Online reputation management (ORM) is a field that leverages search engine optimization (SEO) to impact how a company or person’s information appears in search outcomes.
Managing Online Reputation? (Five Key Strategies)
Managing Online Reputation? (Five Key Strategies)
In this comprehensive guide, I’ll detail what online reputation management entails, clarify common misconceptions, and demonstrate how we utilize it alongside SEO to craft your digital persona.
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Managing Your Online Reputation
The internet serves as the ultimate information hub. People rely on Google for learning, purchasing, or undertaking various tasks. Even offline events such as conversations, advertisements, and reading magazines prompt individuals to use search engines. The results they encounter online can shape their view of your brand. Managing your online reputation is crucial, as it controls your digital narrative and impacts real-world opinions and behaviors.
However, certain constraints exist.
Most users rarely look past the first page of Google search results. As a result, well-known brands and individuals have only about ten search results to convey their narrative. This poses a significant challenge, especially when there are countless articles about them online, many of which might be biased or inaccurate.
Managing your online reputation ensures your digital image is both accurate and favorable. What exactly does this entail and how is it implemented?
What does it mean to manage one’s reputation?
Contrary to common misconceptions, ORM involves more than simply managing reviews and distributing press releases.
Online reputation management (ORM) involves utilizing search engine optimization strategies to affect search rankings and consequently mold the perception of a company or individual.
Jonas Sickler, ReputationManagement.com
Many business executives hold the belief that a good reputation is crucial. Nonetheless, they frequently overlook the fact that Google search plays a significant role in shaping public perception. Additionally, leaders often lack insight into how to expertly influence online opinions or assess their financial consequences for their organization. Consequently, business owners seldom take proactive steps to handle their digital reputation, often leaving it to fate.
To add to the complications, there’s significant uncertainty over whether public relations agencies or SEO firms are more suitable for handling online reputation management (ORM). Therefore, let’s explore how ORM differs from search engine optimization (SEO) and public relations (PR).
Online reputation management compared to SEO.
Many companies recognize SEO as a tool for increasing organic traffic by impacting keyword rankings. A Forrester Consulting survey, commissioned by Terakeet, revealed that 81% of executives agree, to varying degrees, that SEO will gain greater importance in the coming year.
However, most brands do not effectively harness SEO for managing their reputation. So, what sets them apart?
Here’s the most straightforward explanation I can give:
SEO focuses on optimizing various pages of a single website to rank for a wide range of keywords. In contrast, online reputation management aims to position several distinct websites for a limited set of branded keywords. Another perspective is:
SEO aims to position a single website at the top for numerous search terms. ORM, on the other hand, seeks to populate the first page of Google with favorable content related to brand-specific keywords. To put it differently, reputation management delves deep but covers a narrow area, while SEO covers a broad area but does not go as deep.
In the end, ORM applies SEO strategies and techniques to create a more precise and varied search environment.
Reputation control in contrast to public communications.
The distinction between online reputation management and public relations is somewhat subtle. Although it might appear that ORM is simply the digital equivalent of public relations due to their shared objective of managing a brand, the strategies they employ vary significantly to accomplish distinct outcomes.
Public relations firms often generate popular and attention-grabbing news stories to shift focus away from unfavorable issues. Their aim is to alter public opinion by inundating social media and media platforms with a fresh, viral storyline. In contrast, online reputation management strives to present a more precise and comprehensive narrative about a brand or person by ensuring that manageable resources appear on the first page of Google.
Public relations is effective in altering perception in the real world. However, it is less effective at impacting branded search outcomes, which are crucial for shaping reputation and enabling companies to manage their messaging.
What causes negative content to achieve high rankings on Google?
You might have encountered how persistent negative news about your brand can be. This isn’t due to Google holding a grudge against any individual or company. Rather, it’s because Google’s algorithm is designed to deliver search results that are the most relevant and useful for a user’s inquiry. In a situation where a brand or leader is dealing with a crisis, such content becomes particularly pertinent.
Despite everything mentioned, there are several key factors that cause negative content to often appear on the front page.
Density of a topic
Topic density indicates the proportion of content in Google’s index that pertains to a particular entity, in comparison to other entities, topics, or events.
For example, when you look up Elon Musk on Google, the search will return information regarding SpaceX and Tesla. This association doesn’t stem from Musk stating in his biography that he founded these companies, but rather from the vast amount of online content that links him with SpaceX and Tesla.
Regrettably, the concentration of a topic can have adverse effects on a brand’s image. For instance, if a company was recently involved in a hazardous chemical spill, Google will likely highlight reports about that incident when users search for the company’s name. Furthermore, if the CEO’s decision led to the mishap, the search outcomes for that individual would also be impacted.
Popularity
Backlinks have become akin to modern-day word-of-mouth recommendations, with both positive and negative implications. When reputable websites link to adverse stories about your business, Google interprets this as an indication that the content is significant and pertinent. Consequently, such stories might appear on the first page of your search results, attracting more attention. This can lead to an increase in clicks, as users are generally more attracted to negative headlines. Google interprets these clicks as indicators of popularity and relevance, which could further boost the ranking of the result.
The importance of responsiveness to time.
Google highly values the timeliness of news articles, which leads to trending topics, whether favorable or unfavorable, being prioritized in search engine results pages. While such stories may lose prominence once they become outdated, viral content on reputable websites tends to acquire numerous backlinks, enhancing its longevity.
How does the management of online reputation function?
There are numerous misunderstandings surrounding online reputation management. For instance, it is not the same as negative SEO, and companies do not have the ability to simply erase unfavorable outcomes. Doing so would be considered hacking, which is strictly against the law.
ORM focuses on crafting a fair and precise search environment. It involves shaping your narrative on Google’s first page by managing the content that shows up. Let’s address some common misunderstandings regarding the functioning of digital reputation management.
Lowering search ranking
When discussing the improvement of search results, online reputation managers frequently use expressions such as bury or push down. This is because suppression is crucial in ensuring that Google’s first page accurately represents your personal and professional identity. To remove a negative search result that appears in the top spot, you must elevate 9 other URLs to move it off the page, which is considerably more challenging than getting one site to rank first.
Additionally, prior to suppressing any unfavorable outcomes, it is essential to generate positive material about your brand for promotion. ORM content marketing involves the creation and optimization of numerous unique, insightful, and keyword-focused articles, videos, images, and blog entries. This also includes promoting such content through link-building efforts to ensure it reaches customers.
Variety within search engine results pages (SERP)
Google prioritizes diversity in its search results with the aim of delivering the most effective answers to every query. Given the uncertainty of searchers’ intent, Google offers a variety of content for searches related to brands. Thus, what defines a strong and favorable online image for companies and their leaders? It typically includes a combination of these elements:
- Websites
- Blogs
- Favorable feedback
- Leading ideas and insights
- Videos
- Images
- Articles in the news
- Social media accounts
In the end, concealing negative outcomes on Google becomes simpler when your search environment is filled with a wide range of positive content.
Precision, equilibrium, and honesty
High-risk reputation management firms on the internet frequently employ diversion tactics to obscure an individual’s identity, as it is an affordable and straightforward approach. This involves generating numerous online lookalikes to fill the top positions in search engine results with false profiles sharing the same name. Although this method might be effective for the average individual, it will not eliminate news stories from Google concerning a worldwide corporation or its CEO.
To create a lasting and favorable online reputation, it is essential to develop a genuine and accurate search presence that reflects your history, achievements, and desired brand message. Any alternative approach is likely to be ineffective and may lead to more significant problems in the future.
A poor online reputation can have tangible effects in the real world.
It’s easy to dismiss online activities as irrelevant and separate from your actual business operations. However, this is no longer the case. A poor online reputation can affect your personal brand image and nearly every aspect of your business.
Search results represent your online portfolio.
Consider Google as your online resume. You wouldn’t submit a resume to a potential employer highlighting “Terminated due to poor performance” at the top, would you? Unfortunately, unlike a physical resume, you can’t simply erase undesirable search outcomes. Anything you’ve ever said, written, or published online, along with what others have said about you, can be found.
What appears when people search your name or your business online? If the results include unjust viral news regarding your private affairs or critical feedback on your offerings, it’s time to refresh your digital presence.
Your digital reputation is everlasting.
Since Google rarely eliminates negative search outcomes from its index, your online reputation tends to be enduring. Unfavorable articles are not physical documents that can be destroyed; they are permanently embedded in the digital archive.
Comments on social media, even those you remove swiftly, can be captured with screenshots, featured in articles, and circulated extensively.
In addition, even seemingly insignificant negative reports can remain prominent on the first page, leaving a negative impression on important business contacts. Considering the vast number of potential clients, investors, and future employees who depend on Google, it’s inevitable that someone connected to your professional network will encounter a negative result on the first page.
Risk associated with a CEO’s reputation
Reputation risk holds various interpretations and impacts for executives and the companies they manage.
As a CEO, your online reputation impacts both your private and work life. Adverse search outcomes obscure your achievements and draw attention to an isolated incident that doesn’t truly represent your identity or your accomplishments. They overshadow your charitable activities and cause discomfort for your family and friends.
Negative news coverage can lead clients and partners to doubt your leadership abilities, potentially affecting your career path and your company’s financial stability. For example, a single CEO’s tarnished image resulted in a loss of over $96 million for his company in just a few hours.
We Eliminated 12 Negative Articles for a CEO of a Fortune 500 Company. Discover How We Improved the Top 50 Search Results for a Fortune 500 CEO. Explore the Case Study.
Risk to corporate reputation
Today’s corporations face heightened expectations. Consumers demand that brands engage in environmentally friendly practices and treat their employees ethically. These considerations frequently impact purchasing choices. Consequently, a negative news article regarding worker rights could potentially undermine years of corporate social responsibility initiatives if discovered by potential customers.
Currently, there is heightened awareness regarding racial, gender, and religious intolerance. As a result, any offensive social media posts or insensitive advertising can provoke public outrage and potentially harm your company’s reputation for a long time.
A poor brand reputation can deter customers from engaging with your business and may hinder strategic alliances, investments, and growth prospects. Discover how managing corporate reputation can enhance brand perception.
Discover how we successfully recovered $32 million every month for a leading national furniture retailer. Check out the case study to learn more about our defensive strategies.
Five Best Practices for Managing Online Reputation
Search for yourself or your brand online.
To truly understand the extent of your reputation problem, it’s essential to conduct a thorough online search of your name. Don’t settle for merely glancing at the top two results; instead, go through as many search outcomes as possible. For example, we often scrutinize hundreds or even thousands of results for our clients. Observe any recurring themes or trends. Are the unfavorable results linked to a single negative incident? Is it due to unsatisfactory customer reviews? Or perhaps criticism on Glassdoor?
You cannot create a solution for your issue until you understand its scale. If you discover negative impacts that may damage your brand and affect your financial performance, swift action is necessary to address the situation.
Create a list of your digital resources and identify any weak points.
When assessing your search landscape, it’s effortless to concentrate only on the negative outcomes. However, for a true evaluation of your online reputation’s health, considering both your strengths and weaknesses is essential. Identify your supporters. Are there any critics? Where do the most significant content voids exist? How many assets are under your control?
Having just one website is a solid foundation, yet possessing several domains broadens your digital presence with materials under your command. This strategy blocks others from acquiring domain names that resemble yours for reputation attack purposes. In the end, owning numerous online properties significantly complicates third-party efforts to distort your story.
Begin by conducting a reputational risk analysis to determine your brand’s baseline perception and detect potential problems before they become widely recognized. Understanding the public’s opinion of your company and how you compare to rivals and the broader industry is crucial.
3. Construct your stronghold from manageable resources.
To prevent negative content from appearing prominently on Google’s first page, it’s essential to construct a digital barrier to block it. Keep in mind that you’ll need a minimum of 10 assets to occupy the first page of your search results, but aiming for a significantly higher number is advisable.
With branded searches, Google tends to prioritize assets that you own or manage. Therefore, your digital presence should encompass branded websites, blogs, and social media profiles, provided they remain active and pertinent. However, search engines might also highlight certain third-party content such as Wikipedia pages, online reviews, videos, images, and articles depending on the search query.
Maybe you’re starting to understand why individuals employ reputation management firms.
Achievement depends on top-notch content, a deep knowledge of SEO, careful consideration, empathy, and seamless integration across the organization. Discover further details about our collaborations and the expenses associated with managing online reputations.
How Much is the Cost of Reputation Management? Discover the pricing structure for reputation management agreements and the services we offer. Explore Our Pricing Details
Increase your visibility on the internet.
Once your main digital assets are protected, look beyond Google’s initial results. Develop a plan to get interviews with well-known publications, engage with journalists, and create your own insightful articles. Highlight your charitable efforts, commitment to social responsibility, innovations in the industry, or key strategic alliances.
The key is to establish a strong online presence for the right purposes. By positioning yourself as an authority in your field, you build trust with clients and increase your visibility across search engines. Additionally, if your social media profiles are well-optimized, you’ll be better equipped to enhance mentions of your brand.
5. Consistently track mentions of your brand on the internet.
Brandwatch reports that top retail brands are mentioned roughly 2,217 times daily just on Twitter. With Google’s index containing approximately 1.5 billion websites, your brand could be referenced thousands of times every day. Failing to monitor these mentions could result in overlooking negative feedback, misleading articles, incorrect information, or competitive threats.
Whether you rely on popular reputation monitoring services such as Google Alerts, create your own sentiment analysis software as we have, or consistently perform Google searches, it is crucial to be aware when your name is mentioned.
Don’t let your attention to Google overshadow the importance of monitoring social media. Nowadays, customer feedback isn’t limited to star ratings. A single tweet about a negative customer experience can quickly escalate into a widespread public issue if overlooked. Moreover, attempting to remove unfavorable comments can exacerbate the situation.
6. Refrain from discussing contentious subjects on social media.
Social media marketing plays a crucial role in shaping your reputation, acting as both a valuable tool for digital marketing and a key element in managing your online presence. However, it can also lead to numerous brand crises due to contentious remarks made on these platforms.
To steer clear of potential issues, refrain from discussing politics or other controversial subjects on your social media profiles. If it’s absolutely necessary to express your viewpoint, consider the possible outcomes thoroughly and ensure your communication is precise and suitable.
A smart strategy for engaging with social media is to operate under the assumption that anyone, from stakeholders and clients to family and partners, could see your posts. If it’s not something you’d feel comfortable declaring in front of your board or investors, it’s best to avoid posting it on any social platform. Keep in mind that your audience holds diverse political and personal views, meaning discussions on sensitive topics may potentially upset someone.
Engaging in discussions about sensitive topics on branded social media profiles carries significant risk. Numerous brands have tried to participate in popular hashtags but failed to resonate properly. The key takeaway is to avoid using a hashtag for marketing purposes unless you fully comprehend its meaning.
Managing an online reputation requires time.
Content online that harms a reputation doesn’t vanish on its own. It requires considerable time, effort, resources, and an expertly crafted SEO strategy to move it to a less visible location. The longer negative material stays on the first page, the more entrenched it becomes, increasing the potential cost to your business.
Your clientele, stakeholders, associates, prospective staff, and dedicated patrons all rely on Google for guidance on how to allocate their resources and time.
We guarantee that they encounter content that supports a strong and enduring connection with your business. We collaborate closely with you to develop the narrative you envision for your brand.
Reach out to us now to manage your digital reputation effectively.
FAQ
What is the management of one’s reputation on the internet?
Online reputation management (ORM) is a field that utilizes search engine optimization (SEO) to impact a company’s or individual’s search engine outcomes, aiming to mold public perception of the brand.
How is the management of online reputation conducted?
Managing online reputation involves using techniques such as search engine optimization and content marketing to strategically replace unfavorable search results with preferred content that you have control over.
What are the effects of having a negative reputation on the internet?
A negative online image can harm a person’s professional path, as well as hinder a business’s capacity to recruit top employees, attract new clients, finalize transactions, grow market presence, appeal to investors, and beyond.
What steps can you take to establish a strong reputation?
The most effective strategy to uphold a strong reputation is to create a reliable and authoritative presence online. This can be achieved by managing and enhancing personal websites, blogs, social media profiles, and review platforms, alongside acquiring high-quality backlinks from credible sites.
