| Online reputation management (ORM) was created to | | | | This is the reason ORM is an irreplaceable component |
| help business owners and professionals deal with bad | | | | of your SEM campaign. It is too easy to lose control of |
| press. Countless companies - large and small - have | | | | your brand and message through bad press that |
| found themselves on the receiving end of negative | | | | infiltrates the search engines. |
| publicity. When it is posted online, it can spread quickly. | | | | Public Relations Online Versus Online Reputation |
| The size of your business has little influence on the | | | | Management |
| devastating effect of such feedback. Multinational | | | | Public relations online is different than online reputation |
| leviathans have struggled under the assault of bad | | | | management, though both fulfill a similar function. In fact, |
| publicity that first gained momentum in the search | | | | each strategy includes elements of the other. Public |
| engines. Online reputation management curbs the | | | | relations attempts to control the message you deliver |
| impact. It lets you control the message that your target | | | | to your audience. It also forms the mechanism through |
| audience sees. | | | | which you can learn what others think of you and your |
| In this article, we'll describe how reverse SEO is an | | | | business. |
| important piece of your broader online reputation | | | | ORM is a set of strategies that help to displace |
| management campaign. You'll also discover how ORM | | | | negative press in the search engines while monitoring |
| works within the framework of your SEM strategy. | | | | every mention of your company. By continuously |
| We'll then explore the difference between public | | | | monitoring comments made by customers, employees, |
| relations online and ORM before explaining how the | | | | and even competitors, you can respond and control |
| latter insulates your business from negative feedback. | | | | the message. Both public relations and ORM should |
| How Reverse SEO Supports Online Reputation | | | | have a place in your marketing strategy. |
| Management | | | | What Is Online Reputation SEO? |
| Most companies turn to ORM as a reactive approach | | | | Online reputation SEO is a strategic counterpart to |
| to existing negative feedback in the search engines. In | | | | reverse search engine optimization. A reverse SEO |
| effect, the damaging press has already gained a | | | | campaign can be launched to remove bad publicity |
| foothold in Google's listings. While a preventative ORM | | | | from the top positions in the search engines. By |
| strategy is a better approach, a reverse SEO | | | | contrast, online reputation SEO takes a proactive |
| campaign can help remove negative publicity from the | | | | approach to control that territory in advance. In the |
| first page of organic rankings. Consigned to the | | | | same way that negative press can gain traction and |
| second and third pages, the bad press lacks exposure. | | | | become difficult to remove, so too, can your own |
| Without exposure, it cannot gain significant traction. | | | | content. By controlling the top positions, the strategy |
| Having said that, you should take a proactive approach | | | | prevents bad publicity from gaining exposure. |
| to managing your reputation online. Every piece of | | | | Protect Your Business With Online Reputation |
| content you produce should be carefully optimized to | | | | Management |
| help your company dominate its top positions in the | | | | ORM plays an important role in your SEM efforts. It |
| search engines. That reduces the likelihood that you'll | | | | incorporates multiple strategies to insulate your |
| be forced to react after your brand has received | | | | company from the effects of negative publicity. |
| negative publicity. | | | | Reverse SEO displaces bad press that has already |
| Online Reputation Management: An Irreplaceable | | | | climbed to the first page of Google. Online reputation |
| Component Of SEM | | | | SEO prevents future bad press from gaining similar |
| Your search engine marketing (SEM) strategy can | | | | traction. By monitoring every mention of your |
| only be as successful as the level of trust your | | | | company, brand, and executives, you'll be able to |
| audience has in your company. If bad press has crept | | | | quickly identify potential publicity problems. That allows |
| into the top positions of the search engines, it will | | | | you to craft an immediate response, if necessary. |
| tarnish that trust. Keep in mind that the social | | | | Most companies launch an online reputation |
| networking sites have gained enormous authority in the | | | | management campaign after the damage of bad |
| search engines. Negative feedback posted to these | | | | press has already spread. That is a mistake. Take a |
| sites can rank in Google and become difficult to | | | | preventative approach to protect your business. |
| displace. | | | | |