What is Online Reputation Management (ORM)?
Your online reputation is the confluence of every piece of information about you online. This information comes together to form an opinion in a person’s mind about you or your brand, whether positive or negative. The easier it is to find the information, the more of an impact it will have on your reputation. The primary platforms that define your online reputation include.
- Google Search
- Yelp, Google Reviews
- Other review websites
With Online Reputation Management, we work hard to make all of the positive information easy to find. At the same time, we use many different strategies and tactics to diminish the visibility of negative content, or in some cases, remove it from the web altogether. The end result is a positive online reputation because when people search your name or brand, they immediately find positive content.
We offer a number of different reputation management services that cover the key areas where your online reputation starts to be defined in a searcher’s mind. The most visible parts of the web that define your reputation include Google search and important review website. Many organizations also have us build custom ORM dashboards, which serve to bring all of the aspects of a reputation onto a single screen, and in some cases, boiled down to a single 1-100 score that changes over time.
- Search Engine Result Improvement:Control the search results for brand-related search queries.
- Yelp and Online Review Improvement: Improve your overall ratings on Yelp and other review websites.
- Public Affairs Messaging & Amplification: Promote and advocate key messages to hyper-targeted digital audiences.
- Reputation Monitoring & Reporting:Track search results daily, reviews in real-time, and roll data up into actionable, executive-level dashboards.
Search Engine Result Improvement
Damaging press, review sites, or complaint sites like RipOffReport or ComplaintsBoard.com can have a devastating effect on a business when they appear on the first page of the search engine’s results for brand related queries. When a client has a problem like this, we attack it from many different angles using the many tactics we’ve built-out over the years – from attempting removal to suppression by pushing the negative article down in the search results.
The discovery process allows cross-team collaboration to develop a clear website vision. Your best ideas combine with our expertise to establish a course of action.
Our analytics-certified teams craft the optimal sitemap and architecture to ensure your site visitors convert to leads and that your information stays secure.
With our in-house conversion rate optimization experts, we lay out the frame of your website to funnel visitors directly to key conversion points.
YELP & ONLINE REVIEW IMPROVEMENT
We have developed a toolkit of services that can help turn a sparse or floundering Yelp profile into a positive page that enhances a brand’s online presence.
We examine the possibility of flagging 1-star and 2-star reviews for violation of Yelp’s guidelines. When a review may be in violation of the Yelp guidelines, we craft a strong case for its removal and submit it to the Yelp team for review. You only get one chance to make your argument, and using our knowledge of the Yelp review processes gives the strongest chance of obtaining a removal.
Many times positive reviews are filtered and do not appear on your Yelp business profile. We review strategies to signal to Yelp that those reviews are genuine and should be displayed. Through our efforts, we can often pull some 5-star reviews out of the filter so that they display on the main page and factor into the overall star rating.
Public Affairs Messaging & Amplification
We have helped a number of organizations share their important messages to communities online that would have otherwise not found the information. This type of work spans across many of our ORM services: we’ve pushed content that needed to be more visible higher in the search results, adjusted copy on public forums to reflect specific messaging, and promoted important information and statistics in large and active communities on Reddit. If you are looking to spread a message to a specific online audience or demographic, the services we offer can help you reach them.
REPUTATION MONITORING & REPORTING
Closely monitoring your online reputation and reporting on its progress is an important part of an ORM campaign.
We have custom-built a number of tools to help us with very specific monitoring activities. We can see Wikipedia updates as they happen, track the smallest of changes in search results, and monitor online reviews in real-time. These capabilities allow us to quickly assess changes in your online reputation and adjust strategy as needed to triage any immediate problems.
A good report has all of the information you need, and nothing extraneous. We custom build your report based on the metrics that are most important for you. These reports consist of data around your online reputation and an explanation of any significant changes that have occurred over the reporting time period. In many cases, we also develop a custom metric that factors in every aspect of your online reputation, meaning we can plot your reputation for the month on a scale from 1 to 100. This single number is incredibly useful for seeing the direction that the organization’s online reputation is heading and has proven very effective in improving executive awareness and obtaining program buy-in.
GET FREE DIGITAL CONSULTATION!
Your digital Voice is your brand’s identity, contact us for a quote.