If online reputation management is important to you, then consider a subscription to a custom Reputation Management plan. These plans include access to this report suite that helps you analyze positive and negative brand related search results, and then monitor the progress of reputation management activities to improve brand sentiment.
Located in Reports > SEO > Campaign Reports
Online Reputation Summary
For the tracked domain and keyword, the Overview report provides a:
- Reputation Score is a weighted score based on the ranking positions of positive, neutral and negative URLs
- 6-Month Progress table with the top 20 search results domains, color-coded for positive, neutral and negative brand impact
- Sentiment Breakdown for the report date
- 30-day Trend Graph that is color coded for positive, neutral and negative brand impact, and includes the daily reputation score trend. Note that this data correlates to the campaign creation date (i.e., if the campaign was created 5 days ago, then only 5 dates will have data available in the graph)
Setting Brand Impact
The Reputation Snapshot allows for labeling each URL that displays in the top 20 search results for the tracked domain and keyword, as having positive (green), neutral (gray) or negative (red) impact on a company's online reputation. The tracked domain is set to positive by default, while other domains default to neutral until you change it.
For each search result, the report includes:
- Page Title (linked to open in a new tab)
- Description (if one displays in the SERPs)
- Visibility Score based on the top 10 rank positions
- Rank Trend for up to the past 30 days (this depends upon whether or not the URL has ranked, or the campaign creation date)
- Brand Impact setting option: positive, neutral, or negative
Determining Brand Impact
In case you don't recognize a URL, we've included their link in the Title so you can open and view the page to determine its impact on your brand and set it accordingly in this report.
Related Questions, Knowledge Panels, Top Stories & Video Carousel Results
When someone searches for your company in Google in a way that causes Google to serve their Related Questions SERP Feature, those results can have a positive, neutral or negative result on your company's reputation. The SERP Features Snapshot allows you to set a brand impact identifier for each question.
Having your company displayed in a SERP Knowledge Panel is usually a great reputation builder, but if your competitor is scoring one for your tracked keyword you may view that as having a negative or neutral impact on your brand, so this report lets you know when one was found in search results and you can set the brand impact.
Also included in the SERP results tracking are Top Stories that display for the tracked keyword since these can have an impact on a company's reputation.
Video Carousel Results
Videos are a powerful reputation management tool that can significantly help or hurt a company's reputation. In this example of a campaign that tracks a hotel, 3 videos are displayed in the Google search results carousel. Launching and viewing the video for its overall sentiment, along with the number of views, likes and comments can help the campaign manager determine that the videos are all reviews by people who have stayed at the hotels, and the first two could have a negative impact on the company's brand because those reviews were more positive for the competitor hotels. With that in mind, the company may focus on pushing out more positive and competitive videos for the keyword.
The Monthly Change report has 2 sections:
- A Monthly Change table that displays URLs, Previous Rank (30 days ago), current Rank and an indicator of rank change
- A side-by-side comparison of the Top 10 search results for the keyword today and 30 days ago
Sharing Reports with Clients
The Marketing Dashboard is a customer favorite because it allows sharing of a variety of reports with clients in a white label online dashboard that can be branded not only with logo but also with exact brand colors and custom layouts. In this example in addition to the Reputation Management reports, Brand Visibility and Social reports and graphs have been included.
Campaign Settings > Marketing Dashboard
After adding the Reputation Management report to the Marketing Dashboard, expand the Display options and enable the sections that you want displayed in the dashboard and click the Save button. Refer to these instructions for:
Settings Inside Individual Reports
While in a Reputation Management report, if you want to include the Monthly Change report in the Client Dashboard you need to:
1. Click the Monthly Change report to display it
2. Expand Report Options and enable the Monthly Change Table and/or Monthly Results Snapshot
3. Click the Apply Changes button
4. Expand Report Options again and hover over the save icon and select Save as Default for Client Dashboard
Campaign Settings > Client Dashboard
Open the campaign's settings and click Client Dashboard in the left sidebar.
1. Check the Reputation Management Report and any other reports that you want displayed in the Client Dashboard
2. Click the Save button
3. Select the Display Options that you want
4. Click the Save button
Sharing PDF Reports
In case you prefer to send Reputation Management PDF reports to your clients, here is an example of how your report might display
PDF Report Settings
To add a Reputation Management report to a scheduled PDF, after selecting the campaign you may enter a Custom Report Title and you must enable the report sections
that you want displayed in the PDF and click the Save button. Follow these instructions for more information on creating white label PDF reports