Online reputation management vs. search engine optimization: are they equal? Not at all.
If you’re at all accustomed with online reputation management and search engine optimization, you apparently have an idea that they are related. And that’s right: online reputation management utilizes search engine optimization principles to enhance the online reputation of a business or individual (or both). But they’re not the same, and actually, online reputation management is typically more difficult than search engine optimization. The biggest distinction? Instead of directing efforts on ranking a single page like SEO, online reputation management starts up multiple pages to gain a good first impression on search engine results.
What Search Engine Optimization Performs
For the completely original, search engine optimization (SEO) affects the visibility of a website or webpage on search engines. When you see search engine results, they are assigned by algorithms that consider each page’s rank, trust, and popularity, amongst other factors. Actually, SEO will result in a top search engine result ranking for a single desired website or page.
SEO is done by changing on-page factors such as quality content, site architecture, and HTML, as well as off-page factors such as links and social sharing. These alterations can be made to a single page or an entire website depending on the aims of the owner.
Usually, performing SEO indicates that just one website or webpage is centered on ranking well in search engine results. Things are much modified for online reputation management.
For someone doing SEO, they’ll essentially try to promote their own site, which likely includes some social media work. Contrary to online reputation management, doing SEO doesn’t typically mean signing up for various social media platforms, performing public relations, or maintaining attendance on review website — but all of these make sense from an online reputation management standpoint.
How Online Reputation Management Practices SEO
Like SEO, online reputation management usually focuses on top search engine results. After all, the primary place most people will turn to in order to get more about a business or individual is search engines, particularly Google.
In online reputation management, we definitely want to use SEO to influence top search engine results so that they give a positive and accurate initial impression of a business or individual. But to do so, that means establishing not just one or two websites or pages, but various properties.
To really make a good first impression on search engine results, online reputation management guarantees that 10 to 20 different positive pages are ranked at the top of search engine results. That suggests the work of SEO is multiplied: online reputation management isn’t just focusing on the ranking of one page, but the ranking of roughly a dozen or more.
Pulling Search Engine Results Up vs. Pushing Search Engine Results Down
One major mistake we hear a lot in online reputation management is the notion that SEO can target and push a critical result down in search engine results. An individual might have a single embarrassing article and want to discuss the link for it buried on page three or beyond of search engine results. They need online reputation management to basically zap that result — and the rest of the existing results can more or less stay the same. Search engines don’t really act like that.
The reality of starting a result down is not that online reputation management does anything to that page. If you don’t have it, chances are, you can’t do a thing to change it — and that suggests there is little you can do to influence its SEO factors. Rather, making that page pushed down into oblivion means that roughly 20 other pages have to get pulled up to rank greater than that page on search engine results.
Go over that again: in order to push down a particular result to page three, that implies you’ll have to pull up 20 other results to outrank it in search engine results. So the SEO work that you’re doing for one website is now increased by 20 in order to pull up these results while pushing down the one you want going. This is no simple task, but with powerful online reputation management, it can be done.
Online Reputation Management Utilizing Positive Long Term SEO Techniques
Online reputation management done well is designed to build a long-term positive online presence for a business or individual. Building engaging social profiles, a real review presence, and multiple points of positive, high-quality content will guarantee that you could maintain a positive online reputation that lasts.
While the majority of SEO techniques are effective and will result in real search engine results. There are some black hat SEO techniques that are evaded in online reputation management. Actions like keyword stuffing, cloaking, spam blogs, or hidden content are frowned upon by Google and other search engines. They could spell serious trouble for your search engine rankings and online reputation, as your website may be extracted from Google completely if you’re caught engaging in black hat SEO tactics.
Online reputation management bypasses using black hat SEO techniques, as these tactics can ultimately damage your reputation by making it hard to maintain a positive long-term behavior on search engine results. Noble online reputation management will also avoid dangerous tactics like buying fake reviews.
Rather, online reputation management practices white hat SEO techniques such as writing high-quality content, making HTML accessible and clear, and quality inbound links. This is of course in addition to other online reputation management tactics incorporating public relations, social media building, and review maintenance.
What Online Reputation Management Performs that SEO Doesn’t
Online reputation management includes SEO, but SEO is just one tool in the online reputation management arsenal. In addition to SEO, online reputation management ramps up comfortable creation and marketing, public relations, social media cultivation and interaction, and review site maintenance. Online reputation management also constantly monitors online presence to assure that results remain positive.
Many of these actions impact search engine results and how positive they appear. For instance, maintaining a positive presence on Yelp means that the Yelp search engine result will involve a good star rating, which reflects well on the business even if someone is simply skimming the first page of Google results.
Online reputation management also examines and monitors top search engine results and decides how to describe them. It looks at results to decide whether they are positive, negative, or neutral, and that’s just not something you do with SEO.
Online reputation management focuses on proactive work that will maintain a positive online presence such as building a regularly updated blog, developing social media properties, and reaching out to the press to promote positive news story links. This proactive work suggests that online reputation management clients enjoy a positive long-term presence online while also guarding against surprise negative results that may pop up. By consistently building a real online presence through multiple channels, it’s much simpler to squash negative results as they occur.