A lawyer’s reputation isn't confined to courtroom achievements. How you're perceived online can make or break your success.
In this episode, Gert Mellak joins Karin Conroy of Counsel Cast to discuss the importance of online reputation for law firms. Gert shares some insights from his book “Fix Your Online Reputation.”
Table of Contents
- Understanding the Impact of Negative Reviews
- How to Improve Online Reputation
- Mastering Google My Business and the Knowledge Panel
- Why Leverage AI and Consistent Information
- Identifying Areas of Focus for Your Initial Internal Audit
- Common Mistakes to Avoid in Law Firm Reputation Management
- Tips to Manage Social Media
- One Thing That Works
Understanding the Impact of Negative Reviews
Gert, a reputation management expert, shared his experience encountering clients with hidden online reputation problems. These clients focused on SEO for specific areas were unaware of negative reviews impacting their brand.
Karin highlighted the prevalence of negative reviews in fields like a law firm, often unrelated to service quality. Law firm businesses react differently, some addressing concerns and others neglecting them.
Gert emphasized that even positive word-of-mouth often leads to online searches, where negative client reviews can impact sales. Using examples, Gert showed how even a few bad reviews about teaching style or professionalism can damage sales. So, if you’re a website owner, you need to seek reviews from satisfied clients.
How to Improve Online Reputation
Positive reviews and testimonials are crucial for businesses. This is similar to how word-of-mouth recommendations influence customer decisions.
Just like asking around at a party, potential customers often seek out online reviews to gauge the experiences of others. Unfortunately, satisfied customers are less likely to leave reviews unless prompted.
Gert emphasizes preventing negative reviews in the first place rather than just fixing them later. Trying to remove negative reviews is not a viable strategy and can even backfire.
There are two main approaches:
- Encourage positive reviews from satisfied customers to dilute the impact of negative ones. Google can identify fake reviews based on factors like location data.
- Running targeted ads for your brand name can push negative reviews down on search engine results pages (SERPs).
Karin adds a personal anecdote about managing public perception through content strategy. Regularly publishing informative and engaging content helps push down negative content. The best strategy combines tactics for immediate impact (like ads) with long-term solutions (like SEO and content creation).
Mastering Google My Business and the Knowledge Panel
Anyone can create a Business Profile, which functions like a business directory listing. It allows businesses to manage content, reviews, and photos. In contrast, a Knowledge Panel is an informational box displayed on the search engine results page (SERP) for entities like people, places, and well-known brands.
Unlike Google Business Profiles, you cannot directly create a Knowledge Panel. Google generates them based on consistent information found online about the entity.
Gert explains that any business can easily set up a Google Business Profile. However, the Knowledge Panel is a more complex feature that appears on the right side of search results. Gert uses an analogy, likening Google's learning process to a child's understanding through repeated exposure to information.
For brands, earning a Knowledge Panel is more challenging than earning it for individuals. Consistent branding and online presence can increase the chances of a brand obtaining a Knowledge Panel. However, a Knowledge Panel enhances SEO (Search Engine Optimization) by acting as a trust signal to Google's algorithm.
Why Leverage AI and Consistent Information
Imagine someone searching for your brand online. Their decision about you will be based on what they see on the first page of Google results. This is the catch!
Ideally, you want to control as much of that space as possible. This includes the main search results, ads, Knowledge Panel, and Business Profile.
But here's the thing: search engines and AI assistants use the information they find online to answer your questions. So, if you have a consistent and positive online presence, you're more likely to be seen favorably by these AI tools.
Think of it like a party where people are talking about you. If everyone is sharing positive experiences, that shapes a good impression. The same goes for online content. You want to populate the web with positive information about your brand. Negative reviews and articles can hurt your reputation, just like someone bad-mouthing you at a party.
Some companies can assess your online presence and give you a "reputation score." This score considers factors like how much control you have over the information. SEOLeverage can help you with the process since we offer online reputation management services. Remember, the sooner you build a strong online reputation, the better.
Identifying Areas of Focus for Your Initial Internal Audit
Here’s how to conduct a preliminary self-audit of your online reputation:
- Search yourself Incognito. Start by searching for your name, company name, and variations of these terms in an incognito window (to avoid personalized results).
- Analyze search results. Carefully examine the first page of search results, paying close attention to the position of negative content. The higher it ranks, the more potential damage it can cause.
- Consider the financial impact. Negative online content can cost businesses money by deterring potential customers. One example highlights a company losing $100,000 per month due to a negative Trustpilot review.
- Focus on minimizing losses. While improving reputation can lead to gains, the initial focus should be on minimizing potential losses caused by negative online content.
Quick fixes may be available, such as addressing a specific lawyer reputation management issue, that can yield improvement. However, a long-term strategy for building a positive online presence is also crucial.
The content you see on the first page of search results can change over time. Therefore, ongoing monitoring and using reputation management software are essential.
Common Mistakes to Avoid in Law Firm Reputation Management
Gert highlights the importance of focusing on the first page of Google results and checking the second page. Negative content on the second page can easily move up to the first page, causing significant damage to one's online reputation.
Moreover, he points out that people's biggest mistake is not recognizing the importance of maintaining a clean brand profile. It requires constant monitoring to review sites. His team provides clients with weekly updates on brand mentions, evaluating whether they are negative, neutral, or positive.
Karin notes that even a basic Google search can help in monitoring one’s brand. Gert agrees but also mentions more advanced tools for a broader spectrum. Sometimes, businesses are unaware of negative content, like an ex-employee talking badly about them. This indicates a flaw in their marketing strategy. Pretending the issue doesn't exist doesn’t help, as new platforms and AI tools continually emerge.
Karin and Gert agree that a proactive approach is necessary when optimizing websites that provide legal services. Bombarding the internet with positive content and reviews can help overshadow negative ones. It’s also important to consider the timing when asking for reviews. The timing ensures that the client’s excitement translates into positive feedback.
Tips to Manage Social Media
Your own website or blog should be the primary hub for your online content. Social media channels can change their algorithms or go out of business, and you don't want to lose control of your content.
Here are the tips to manage it well.
Avoiding over-reliance on platforms
Gert advises against relying heavily on any single social media platform. He explains that platforms can change policies suddenly like Medium potentially switching to a subscription model. This could hide content behind paywalls and affect Google's visibility.
Be cautious with authenticity
Gert notes the trend of being "authentic" on social media. But warns against posting embarrassing or unprofessional content. This is crucial for professionals, like lawyers, whose online presence affects their reputations. He emphasizes that while it's important to be relatable and explain subjects clearly, professionals should avoid content that could harm their reputation.
Judgment based on online presence
Gert highlights that anyone, including job seekers, is judged based on their online presence. Negative or unprofessional content can influence potential employers or clients. Therefore, maintaining a positive and professional online image is essential.
Balancing personal and professional lives
Professionals, particularly lawyers, should keep their personal lives private. This is due to potential security risks and the nature of their work. Karin believes that posting personal content, like family photos, doesn't necessarily build trust. This can sometimes seem unprofessional.
Being professional and relatable
While sharing personal interests can create a connection, it should be done minimally. For example, Gert mentions his interest in woodworking but doesn't let it dominate his professional profile. The key is to keep the focus on professional expertise and maintain a clean, professional image online.
One Thing That Works
Your online reputation is important and can affect your business. People will search for you online and form an impression based on what they find.
Remember that you can't control everything that is said about your reputation online. But we can help you take steps about online reputation management for lawyers. One way to improve your reputation is to create high-quality content that showcases your expertise. You should also be mindful of what you post on social media, as potential clients may be looking at your profiles.
It’s important to start working on your online reputation now, as the longer you wait, the more difficult it will be to improve it.
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