2. SERM tactics are regularly utilized by
corporations and people who want to
proactively protect their brands from
negative website content in internet search
engine results.
3. Some use these practices re-actively, to
lessen harm generated as a result of
inflammatory websites (and blogs) created
by the public and even, as some people
imagine, competing firms.
4. When the level of user-generated
information on the internet progressed, it
began to alter internet search outcomes
more meaningfully, and the need to improve
those outcomes naturally followed.
5. As much effort and
time that marketers
give to boosting
presence inside of
search results, not all
search engine ranking
pages are beneficial.
6. Customer developed
content (like blogs)
have amplified the
public's voice, making
viewpoints - good or
bad - readily
conveyed.
7. Strategies may include Search engine
optimization (SEO) and Online Content
Management.
Seeing as search engines are constantly
changing, it is important that outcomes are
regularly monitored.
8. SEO concerns doing technological and
content developments to a website in order
to make it even more favorable for search
engines;
Online reputation management is centered
on regulating what documents people might
find should they look up particulars about a
corporation or individual.
9. If a business website
carries an unfavorable
result immediately
following it then up to
70% of browsers are
likely to click on the
negative result first
instead of the company
website.
10. It is important for a business to make certain
that its website gets close to the top of
search results for terms related to its
company.
In one study, a number one Google listing
attracted 50,000 monthly site visitors.
The number 5 result only brought 6,000
visitors in the same time period.
11. The act of monitoring and responding to or
mitigating SERPs (search engine result
pages) or mentions in internet media.
12. ORM will primarily entail keeping track of
what is written about your company online
Then employing advanced online and offline
techniques to highlight positive and neutral
content
While at the same time driving down
webpages that you do not want to appear
when your company name is looked for.
13. ORM specializes in prevention and repair of
online reputation threats, and does not deal
so much with directly endorsing businesses.
14. Many companies perceive search engine
reputation management to be a SEO
concern, yet displacing detrimental search
results only deals with the symptoms of the
actual issue.
Some other companies see damaged brand
matters as more of a public relations
issue, but occasionally it’s the PR firm that is
at the source of the dilemma.
15. Below are three fundamental principles to master for
search engine reputation management:
Monitor, Optimize and Engage.
Issues to monitor
* Brands
* Products
* Business
* Key Executives
Different types of information to check may include:
News Search, Social Media/Tags, Standard Search
Results, Blogs and Discussion boards.
16. Google Alerts google.com/alerts
Yahoo Alerts alerts.yahoo.com
RSS feed subscriptions to search results
Technorati, Feedster, Yahoo & Google News,
BlogPulse
Social Media
17. Optimizing is best as a preventive method
rather than a reactive solution.
Nevertheless, reactive optimization for
displacing harmful search results is what
almost all online reputation management
services concentrate on.
It results in the company going after
dissenters and does not place the company in
a situation of power.
18. When a detrimental mention has been
detected:
Investigate the problem: is it true?
If not, supply the facts and ask for corrections
If yes, offer your assistance in resolving the matter
Be ready to react with your own blog
Be truthful, be clear and Pay attention
19. Keeping track of your search engine results
provides clues about the kinds of content
interactions audiences are experiencing for
your company.
As soon as recognized and authorized, issues
can be answered directly.
The more branded content material within
the search results, the more watered down
any unfavorable brand articles will be.