Online Reputation Management origins: 2010-2014
Back in 2010, Online Reputation Management (“ORM”) activities focused on basic Search Engine Optimisation (“SEO”) techniques and copywriting to help gain position within the Search Engine Result Pages ("SERPs") rankings. The Internet was completely different back at that time:
1. Facebook was full of photo albums and daily statuses such as "reading X book" or "binge-watching the 4th Season of Lost on Blu-Ray".
2. Twitter was competing with "Google Buzz", and Neither TikTok nor even Instagram existed.
3. An iPhone maximum storage was 32 GB, and Blackberry and Nokia were still in the competition.
During that time, Google's Algorithm, among many things, used references from other websites to determine the position in the ranking of a webpage. If a website posted a piece of misleading news, it was very damaging. Almost anyone could boost its rankings on Google only by creating links pointing to that article. The only way to push that misleading article off of the first page was to create backlinks to positive websites. The SEO focus for ORM activities fundamentally relied on winning the race on who created the most backlinks.
Due to the ease of manipulation of the algorithm, Google introduced the Panda update in 2011 –one of the most significant changes in its algorithm by far. Panda changed the whole SEO industry since it gave relevancy to the sites with original content, in-depth reports, and analytic articles. It made it...
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