If you think SEO is still being done the same old way…
Guess again.
Reputation marketing is the new SEO.
Google’s secret is out of the bag: reputation now drives ranking!
Backlinks and social signals are actually taking a backseat to reputation when it comes to ranking factors…
Table of Contents
Online Reputation Management Explained
ORM is important and SEO is a key part of most ORM campaigns. Online Reputation Management is even more basic in its definition, but broader in scope of what it entails. Online Reputation Management is exactly what the phrase suggests, managing your online reputation. Looking closer at some of what could have an online reputation is where this becomes difficult. Basically anyone, anything, or any company has an online reputation. The obvious ones are: people, companies, and brands.
| URL length top level domain | keyword density in body text | keyword proximity |
| keyword in domain name | individual keyword density | file size |
| hyphens in URL | applied semantics | freshness of pages |
| less than 100 links out | keyword font size | amount of content change |
| keywords in header | all internal links valid | freshness of links |
| keyword in in title tag | page theming Keyword in URL | frequency of updates |
| keyword in description meta tag | site size | keyword stemming, LSI |
ORM includes not just using SEO but in addition, social networking, blogs, review sites, etc. Managing your entire online presence is a very lengthy process. When you include all the above information then in becomes ORM. The goal of ORM is slightly different. Online Reputation Management is intended to move the content you choose into the order you want in a search engine, the bad down in Google search rankings the good up. With lower requirements, SEO is attempting to get a single page in the top.
Develop an Online Reputation Management strategy for better results
Online Reputation Management (ORM) is the act of monitoring, addressing or mitigating SERPs (search engine result pages) or mentions in online media and Web content. It is of great importance to companies to monitor how someone or something is perceived based on an internet search. As the amount of user-generated content on the internet grows, it began to affect internet search results more meaningfully, and the desire to change those results naturally followed.
Good public relations, can translate into increased sales, personal career advancement, or just general social acceptability. Being mentioned in social media can be a threat if there is criticism, but can also generate benefits if such criticisms are reversed. The material monitored can include both professional journalism and user-created content.
ORM or SEO: Which type of online marketing is your company in need of?
The best and easiest way to help decide what it is that your company needs more, is to
- Check Google, look for your company.
- Where does it appear?
- Does your company’s web presence appear early?
- Is there negative information anywhere you can see?
- Check the employees names for the same things.
If you see something negative, it is time to become a social media/SEO/Google Analytics expert or it is time to call a company which specializes in Online Reputation Management The longer you wait, the more click through’s the negatives will receive. When someone google’s your company, they will come across the negative. People are leery of trusting anything from the internet. People are much more likely to trust negatives over positives. Negative reviews get more credibility than positive reviews. If you see those negatives you need to be ready to act fast.
Online Reviews Sites Build Trust With Potential Clients
Online reviews sites also are an important resource for businesses to collect positive feedback from users who have experienced their product or services. Half of the businesses surveyed (50%) rely on third-party, online reviews sites to monitor their brand reputation.
Having positive reviews can make or break a company that’s trying to earn new business leads.
Goff predicts businesses will work to build a solid brand image on third-party reviews sites in 2018.
“Companies now are focusing on pushing down negative reviews and bumping up positive reviews, all the while making sure that their full customer base has a voice,” Goff shared.
Allowing individuals to share their experiences about a company is an important element to building transparency and trust with customers. ORM ensures what’s being shared about your company is positive rather than negative.
Digital Marketers Will Invest More in Online Reputation Management in 2020
Businesses plan to spend more time and money on ORM in 2020 because they recognize the need for a solid online brand reputation.
Conclusion….
All Businesses Should Prioritize Online Reputation Management
As more individuals use social media and post online reviews, online reputation management is necessary to the success of a business.
Social Listening Tools Are Free & Easy to Manage
Social listening tools, many of which are free, are another way for businesses to monitor their online brand reputation.
Tools such as Google Alerts, Reputology, and Yext can be set up easily and at no cost to businesses that simply are looking for a tool that will notify them when their brand is featured negatively online.
- You can work hard improving the SEO of your web presence. Your web presence includes your website, social media, and outreach efforts like guest blogging and reviewing items and services related to your business.
- Your other option is to be proactive and contact an experienced online reputation management company and allow them to begin tracking to make sure no negatives come alive online. This would allow you to have the piece of mind that if something happens, one of the top companies in the world at ORM and SEO is on top of it from the beginning.
- Your third option is to do both. This is probably the best option. In addition to working on your company’s SEO and assisting with the development of a positive web presence, a good online reputation management company will monitor your web presence. This can give you the peace of mind you need to focus on the business that you know best.
A bad online presence and reputation can result in a loss of credibility for your business. It is also very important to understand your environment and also to know where people are talking about your business.
Think of SEO and reputation management as two sides of the same coin. You don’t leave one out if you want to get your client’s brand back in the good graces of their customers.
Here are the steps to help you leverage both:
- Google yourself and set up Google alerts Search for the name of your company on Google and set up Google alerts. You need to enter in the search query you want to monitor. You can also set the frequency of the notifications. Setting Google alerts is very simple and easy Setting Google alerts is very simple and easy
- Respond to reviews and generate more positive reviews. Reviews can be both positive and/or negative. You need to respond to all of them strategically by providing solutions and not just deleting the negative ones. Make it easy to post reviews online and also actively ask for them. Spend some time in responding back to review either it be positive / negative Spend some time in responding back to review either it be positive / negative
- Build your online presence You could set up a minimum of 3 to 4 channels like LinkedIn, Facebook, Twitter and optimise your profile. Build your online presence with relevant content – SocialOrange.in can help you with Social Media Marketing Build your online presence with relevant content – SocialOrange.in can help you with Social Media Marketing
- Content Marketing Strategy. Determining the makeup of your online audience is important. You need to create a good content marketing strategy while examining where, what and how often you are going to post online. Brands without content marketing strategy will soon become obsolete Brands without content marketing strategy will soon become obsolete.
- Add a Touch of Influencer Marketing. Customers are likely to buy from a business endorsed by someone famous or an authority figure from the industry. This is a common tactic used by many businesses to get attention and increase sales. In the digital marketing sphere, some people refer to this as influencer marketing.
One Thing is For Sure…
No brand is perfect.
Customers will always have something negative to say about a business—the food tasted bad, the service was ordinary, the staff wasn’t professional, etc.
It’s up to you to make sure the positive things that customers say will push through for your brand’s overall success, and you can only accomplish this if your SEO and reputation management strategies are on point.
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