ORM VS SEO BY PAUL NGUGI
Search Engine Optimization V/S Online Reputation Management
Awareness Stage
A buyer can be aware of a problem or know what they want, but they may not aware of any positive solutions. For example, a man (Mr Y) with vacation time coming up may want to go on a trip to Southeast Asia, but has no idea where to stay or what to do there. So he runs a search for “Southeast Asia destinations,” and “things to do in Southeast Asia,” or possibly “China destinations” (if he is being specific).
Consideration Stage
When Mr Y conducts the search he knows that he has a week to spend, and has a budget in mind; but needs to create an itinerary: where to visit, what to do there, where to eat, and so on. So he searches for “what to do in Hong Kong” and “restaurants in Shanghai.”
Decision Stage
Mr Y has now established an itinerary and needs to find specific providers for his destinations: “Hyatt Hong Kong,” “cable car Hong Kong,” “CCTV Tower Shanghai,” and such.
During this journey there are different kinds of search queries he used. Online Reputation Management tends to target people who carry out due diligence (comprehensive appraisal) for a brand, product or person. Whereas SEO tends to target individuals who are looking for a kind of product, service, or information.
What Are the Basic Principles of SEO?
The goal of traditional SEO is to make the online content you control more visible to search engines. In practice, this means pushing your content to the top of the search results for relevant keywords: your industry/niche, core services, variations on your business name and more, often with a particular focus on geography-specific searches (so not “auto body shop” in general, but “auto body shop St. Louis”).
If your SEO campaign is successful, then competitors trying to rank for those same keywords will see their content fall down the results page, as it is replaced by yours. Since the vast majority of web users stick to the first couple of searches, very well done SEO can tangibly boost traffic to your site, and ideally, conversions and sales.
If your SEO campaign is successful, then competitors trying to rank for those same keywords will see their content fall down the results page, as it is replaced by yours. Since the vast majority of web users stick to the first couple of searches, very well done SEO can tangibly boost traffic to your site, and ideally, conversions and sales.
What Are the Basic Principles of ORM?
Online reputation management serves as a holistic process that builds on the basic principles of SEO to improve your online image in its totality, and in a sustained fashion.
Unlike basic SEO, ORM is not quite as concerned with using positive content on your own website to push down negative search results found elsewhere, it has more of an outward focus. ORM revolves around the creation and promotion of positive content, both on branded web properties such as your corporate website, on blog and social media pages, and on external properties that link back to your main websites and exist specifically for reputation management purposes. With ORM we are working to improve the impression of an online brand as a whole rather than specifically selling products or services. ORM does have a positive effect on product and service sales, but the results are tangential.
Unlike basic SEO, ORM is not quite as concerned with using positive content on your own website to push down negative search results found elsewhere, it has more of an outward focus. ORM revolves around the creation and promotion of positive content, both on branded web properties such as your corporate website, on blog and social media pages, and on external properties that link back to your main websites and exist specifically for reputation management purposes. With ORM we are working to improve the impression of an online brand as a whole rather than specifically selling products or services. ORM does have a positive effect on product and service sales, but the results are tangential.
Key Differences Between ORM and SEO
- ORM targets buyers in the consideration and decision stages. SEO focuses more on the awareness stage of the marketing funnel.
- ORM manages content on multiple websites, including those not directly owned or controlled by the subject.
- ORM involves negotiation, content removal, and star-rating improvement.
- ORM may use legal or other means to target content on external sites.
- SEO is a component of online reputation management.
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