Content
Publishing
Promotion
Analysis
One-time event
Our Process
Fixing your online reputation is our top priority. We utilize the latest in technology and processes to build world-class Online Reputation Management Services that get results. Our proven methods help create and restore positive online reputations for individuals and businesses throughout the web.
Our online reputation management process consists of five stages including Analysis, Development, Content, Publishing, and Promotion. As your campaign moves forward, we repeat the last three (Content, Publishing, and Promotion) to ensure continued success.
Step 1
1. Analysis
Every internet reputation management campaign begins with painstaking research. This includes identifying your top search phrases, variations on names, key titles or services, and any other keywords associated with your brand.
Search Result Removal
We look at all legal solutions for search result removal, including DMCA takedown requests and other available removal methods. Depending on what’s needed, we’ll often combine removals with protection and suppression strategies to ensure long-term success. Other removal tactics may include YouTube video removal, NoIndex removal, removing search results from Google, and other techniques.
Reputation Analysis
Our proprietary online reputation management services diagnostic identifies the top search results for each search phrase, grouping them into categories we analyze and score. Baseline results for use now and as a success metric later.
We measure:
- Problematic search results and content
- Neutral or ambiguous search results and content
- Positive search results
- Owned web properties controlled by you
- Profiles and sites belonging to people and brands with similar or near-identical names, as well as people and companies performing similar functions or services
- After identifying people and/or companies similar to yours, we conduct a thorough analysis of their search results. For example, if the project is for mortgage company reputation management, we identify ten similar companies. Then, we look at their search results in different locations. We find commonalities between them - revealed as patterns - and use these patterns to inform our next steps
Gap analysis
We then conduct a gap analysis, drawing out key differences between their results and yours—and paying close attention to websites domains ranking highly in search results. The gap analysis identifies potential threats and opportunities to improve your reputation.
Development plan
With the gap analysis complete, we build a content development strategy to carve out a positive online presence and improve your digital footprint. We customize an internet reputation development schedule sensitive to your needs and concerns, building a framework for optimizing your search results and helping you pursue your online goals.
Influencers and hashtags
Reputation analysis includes conducting social influencer and hashtag research to identify industry-specific people and trends critical to your internet reputation management campaign. These will be used later during the Promotion phase.
Strategy
Once our analysis is complete, we work closely with you to determine the best solution for your personal or business needs.
Development
One-time event
Step 2
2. Development
Web property development
As part of the online reputation management services process, we identify and build websites, business directory listings, social media profiles, existing blogs, and other owned properties that you control and influence. We build those you need, but don’t have in place yet.
These may include:
- A primary website (EMD)
- Charity websites
- Blogs
- Social media profiles
- Image sharing profiles
- Video profiles
- And more
With these new assets in place, we set up a network of owned domains and a customized content distribution platform, enabling us to quickly and seamlessly distribute content for each of your web reputation properties. This user-friendly distribution platform makes it fast and easy to manage multiple profiles, update content and publish posts across the web.
Improvements
Repeating events
Steps 3-5
3. Content
Content creation is one of the most time-consuming pieces of the online reputation management services process. But you can’t neglect it, as it’s the foundation of every successful campaign. Your content campaign includes:
Brainstorming. Once we understand your brand, we brainstorm content ideas that will appeal to your target audience. We build an “Audience Persona” to determine your target demographic and the types of content most likely to compel interaction.
Presentation. We lay out basic content outlines and subjects for your approval and feedback. Often, we’ll request new ideas - as well as feedback on topics we’ve already developed.
Content Plan. We match each piece of approved content with an appropriate, high-authority target, set up a publishing calendar, and revisit existing positive results (especially those PBNs) to determine how and if they can be improved. We also outline a coherent social posting and linking plan to promote and optimize the content campaign.
With a comprehensive plan in place, it’s time to get creative! We help you develop a wide range of appropriate content types including:
- Blog posts
- Social posts
- Outreach to bloggers and journalists capable of deploying well-produced content on high-authority, third-party sites
- External articles, including scholarly articles and long-form reports
- Slideshows
- Press releases
4. Publishing
We customize a content publishing plan to keep your reputation management campaign on track. This schedules content publication across many of your content channels, from posts on owned websites and blogs to articles on third-party sites and deployment to high-authority news aggregators.
We use a combination of manual and automatic publishing systems not only to deploy your content on schedule, but also to ensure trending, timely content can be published when and wherever needed.
We publish nearly every type of content, including blog posts, guest posts, press releases, tweets, Facebook updates, industry-related articles, images, slideshows, and more.
5. Promotion
Content promotion is key not only to getting the word out, but also to ensuring a successful internet reputation management process. Our content promotion strategy involves three basic but essential elements of online promotion:
Owned promotion. Using new and existing tools like email lists and SEO, we reach out to personal blog and website readers to increase engagement and optimize assets you already control.
Earned promotion. We use social media to solicit comments, feedback, shares and links to created content—either by asking directly or by creating engaging content that grows your audience.
Paid promotion. Done right, paid promotion can have high ROI. Powerful paid promotion techniques include guest posts on relevant, high-authority websites, and blogs, paid discovery using tools like Outbrain, sponsored content on high-authority media websites and paid search campaigns.
Retargeting
Retargeting is simply watching results to see what has worked, then changing the way the content marketing and SEO program is focused so inertia continues and search results improve.
...And Finally
Seeking out an experienced online reputation management services company and committing to an improved online image won’t produce changes overnight. ORM is a long game, a painstaking process marked by victories both large and small.
We hope this page has given you a high-level understanding of what a comprehensive process for managing a brand’s reputation online is all about. Modern online reputation management doesn’t normally employ black hat (slightly nefarious) techniques, but instead focuses on great content, expert development and top-notch online promotion.