Promoting Search Results to Improve Online Perception
Search engine optimization (SEO) is one of the core components of any online reputation management strategy. Research shows that 58% of Americans perform online search before doing business with a company. Another study shows that, in the last year, 45% customers changed their mind about doing business with a company after searching for it on the web.
Clearly, a strong and comprehensive SEO strategy is crucial to the online image of a brand.
Search Engine Optimization for Reputation Management
SEO is an important part of ORM and requires a detailed strategy that includes a number of on-page and off-page SEO activities.
Here’s a brief look at some of them.
High Quality Inbound Links (Backlinks)
Relevant and high-authority inbound links are lifeblood for any SEO strategy. Google considers every backlink as a vote of confidence from one website to another. Research shows that there’s a direct relationship between the number of high-quality backlinks and search engine rankings.
The Importance of Topical Relevance in Web Promotion
A professional ORM company helps brands earn relevant and natural backlinks by creating high-quality content and by reaching out to authority websites for links.
According to a former Google employee, the topical relevancy of a website’s backlinks is a big ranking factor. Several studies back this claim.
Irrelevant and low-quality backlinks can get a website penalized by Google. This is why professional ORM companies only acquire backlinks that are relevant to their client’s industry.
Deep Linking and Multi-Tier
Google comes down hard on websites that build unnatural backlinks that are not in line with Google’s guidelines. This is why smart ORM and SEO professionals use deep and multi-tiered linking to build backlinks for their clients. Deep linking refers to backlinks that link to an internal page of a website rather than its homepage. Multi-tiered linking refers to links that come indirectly from other websites. Both these techniques are considered legitimate white-hat SEO strategies.
Why Click-Through Rate is Important
In simple term, click-through rate is the number of times people click on a link against the number of times it appears in search. There’s disagreement among experts about whether click-through rate is a ranking factor or not. However, what is the point of ranking a website high in search results when nobody clicks it? So even if it’s not a ranking factor, optimizing the click-through rate is still important.
Exact Match vs. Non Exact Match Anchor Text
The text that is used to create a link within a piece of content is called anchor text. Under the new Google search guidelines, exact match anchor text can lead a website into trouble with Google’s algorithms. Google encourages website owners to create links using natural anchor text that fit naturally in the content.
Outbound Links Are Good
Several content marketing and SEO experts believe that creating outbound links in your content that point to relevant and high-authority websites is good for SEO. However, this is a sensitive matter that needs to be handled by an expert SEO because outbound links can also get a website penalized by Google if the links are pointed to a suspicious, low-quality or irrelevant website.
SEO is undoubtedly an important part of online reputation management. But since it’s a highly technical subject with several potential risks for a brand’s online presence, it should only be handled by well-trained and professional reputation management professionals.