Online Reputation Management Tools Free

The best free tools for online reputation management

Today, businesses and individuals alike need to worry about their online reputations. All it takes is one negative post going viral to make someone the scourge of the Internet, causing individuals to lose friends and job opportunities, and depriving companies of customers and revenue. Luckily, you have many options when it comes to securing your online reputation.

If your situation is complex, or you don’t have the time needed to personally address your reputation issues, then you can hire an online reputation management firm. However, if you want to oversee your image yourself, there are a number of free tools you can use.

How does online reputation management work?

Before you can decide which tool will best help you gain control of your online reputation, you need to know something about how reputation management works. Most Internet reputation management tools are built on the foundation of search engine optimization, or SEO.

SEO combines observations of how search engines work with careful content building and timing to get the maximum results from new content, ensuring that it’s widely read and shared, and pushing content you control up the list of your search results. However, there’s a lot more to fixing your online reputation than just pushing some results up and the rest downward.

Maintaining a positive online reputation involves three steps: assessment, repair, and monitoring. Here’s a quick overview of how each process works:

Assessing your reputation

If you want to know your reputation online, start by running your name through a search engine. For many people, what they find in your search results is what they’ll believe about you.

However, you have to ask a few questions to get a full sense of what the results are telling you. What links are at the top of your search results? Are they links you control, such as your blog, your social media presence, or your business’s website? Are they links that have factually accurate statements about you? Are the links you find actually about you, or are they about somebody else?

For example, if you’ve got a business that has a good website tied to your name, and the first handful of results are news articles about your business, that’s not bad, but it’s still not great. More than one-third of all searchers click on the first link, ignoring the rest, so you want that link to be your business’ official site.

Repairing your reputation

The next step is to repair your results so that they properly reflect you as a person. The exact steps to take vary depending on your situation. However, reputation repair almost always involves publishing new materials.

The key thing to keep in mind is that you’ll need to create content that is better than what’s out there already. You want to give search engines a reason to rank your new materials above the existing ones.

This isn’t entirely about the words on the page, but also about good search engine optimization, having links from reputable third-party sources, and seeing that people are actually clicking on your content and interacting with it.

For some preliminary advice on creating an online reputation management plan, check out our Definitive Guide to Online Reputation Management.

Get your free
Reputation Report Card

Monitoring your reputation

Finally, there’s the most important step in the process: monitoring your reputation. Once you put the time and effort into repairing your reputation, you need to keep a constant eye on it. Good reputation management tools will automate this process for you, assessing links and making reviews and other content simple to observe on an easy-to-use dashboard.

Free online reputation management tools

Now that you understand something about what reputation management involves, you can decide what tool to use to solve your specific reputation problem. The following are some of the most popular free ways to fix your own online reputation:

The search engine of your choice

It might feel egocentric to spend your time Googling (or Binging) yourself, but it’s actually good business. Just remember that for best results, you’ll have to sign out of everything you’re usually signed into: Google, Gmail, and so on. Otherwise, especially in Google, you’ll only see results tailored to your interests and profile information.

Google Alerts

One of the simplest ways to set up automated alerts for any subject—including your own name or that of your company—Google Alerts allows you to set up regular emails that will keep you apprised of what’s being said about various topics on the Internet. You can ask for alerts to be sent to your inbox as information becomes available, or on a daily or weekly basis. For step-by-step instructions, see this article.

Drop your name or your company’s name into this robust web tool, and you’ll get a dashboard with mentions of your search term. The free version of lets you export mentions of your search term, email them to others, and label them as positive, negative, or neutral. You can also connect your social accounts and share mentions with your followers.

Do you have a good online reputation? Find out with our free
Reputation Report Card.


Hootsuite is a dashboard through which you can manage and maintain your entire social media presence. What makes it a good reputation tool is that it offers in-depth analytics that reveal how others perceive your content. This way, you can adjust your messaging to keep your branding in sync with the attitudes of your followers.

Hootsuite also offers social media monitoring services. To find out what the public is saying about them, users can search for and filter social media conversations in several languages by hashtag, keyword, and location. With the product’s upgraded version, users can capture more conversations with an array of monitoring apps that enable them to perform even more reputation monitoring activities, from evaluating site ratings to identifying the tone of voice people use when discussing your brand.

Complaint Search Box

Go Fish Digital created the Complaint Search Box to let people search through more than 40 online complaint sites. Using this tool, individuals can quickly and easily perform searches to ensure others aren’t unhappy with them or their company’s brand. If they do find that people are posting negative reviews, then they can rapidly address them and thus preserve their reputation.


Rankur offers a range of plans to help people monitor their social media presence and track where people are using their name. Some of Rankur’s best features include the users’ ability to monitor when their name appears in social media, press releases, and blog postings. Users can also receive alerts when someone posts an online review about them.

Get your free
Reputation Report Card


ImageRaider scans the web, searching for your images. If it finds any, then it indexes them and lets you know if they are inaccurately sourced or used incorrectly. This is a very handy tool, particularly if your business is dependent on images.


best online reputation management tools for your business

Online reputation management is something no brand can ignore. Online posts, comments, reviews, and rankings are what makes or breaks a brand’s reputation.

It won’t surprise you that 75% of customers trust a company more if it has positive reviews, and 60% will hesitate to purchase from a business that has negative reviews, this study finds.

And then there are social media crises: negative posts about a brand spread on social media, letting more and more people know that the customer service/the product/the marketing is terrible, offensive, or wrong.

Social media crises come and go, leaving dozens of broken businesses behind. Online reputation management can stop such disasters when they are just unfolding.

Whether your brand is new to the market, or has been building a reputation since the 1980s, keeping an eye on what’s going on online ― social media, review sites, search rankings, etc. ― is essential in the world where public opinion is inspired by the Internet and expressed on the Internet.

With this in mind, we gathered online reputation management tools that will help you take care of your brand and save it from possible troubles.

1. Awario

On Awario Dashboard, you can find online reputation metrics

Screenshot from Awario

Yes, including our own tool, especially as number one, is tacky. But we’re not here to do tricky marketing: we’re here to list awesome reputation management tools, and Awario is one of them.

In case you’re new to the blog, Awario is a social media monitoring tool: it finds mentions of any given brand on social media networks, news sites, blogs, forums, and the web. With Awario, you can see how many people are talking about your brand, where they are, who they are, and what they say.

Built-in sentiment analysis breaks down all mentions into positive, negative, and neutral. At any time you can open the app and see how your brand’s reputation is changing.

If there is unusual activity regarding your brand online, Awario lets you know and shows you what might be the underlying cause for the activity with the help of Insights.

Of course, for the tool to do that, you have to create an alert for your brand  (as a matter of fact, you can do that for any other keyword, e.g., your own name).

Pricing: Awario’s Starter is $29/mo, Pro is ($89/mo), and Enterprise starts from $299/mo. An annual plan saves you two months.

Trial: Awario offers a 7-day free trial.



2. Reputology/Grade.US

Grade.US interface

Screenshot from

The name Reputology signals reputation management ― and that’s exactly what the tool does. However, it does it in a much different way than Awario.

Reputology is now a part of ASG MarTech’s suite under the Grade.Us brand. It helps businesses track their online reviews on common and uncommon review sites. This includes such popular platforms as Google Reviews, Facebook Reviews, Yelp, Better Business Bureau, etc. Also, Reputology monitors industry-specific review sites that focus on real estate, education, hospitality, healthcare, and other industries.

Reputology lets you reply to reviews straight from the app. It’s also integrated with Hootsuite, so if you have one social media manager for all the online marketing tasks (this happens quite often, doesn’t it), connecting Reputology and Hootsuite accounts will massively simplify their work.

Pricing: Reputology charges from $110 to $2500/mo.

Trial: You can sign up for a 14-day free trial before you settle on a plan.

3. SEO SpyGlass

SEO SpyGlass interface

Screenshot from SEO SpyGlass

You might think: what does a boring SEO tool do in this list of fun social tools? The fact is, online reputation has a lot to do with how your site and your backlink profile look, and what your Google rankings are.

SEO SpyGlass, therefore, is here to monitor your backlink profile and not let any spammy links get associated with your website and ruin your rankings.

SEO SpyGlass claims to have the most up-to-date link index on the market, and we have no reason not to trust them. But that’s not the main advantage of this tool: it also analyzes the authority of each of your links and measures the Penalty Risk of your backlinks, saving your website from possible algorithmic and manual search engine penalties.

Pricing: Paid plans range in price from $99 to $199/year.

Trial: No, but there’s a free version available with a limited number of backlinks to analyze.

4. ReviewTrackers

ReviewTrackers interface

Screenshot from

Back to tracking online reviews: as you might imagine, this is one of the most important and most requested processes of reputation management.

If Reputology didn’t cover whatever review sites you’re interested in, try ReviewTrackers: it covers more than 85 review sites, including TripAdvisor, Foursquare, Healthgrades, Facebook reviews, Google Maps. The tool also emails you important reviews so that you don’t have to constantly check the app if you’re getting tons of reviews.

ReviewTrackers analyzes the ongoing customer feedback and presents you with some conclusions as to which aspects of your business are mentioned the most and might require your attention.

Pricing: ReviewTrackers’ paid plans cost $69 to $199/mo.

Trial: A 30-day free account is available on request.

5. GoFish Digital Complaint Search

GoFish Digital Complaint Search

Screenshot from

Surely, searching for complaints about your own brand might not seem like a pleasant task. But it’s the minimum of what you’ve got to do if you don’t have the resources to monitor the online world 24/7.

GoFishDigital Complaint Search covers more than 40 complaint websites. You can find the complaints, respond to them, and fix the problems before they turn into disasters,  i.e. start ranking in Google for your branded keywords. In some cases, you can also remove the reviews that are damaging your reputation. Of course, you’ll also see the most popular complaints, reviews, and your brand’s overall rating.

Pricing: Free.

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