An aspect of digital marketing that often gets ignored by small businesses is local search optimization, or as we like to call it, reputation management. What I mean when I use that term is taking ownership and optimizing listings on review sites.
Engaging in reputation management can help your business in a variety of ways. Especially if your website doesn't perform well in search rankings, there's a pretty good chance a directory page from Google+ Local or another local site is going to pop up at the top of the search engine results page ahead of yours. Making sure you have control over what the searcher sees is important in a situation like this.
Optimizing your local pages and including links back to your site also improves your site's search rankings, and actively monitoring these pages for reviews allows you to respond to bad reviews with your side of the story and highlight good reviews across other online platforms.
If you're not sure where to start, we've provided a step-by-step guide for getting your digital reputation management: