Reputation & SEO Services Pricing Explained

Some reputation projects are on the less-expensive side of the scale. For example, direct removals can sometimes require only a one-time fee. Sophisticated reputation management campaigns or international / multi-language projects that are complex and resource intensive will cost more.

That’s why each campaign we execute is built from the ground up - we don’t want to charge you for things that aren’t going to move the needle in your favor or waste your time with strategies that aren’t going to be effective.

In order to give you an accurate estimate of what techniques are required and what your campaign will cost, we will first need to do an analysis. The good news is that analysis is free, and if we honestly don’t believe we can help you, we won’t waste your time. Your reputation is too important - and so is ours.

How are ORM prices calculated?

We base pricing calculations for online reputation campaigns on a number of factors including:

  • If there is negative content, how “strong” is the website on which it sits?
  • Are there inbound links from authoritative sites? How many?
  • Is the content being refreshed often?
  • How many sites are “controllable” in branded search results?
  • Do reviews exist? What do they look like?
  • What do the search or social results of similar brands look like?
  • Does the client have a better story than the one portrayed online?
  • What language or region(s) are to be affected?

Other costs for brand reputation may include adjustments for:

  • Wikipedia ORM
  • Online review management
  • SEO
  • Internationalization / localization

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How are SEO prices calculated?

Search engine optimization pricing is based on factors like:

  • The current "authority" (strength) of the target site compared to competitors
  • The quality of content on the target site (dwell time, bounce rate, quantity)
  • The information architecture, mobile usability, and other on-page factors of the target site
  • Off-page factors including links, mentions, and content of related third-party sites
  • The gap between the quality and quantity of inbound links: target vs. competition

How to calculate campaign ROI for a reputation campaign

Opportunity cost - ORM cost

How much opportunity is your brand losing due to negative search results? Will the total cost of a brand reputation improvement campaign be less than the opportunity loss?

If the answer is yes, then ORM might be the right decision for you.

The 22% rule for reputation estimation

For campaigns that involve the removal or suppression of existing search results, an often used rule of thumb calculation for reputation management ROI is to understand that about 22% of possible opportunities may be lost due to a single negative search result. This percentage varies across industries, but it's a good place to start.

Visibility for branded queries affects opportunity cost

The level of visibility has a role, too. For example, if a negative result is particularly scathing, and is in the first position of a branded search (search for your name), it can be a real opportunity killer. Why? Because if a negative is in position one in search results, everyone will see it. If it’s in position ten on the first page only a small number of people will see it.

Calculating using CLV x opportunities lost

To make things easy, take the Customer Lifetime Value (CLV) of an average client, and multiply it by 22% of the number of prospects you get. In other words, imagine that 22% of the people that may buy from you don’t, and multiply that number by the average revenue of a customer. This "back of a napkin calculation" can give you a rough idea of what negative online content may be costing your brand.