As the 21st century consumers turn to the Web to find information about products and services, your business should be equipped with the tools for promoting your online reputation. Below is a list of tried-and-tested ways to improve your company’s presence and image across various online platforms. Produce authoritative content regularly. Do you want to rank higher on search engines? Develop a calendar for publishing content on a regular basis, and stick to the schedule. Regularly updated sites tend to enjoy better ranking on Google, and moreso when the content are original pieces. Develop in-house staff who will craft content that are well-researched, informative, and entertaining. You can also tap others to produce photos, infographic, videos, and other media to go with the text. And if you have the resources for it, team up with influencers in your industry and invite them to create posts about niche topics. Offer your company blog or website as a publishing space and reward them for content development. They are compensated for their efforts, and your company media draws traffic – both parties win! Optimize your content. Search engine bots and more importantly, your target users, will find their way to your content if it is optimized. That is, if the entire material – from the title to the conclusion, to the meta tags – is focused on discussing at length keywords that are directly linked to your business. Meaningful traffic increases even more if you narrow the keywords through geo-targeting. For example, instead of using the generic keyword “furniture design,” which means you will be competing with content on much more popular websites like Wikipedia or Yahoo Answers, use “New York furniture design company.” Provide venues to encourage user behavior. Whenever you post content, be sure to provide means for customer feedback. Your readers should be able to: post comments about, share, forward to email, or save your content. Moreover, every post should end with a call to action – whether it’s to visit your website, like or follow your social media accounts, call your telephone number, or buy your product. That said, your contact details and links to your other communication platforms should always be contained in your materials for online publishing. Reply to all communication that involves your company/brand. First of all, set up alerts so that you will be informed each time your company or brand is mentioned. Develop a guide for your communications team to refer to when responding, so that the approach is uniform. Try to respond to each user’s post, whether it is public (e.g. your Facebook page wall) or private (a direct message on Twitter, or an email). Scour review sites and local business listings regularly, and address writeups about your company. When people see your responsiveness, your brand receives high marks in their book. To know more about conquering the challenges in internet reputation management, contact GreyBox Creative, a New York-based provider of full-service marketing solutions. The company works hand-in-hand with a growing list of clients to design effective and meaningful campaigns that are designed to boost online reputation.