. 🔔 Set Up Google Alerts for Real-Time Keyword Monitoring
Google Alerts is a free tool that allows you to track keywords and phrases related to your brand or reputation. You can set alerts for your company name, products, or any potential negative keywords (e.g., “scam,” “complaint”). Google will send you an email whenever your selected terms appear in new web content, allowing you to stay ahead of any potential reputational damage.
Pro Tip: Set alerts for variations of your brand name, including common misspellings, to ensure you don’t miss any critical mentions.
9. 📢 Survey Your Audience for Direct Feedback
Sometimes the best way to discover what people are searching for or concerned about is to ask them directly. Use surveys, feedback forms, or polls to ask your customers or clients what questions they have about your brand or what led them to search for you. This provides valuable firsthand insight into the keywords that matter most to your audience.
Pro Tip: Offer an incentive, such as a discount or exclusive content, to encourage participation in the survey. This will increase response rates and provide more comprehensive data.
10. 🛡️ Monitor Review Sites for Common Phrases and Keywords
Platforms like Yelp, Trustpilot, and Google Reviews are essential for understanding how people view your business. Review sites often contain recurring phrases and keywords that signal common issues or highlights about your reputation. Pay attention to the language people use in both positive and negative reviews, as this can help you tailor your response strategy.
Pro Tip: Analyze the keywords in your best reviews and incorporate these into your SEO and content strategy to reinforce the positive aspects of your brand.
By following these tips, you’ll be able to identify the key phrases and search terms that people associate with your brand, giving you the tools to manage your reputation more effectively.
