Are you ready for the next irritated customer? The one unhappy enough to post a negative review or comment online that could potentially snowball into something much, much bigger?

While you control the content on your own website and can easily monitor customer comments there, the World Wide Web is just that—and it’s therefore out of your control. It only takes one disgruntled voice, even if it comes from the middle of nowhere, and even if what it says isn’t true: According to The Huffington Post, 69% of consumers trust online reviews as much as personal recommendations.

One key to protecting your brand name? Content. If you wait until a negative post gains traction online, you’ll be playing catch-up—and that’s a nearly impossible game to win. Instead, you need to post enough fresh content to your own webpage and social media sites so that your material claims the first page or more of search engine results. It’s the best way to bury negative comments that might surface.

Always consider the appeal of your posts to maximize click-through—a vital strategy for moving up in search results. Self-serving news seldom generates interest. While some straightforward announcements are fine—a local promotion, a new office opening—concentrate instead on the recipients of your agency services: a youth team you sponsored, an event where you presented or a client who excelled with your unique products or services. You’ll increase visibility by tying your message to other individuals and organizations that may be inclined to share the story themselves.

And rather than splintering your message, consider focusing on one particular cause—education, a specific disease, no texting while driving—and really channel donations, events and employee volunteer efforts there. 

Not sure how you’re doing? You can monitor your own brand via Google Alerts. If a negative comment or news story arises, you’ll be at least partially prepared if you’ve already created a library of positive stories.

Protect yourself, starting today. Isn’t that what insurance is all about?

Amy Skidmore is an IA contributor.