DISQUS

scottclark · 10 months ago

Most companies wait until there is real pain before thinking about ORM. The thing is, there are no "quick" fixes for poor SERP representation like this. I have several clients in this fix now, and all of them want an immediate solution.... but pumping out crap press releases and doing on-site fixes won't change positions 3-10 in most cases. You have to plan ahead - years ahead!

barryhurd · 10 months ago

Thanks for the conversation Scott.

I agree with you that many clients wait far too long to take action. Once material settles it is extremely hard to move around. I wouldn't recommend doing press releases on an initial stage ORM campaign, as it actually just destroys your press release ability as journalists read the bad results you are attempting to displace (so in fact, you just highlighted your biggest mistakes to the worse audience: journalists.)

There are a variety of faster remedies for getting into spots 3-10, but they are usually only reserved for big budget campaigns due to labor involvement. In the case for Cash4Gold or any major company, it would have made a lot of sense to have a five or six figure campaign to properly fix this. In all cases though, I entirely agree that a *smart* business is thinking about this stuff years ahead and is making sure the have a healthy online presence.

+In this case I think the error to purchase a Superbowl ad may have actually been a death sentence for them.