Content is more important than links
ORM often comes down to one basic principle: making sure that the good stuff is more visible than the bad stuff online
One incredibly effective method for making sure good search results outperform bad ones is to produce and share quality content (learn to make compelling content here and also here). Good content encourages engagement and creates more reasons for people to end up on your site. According to the Content Marketing Institute, content marketing adopters have conversion rates that are six times higher than non-adopters. Content is also a key factor in improving your “trust factor” with search engines.
Niche, topical content only
We believe that all of our clients deserve customized content strategies tailored to their specific needs and services. A real estate agent needs content that highlights a likeable image while also driving prospective home buyers and sellers to their website. A developer needs content that showcases their talents and makes it easy for prospective clients to see what they have to offer.
Your own strategy depends on who your audience is, what type of response you’re trying to attract, and what your personal mission statement is. At Reputation X, we work with our clients to discover their voice and turn it into content that meets their goals.
The content on your website must serve the overall aim of your strategy. If the objective is to overwhelm search results with great content, then a volume-based approach is used. If this is used, never spam.
If the objective is to build your brand and transform an already good first page of search results into an outstanding one we connect your web properties with other authoritative websites in your niche to share content and create backlinks. This is usually the best way as it tends to stick over the long-term. It's the core of the Reverse Wikipedia ORM Strategy of interlinked high-authority topically relevant content.
The role of content in an ORM campaign
Content marketing operates as one just facet of the overall ORM strategy, interplaying with other techniques like link building, outreach, and mention tracking to get you the results that you want.
Good content helps your site by giving others a reason to share it and to turn to it for insight they feel they can trust. It also makes your site easier to find. The more content you share, the more keywords you link to your page, and the more likely you are to come up in search results.
What is "good" content?
Good content is content you would want to consume. If you don't want to read or watch it, why would anyone else?
We all know bad content when we see it. Perhaps it’s perfunctory or completely misses the point of the headline. The grammar may be poor and the writing choppy and unprofessional. It can also mean the links are bad, irrelevant, or just simply too frequent.
Bad content decreases your trust factors, both within search engine algorithms and among the people who visit your site. So how do you know you’re creating good content?
Quality content should be:
- Free of grammatical errors
- Not overly promotional
- Not too short or too long
Other types of content
Articles aren’t the only way to share your brand’s personality. Images, videos, infographics, and social promotions like giveaways and coupons all come under the content umbrella. Get creative with your content, and always develop it with the intention of meeting the needs of your site's visitors.