Search Engine Marketing | What Is Online Reputation Management ...

Monitoring involves controlling items about websites on search results and content on social media. In other words, it involves keeping track of feedbacks and reviews about the client?s website on the web. What is written about that website is examined to see which ones talk positively about it. The positive content is promoted. Consequently, the unfriendly content, which threatens the reputation and standing of the website, will be played down. The goal is to make sure when people search for the site, they will most likely find good content about it.

ORM is done as the need for influencing viewer perception. This becomes increasingly important with the number of similar websites growing. Much of the content about websites is generated by the websites and their marketers themselves. What the people see online is content generated to promote these websites. However, some content become derogatory to a website, a business, or a product. Derogatory content can come from various sources. It can come from disappointed customers or dishonest competitors. All this content from different sources can affect the popularity of a website. Managing user-generated content gives you more control over the results search engines show for your website.

If you have been reading keenly, you probably have noticed that ORM share similarities with SEO (search engine optimization). As a matter of fact, both utilize similar strategies. Online reputation management techniques involve online promotion, which includes much of content generation. It also includes social media marketing. Then again, online marketing professionals know that SEO and ORM differ in their objectives. Unlike ORM, SEO basically involves tactics that help websites achieve good ranking on SERPs. Although both involve positive content generation, ORM also relies on promotion of good content. In ORM, reviews and comments are monitored.

In some cases, it can mean removal of negative comments. Malicious content can be reported and the author can be sued. But this is not quite common, and it does not have to reach that stage. One way of mitigating the impact of negative feedback and write-up is by responding promptly and professionally. Some website owners show appreciation to people who leave positive feedback. Some of them even give freebies to the friendly customers. Another way for website owners to attract positive feedback is by writing good feedback about other websites or businesses.

Many companies have employed reputation management on the internet. Companies in developed countries were the first ones to employ this strategy in enhancing their online presence. As online marketing grew, companies from developing nations did the same. Today, ORM is done not only for businesses and products but also for public and entertainment personalities.

Source: http://seosmo.co.uk/search-engine-marketing-what-is-online-reputation-management/

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