This document provides an overview of search engine optimization (SEO), online reputation management (ORM), and search engine marketing (SEM). It discusses key topics such as the importance of website traffic and online reputation, best practices for SEO, techniques for managing online feedback and building a positive online presence, and how SEM can provide targeted traffic and measurable results. Case studies demonstrate how companies have successfully implemented SEO, ORM, and SEM strategies.

1. Search
Engine

2. Agenda
Module Overview
Search Engine Optimization (SEO)
Online Reputation Management (ORM)
Search Engine Marketing (SEM)

3. Module Overview
Role of Search Engines: Search engines like Google, Bing, and others are
the primary channels through which people discover information and
websites online. Understanding how search engines work and how to
optimize for them is crucial for digital success.
Importance of Website Traffic and Online Reputation: Website traffic is
incredibly important in terms of an online presence and search engines
are the chief source of this traffic. Additionally, online reputation is
influenced by what people find when they search for a company or brand
online, making it essential to manage and maintain a positive online
image.

4. Search Engine Optimization
Definition of SEO: Search Engine Optimization is the process of optimizing
a website to improve its visibility in search engine results pages (SERPs). It's
about making your website more attractive to search engines and, by
extension, to users.
On-Page vs. Off-Page SEO: On-page SEO refers to optimizing elements
directly on your website (e.g., content, meta tags), while off-page SEO
involves activities outside your website that influence its rankings (e.g.,
backlinks, social signals).
SEO Best Practices: This can include creating high-quality, user-focused
content; optimizing meta titles and descriptions; and ensuring mobile-
friendliness. SEO is an evolving field.
Importance of Keywords: Keywords are the terms and phrases that people
type into search engines. Effective keyword research and integration help
websites rank for relevant search queries.

5. SEO Techniques
Content Optimization: The importance of high-quality, relevant content.
Strategies like keyword optimization, user intent analysis, and content structure
for SEO purposes.
Technical SEO: The behind-the-scenes work that makes a website more search
engine-friendly. This can include website speed optimization, XML sitemaps,
canonical tags, and schema markup.
Link Building: Involves acquiring high-quality backlinks from reputable websites.
Backlinks are important in demonstrating the authority and trustworthiness of a
website in the eyes of search engines.
SEO Tools and Analytics: Tools for keyword research, on-page analysis, and
tracking website performance. Emphasize the importance of data-driven
decision-making in SEO.

6. Online Reputation Management (ORM)
What is ORM?: the practice of influencing and controlling an individual's or
organization's online reputation. ORM involves monitoring, addressing, and
shaping the online perception of a brand, person, or entity.
Monitoring Online Reputation: This includes tracking mentions, reviews, and
comments across various online platforms. Tools like Google Alerts and social
media monitoring software can assist in this process.
Responding to Online Feedback: It’s important to have timely and appropriate
responses to online feedback, whether positive or negative. Strategies such as
addressing negative comments and reviews, such as offering solutions, and
demonstrating a commitment to improvement.

7. Transparency and Accountability: JetBlue's CEO, David Neeleman, issued a public apology
and took full responsibility for the situation. This transparent and empathetic response
helped rebuild trust.
Active Social Media Engagement: JetBlue's social media team responded promptly to
customer complaints and provided regular updates. This active engagement helped address
individual concerns and demonstrated a commitment to resolving issues.
Compensation and Resolution: The airline offered affected passengers vouchers and refunds,
demonstrating a commitment to making amends.
Case Study 1: Effective Online Reputation Management
Organization: JetBlue Airways
Challenge: In 2007, JetBlue faced a severe crisis when an ice storm caused a series of flight
cancellations and delays, leaving passengers stranded on planes for hours. Dissatisfied
customers took to social media and news outlets, causing a significant blow to JetBlue's
reputation.
Strategy Employed:
1.
2.
3.
Outcome:
JetBlue's transparent and empathetic approach to handling the crisis led to a gradual
restoration of its reputation. While it took time, the airline regained customer trust and learned
valuable lessons about the importance of communication during a crisis.
Case Studies

8. Selective Social Media Use: Musk has periodically taken breaks from Twitter and reduced the frequency of his controversial
tweets. This approach aims to minimize the potential impact of his online statements.
Clarification and Apology: In cases where Musk's tweets have caused significant controversy or legal issues, he has issued
clarifications and apologies to mitigate the damage.
Focus on Company Initiatives: To shift attention away from his personal controversies, Musk often highlights company
achievements, such as SpaceX's successful rocket launches or Tesla's product updates.
Case Study 2: Challenges in Managing Online Reputation
Individual: Elon Musk (Tesla, SpaceX)
Challenge: Elon Musk, the CEO of Tesla and SpaceX, has faced numerous online reputation challenges due to his controversial
and impulsive social media activity. His tweets have led to stock price fluctuations, regulatory scrutiny, and public relations
crises.
Strategy Employed:
1.
2.
3.
Outcome:
Elon Musk's challenges in managing his online reputation persist, given his high-profile status and continued social media
presence. While his strategies have sometimes mitigated the immediate impact of controversial tweets, his online behavior
remains a subject of public debate and scrutiny, illustrating the complexities of ORM for individuals with a significant online
presence.
Case Studies

9. ORM Strategies
Building a Positive Online Presence: You must create and share valuable
content, engage with the audience, and participate in online communities. It’s
important to have a sense of authenticity and transparency.
Handling Negative Comments: Acknowledging the issue, addressing it privately
if possible, and taking steps to rectify the situation.
Using Social Media for ORM: Social platforms can be used to showcase a positive
image, respond to feedback, and engage with the audience.

10. Search Engine Marketing (SEM)
Introduction to SEM: SEM includes both pay-per-click (PPC) advertising and
other paid strategies to increase website visibility.
Pay-Per-Click (PPC) Advertising: Advertisers pay a fee each time their ad is
clicked. Benefits of this include immediate visibility, control over ad spending, and
the ability to target specific keywords and demographics.
Google AdWords: Google AdWords (now known as Google Ads) as one of the
most popular platforms for PPC advertising. Google Ads works by, including
keyword targeting, ad formats, bidding strategies, and ad extensions.
SEM vs. SEO: While SEO is organic and takes time to see results, SEM offers
immediate visibility but requires a budget.

11. Setting Up a PPC Campaign: The process of setting up a PPC campaign. Include steps such
as keyword research, ad creation, budget allocation, and targeting options. The importance
of ad relevance to improve Quality Score.
Ad Groups and Keywords: Ad groups help organize PPC campaigns. Keyword selection and
match types (broad, phrase, exact) for effective targeting.
Budgeting and Bidding Strategies: Budgeting for SEM campaigns and various bidding
strategies, including manual bidding and automated bidding. There is a need for continuous
monitoring and adjustment.
Measuring Success: Key performance indicators (KPIs) for measuring the success of SEM
campaigns, such as click-through rate (CTR), conversion rate, return on ad spend (ROAS),
and cost per click (CPC).
SEM Campaigns

12. Immediate Results: One of the significant advantages of Search Engine Marketing (SEM),
particularly Pay-Per-Click (PPC) advertising, is the ability to achieve immediate results.
When you create and launch a PPC campaign, your ads can appear in search results almost
instantly, driving traffic to your website or landing pages. This immediacy is especially
valuable when you need to promote time-sensitive offers or respond quickly to market
changes.
Targeted Advertising: SEM is very precise in targeting specific audiences. SEM platforms,
like Google Ads, allow advertisers to choose keywords, demographics, locations, and more to
ensure their ads are shown to the most relevant and interested users. This targeted
approach not only improves the effectiveness of campaigns but also maximizes the return
on investment (ROI).
ROI Tracking: SEM provides robust tools for tracking and measuring ROI. Advertisers can
monitor key metrics such as click-through rate (CTR), conversion rate, cost per click (CPC),
and return on ad spend (ROAS). This data-driven approach allows for continuous
optimization, ensuring that ad budgets are allocated wisely to achieve the best possible
results.
Benefits of SEM

13. Rapid Sales Growth: SEM played a significant role in driving rapid sales growth for Warby
Parker. Their ads consistently appeared at the top of search results, attracting potential
customers.
Cost-Effective Advertising: By optimizing their SEM campaigns, Warby Parker managed to
maintain a cost-effective advertising strategy, generating a high return on investment (ROI)
compared to traditional eyewear retailers.
Disruption of Industry: Warby Parker's success with SEM helped them disrupt the eyewear
industry by offering a direct-to-consumer model, bypassing the traditional optical chains and
lowering prices for consumers.
Case Study 1: Warby Parker
Goal: To increase online sales of eyeglasses and disrupt the traditional eyewear market.
Strategy: Warby Parker used SEM as a cornerstone of its marketing strategy. They bid on
keywords related to eyeglasses, prescription eyewear, and designer eyeglass brands. They also
created compelling ad copy that emphasized their unique selling points, such as affordability
and home try-ons.
Outcome:
Case Studies

14. Increased Brand Visibility: Airbnb's paid search ads appeared prominently in
Google's search results, ensuring high visibility among users actively seeking travel
accommodations.
Boosted User Acquisition: By using SEM, Airbnb effectively attracted more hosts
and travelers to its platform, driving user acquisition.
Global Expansion: Airbnb's SEM campaigns played a crucial role in its global
expansion. They were able to reach travelers and hosts in various regions, helping
the platform grow internationally.
Case Study 2: Airbnb
Goal: To increase brand visibility and attract more hosts and travelers to their platform.
Strategy: Airbnb leveraged Google Ads (formerly Google AdWords) to target specific
keywords related to short-term rentals and travel accommodations. They focused on
both brand-related keywords and generic terms potential customers might use when
searching for lodging.
Outcome:
Case Studies

15. 01 02 03
RECAP
Importance of understanding
digital communication
strategies, including Search
Engine Optimization (SEO),
Online Reputation
Management (ORM), and
Search Engine Marketing
(SEM), for a comprehensive
online presence.
These strategies (SEO, ORM, and SEM)
are valuable on their own, their true
power is realized when they are
integrated and complement each
other. For example, a positive online
reputation can enhance the
effectiveness of SEM campaigns, and
strong SEO practices can drive
organic traffic in addition to paid
traffic.
Any Questions?