Case Study Six
“Scam.” “Waste of Money.” “Worst Product.” No consumer in their right mind is going to see these words or phrases and decide to purchase a product from that company. So when it is these words or phrases that are showing up first on the Google search engine results pages, it means that a brand is in for a little bit of trouble.
Believe it or not, the internet is a great influencer on how consumers view products, businesses, and brand names. The internet is the ultimate source to find out about a company and what products they carry, to find reviews on those products, and to connect with other people to find out about what they think about a product. Humans are a pretty opinionated and with the internet today and social media, it is even easier for people to share those opinions.
Google, and other search engines, are the ultimate tools for finding these opinions. This is one of the reasons why people look up a product or company on Google before deciding whether or not they want to do business with them. And that is why it is disastrous when phrases such as “scam”, “waste of money”, and “worst product” show up on Google.
For the client in this case study, who shall not be mentioned by name as a sign of respect for the client’s privacy, these and similar phrases were what were showing up each time someone looked up on Google a product from this company or simply the company’s name. The search results were very negative and consequently, the client’s brand name was being harmed.
Any hint of negativity is going to turn consumers away and these negative listings were point blank saying “do not buy from this company”. It was leading consumers astray and business was hurting.
Google searches on some of the competing brand names showed that their search results were pretty positive. Consumers were choosing these competitor’s brand. The client knew that something had to change drastically if they were going to regain their customers and also acquire new ones.
Upon doing some research of possible solutions, the client came across the concept of reputation management. Seeing that it had worked for others, the client was game for giving it a shot. After all, what had they to lose
They lost nothing at all. In fact, under the direction of this reputation management firm, the client made a complete flip on the internet. The client’s brand name no longer comes up with negative listings when searched for using Google. And this all took less than four months to achieve.
Google can greatly impact a brand name based on what sort of listings show up when keywords are searched for. This search engine can make or break a brand name. It certainly had both effects for this client. But now, phrases like “best product” and “great purchase” show up in association with this client’s brand. This brand name is once again a competing force in their line of work.