Before anybody does business with you, they’d have Googled your name. The links and information that appear on the first few pages of Google when your name is searched for are what potential partners perceive you are. That’s why online reputation management is key.
According to Eric Schmidt, “Identity will be the most valuable commodity for citizens of the future and it will exist primarily online.”
Curating a positive online reputation is no longer optional. Successful online reputation management (ORM) and search engine optimization (SEO) companies help their clients achieve results through proactively coordinating content, websites, and search engine results pages (SERPs).
In this article, I will share how the right SEO-driven content strategy will boost your digital reputation.
Research by TurnTo revealed that 99% of consumers would consider user-generated content before making a purchase decision. At Blue Ocean Global Tech, we consistently receive emails from executives, entrepreneurs, and lawyers who have realized too late how one comment or negative link adversely impacts their revenue and bottom line.
Yes, this is important. Prospective patrons research a restaurant before walking into the physical venue to experience the real thing. According to BrightLocal consumer survey research, 82% of consumers read online reviews for a local business before booking an appointment.
Businesses may view their online reputation from a customer-acquisition standpoint. However, digital presence affects almost everything, including the perception of potential employees.
People are influenced by what they read about you. This is where it is necessary to ensure positive content ranks higher for your names or brand keywords.
What is the difference between SEO and ORM, then? Since highlighting your positive content alone does not guarantee that your potential customers or partners will see the most representative information, you need effective SEO to rank and feature the strengths of your brand. Consistently publishing content without implementing effective SEO tactics is a common practice, which we refer to as “spray and pray”.
Keep in mind that the most successful reputation management campaigns rank specific articles, videos, blogs, and websites that highlight your expertise.
What type of content is best optimized for optimal results? Authentic and concise writing attracts back-links from credible websites. Naturally, optimizing these digital assets insulates you from defamatory content and suppresses negative or erroneous links. Below are several examples of concentrated SEO content.
Connect your goals with the creation of authoritative SEO content to best support your online reputation management campaign. While originating SEO-rich content will rank favorably with Google, consider these benchmarks to drive measurable results:
To ensure your content performs well, make sure you’re publishing them on high-authority websites. This goes for both visual and text-based content.
For the content hosted on your personal or company website, ensure that all of your website properties are optimized and maintained and update plug-ins monthly. SEO and reputation campaigns will yield relatively marginal results if users are driven back to a website that is not functional or responsive. Furthermore, foundational opportunities to rank on Google and reach people who want your help are missed when you don’t perform regular technical maintenance on your website.
After optimizing your website to perform highly in search results, you should also level up your reputation campaign and promote best-performing content. The next step is to identify positive pillar content sources.
You want to make sure you’re not only creating rich SEO-driven content but are actually putting your optimal effort into promoting the type of content that highlights your strengths. To identify positive content that may benefit your brand image, consider these milestones you may overlook:
Images are often ignored in ORM efforts by marketers because it’s assumed that it is difficult to rank images. Images still provide many opportunities to claim your branded keywords, create authentic back-links, and build a strong reputation within search engines.
Consider this: Why is it that most of the time, when you run a query of a famous person’s name in Google, images of them usually rank at the top of the results? And images often dominate the Knowledge Graph area for popular names such as celebrities, brands, or popular destinations.
Below are some techniques for using images to dominate search results for your online reputation repair campaign.
Alt tags in images are strings of connected texts that help search engine crawlers to understand what an image is about. When adding images to your content, always include your branded keywords in the alt text area of the images. For the most effective results, keep the texts connected to each other by adding the underscore sign “_” after every string of text. So, say I was to add an image of myself in content, I’d add the following text to the alt text area: “Sameer_Somal_CEO_of_Blue_Ocean_Global_Tech”, instead of just including random text or just barely adding my name to it.
If you’re uploading an image to your website as a part of your SEO content, you’ll be missing out on keyword ranking opportunity if you’re saving such images with random texts, or, in some scenarios, with numbers. Instead, use the branded keywords you want to rank for as the name of the images. This means you’d have to locate the image file destination on your local storage—that is, your computer or hard drive – and change the name of the image to the branded keyword you want it to rank for. Again, you can use the alt tags approach to optimize it by linking the texts together.
The ORM process helps aligns your sales, marketing, and technology efforts. SEO content is a key pillar for achieving the results you seek on the internet. By learning the top-performing SEO strategies to rank atop search results for your branded keywords, you’ll be able to maintain a clean image on the internet and create opportunities.
Sameer Somal is the Co-Founder and CEO of Blue Ocean Global Technology, a global leader in online reputation management. He is a recognized international keynote speaker and an internet defamation subject matter expert witness. Sameer can be reached on LinkedIn.
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