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.