Online reputation management (ORM) is often mistakenly referred to as SEO (search engine optimization).  SEO plays an important supporting role in ORM. But it is not the chief tool. Content is.

ORM consists of four pillars:

Content. Content is information-rich text that is not duplicated elsewhere online. It is helpful, relevant and well written. “Content” can also be video, photographs, podcasts and any other form of information placed online.

Platforms. Platforms are the online sites where content is placed: websites, blogs, micro blogs, forums, directories, news sites, Twitter, Facebook, LinkedIn, YouTube and hundreds of other outlets.

Search engine optimization. SEO is the process of improving the visibility of a website or a web page in search engines using frequently-searched for words throughout, inbound links (links to the site from other sites) and other strategies.

There are two types of SEO. White hat methods conform to search engine guidelines and do not involve deception. Black hat techniques attempt to improve rankings in ways that are disapproved of by search engines. If search engines discover sites using black hat methods, they penalize them by making them disappear online (by dropping them a thousand pages or so down in Google). Or, they eliminate their listings altogether.

Strategy. Every online reputation is different. Managing them requires a goal, strategic plan and timetable. Whether or not sites may benefit from structural changes – say, by the addition of blogs or sub domains – is an important aspect of strategic planning.

It can take weeks to see a difference once a plan is enacted. That’s because search engines may not notice new content for some time. Depending on the level of information about the topic online, months may be needed to affect the desired change.

Strategy, SEO and platforms can only take you so far without content: continuous, informative, accurate and rich content. That is why the best online reputation management plans begin, build and end with it.