Point to ponder while starting ORM

1.Hire an online marketing agency

2.Check out their work profile

3.Go for an agency which will give you both ORM and Social Media Optimization (SMO)

4.Select the best tools to check your online reputation. You could do it with the help of the Ahrefs tool, which is the most convenient tool to check your online credibility.

5.The ORM task is not only limited to social networking websites such as Facebook and Twitter. The plan should cover the whole web.

6.Ensure each and every complaint forum websites are fetched as they play a crucial role in your ORM.

7.Take the negative feedback in the good sense. Without losing patience, converse with your critics. Let them know that their feedback is very valuable, and that you will take utmost care to ensure that you don’t disappoint them in the future.

8.Once again, react only after you listen and analyze.

Every good thing has a flip side to it, and Internet is not left behind. It is a good platform to understand what people think about your products and services, and most importantly your brand. People are honest, at the same time they tend to write negative about something that disappoints them. I hope this article helps the readers in gaining knowledge to check whether the services provided to you by your online reputation manager are working fine or not.

The Scenario Of Online Reputation Management In India

Online reputation has managed to grab attention and has created a lot of buzz in the corporate world. Slowly and surely major brands in India are getting inclined towards online reputation management, and are leaving no stone unturned to ensure that their online reputation is not damaged.

Online marketing firms and individuals are being looked for the most by corporate honchos, who are looking to leverage from their company’s good reputation to gain more clients, investors and market share.

Online visibility and reputation are at an all time high since the blasts of social media in the form of Facebook, Twitter, and other industry specific networking sites. Your online prospects have become smart as they google for their desired products or services, read reviews, check complaints and other forum discussions, and the posts on Facebook and Twitter and a host of other websites. This enables them in knowing other people’s experiences, and coming up to a rational decision. It is evident from this fact that others’ advice, perspective, experiences and the word-of-the-mouth publicity plays a significant role in your prospect’s buying decision.

This is where you need the services of someone who is an expert in Online Reputation Management (ORM). It is an online marketing professional’s task to analyze your brand’s performance. It is the internet marketer’s duty to address the issue when something negative is posted about the client’s brand. Larger organizations have been utilising the services of online reputation managers since many years now, ORM heads in India have reported that they are now being approached by individuals from metro cities in India, who want unscruplous information removed from the WWW.

So a host of individuals, including NRI brides-to-be, CEO’s or politicians caught in sexual harassment suits, to those who are wanted in some cases, are seeking ORM services. The ORM has very well made its mark in the political scenario, where leaders of various political parties are looking to enhance or improve their reputation with the WWW generation.

Is SEO Still Worth the Trouble? In a Word, Yes

Basically, if you have a website, you want to accomplish three things:

1.Help potential customers find your site via search.

2.Make sure your site is easy to navigate once they’ve found it.

3.Make sure it’s obvious what they should do next, whether that’s calling in or adding something to a     shopping cart – and convince them to do it.


These tasks, especially the second two, involve the principles of web design, usability, and conversion rate optimization as much as they do SEO. But to accomplish #1, you’re going to have to think about search engine optimization. Of course, you should have other sources of traffic for your site – PPC/remarketing, social media, email marketing, word of mouth – but if you neglect SEO, you’re leaving a great potential source of brand-new leads untapped.

The trick for small businesses is figuring out what you can accomplish given your limited resources. Also, remember that there may be ways that being small actually helps you! For example, small business are often more agile, and more willing to experiment. So stick with it, cover your basics first, make sure your managers know SEO is important, and investigate new opportunities as you can find the time.

Information Architecture with SEO in Mind

My largest successful SEO projects have come due to a variety of factors, but tend to come down to 3 core components of architecture:

It’s Scalable

It’s Crawlable

It’s Tiered

Scalable architecture is an obvious one; you need a system that can grow as large as you want/need it to.

Crawlable is nothing new to anyone in SEO; this simply means that the structure of our pages allowed for all of the most important content to quickly and easily be crawled and indexed by search engine robots. It actually sounds easier than it is… ensuring that the content is rendered (code wise) in the most ideal format for robots to parse takes more consideration than just laying out your div’s to properly render your designs.

To do this properly you need to make sure all of your code is in the right place, and more so, check how each crawler sees your page.

Take every opportunity to DRY out your code as much as possible, remember modern code is designed to cascade for a reason.

Information tiering… is a concept I have long-time preached to anyone who has ever talked with me, at length, about SEO. It means that your URL architecture should be built in a way so authority flows upwards through your directories.

For example, if I wanted to build authority around a core concept, I would focus my domain on that concept. If I then wanted to build relevance around specific locations for that concept, I would structure my URL’s so that all relevant content for that location fed upwards to a location specific directory.

So let’s say I had an SEO consulting firm with locations in several cities across the U.S., I would design an architecture that would allow for location-specific information to feed upwards through my directories.

Designing a Content Strategy

This is the single hardest part of any content-focused website or project.

The key to success on this particular project was taking a page out of Jeff Bezos’ book, and becoming obsessed with our customers.

We not only embarked on an aggressive a/b testing schedule, but we constantly reached out to our users for feedback.

We asked tough questions, ranging from what users’ liked and disliked (colors, fonts, and layouts) but also the specific components of the website they found to be less than ideal or even ‘sub-par.’

We took the responses seriously, making changes as they came in, trying to take something constructive from every piece of feedback, and pushing as many as 10 deployments a week.

It started to work.

Once we saw the needle begin to move on our user engagement metrics; time on site, pages per visit, and direct or branded traffic, we moved onto the next phase of our strategy; analyzing our audience.

How To Grow a New Website to Over 100,000 Organic Visits Per Month

Key Drivers of Traffic Growth


There were a few key elements that led to the widespread and sustained growth of the project, these range from commonsense to technical, but come down to three main focus areas:

Math – we took a mathematical approach to designing an evaluation model that would allow us to gauge opportunities based on their potential returns. Ultimately this led to the creation of what we now call our keyword opportunity evaluation, which is a financial model that measures the approximate output (traffic) based on a finite set of inputs, including elements like average DA, number of links / linking domains, age of site, content footprint, etc.


Analysis – Using our newly built algorithm we got to testing, creating websites to test content patterns and architecture. We were quick to declare defeat within verticals without traction, and paid close attention to where the traffic was growing the most. The algorithm started to take shape and after roughly 3 months was able to identify within an order of magnitude the amount of traffic we could acquire for a given set of costs.



Pumpkin Hacking – This is a term that I came across (thank you Peter Da Vanzo) that seems to describe exactly what we did to continue to grow our traffic by double and even triple digits, month after month. The core concept is simple; focus resources on building what works. What this meant for us was paying attention to the search verticals and content that received the most traffic, most comments, most social shares, and being quick to cut the cord on traffic that didn’t perform.

Building a Keyword Database

This is an obvious no-brainer for all SEO’s, however, unlike most search campaigns – this was a big keyword database, to the tune of 50,000 keywords.

The main idea here was leave no stone un-turned. Since we were of the mind to test everything and let the performance metrics dictate where to allocate resources, we had to get creative with query combinations.

We first went through all of our target search verticals, as dictated by our chosen go-to-market categories, which I think was roughly 19 to start. The next step was to identify the top 100 highest search volume terms within those verticals and scrape the top 100 URL’s that were currently ranking.

From here we began what started out as an exhaustive process of evaluating the opportunities for each keyword, and then aggregating opportunities to discern which categories we needed to focus on to grow traffic.

Essentially we targeted the low-hanging fruit; keywords identified by our model that could generate a minimum level of traffic  in 3 months or less, with a minimum investment in content development.