The practice of monitoring and improving how a brand appears online in search and reviews.
The goal is to ensure that when a user searches for a brand’s name, they find positive and accurate information, while pushing down negative or misleading content. This is achieved through a variety of on-page, off-page, and technical SEO strategies. ORM is a crucial part of a website’s overall SEO health. It is a key part of building a strong brand reputation and a resilient and sustainable SEO strategy.
Why ORM Matters
Online Reputation Management matters because a user’s perception of a brand is a major factor in their buying decision. In today’s digital landscape, a single negative review or a misleading news article can cause a significant drop in a business’s revenue. By actively managing your online reputation, you can:
- Build Trust: A positive online reputation is a direct signal of your brand’s trustworthiness and authority.
- Boost Click-Through Rate (CTR): A positive search result, with a high number of positive reviews, can significantly boost your CTR.
- Increase Conversions: A positive online reputation can lead to a higher conversion rate and a significant increase in sales.
Across Different CMS Platforms
The management of ORM is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can easily manage their ORM by creating high-quality, in-depth content that is relevant to a user’s search intent. A good SEO plugin like Yoast SEO or Rank Math can help you analyze your content and ensure you are using a variety of keywords that are relevant to your content.
Shopify
On Shopify, Online Reputation Management is essential for an e-commerce store. You can optimize for it by providing clear, consistent, and accurate information about your products. You should also ensure your Google Business Profile is complete and up-to-date, as Google often pulls information from there.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for ORM. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated ORM strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your SEO performance and provides your content creators with data-driven insights.
Across Various Sectors
The application of ORM varies significantly based on your sector and objectives.
E-commerce
E-commerce platforms can leverage ORM to enhance their brand image. For instance, a website specializing in running shoes might secure a backlink from a reputable blog that reviews athletic footwear, thereby boosting its credibility and visibility.
Local Businesses
Local enterprises can utilize ORM to foster a stronger connection within their community. A neighborhood restaurant could gain a backlink from a local news outlet or community blog, enhancing its local presence and reputation.
SaaS Companies
SaaS providers can harness ORM to strengthen their brand identity. A firm offering project management software might receive a backlink from a blog that evaluates productivity tools, which can significantly enhance its authority in the market.
Blogs
Blogs present an excellent opportunity to maximize ORM efforts. A cooking blog could obtain a backlink from a baking-focused blog, creating a network of related content that drives traffic and engagement across both platforms.
Dos and Don’ts
- Monitor your brand mentions: A good ORM strategy includes a mix of tools, such as Google Analytics, Google Search Console, and a third-party SEO tool.
- Respond to reviews: A clear, consistent, and positive response to a review can build trust with a user.
- Create high-quality, positive content: This is the best way to push down negative content.
- Avoid using a black hat SEO tactic: This can lead to a severe penalty.
- Avoid using a fake review: This is a clear violation of a search engine’s guidelines.
- Avoid ignoring a negative review: A negative review that is not addressed can harm your brand’s reputation.
Common Mistakes to Avoid
- Failing to monitor your brand mentions: This is the most common mistake. You cannot improve what you do not measure.
- Ignoring a negative review: A negative review that is not addressed can harm your brand’s reputation.
- Focusing on a single metric: A good SEO monitoring strategy includes a mix of metrics, such as rankings, organic traffic, and conversions.
FAQs
How does ORM in SEO affect my rankings?
Online Reputation Management in SEO affects your rankings by helping to build your site’s E-E-A-T signals. A positive online reputation is a direct signal of your brand’s trustworthiness and authority, which are major ranking factors.
How can I monitor my brand’s online reputation?
You can monitor your brand’s online reputation by using a variety of tools, such as Google Alerts, SEMrush, and Ahrefs. These tools can scan the web for mentions of your brand and can provide you with a report on all the unlinked mentions.
What is the difference between ORM and a local citation?
A local citation is a mention of a business’s NAP. ORM is the broader practice of monitoring and improving a brand’s reputation. A local citation is a part of ORM.
Can a negative review harm my SEO?
Yes, a negative review can harm your SEO. A high number of negative reviews can harm your brand’s reputation, which can lead to a lower ranking and a loss of organic traffic.
What is the best way to handle a negative review?
The best way to handle a negative review is to respond to it in a clear, consistent, and positive way. You should also try to take the conversation offline and to resolve the issue with the customer directly.
