Three SEO Tips that Have Reputation Management Powers

Too many people still see Search Engine Optimization (SEO) and Online Reputation Management (ORM) as two separate things. As a results, experts often find that businesses come to them asking for either or, as they don’t have the budget to do both.

However, the reality is that companies that focus strongly on SEO find that their ORM benefits as well. And the reverse is also true. This is why it should really be seen as a single entity that is inextricably linked. Let’s take a look at three SEO tips that will also have an effect on your reputation.

Tip 1 – Content Is King

Google is constantly changing its algorithms and the latest one seems to be particularly focused on how long someone stays on a website after clicking on it. This is known as ‘dwell time’. The longer someone stays, the higher the quality of the site is deemed to be. The higher the quality, the more likely the page is ranked highly on Google. This is why it is such a popular SEO technique. But it is also an important ORM technique. Reputation management is all about being at the top of Google. The more control someone has over what is found when searching for their name on Google, the better they will look as a result. Controlling results is the same as controlling the conversation. So, if you have content that people want to read, you also have a good reputation.

Tip 2 – Google Must Be Able to Find and Verify Your Business

Google focuses strongly on the quality of content, but that is not the be all and end all. They want to make sure that this content is trusted, particularly by local searchers. You can truly control a conversation if Google knows where you are located and they have been able to verify this. This is why it is recommended to sign up for Google Places and to make sure a website includes the full address details of the business. This is an integral part of local search engine optimization. It is also now an integral part of ORM. Again, when you control and own the data that is out there, it is hard for someone else to discredit that.

Tip 3 – Link Building

Finally, as is explained by Search Engine Land, link building is best compared to a politician canvasing for votes. When you link and connect to other websites, and they agree to this link, you are essentially getting their vote, stating that you are a trustworthy company. This tells others and Google that you have trusted information that is relevant and appropriate.

Unfortunately, link building can also go completely wrong. Too many businesses still spam other sites and put a link to their business website in any place they could find. If Google becomes aware of this, and they will, then your site will be penalized and this will ruin your reputation. You must create sharable, interesting content and have this promoted by trustworthy third party websites.

Again, this links strongly to reputation management. When you reach out to a third party and they know your business story, you will be creating a community of allies in the online world. Each of these allies will be happy to help you when needed. Essentially, you will be building a team that will be on your side if you come under attack. This is also because by helping you, you are helping them as well. As such, should they find themselves under attack, you should be ready to help them, too.

The Festive Season Is Coming up and You Need to Focus Your Marketing

The festive season is only just around the corner, so now is the time to make sure that your pay per click (PPC) advertising is working properly. This means that you have to get your advertisement campaign focused, have your budget ready and make sure that you know which keywords to use. This will guarantee your online success.

Managing an Effective PPC Campaign for the Holiday Season

First of all, did you know that 25% of customers buy in the month of October? And a further 50% buy in November? This means that you have to get ready now if you want to reach your sales targets. If you are not yet working with a PPC management company, find one today, in other words.

First of all, you have to focus on your budget. You don’t want to underspend at this time, because now is when you get results. Additionally, think about when customers will be online to shop, which tends to be predominantly in evening times. Your budget should go up around the month of October and you should keep it there until the New Year. Your budget in November should be slightly higher than October, and slightly higher still in December.

Make sure you monitor your progress every single day. You may usually only monitor weekly, or even less frequently, but daily is needed in this busy time period. This will give you the opportunity to make changes as and when needed. After all, the festive season is relatively short.

Focus during your monitoring on which URLs are the most popular, and adjust your budget so that they get the most money. If you find that multiple URLs are working really well, then you might want to give up on a few others so that you can focus specifically on those.

PPC advertising is all about timing things right in a focused way. Yet, you also have to have the right message. Hence, speak to your consultant to find out whether timed adverts could work for you. Things like offering a limited time only discount can be highly effective if you are guaranteed to be able to reach the right people.

When you work with your consultant, you also have to remember that about 50% of shoppers go to stores they have not been to before. Hence, don’t focus solely on targeting the customers you already have on your database, but also on attracting new customers. During the holiday season, people want to buy new and unique things, after all.

Finally, make sure that you get your keywords right. This is absolutely vital during the holiday season in particular. Your PPC management consultant should be able to perform extensive keyword analysis for you, so that you can make sure that you will get the best results. Do keep your eye on the ball, however, by monitoring whether the results they promise are actually being delivered.

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