{"id":26254,"date":"2012-05-11T23:21:07","date_gmt":"2012-05-11T17:51:07","guid":{"rendered":"https:\/\/www.quickonlinetips.com\/archives\/?p=26254"},"modified":"2020-04-16T16:20:03","modified_gmt":"2020-04-16T10:50:03","slug":"reputation-management-seo","status":"publish","type":"post","link":"https:\/\/www.quickonlinetips.com\/archives\/2012\/05\/reputation-management-seo\/","title":{"rendered":"Reputation Management: SEO on Steroids"},"content":{"rendered":"

Online reputation management <\/strong>(ORM) emerged as a natural evolution of search engine optimization\u2014and to this day, reputation management makes heavy use of leading search engine optimization (SEO) principles. It\u2019s almost enough to make the novice think ORM and SEO are just two sides of the same coin\u2014but of course, that\u2019s a major oversimplification.<\/p>\n

Really, online reputation management can better be described as SEO on steroids. Yes, many of the tools and techniques used are the same. But ORM takes everything about standard SEO and pumps it up.<\/p>\n

A Matter of Purpose<\/h2>\n

The best way to think of it is in terms of objectives. In SEO, the goal is usually to get certain keywords optimized. If you can get a particular page of online content to \u201crank\u201d on the first page of Google, Yahoo, and Bing, then your SEO campaign has been successful.<\/p>\n

In ORM, however, the goal is usually to get certain listings off of the first page of search engine results. It\u2019s not about advancing certain content to the top of Google, strictly speaking, but rather it\u2019s about suppressing listings that you don\u2019t wish to be seen.<\/p>\n

To put it another way: Claiming the top spot on a Google search results page would be, for the SEO professional, a major win. For the ORM professional to consider it a win, however, he or she would need to take control of the first ten spots on Google\u2014that is, the entire first page. That\u2019s what is necessary to successfully suppress an unwanted listing and bump it off the search engine\u2019s first page.<\/p>\n

ORM: Pumped Up SEO<\/h2>\n

Obviously, online reputation management is a much farther-reaching, more expansive undertaking. So while the techniques used in ORM are sometimes similar to those used in SEO, the big picture is very different. Here, in a nutshell, is how a typical ORM campaign operates:<\/p>\n

    \n
  • Each ORM campaign is tailored to meet the specific reputation management needs of the client, which means each campaign begins with a thorough assessment. The reputation management professional will assess the negative listings that are out there; which search keywords are used to find these listings; and how authoritative these listings are (which is to say, how tough they\u2019ll be to suppress).<\/li>\n
  • From there, a customized action plan is formed. A ORM team will involve SEO strategists, for sure\u2014but also content writers, social media specialists, news syndicates, and more.<\/li>\n
  • Next comes the execution of that plan\u2014a huge undertaking by any standard. Remember that the goal of the reputation management campaign is, at the very minimum, to assume control of the first ten listings on the first page of Google, Yahoo, and Bing. This involves the creation of a huge volume of unique and compelling content, which is used to flood the search engines and push those negative listings out of the way. It also involves a newswire blitz, an aggressive social media campaign, and more\u2014all in the service of propelling the new, positive content to the top of the search results page, and pushing the negative listings out of the way.<\/li>\n<\/ul>\n

    ORM: Not Just SEO<\/h2>\n

    So is online reputation management just another spin on SEO? Hardly. The similarities are unmistakable, yet everything about ORM\u2014from its purpose to its scope\u2014is on a whole other level. If anything, it\u2019s SEO that\u2019s been beefed up and made battle-ready, which is ultimately why it\u2019s so powerful in influencing public opinion and managing online listings.<\/p>\n

    This article is written by Rich Gorman, a veteran of the direct response marketing industry and an expert in reputation management and direct\u00a0response marketing for companies large and small.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    Online reputation management (ORM) emerged as a natural evolution of search engine optimization\u2014and to this day, reputation management makes heavy…<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[6,41],"tags":[44],"class_list":["post-26254","post","type-post","status-publish","format-standard","hentry","category-blogging","category-search-engine-optimization","tag-guest-posts"],"_links":{"self":[{"href":"https:\/\/www.quickonlinetips.com\/archives\/wp-json\/wp\/v2\/posts\/26254","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.quickonlinetips.com\/archives\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.quickonlinetips.com\/archives\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.quickonlinetips.com\/archives\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.quickonlinetips.com\/archives\/wp-json\/wp\/v2\/comments?post=26254"}],"version-history":[{"count":0,"href":"https:\/\/www.quickonlinetips.com\/archives\/wp-json\/wp\/v2\/posts\/26254\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.quickonlinetips.com\/archives\/wp-json\/wp\/v2\/media?parent=26254"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.quickonlinetips.com\/archives\/wp-json\/wp\/v2\/categories?post=26254"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.quickonlinetips.com\/archives\/wp-json\/wp\/v2\/tags?post=26254"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}