{"id":76918,"date":"2020-02-19T09:50:40","date_gmt":"2020-02-19T17:50:40","guid":{"rendered":"https:\/\/www.bruceclay.com\/?p=76918"},"modified":"2023-11-13T23:43:52","modified_gmt":"2023-11-14T07:43:52","slug":"how-to-use-sentiment-analysis-seo-trustworthiness","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/how-to-use-sentiment-analysis-seo-trustworthiness\/","title":{"rendered":"How to Use Sentiment Analysis to Strengthen SEO Trustworthiness"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" width=\"733\" height=\"489\" class=\"aligncenter size-full wp-image-77011\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/sentiment-analysis.jpg\" alt=\"Sentiment analysis data through a magnifying glass.\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/sentiment-analysis.jpg 733w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/sentiment-analysis-300x200.jpg 300w\" sizes=\"(max-width: 733px) 100vw, 733px\" \/><br \/>\nI made the case in my <a href=\"https:\/\/www.bruceclay.com\/blog\/sentiment-trust-signal\/\" rel=\"noopener noreferrer\">last post<\/a> that a website\u2019s online sentiment now affects search engine rankings.<\/p>\n<p>That\u2019s because Google evaluates a website\u2019s quality based on three factors \u2014 expertise, authoritativeness, and trustworthiness (E-E-A-T).<\/p>\n<p>Sentiment indicates reputation, which indicates trustworthiness. However, if the sentiment is negative, it can damage a reputation.<\/p>\n<p><strong>My belief is that the sentiment around a brand or website is its primary indicator of trustworthiness. This is why sentiment analysis is now part of SEO success.<\/strong><\/p>\n<p>To help you use sentiment analysis to strengthen your site, here I\u2019ll explain how to do it both manually and with today\u2019s best tools. In this post:<\/p>\n<ul>\n<li><a href=\"#what-is-sentiment\"><strong>What is sentiment<\/strong><\/a><\/li>\n<li><a href=\"#what-is-sentiment-analysis\"><strong>What is sentiment analysis<\/strong><\/a><\/li>\n<li><a href=\"#why-reviews-are-important\"><strong>Why reviews are important<\/strong><\/a><\/li>\n<li><a href=\"#sentiment-beyond-online-reviews\"><strong>Sentiment beyond online reviews<\/strong><\/a><\/li>\n<li><a href=\"#how-conduct-sentiment-analysis\"><strong>How to conduct sentiment analysis (manually and with tools)<\/strong><\/a><\/li>\n<li><a href=\"#how-incorporate-sentiment-data-seo\"><strong>How to incorporate sentiment data in SEO<\/strong><\/a><\/li>\n<li><a href=\"#faq-how-can-I-use-sentiment-analysis-improve-my-brand-online-reputation-trustworthiness\"><strong>FAQ: How can I use sentiment analysis to improve my brand&#8217;s online reputation and trustworthiness?<\/strong><\/a><\/li>\n<\/ul>\n<h2><a id=\"what-is-sentiment\"><\/a>What Is Sentiment?<\/h2>\n<p>By definition, sentiment is the emotional tone behind someone\u2019s words, whether written or spoken. When it comes to your business, it\u2019s what people are saying and feeling about your company and products.<\/p>\n<p>Discovering your brand\u2019s online sentiment has many benefits. You can use that kind of info to improve customer satisfaction, influence product development, expand brand awareness \u2026 the list goes on.<\/p>\n<p>How do you discover your online sentiment? Through sentiment analysis.<\/p>\n<h2><a id=\"what-is-sentiment-analysis\"><\/a>What Is Sentiment Analysis?<\/h2>\n<p>Sentiment analysis is the process of analyzing text to determine the speaker or writer\u2019s emotional tone.<\/p>\n<p>Basically, it\u2019s figuring out how the writer feels about the subject. This can be done with a few key searches or with sentiment analysis tools.<\/p>\n<p>As humans, we are pretty good at understanding what people say as either positive, negative, or neutral. So, we analyze sentiment naturally.<\/p>\n<p>Computers, on the other hand, have a much harder time with it. Consider these examples:<\/p>\n<ul>\n<li>\u201cThis place is terrific!\u201d<\/li>\n<li>\u201cThis place is a terrific waste of money!\u201d<\/li>\n<\/ul>\n<p>We can tell the difference easily. But can a machine tell that these two comments have opposite sentiments? Thanks to artificial intelligence and machine learning, analyzing sentiment is now possible \u2014 and I believe Google is using sentiment measurement to detect that trust component.<\/p>\n<p>When Google wants to analyze the sentiment of a brand or website, it mostly looks at online reviews.<\/p>\n<h3><a id=\"why-reviews-are-important\"><\/a>Why Reviews Are Important<\/h3>\n<p>User reviews affect purchasing decisions. Online reviews signal trust and help increase the buyer\u2019s confidence.<\/p>\n<p>A <a href=\"https:\/\/writix.com\/wp-content\/uploads\/2021\/12\/Spiegel_Online-Review_eBook_Jun2017_Pv2.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">study by Spiegel Research Center<\/a> found that \u201cThe purchase likelihood for a product with five reviews is 270% greater than the purchase likelihood of a product with no reviews.\u201d Interestingly, the study found that reviews carry twice as much weight for higher-priced products.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"465\" height=\"382\" class=\"aligncenter size-full wp-image-76936\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Conversion-graph-1.png\" alt=\"A graph of conversions of products with reviews.\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Conversion-graph-1.png 465w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Conversion-graph-1-300x246.png 300w\" sizes=\"(max-width: 465px) 100vw, 465px\" \/><\/p>\n<p>So, the bigger the purchase decision, the more people rely on reviews.<\/p>\n<p>If online reviews influence people\u2019s purchasing decisions this much, it\u2019s no wonder search engines want to factor them into their algorithms.<\/p>\n<p>Search engines want satisfied searchers. So, they need to show trustworthy results.<\/p>\n<p>But review sites aren\u2019t the only places to find user sentiment \u2026<\/p>\n<h3><a id=\"sentiment-beyond-online-reviews\"><\/a>Sentiment Beyond Online Reviews<\/h3>\n<p>Social sentiment is all over the web. Customers are sharing how they feel about you on social media, in forums, in news articles, and in Wikipedia.<\/p>\n<p>All that sentiment, so little time.<\/p>\n<p>Reading all comments across every social media platform and review site is a lot of work. Even a small business will find that challenging.<\/p>\n<p>Luckily, there are relatively pain-free ways to perform sentiment analysis \u2014 both with and without tools.<\/p>\n<h2><a id=\"how-conduct-sentiment-analysis\"><\/a>How to Conduct Sentiment Analysis<\/h2>\n<p>Now that we know it\u2019s possible to analyze online sentiment, the question is: <strong>how do you mine and analyze online sentiment across multiple sites?<\/strong><\/p>\n<p>Using a combination of manual searches and sentiment analysis tools, you can get a pretty good understanding of a site\u2019s online reputation and monitor it in real time.<\/p>\n<p>First, I\u2019ll show you how to run a sentiment analysis without tools.<\/p>\n<h3>How to Do Sentiment Analysis Manually<\/h3>\n<p>Tools are helpful when monitoring real-time reviews and conversations. But even without them, you can get an accurate understanding of a brand\u2019s reputation online. Here&#8217;s how.<\/p>\n<p><strong>Step 1: Start with the Better Business Bureau.<\/strong><\/p>\n<p>The <a href=\"https:\/\/www.bbb.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Better Business Bureau\u2019s<\/a> slogan is \u201cStart with Trust.\u201d<\/p>\n<p>It is one of the most important metrics for a business\u2019s reputation (for businesses within the U.S.).<\/p>\n<p>Pay attention to your BBB rating and address complaints. You\u2019d be surprised at the number of clients that don\u2019t do either.<\/p>\n<p><strong>Step 2: Check independent rating services.<\/strong><\/p>\n<p>Besides the BBB, millions of people use <a href=\"https:\/\/www.yelp.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yelp<\/a>, <a href=\"https:\/\/www.consumerreports.org\/cro\/index.htm\" target=\"_blank\" rel=\"noopener noreferrer\">Consumer Reports<\/a>, <a href=\"https:\/\/www.amazon.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon<\/a>, and <a href=\"https:\/\/shopping.google.com\/?nord=1\" target=\"_blank\" rel=\"noopener noreferrer\">Google Shopping<\/a>. Visit these sites and learn how people feel about you by reading the reviews.<\/p>\n<p>It\u2019s also a good idea to check smaller review sites that focus on your industry niche. BrightLocal has a great <a href=\"https:\/\/www.brightlocal.com\/resources\/niche-review-sites\/\" target=\"_blank\" rel=\"noopener noreferrer\">list of high-quality niche review sites<\/a> for your reference. Many people rely on these specialized review sites when it comes to industries such as healthcare and law.<\/p>\n<p><strong>Step 3: Take advantage of your review accounts.<\/strong><\/p>\n<p>SEOs should make sure websites are making the most of the review sites and social media platforms they already have.<\/p>\n<p>If you\u2019re not doing so already, monitor and encourage Google reviews. Make sure your Google My Business account is current.<\/p>\n<p>Also, turn on Reviews on your Facebook business page. Recommendations that people make on Facebook are integrated into reviews, so it is important to enable this feature and add greater trust.<\/p>\n<p>Your Google reviews and ratings appear prominently in the knowledge panel when anyone searches for your brand. Facebook or other site\u2019s reviews can also show up, so don\u2019t miss out on these trust signals.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"789\" height=\"494\" class=\"aligncenter size-full wp-image-76946\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Knowledge-Graph-Final-.jpg\" alt=\"Bruce Clay search result of knowledge graph.\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Knowledge-Graph-Final-.jpg 789w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Knowledge-Graph-Final--300x188.jpg 300w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Knowledge-Graph-Final--768x481.jpg 768w\" sizes=\"(max-width: 789px) 100vw, 789px\" \/><\/p>\n<p><strong>Step 4: Use the 100-Point Algorithm.<\/strong><\/p>\n<p>I am impressed with Brian Patterson\u2019s metric for calculating a brand\u2019s online reputation. Called the \u201c100-Point Algorithm,\u201d it calculates the sentiment score of a particular search results page. Brian is a columnist at Search Engine Land and he shared his equation back in 2015.<\/p>\n<p>It\u2019s a manual way to discover and track sentiment by page, and you can learn how to do it <a href=\"https:\/\/searchengineland.com\/serp-sentiment-score-personbrands-online-reputation-236007\" target=\"_blank\" rel=\"noopener noreferrer\">directly from him<\/a>.<\/p>\n<p>Now that you\u2019ve done the hard work by hand, it\u2019s time to see what the bots can do for you.<\/p>\n<h2>6 Tools for Sentiment Analysis<\/h2>\n<p>There are many sentiment analysis tools that offer different features and functionalities. Some only mine and analyze, while others also organize and display the data.<\/p>\n<p>When choosing which tool is for you, consider the sources and features so that the tool complements your manual efforts.<\/p>\n<p>Here, I review six sentiment analysis tools for SEOs:<\/p>\n<ol>\n<li>Yext<\/li>\n<li>Chatmeter<\/li>\n<li>BrightLocal<\/li>\n<li>Hootsuite Insights<\/li>\n<li>Social Mention<\/li>\n<li>Sentiment Analyzer<\/li>\n<\/ol>\n<h3>Yext<\/h3>\n<p><a href=\"https:\/\/www.yext.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yext<\/a> recently added <a href=\"https:\/\/help.yext.com\/hc\/en-us\/articles\/360000015386-Sentiment-Analysis\" target=\"_blank\" rel=\"noopener noreferrer\">sentiment analysis<\/a> to its Reviews monitoring software. A new Sentiment tab shows business owners what reviewers are saying as either positive or negative. It shows data based on keywords (like \u201cplace\u201d) and their modifiers (like \u201cgreat\u201d or \u201cbad\u201d) used in reviews. Each word has a sentiment score assigned to it.<\/p>\n<p>There\u2019s also a way to create a collection of keywords (such as words related to \u201cfood\u201d) to help the business understand how people feel by topic.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"784\" height=\"401\" class=\"aligncenter size-full wp-image-76948\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Yext-Tool-Final-.jpg\" alt=\"Yext tool\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Yext-Tool-Final-.jpg 784w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Yext-Tool-Final--300x153.jpg 300w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Yext-Tool-Final--768x393.jpg 768w\" sizes=\"(max-width: 784px) 100vw, 784px\" \/><\/p>\n<h3>Chatmeter<\/h3>\n<p>Great for multi-location companies, <a href=\"https:\/\/www.chatmeter.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Chatmeter<\/a> Pulse is a text and sentiment analysis tool that shows sentiment analysis over time. One standout feature of Pulse is that it can recognize mixed sentiment within a single review and break down sentiment by topic.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" class=\"aligncenter size-full wp-image-76943\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Chatmeter-One.jpg\" alt=\"Chatmeter Pulse tool\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Chatmeter-One.jpg 800w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Chatmeter-One-300x169.jpg 300w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Chatmeter-One-768x432.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" class=\"aligncenter size-full wp-image-76944\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Chatmeter-Two.jpg\" alt=\"Example of AI analyzing reviews.\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Chatmeter-Two.jpg 800w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Chatmeter-Two-300x169.jpg 300w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Chatmeter-Two-768x432.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>The sunburst tool helps you understand the average sentiment for each topic and its related attributes with color-coded segments. If you\u2019re working with a multi-site client, the product can compare sentiment by location, too. You can run a <a href=\"https:\/\/www.chatmeter.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">free brand audit<\/a> to learn more.<\/p>\n<h3>BrightLocal<\/h3>\n<p>The <a href=\"https:\/\/www.brightlocal.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">BrightLocal<\/a> Reputation Manager lets you monitor and manage all your online reviews in one place. Users get to see and manage reviews by source and can use the tool to simplify the way customers write reviews.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"458\" class=\"aligncenter size-full wp-image-76995\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/BrightLocal-Tool.jpg\" alt=\"BrightLocal tool called Reputation Manager.\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/BrightLocal-Tool.jpg 800w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/BrightLocal-Tool-300x172.jpg 300w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/BrightLocal-Tool-768x440.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Most recently, <a href=\"https:\/\/www.brightlocal.com\/blog\/introducing-niche-review-sources\/\" target=\"_blank\" rel=\"noopener noreferrer\">Reputation Manager added 40 new niche review sites<\/a> so that customers can now see and review data on more high-quality and relevant review sites. If you\u2019re an agency or working with a multi-site client, the tool\u2019s new Review Inbox feature is also a plus. It brings all reviews together in a single feed or dashboard.<\/p>\n<h3>Hootsuite Insights<\/h3>\n<p>A real-time social analytics tool, <a href=\"https:\/\/hootsuite.com\/products\/insights\" target=\"_blank\" rel=\"noopener noreferrer\">Hootsuite Insights<\/a> lets you filter sentiment results by location, language, and gender. This tool goes beyond social media sites and mines sentiment from news sites, blogs, forums, and other public sources online (over 100 million) to produce results you can then use to run reports, stay on top of trends, and handle customer complaints before they backfire.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"337\" class=\"aligncenter size-full wp-image-76997\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Hootsuite-Insights.jpg\" alt=\"Hoosuite Insights tool sentiment analysis filter.\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Hootsuite-Insights.jpg 800w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Hootsuite-Insights-300x126.jpg 300w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Hootsuite-Insights-768x324.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h3>Social Mention<\/h3>\n<p>If you\u2019re looking for a free social media analysis tool, <a href=\"https:\/\/www.social-searcher.com\/social-mention\/\" target=\"_blank\" rel=\"noopener noreferrer\">Social Mention<\/a> has a free option that allows up to 100 searches a day and two email alerts. Without the need to sign up or download anything, you can simply search for a brand or hashtag via a search engine to uncover real-time online sentiment. The report includes the number of mentions, users and a sentiment score with detailed analytics and a simple way to stay on top of everything that\u2019s being said about your brand or keyword online.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"738\" height=\"363\" class=\"aligncenter size-full wp-image-76998\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Social-Mention.jpg\" alt=\"The home page of the Social Mentions search tool.\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Social-Mention.jpg 738w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Social-Mention-300x148.jpg 300w\" sizes=\"(max-width: 738px) 100vw, 738px\" \/><\/p>\n<h3>Sentiment Analyzer<\/h3>\n<p>Another free one, <a href=\"https:\/\/www.danielsoper.com\/sentimentanalysis\/default.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">Sentiment Analyzer<\/a> allows you to analyze a snippet of text and produces a sentiment score from \u2013100 to +100. Unlike the other tools listed, it analyzes a body of text as opposed to mentions of a brand or hashtag online.<\/p>\n<p>Use this tool if you want a better way to decipher vague or confusing customer reviews. The example shown on the tool\u2019s homepage is the Declaration of Independence, which, according to the tool, has a sentiment score of 26.8, indicating that the text is \u201csomewhat positive\/enthusiastic.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"714\" height=\"315\" class=\"aligncenter size-full wp-image-76999\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Sentiment-Analyzer.jpg\" alt=\"Homepage of the Sentiment Analyzer tool.\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Sentiment-Analyzer.jpg 714w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/02\/Sentiment-Analyzer-300x132.jpg 300w\" sizes=\"(max-width: 714px) 100vw, 714px\" \/><\/p>\n<h2><a id=\"how-incorporate-sentiment-data-seo\"><\/a>How to Incorporate Sentiment Data in SEO<\/h2>\n<p>Now that I\u2019ve explained HOW to analyze your brand\u2019s sentiment let\u2019s discuss what to do with it.<\/p>\n<p>We use sentiment analysis to enhance our audits. We also use it to track the success of campaigns and spot potential issues.<\/p>\n<p>Some customers have trust issues with a brand or website, and it\u2019s our job as SEOs to discover why.<\/p>\n<p>Analyzing sentiment can identify reputation problems and help a company develop a more customer-centric approach that:<\/p>\n<ul>\n<li>Addresses customer complaints<\/li>\n<li>Resolves satisfaction issues<\/li>\n<li>Rewards happy reviewers<\/li>\n<li>Reinforces the brand\u2019s reputation and trustworthiness<\/li>\n<\/ul>\n<h2>More than a Feeling: A Trustworthy Site<\/h2>\n<p>As SEOs, we know when something\u2019s just not right with a website.<\/p>\n<p>We dig, we dig deeper, and often times we discover that it comes down to how a website or brand interacts with its customers.<\/p>\n<p>Customers are real people with feelings. Feelings matter, and how we handle them does, too.<\/p>\n<p>Make sentiment analysis part of your SEO toolkit, and you&#8217;ll lay the foundation for a trustworthy site.<\/p>\n<p><strong><em>As I mentioned in my first post, we now include sentiment analysis as part of our SEO audits. If you&#8217;d like to learn more about how to improve your online presence, request a <a href=\"https:\/\/www.bruceclay.com\/quoteform\/\" target=\"_blank\" rel=\"noopener noreferrer\">free quote today<\/a>.<\/em><\/strong><\/p>\n<h3><a id=\"faq-how-can-I-use-sentiment-analysis-improve-my-brand-online-reputation-trustworthiness\"><\/a>FAQ: How can I use sentiment analysis to improve my brand&#8217;s online reputation and trustworthiness?<\/h3>\n<p>Maintaining a positive online reputation is crucial for any brand. Consumers today are not just looking for products or services; they&#8217;re seeking trust and reliability. This is where sentiment analysis comes into play.<\/p>\n<p><strong>Understanding Sentiment Analysis<\/strong><\/p>\n<p>Sentiment analysis, also known as opinion mining, systematically determines the sentiment expressed in online content, whether positive, negative, or neutral. Brands can utilize sentiment analysis to gain valuable insights into customers&#8217; perceptions. By comprehending the emotions behind customer feedback, brands can respond effectively and make informed decisions to enhance their reputation.<\/p>\n<p><strong>Real-Time Monitoring<\/strong><\/p>\n<p>Sentiment analysis provides instantaneous insights for brands. Brands can monitor comments and mentions across multiple online platforms, including social media, forums, review sites, and other review platforms. By staying informed about what customers say in real-time, brands can swiftly address issues, offer solutions, and express gratitude for the positive feedback.<\/p>\n<p><strong>Enhancing Customer Experience<\/strong><\/p>\n<p>Sentiment analysis can identify recurring issues or trends in customer feedback. By addressing these pain points, brands can improve their products or services, resulting in a better customer experience. This proactive approach shows that you value your customers&#8217; opinions and helps build trust and loyalty.<\/p>\n<p><strong>Leveraging Positive Sentiment<\/strong><\/p>\n<p>While addressing negative sentiment is essential, leveraging positive sentiment is equally powerful. When customers express satisfaction or appreciation, acknowledge and share their feedback on your platforms. This showcases your brand&#8217;s commitment to excellence and encourages more positive feedback.<\/p>\n<p><strong>Step-by-Step Procedure: Enhancing Your Brand&#8217;s Reputation with Sentiment Analysis<\/strong><\/p>\n<ol>\n<li>Define Your Objectives: Clearly outline what you aim to achieve with sentiment analysis, whether improving customer satisfaction, resolving issues, or building trust.<\/li>\n<li>Select the Right Tools: Choose sentiment analysis tools that suit your brand&#8217;s needs and budget.<\/li>\n<li>Identify Relevant Platforms: Determine where your target audience is most active online and focus your sentiment analysis efforts there.<\/li>\n<li>Create a Keyword List: Develop a list of keywords and phrases related to your brand, products, or services to monitor sentiment effectively.<\/li>\n<li>Set Alerts: Real-time notifications can alert you to any mentions or mentions about your brand that might arise on social media so that any mentions can be addressed quickly and appropriately.<\/li>\n<li>Assess and Categorize Sentiment: Evaluate each comment or mention and categorize it as positive, neutral, or negative.<\/li>\n<li>Address Negative Sentiment: Respond to negative comments or reviews with empathy and solutions.<\/li>\n<li>Acknowledge Positive Sentiment: Show appreciation for positive feedback and consider sharing it on your platforms.<\/li>\n<li>Identify Trends: Analyze sentiment data to identify recurring issues or trends that require attention.<\/li>\n<li>Improve Products\/Services: Use sentiment analysis insights to enhance your offerings and address customer concerns.<\/li>\n<li>Monitor Competitors: Extend your sentiment analysis to monitor how your competitors are perceived and identify areas where your brand can excel.<\/li>\n<li>Educate Your Team: Ensure your team is trained to interpret sentiment analysis data and respond effectively.<\/li>\n<li>Measure Progress: Continuously assess the impact of your sentiment analysis efforts on your brand&#8217;s reputation and trustworthiness.<\/li>\n<li>Adjust Your Strategy: Adapt your strategy based on the evolving sentiment trends and customer feedback.<\/li>\n<li>Engage with Customers: Engage with your audience through social media, forums, and review sites to maintain an open line of communication.<\/li>\n<li>Share Success Stories: Share stories of how you&#8217;ve addressed customer concerns and improved your offerings.<\/li>\n<li>Collect Feedback: Encourage customers to provide feedback directly, helping you gather valuable insights.<\/li>\n<li>Consistency is key to success.<\/li>\n<li>Assess Return On Investment (ROI): Evaluate the return on your investment for sentiment analysis efforts and verify if they support your brand goals.<\/li>\n<li>Adapt and Grow: Continuously adapt your sentiment analysis strategy to evolving consumer preferences and industry trends.<\/li>\n<\/ol>\n<p>Follow these steps to leverage the power and potential of sentiment analysis to build trust among your audience, improve your brand&#8217;s online reputation, and elevate its image.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I made the case in my last post that a website\u2019s online sentiment now affects search engine rankings. That\u2019s because Google evaluates a website\u2019s quality based on three factors \u2014 expertise, authoritativeness, and trustworthiness (E-E-A-T). Sentiment indicates reputation, which indicates trustworthiness. However, if the sentiment is negative, it can damage a reputation. My belief is [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":77621,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[6,1990,59,1989,1232,1053,1991],"acf":[],"yoast_head":"<title>BruceClay - How to Use Sentiment Analysis to Strengthen SEO Trustworthiness<\/title>\n<meta name=\"description\" content=\"Sentiment analysis can be used to improve SEO trustworthiness. 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