In this digital age, a brand’s reputation is tied directly to its online image. When a potential customer searches the company name, they will see what shows up in search engine results pages (SERPs).
This is why it’s more important than ever to manage a business’s online reputation. This involves implementing SEO and ORM strategies to promote positive content overshadowing negative information.
What is SEO?
SEO stands for search engine optimization, and it is the process of optimizing a website and its content to rank higher in organic searches. It involves a variety of tactics, including keyword research and analysis, link building, page structure, and website design. The goal of SEO is to increase a site’s visibility and promote its brand, products, and services.
A company’s online reputation can make or break its success. People rely on the information they see in search engine results when choosing which companies to do business with. A negative image in search results can tarnish a business’s credibility and lead to lost revenue. Search Engine Reputation Management (SERM) is the process of managing a company’s reputation by monitoring internet mentions and taking proactive measures to suppress any harmful content. It requires a significant amount of time and resources to achieve, but once it is successful, it can deliver long-term and highly qualified traffic.
Unlike paid ads, organic search results are more likely to attract customers and drive business growth. Search engines look at a variety of factors when ranking pages, including meta-titles and meta-descriptions, title tags, H1 tag, alt text for images, and schema markup. This is why it is important to focus on quality and relevance of your content to boost your online presence and reputation.
What is ORM?
Online Reputation Management (ORM) is a broad term that encompasses many different strategies and tactics. It’s all about controlling what shows up in search engine results pages (SERP) for a person or brand, and it’s about elevating positive content to drown out negative results. It’s a lot like search engine optimization, but it has a much more specific and oftentimes more urgent focus.
A good ORM strategy is essential for any business that wants to thrive in today’s digital landscape. Consumers rely heavily on online information and search engine results to make purchasing decisions, so having a healthy reputation in this space is crucial. A good ORM strategy includes tactics such as reviewing and monitoring social media, proactively responding to reviews, generating and promoting positive content, and using search advertising and other marketing channels to drive organic traffic.
A good ORM strategy should also include having a plan in place for dealing with any potential crises that could arise, such as a data breach or scandalous accusations. By being proactive and working with a team of experts, companies can ensure that they are seen in the best light possible when it comes to their online reputation. This will help them keep their customers happy and grow their business. When it comes to ORM, starting early is key!
What is Reputation Management?
Reputation management involves the process of monitoring, controlling and influencing how an individual or business is perceived online. It includes strategies and tactics to ensure that when someone searches for a specific name or brand, they see positive content on the first page of search engine results and negative content is pushed down or removed entirely. Reputation management is an important aspect of digital marketing because it impacts trust, brand image, consumer decisions, and overall success. In this age of social media, the ability for consumers to share their experiences quickly and widely has tipped the balance of power in favor of businesses that are transparent and honest with their customers.
When researching a company, the first thing potential customers look for isn’t services or qualifications, but rather reviews and comments posted on Google, social media platforms, online forums, and other review sites. These are customer-generated resources that heavily influence search engine results, so maintaining a positive reputation is critical to the success of a company.
To achieve this, reputation managers must implement and continually optimize reputation-building content to increase brand visibility and credibility, and actively manage and respond to any criticism that arises. This requires vigilance, consistent strategies to engage key audiences, and a holistic approach that includes SEO, ORM, and other digital marketing tactics. This is how companies build a strong reputation and sustain long-term success and growth.
What is the Difference Between SEO and ORM?
Search Engine Reputation Management is the practice of managing an individual or company’s image on digital platforms. It aims to keep the brand in a positive light while minimizing any negative content that could impact sales and customer perceptions. ORM is focused on proactively monitoring the Internet for any mention of a person or business, as well as reacting promptly to reviews or feedback that are posted online.
When customers are researching a business, they typically start with a quick Google search to see what others have said about the company. These reviews and opinions are what determines whether a potential customer decides to work with you or someone else. The good news is that these results can be controlled, even in the case of a major PR crisis.
ORM focuses on the reputation of an individual or business across all digital channels and uses various strategies to manage and shape their public image. It can include everything from social media to review sites to forums and more. As a result, ORM is much more comprehensive than SEO and is designed to monitor and repair reputation damage.