How to Increase Your Revenue Using SEO and ORM Strategies
SEO (search engine optimization) and ORM (online reputation management) are critical digital marketing elements. All marketing strategies aim to boost revenue – but these techniques are slightly more subtle than directly encouraging sales.
SEO and ORM work hand-in-hand. They both focus on long-term brand image more than being quick “gotcha” marketing techniques designed to achieve a short-term windfall. The goal of this post is to help you understand:
- Why long-term brand management is so important
- The key differences and objectives of SEO and ORM
- How these strategies contribute to long-term revenue growth
Find out how The Reputation Management Company can help you boost your revenue with SEO and ORM below.
SEO and ORM: Key Differences & Outcomes
SEO aims to push your brand up Google’s search rankings. It achieves this with strategies like keyword optimization, content planning, and backlink campaigns that establish you as an authority on your subject. SEO strives to raise your brand’s profile and keep it in the limelight.
By contrast, the goal of ORM is to ensure your brand remains in the spotlight for all the right reasons – and to keep negative information about your business out of sight. The ORM specialists at The Reputation Management Company achieve this in a variety of ways.
SEO for What You’re Saying, ORM for What Your Customers Are Saying
You can already see how the two are interlinked. Each goal is to make your business visible for positive reasons and minimize the impact of negative interactions. Still, there’s a subtle distinction.
The desired outcome of SEO strategies is to increase your brand’s visibility based on its offering. It helps you rank for searches related to what your brand does. It pushes your brand up the search rankings by ensuring you’re answering customers’ queries and ranking on the subjects they care about.
The desired outcome of ORM is focused less on what your brand offers, and more on how it operates. It concentrates on issues like negative reviews, misinformation surrounding your brand, and mistaken criticisms. It uses similar techniques to SEO in addressing search queries and promoting positive information, but the goal is to address what people are saying rather than what you’re doing.
The Integrated Approach
This is why it’s a great idea to work with a company that specializes in both fields – having integrated strategies for each field increases the other’s chance of success. The Reputation Management Company provides expert SEO and ORM services for its clients and helps them boost long-term revenue and minimize losses with bespoke strategies.
Using SEO to Increase Revenue
An effective SEO campaign generates short-term and long-term benefits for your brand’s revenue. That coveted #1 spot on Google comes with significant rewards, but it doesn’t end there. Here’s how it works.
The first step of any search optimization campaign is to find which keywords you need to rank for. Keywords are the terms in searchers’ queries that Google identifies and matches with the best results. If your website doesn’t include those keywords, Google won’t put you at the top of its page.
By understanding which keywords your customers are searching for and including them in your content, you immediately make yourself visible to a much wider customer base. This increases the number of people who will visit your page and – as long as your page is compelling – will drive sales.
The next step is to create compelling content on relevant topics. Running a blog may seem like a lot of hassle, but it’s the best way to establish yourself as an expert in your field.
Research the questions around your industry that your customers are searching for. Answer those questions. It pays dividends.
The other essential part of SEO content creation is to include regular, effective CTAs throughout your sales-oriented content. Visibility is great. Content that engages the customer and calls them to buy your services is better. This is where your revenue comes from – once you’ve landed the client, your content needs to drive the conversion.
Backlinks are one of Google’s metrics for determining how trustworthy a website is. These are links to your site from other high-profile sites; getting them isn’t easy. However, once you’ve built a substantial network of backlinks, your brand will benefit from long-term credibility with Google’s algorithm.
SEO experts can negotiate backlink campaigns to encourage high-ranking sites to link back to your website. This isn’t a quick process, but in addition to the increase in traffic, thanks to the links themselves, it increases your website’s trust score and boosts your brand’s long-term visibility.
The Reputation Management Company team can employ these SEO tactics and more to increase customers’ awareness that you’re a leading expert in your field and that you’ve got what they’re looking for. This is a tried and tested strategy to boost revenue for online businesses.
Using ORM to Increase Revenue
ORM helps brands to increase revenue simply by avoiding circumstances that might decrease revenue. These include:
- Unanswered negative feedback
- Malicious behavior
- Old and outdated brand information might be harmful.
Suppressing Negative Search Results
A key goal of ORM is to suppress negative search results. If a customer searches for your brand along with associated keywords and finds negative information, it puts them off doing business with you.
ORM reduces this risk by identifying keywords that are associated with negative information and implementing strategies to associate these keywords with more positive results. This reduces the chance that your clients will encounter negative information instead of being directed to positive news about your brand.
Addressing Negative Feedback
ORM tackles negative feedback at the source. An ORM specialist will trace it back to the original source if someone has been making negative claims about your company – whether by mistake or through malicious intent.
Every party spreading this information along the way will be informed that the information is false. They will be provided with guidance on removing the defamatory information and the potential consequences if they don’t.
De-indexing is a key part of this. De-indexing means that a webpage displaying negative information about your brand no longer registers with Google. This complements SEO strategies that push positive information about your brand.
Long-term gains are the goal of SEO and ORM campaigns. The strategists at The Reputation Management Company understand how important “keeping house” is if brands want to consistently grow their revenue and avoid setbacks.
Regular checks for negative information and analysis of your brand’s performance can help you understand what you need to do to keep growing your revenue. Combined ORM and SEO services can help with this.
How The Reputation Management Company Combines SEO and ORM to Drive Revenue
Integrating your SEO and ORM strategies gives your brand the best chance of growth and increased revenue. Here’s what The Reputation Management Company can achieve for your brand with these services.
Full Search Optimization
Why settle for promoting positive information about your core services? Customers search for all sorts of queries – ORM answers the questions that SEO might miss. You should keep up-to-date and optimize for popular searches besides those that are typically associated with your brand or industry.
Put your best foot forward and prevent malicious content from affecting your customers’ buying journeys. Combine ORM and SEO for a broader, more effective web presence.
Integrated Services = Less Spending
By integrating your SEO and ORM strategies, you stand to gain from a much more coordinated approach. Not only does this mean that your campaign will be more effective, but it cuts your marketing spending significantly.
A company that can provide integrated, coordinated SEO and ORM services will be able to create a bespoke campaign that suits your brand’s needs. This will cost far less than using separate companies for each service – and the combined approach will be more effective, generating greater profits for your company as a result.
Consistency is Success
We must highlight that SEO and ORM are both long-term strategies. Your company’s long-term profitability is at stake – so it makes sense to invest in strategies that don’t just address short-term issues but aid a long-term growth plan.
When you contact The Reputation Management Company for ORM and SEO services, you’ll benefit from short-term strategies to address immediate issues. Your long-term goals will also be considered, and an effective strategy will be implemented. It’s the best way to boost your revenues and keep your company profitable.
Find Out More
Learn more about how SEO and ORM can benefit your business when you contact The Reputation Management Company. With bespoke strategies and years of experience in the search optimization and reputation management fields, your brand’ will benefit.