Online Reputation Management: What it is & How it Works

What's covered:

Online Reputation Management (ORM) has become a crucial practice for businesses aiming to maintain a positive brand image and mitigate negative content on the internet. This article delves into what ORM is, how it functions, the various types of ORM services, and the role of link management in maintaining online reputation.

What is Online Reputation Management?

Online Reputation Management (ORM) refers to the practice of monitoring, identifying, and influencing your digital reputation and credibility online.

An effective ORM strategy can provide new opportunities and insight into increasing your brand awareness.

For businesses, ORM is about ensuring that potential customers see your organization in the best possible light when they search for your services online.

How Does Online Reputation Management Work?

ORM works by proactively managing the content that appears about you or your company on the internet. This includes:


Regularly checking various media channels, especially social media and websites, for any mention of your company or keywords associated with it.

Content Development

Creating positive content to counteract, balance, or replace negative content.

Search Engine Optimization (SEO)

Optimizing content to rank higher in search engine results, thus pushing down negative content.

Crisis Management

Addressing any negative content or feedback promptly and efficiently to minimize damage.

Review Collection

Encouraging satisfied customers to share their positive reviews online.

Types of ORM Services

Companies that work in the reputation management industry offer the following services to their clients:

  • Reputation Building: For businesses and individuals looking to build a strong, positive online presence from scratch.
  • Reputation Repair: For addressing and mitigating the impact of negative online content.
  • Reputation Maintenance: Continuous monitoring and managing of one’s online presence to preserve a favorable reputation.
  • Social Media Monitoring and Management: Keeping track of social media channels and engaging with users to foster positive interactions.

How Link Management Helps with ORM

Link management is a crucial aspect of ORM, helping to control and optimize the links shared across various online platforms, which impacts SEO and overall online visibility.

Effective link management strategies include:

  • Promoting Positive Content: Ensuring that links to positive content about your company are more visible and widely shared than those to negative content.
  • Earning Backlinks: Acquiring backlinks from trusted sources with methods like link inserts and guest posting.
  • Disavowing Harmful Links: Using tools like Google’s Disavow tool to remove harmful links that might affect your website’s SERP rankings.
  • Redirecting Links: Using 301 redirects to redirect visitors from less favorable content to more favorable or updated content.
  • Tracking Link Metrics: Monitoring how links to your content are shared and interacted with can provide insights into public perception and areas for improvement.

By understanding online reputation and utilizing a link management tool like Clickly, businesses can improve their reputation online and grow their bottom line.

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