This article was published in 2013 and updated in October 2026.

Word of mouth has always mattered — and online it spreads faster and further than ever. Before buying a product, booking a service or choosing a restaurant, most people check reviews and search results first. However much you spend on advertising, a bad online reputation can cost you customers. Here are four practical ways to manage your company’s online reputation.

1. Know what people are saying

You can’t manage what you don’t see. Search regularly for your company name — also combined with words like “review”, “complaint” or “scam” — and check the review sites that matter in your industry: Google, Trustpilot, Yelp, TripAdvisor, app stores or industry portals. Set up free Google Alerts for your company and product names, and use the notification settings of your Google Business Profile and social media accounts so you hear about new reviews and mentions quickly. Larger companies use social listening tools that monitor mentions across many platforms.

2. Respond — calmly and professionally

A negative review is an opportunity to show how you treat customers. Read it carefully and ask yourself whether the complaint is justified. Then reply publicly, politely and promptly:

• thank the customer for the feedback and apologise for their experience,
• explain briefly what happened or what has been fixed, without arguing or sharing private details,
• offer to continue the conversation privately to find a solution.

Even if the reviewer isn’t satisfied, other readers will see a company that cares. Fake or defamatory reviews can be reported to the platform for removal.

3. Shape what appears on the first page

Few people look beyond the first page of search results, so make sure it shows content you control: your own website, an up-to-date Google Business Profile, active social media profiles, a LinkedIn company page, YouTube videos, press coverage and helpful articles on your blog. Good, regularly updated content builds trust and makes a single negative article much less prominent.

4. Ask happy customers for reviews

Satisfied customers rarely leave reviews on their own, while unhappy ones often do. Ask for feedback actively — after a purchase, in a follow-up email, with a QR code on receipts or a card in the package — and make it as easy as possible with a direct link. Never buy fake reviews or offer rewards only for positive ones: it violates platform rules and, in many countries including the EU, US and UK, consumer protection laws.

Reputation is built offline, too

The best reputation management is a good product and good service. Fix the problems customers mention, train your staff and keep your promises — then the reviews will follow. For more help, see our guide to online reputation management.

More guides

• Online Security Tips: 3 Ways to Protect Yourself Online
• SEO Basics: How to Improve Your Position in Google
• 7 SEO Tips for Site Owners Who Hate SEO
• See the Trees of Internet Marketing: Local Business Listings