Looking for a new job? Trying to attract more customers? You’ll need to ensure you make a good first impression online because, today, people search the internet before making decisions about individuals and businesses.
We recently commissioned research that underscores just how important your digital reputation is. Here are seven compelling statistics from our findings:
1. More than half of people haven’t contacted a business due to what they found about it online
Think about it; what do you do when you want to buy something? You go online to research the product or service you want and the companies that sell it.
The things that come up in a Google search will lead you to trust or distrust the companies you’re considering.
For example:
- Does the business have negative reviews?
- Does it have too few reviews?
- Does it have too many 5-star reviews?
- Is there evidence it treats its customers well and goes the extra mile for them?
- Is it easy to spot customer-service horror stories in the company’s search results?
Our research shows that 55% of people are repelled by a business’s bad online reputation.
Like it or not, the internet is where many businesses make their first impressions. This means that if your impression is a bad one, there’s a good chance you are turning away customers before they ever interact with you.
2. Over half of people have searched online for someone they were considering interacting with
Just like people research businesses, they are also checking out individuals. In fact, 55% of people are doing this—and what they find can have a significant impact on your personal and professional life.
For example, hiring managers do a Google search of a job applicant’s qualifications or personality as part of the vetting process.
Reputation Report Card. Start Your Scan
Here are a few of the things employers are looking for:
- Are they who they say they are?
- Will they be a good fit with the organization?
- Can they communicate clearly and professionally?
- Are they active in their industry?
- Do they show good judgment?
If they find evidence that backs up the candidate’s stated skills or abilities, then that person is likely to be short-listed for an interview. If not, then that candidate may have sabotaged his or her chances.
This also applies to the world of online dating. Before agreeing to that first date, many potential romantic partners do a quick Google search to look for more information about the person they are considering meeting.
If the search results for a person’s name or picture pull up evidence of criminality, inappropriate behavior, or even poor taste, it will affect the searcher’s opinion of them.
3. Almost half of people haven’t contacted someone due to finding something bad about them online
If searchers don’t like what they find about you in the search results for your name, then 44% of people will write you off—and you might not even be aware that this is happening.
For example, if you are applying for a job and an online search of your name brings up questionable social media posts, disparaging comments about former employers, or inappropriate pictures, you are likely to be passed over in favor of someone with a better online reputation. For some people, they are rejected over and over, without ever realizing their online image is what’s dragging them down.
4. 1 in 5 people say they’ve been negatively affected by their search results
All it takes is a few bad search results to make you look untrustworthy or undependable.
Our research shows that 21% of people have been harmed by their online reputation, whether it’s losing out on a new job or a promotion, damaging a friendship, or having difficulty finding a romantic partner.
One area of life you might not think would be affected by your digital footprints is obtaining life insurance. These companies use what they can find online about you to determine what risk class you fall into during the underwriting process or to deny or reduce payouts of any claims.
For example, if there are multiple pictures on Instagram or Facebook that show you skydiving or extreme skiing, then you may have a harder time obtaining insurance coverage. Or, if you file a disability claim and the insurance company sees evidence that appears to contradict the seriousness of your injury (like a photo of you lifting something heavy or dancing at a nightclub), then it might deny your claim.
5. More than 1 in 3 people say the search results for their name are inaccurate
Google may not always have the right information it needs to present an accurate picture of you or your business. This can be devastating, given the power Google has to make or break your reputation.
Reputation Report Card. Start Your Scan
If you have a common name, for example, Google may confuse you with someone else with a terrible track record or even a criminal conviction, which can lead to lost personal or professional opportunities.
If you are a business, then trolls or competitors might post fake reviews or other misinformation that can damage your bottom line.
Our research revealed that Google shows incorrect data for 36% of people and businesses. These are not great odds if you think about the power your online reputation has to help or hinder nearly every aspect of your life and business.
6. Nearly 1/3 of people are unhappy with their search results
Don’t like what you see when you do a Google search on yourself? You are not alone. Our research says 30% of people feel this way about what the internet says about them.
Given the amount of information about everyone and everything online, the odds are good that something unexpected or even alarming might be associated with your name.
For example, your search results might contain derogatory remarks others have made about you—or that you have made about someone else. Either way, you don’t come out of it looking good.
Another common complaint is unflattering or inappropriate photos of you. Regardless of who took them or how old they are, they can still adversely affect your life and livelihood.
7. 3 out of 4 people have searched for themselves online
Our research found that 70% of people look up their name, address, phone number, etc., online. Given the power of the internet to affect your life, this is the smart thing to do.
Reputation Report Card Start Your Reputation Scan
Proactively researching your online reputation and seeing what’s out there for others to find is the first step toward improving your online presence.
However, before you start to search, you’ll need to log out of your current search engine profile to ensure your results aren’t biased by your search history. Then, you should be sure to search for several variations of your name.
For example:
“firstname + lastname”
“nickname +lastname”
“firstname + lastname + city”
“firstname + lastname + occupation”
Don’t forget to search for images as well.
Once you know what kind of things come up for your name, you can begin the work of repairing or strengthening your search results by promoting positive content and suppressing the negatives.
If you have any questions about this process or would like professional help, give us a call. We have over 15 years of experience managing online reputations for individuals and businesses alike, and we are happy to provide a free consultation.