Online Reputation Management (ORM) and Search Engine Optimization (SEO) are two distinct services that are often grouped together. Both the services carry entirely different purposes, which makes it necessary to understand them both separately. Businesses need to have a proper understanding of both services in order to make wise decisions while determining their needs.
Both SEO and ORM are subsets of online marketing. SEO is often integral to ORM, and is concerned with better ranking of a website for product or service-related searches. Whereas, ORM is concerned with the ranking of many websites for a brand’s name and is not a part of SEO.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) increases the visibility of a website on the first page in Google search results. It refers to increasing the rank of a website and placing it in the top search results. It was in the late 90s, when Google’s first page became an optimal place for a site to appear.
SEO is related to the ranking of merely a single website, and is most often for commercial purposes. However, it involves a lot of different factors that influence the process of getting a website to move up in search results. Besides, the algorithm of Google changes between 500-600 times a year.
The major changes are interspersed over the years. With all the existing complications, SEO experts should be able to figure out key aspects of the Google algorithms. The website should be created according to these algorithms to make it rank. They can also try to include certain keywords or keyword phrases to make it rank.
Online Reputation Management (ORM)
Online Reputation Management (ORM) works on how a brand looks online. It is about maintaining a positive perception of a brand, person, or a company. It refers to improving the search profiles, ratings, rankings, social media, and websites.
Most ORM campaigns involve SEO as a key part. However, ORM is a much broader concept, and involves several other disciplines along with SEO. The other disciplines include web analytics, web development, content development, and online public relations.
While SEO attempts to bring a single page on top, ORM carries a different goal. It is a lengthy process, which intends to bring selective contents in the search results by pushing down the negatives.
aReputation, a leading ORM firm in India, highlighted different ways through which positive perception of a brand is maintained in ORM. These include: analyzing the keywords of a particular brand, keeping an account of its negatives, and creating positive links and optimizing the negatives.
SEO in Online Reputation Management
Along with other strategies in online perception management of a brand, an ORM firm should make good use of SEO.
ORM relies entirely on the positive content creation. It involves creation of a mass of quality content, relevant to a particular entity. Using the strategies under SEO, this positive content is pushed up to the top search results of Google.
Besides, ORM experts also engage in campaigns that aim to highlight all the positives of a company or the brand. Again, this is done by the way of SEO. The need arises when a certain company is witnessing PR problems. ORM assists these companies in reinvigorating their online image.
Experts from aReputation brought the fact to light that several ORM firms don’t do SEO. The reason is that SEO is an expensive service. However, ORM without SEO is problematic because SEO fortifies the search results, and improves the performance. Moreover, ORM without SEO is not that relevant. Experts suggest that if an ORM agency doesn’t includes this service, a company should not consider it.