What is Your Company Online Profile?

Online Search

Nearly three in ten consumers who use site search report buying a product or service from a different business than they intended because they couldn’t find the information they were looking for online. 

LONDON, 16th June, 2021 – Yext, Inc. (NYSE: YEXT), the AI Search company, has today released research that shows a serious failure by businesses in communicating accurate and up to date information with consumers. 

Particularly during the pandemic, digital services have been vital to connecting consumers with brands online. Recent online research conducted by YouGov on behalf of Yext found that 58% of UK adults use site search at least weekly, and that 88% of respondents using site search agree it is an important tool in providing them with accurate and up to date information online. 

Yet despite the importance of site search for consumers, Yext’s research found that over half (56%) of UK adults using this tool believe that site search provides them with unrelated search results online. 

For many consumers, site search does not fulfil its aim of providing answers, with the research showing that 46% of users believe site search does not understand their questions. And another 35% believing that site search provides them with out of date or inaccurate information. 

With this level of competency and accuracy, it is no wonder that 38% of UK users become frustrated when using site search at least once a week.

“The pandemic has proven that now more than ever, the availability of up to date and accurate information online is vital in not only making the public feel safe, but in being able to engage with new and existing customers, no matter where they are in their customer journey.” said Jon Buss, Managing Director, EMEA at Yext.

“Yet site search has been taken for granted for far too long. Businesses need to wake up to the damage that outdated search tools are doing to their brand and bring it into the 21stCentury.”

What are businesses doing about this? Clearly not a lot, with 40% of UK users saying that businesses aren’t doing enough to improve their site search. 

For businesses, this has detrimental effects on customer loyalty and ultimately sales, with 64% of respondents using site search saying they would be more likely to buy from a business that provided direct answers to their questions via site search. 52% also agreed they would also be more likely to trust a business if they provided direct answers.

Outdated site search isn’t just failing customers but failing businesses. When customers can’t get the information they need online, they’ll simply go elsewhere. 

In fact, 60% of UK adults who use site search functions would be more likely to go straight to a customer’s website if they provided direct answers, with 28% stating they have frequently bought a product or service from a different business than they intended, because they couldn’t find the information they were looking for online.

What Yext’s research shows is that while consumers see site search as a vital tool in their digital arsenal, businesses need to take a more modern approach to site search. One that will allow them to cater for a 21st century consumer and save their businesses from technology that belongs back in the 90s.

Data Highlights:

  • 58% of UK adults online use site search at least weekly
  • 88% of respondents using site search agree it is important in providing them with accurate and up to date information
  • 64% of respondents who use site search would be more likely to buy from a business that provided direct answers to their questions
  • 26% of UK adults who use this tool feel site search infrequently provides them with the results they’re looking for first time
  • 38% of UK adults who use site search become frustrated at least once a week
  • 28% of respondents who use site search have frequently bought a product or service from a different business than they intended because they couldn’t find the information they were looking for
  • 56% of respondents surveyed believe site search provides them with unrelated search results
  • 46% of respondents surveyed believe site search doesn’t understand their questions
  • 35% of UK users believe site search provides out of date or inaccurate information
  • 40% of respondents surveyed believe businesses aren’t doing enough to improve their site search
  • 60% of respondents surveyed would be more likely to go straight to a customer’s website if they provided direct answers
  • Industries such as retail (41%) and entertainment services (35%) were considered to have good site search
  • Industries such as energy and utilities (24%), government services (24%) and Telecoms (19%) were considered to have poor site search

Methodology

All figures, unless otherwise stated, are from YouGov Plc.  The total sample size was 2098 adults, of which 1703 use site search. Fieldwork was undertaken between 6th – 7th May 2021.  The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

Photo by Andrea Piacquadio from Pexels

Residential Care Home Case Study.

Victoria House Care Home

We are proud to be and thoroughly enjoy being the social media management company for Victoria House Residential Home. On behalf of Victoria House, we communicate the updates and activities within the home with friends and family using the business Facebook page. A reflection of what is happening inside to the interested family and friends. The people reach has grown from a mere 140 people to 2096 people in August 2021.

The Company Background.


Victoria House Residential Home is a family run Residential Care Home providing Residential Care, Respite Care, Transitional Care and Dementia Care in Leeds.
A dedicated and experienced care team manage the home providing services such as Residential Care, Respite Care, Transitional Care and Dementia Care.

The Facebook page was set up for residents, staff and residents families to reflect the updates and events ongoing inside the home.

What We Do.


Zedcomms are Victoria House Residential Home social media management company. We receive photo, video and text information from the activities team via WhatsApp. Professionally posted onto the company Facebook page. We enhance the images and optimise the text for the best visitor experience.

An Example of Activity.


We have updated family and friends about the chicks hatching in the home, flowers received from families, birthday cakes and birthdays celebrations followed by videos of live entertainment. All reflected positively with good enhanced images. Even on holiday weekends, Zedcomms can post to Facebook updates that family and friends want to see and when they want to see – no need to wait for the following Monday.

The Results

The Facebook page has reached 2096 people in the last 28 days, double the previous 28 days. The engagement was up to 2377, up 165%. We are reflecting to Facebook the wonderful happenings within Victoria House and the family and friends really appreciate it..

Showing Social Media Content On The Website

Coffee and meeting

This is something I thought would be useful; put all your social media feeds onto the website.  Make a Social Wall.

This can be created using a free to use platform.  Walls are an easy to access platform to help set up social feeds, it displays the content neatly using iframe so you can add to a page on a website page.  It also adds its adverts if you use the free version.

Social Wall

We are adding the free version to some clients site, it will also be useful for an event or digital displays.  See our Social Wall.   Reach out if you need any help with this.

Reputation Management

Reputation Management

Managing your company reputation online.

A business’s reputation used to be what they said about themselves in their advertising and the reach their customers had via word of mouth.  Now, consumers are pushing out a company’s reputation and image collectively by providing real-time feedback online through review sites, social media, forums and other channels.  Basically, if it is an online source and a consumer can say something about business on it, then it is a channel where your business’s reputation should be managed.  In addition, your company reputation can be affected by listing accurately, or more to the point, inaccurately online.


Digital marketing and online reputation management for businesses

Online reputation management is a part of a greater digital marketing strategy that works alongside review management, business listings, paid search/ads, social media management and SEO to help your business stay competitive and relevant online. While your business should be managing each of these segments of digital marketing to maintain your online presence and (consequently) offline reputation, many businesses are not. They really should: four in five consumers surveyed use search engines to find local information from multiple devices to find store address, business hours, product availability and directions.


Online reputation management: your business has options

Your business’s reputation can be affected at any time on just about any source across the web. You can use products (SaaS), services (outsource services) or people (outsource or hire a digital marketer) to cut down on your reputation management time expenditure. Even if your business tracks and constantly checks on social media, there may be sources that your business is unaware of such as a new review site from a listing that your business never knew that existed.

Your business should weigh the pros and cons of conducting online reputation management in-house or outsourcing, but there are definitely best practices when responding to reviews that your business should be aware of. Maintaining your business’s online presence is one of the most worthwhile services a digital agency or local media company can provide your business and is one of the most worthwhile services you can invest in.


Why your business’s online reputation matters

An online reputation needs to be backed by reviews and ratings by consumers. Without them, there would be no reputation to manage and quite frankly, it would appear as if no one ever visited the business.

Ready or not, consumers are talking about your business

Whether a business chooses to manage their reputation online or not, consumers are talking about their favourite and not-so-favourite businesses. If a business simply ignores their reputation online, the consequences can be detrimental.

Unmanaged negative responses can create an angry mob mentality and bad word of mouth spreads like wildfire. While a business may not realize how exactly one instance can affect their online reputation, it is possible that only one negative post on a highly ranked site can actually be what shows up near the top of a search results page when a consumer searches for that business’s name.

Consumers Control the Conversation and Everyone’s Feedback Matters
Social media is a two-way conversation — businesses can no longer broadcast the message they want people to see. There is a democratic nature to social, with brands, consumers and everyone having an equal voice in a shared space. Customers can rave about a business or let everyone know they had a terrible experience. Social networks have dramatically changed the way businesses communicate. Today, consumers can converse with brands and vice versa as if they were talking to a friend. As a result, businesses have had to become more personable than simply a business entity and manage their social presence in a manner that reflects as such.

Reputation drives conversion

What people see online matters. Approximately 74% of customers trust online reviews as much as personal recommendations—this is a huge shift in thinking that has become more prominent as time goes on. This trust in reviews translates to dollars, as customers put their money where their trust is. A Harvard Business School study found that a restaurant that sees a one-star increase on Yelp will see revenues increase anywhere from five to nine per cent.

As discussed previously, many businesses find that cultivating their digital profile on their own is too time-consuming. There are reputation monitoring tools that make keeping up with customers way easier, saving time and money. Whatever your business does, it is essential that you are not perceived to be ignoring your customers online. The worst thing your business can do is appear unresponsive.


What makes a good online reputation?

Being present (listed online) and having a good reputation (reviews and reputation management) go hand in hand. Not being listed on a reference site customers use is just as bad as having bad reviews on that site. Building a consistent online presence and a positive reputation is important for both consumers and search engines. Some of the most important aspects of the online footprint include:

  • number of business listings
  • consistency of business listing information (name, address, phone)
  • overall sentiment in reviews
  • frequency or current velocity of new reviews
  • the overall volume of reviews
  • social activity and engagement (especially with reviewers)

Customers now view social recommendations and reviews as more authentic, expecting \\reviews to be a mirror of the actual customer experience that they would experience themselves. This means that maintaining your business’s online reputation is gaining importance as each review is a perceived snippet of what your potential customer expects to experience.


Online reputation management: the main points

According to Google, 9 out of 10 of local searches lead to action, with more than 50% leading to sales. If businesses have a good web presence, customers will go to them rather than the competitor. Once they’re in the store, 79% of customer use their smartphones inside to look at reviews or compare prices and 74% of them end up making a purchase. Those numbers alone make the opportunity clear: online reputation management is essential for your business to get consumers in the door to make the sale.

We manage your company reputation for you

Most packages include some reputation management.

Contact us to discuss your Reputation Management requirements.

How To Respond To A Negative Review

Reputation Management

I see negative reviews as an opportunity. Negative reviews are not good, but we can capitalise on a negative review by replying professionally and helpfully.

How you respond to a negative review impacts not only the reviewer but all the sets of eyes that come afterwards. Seeing a business handle a particularly challenging review online suggests that management is proud of their business and willing to go the extra mile to maintain their reputation online!  Here is our opportunity to show the world how we genuinely care about our customers explain our company ethos and help the customer.
Show potential clients see the light with these steps: feel for your customer’s situation, empathise, apologise, promote your business, get offline, keep it simple.

How to respond to negative reviews.

1 Apologise and sympathise.
The first step towards fixing a problem is acknowledging that one occurred. Regardless of what happened, a simple apology and sympathy for your customer’s experience go a long way.
2 Promote
. We missed a promised delivery deadline. If they’re what you are known for, why not reiterate that? “Our crab cakes are usually a hit, we’re sorry to hear that they weren’t up to par when you visited!”
3 Move the conversation offline. 
Don’t open a can of worms. Keep the lid on tight by offering the reviewer the chance to reach out via phone, email or both.
4 Keep it simple
.  Avoid specifics and don’t ask questions. Those conversations are much better served in a space away from the prying public.
One last tip: leave your business name, location and category out of this. You don’t want your negative reviews showing up in the search results!
Part of our marketing services will include Reputation Management where we manage and respond to all reviews.  Learn more about Social Media Marketing