Even the best SEO strategy can fall flat if your online reputation isn’t solid. Google’s algorithms factor reviews and overall brand sentiment into rankings, with up to 10% of local search results depending on these signals.
Pair that with the fact that most consumers trust online reviews as much as personal recommendations, and it’s easy to see how ignoring ORM has the potential to undermine your entire digital strategy.
Thankfully, integrating ORM into your SEO efforts is a smart way to build visibility, trust, and lasting market success. Our digital marketing strategists explain five steps you can take to gain a competitive edge.
SEO vs. ORM: What’s the Difference — and Why Do They Need Each Other?
SEO is all about getting found. It’s the practice of optimizing your website, content, and online presence so that search engines rank you higher when people search for relevant keywords.
ORM, on the other hand, is about managing perception. It’s how your brand is seen across online review platforms, social media, and news articles.
They go hand-in-hand because even if your website ranks first for a desired keyword, a flood of negative one-star reviews can send prospects scrolling toward competitors with better ratings.
Plus, as search engine algorithms evolve, they’ve expanded to include user sentiment as part of their ranking criteria. Things like consistent negative reviews, unanswered complaints, and low engagement on social media can all undermine your website’s ranking on SERP — all to say that ignoring ORM can weaken even the strongest SEO strategy.
5 Steps to Align SEO and ORM: Strategies for Digital Success
For brands that want to stay competitive in today’s digital landscape, choosing between SEO and ORM is not an option — you need both. Here’s how your brand can integrate the two tactics effectively:
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Monitor your online reputation like you track SEO metrics
Just as your business analyzes search rankings and traffic, you should regularly audit your brand’s online reputation. Use tools like Google Alerts, reputation management software, and social listening platforms to stay ahead of negative sentiment.
“Your reputation is one of the greatest assets your brand has, whether you’re a large institution or a small business,” confirms Marianne O’Connor, director of organic marketing at AW. “Research shows that nearly all consumers read online reviews before making a purchase, so in today’s competitive landscape, you can’t afford not to manage your brand’s reputation.”
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Respond to reviews like your search rankings depend on it (because they do)
Leaving negative reviews unanswered is the equivalent of ignoring a PR crisis. Responding quickly and professionally shows your targets — and search engines — that your brand is engaged and accountable.
“The truth is you can’t delete negative reviews. They won’t disappear on their own, and ignoring them is hurting your reputation,” O’Connor explains. “Your best course of action is to acknowledge these reviews and take the conversation offline. Ask the reviewer to contact you directly so you can learn more and resolve the situation, which can sometimes result in an amended review.”
When you receive positive reviews, you should thank the reviewer, as it shows active engagement from your brand, positively impacting your search rankings.
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Optimize owned content to outrank negative press
If negative press or unfavorable reviews rank high in search results, use SEO tactics to push them down. Publish high-quality, keyword-optimized content on your owned digital channels, including your website, blog, and social properties, to give Google positive brand signals to rank instead. (See the next tip for some more specific ideas. 😉)
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Use ORM findings to improve content – and operations
If customers consistently mention specific topics in their reviews, adjust your website content to address those concerns upfront. SEO and ORM should work together. Use your content channels to answer questions and address issues before they become obstacles. For example:
- A financial institution noticing complaints about unclear loan terms or fees could update its website to feature an easy-to-understand FAQ page.
- A university that sees students confused about admissions requirements could revamp its content to feature a step-by-step guide.
- A healthcare provider finding that patients mention long or confusing check-in processes can create “What to Expect at Your First Visit” articles that set expectations.
ORM insights can also highlight deeper operational challenges that content alone can’t address, such as recurring call center complaints or facility cleanliness issues.
At Austin Williams, our comprehensive ORM experience helps clients track these trends, communicate them to internal teams, and develop strategies that address the root cause. By tackling both perception and operations, brands are able to create more seamless experiences for their audiences while improving their reputation online and in the market.
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Encourage (and showcase) positive reviews
Google favors fresh, positive reviews, especially for local businesses like financial institutions, healthcare providers, and colleges and universities. You don’t have to overcomplicate things, either. A basic ask to satisfied customers, members, patients, or students is often the most effective way to gather positive feedback.
“While there are dozens of review outreach platforms out there, most are bloated with features you’ll likely never use,” explains Nick Gaffney, senior director of digital strategy at AW. “That’s why we built Reputation Radar, our proprietary ORM tool designed to simplify the process. It dynamically adjusts CTAs based on initial star ratings, protecting your brand from negative reviews while maintaining FTC compliance. The tool also offers drip solicitations to avoid Google spam flags, allowing you to respond to reviews at a pace that suits your business.”
Reputation Radar can be managed by AW, on a self-serve basis, or a combination of the two. Still, Gaffney suggests working with an agency partner to ensure that both your reviews and your responses to them support your broader organizational goals.
Once positive reviews are received, you can amplify them by responding and resharing where appropriate. Think social media content, testimonials on your website, newsletters, and more.
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The Competitive Edge: Why Brands That Combine SEO & ORM Win
When ORM and SEO work together, you create a virtuous cycle: SEO brings in traffic. ORM builds credibility and trust. A strong reputation increases engagement and conversions. Higher engagement signals to search engines that your brand is authoritative — improving your rankings and positioning you ahead of competitors.
While initiating a basic review request is fairly straightforward, an experienced agency partner can integrate your ORM findings into your digital strategy at large, ensuring every piece of feedback works to your advantage and fuels your long-term success. If you’re ready to take control of your visibility and reputation to drive sustainable growth, our team’s ready to help. Let’s talk about building a strategy that puts your brand ahead.
