Marketing
Introduction
The chosen company is Amazon. The company has been using diverse strategies to improve its online presence and reputation. The company has a massive staff who deal with online reputation management, Google alerts, keywords, and analysis of the search engine results. The business effectively handles ORM since it publishes quality and regular content. The regular content adheres to the quality keywords selected by the marketing team. The purpose of the marketing essay is to analyze the marketing dynamics of Amazon.
Define ORM and SERP
ORM is online reputation management, while SERP is search engine results page. ORM is essential in marketing since it eliminates or reduces negative content and increases the reputation of a company in the eyes of the customers (Olaleye et al., 2018). The objective is to provide positive feedback to the customers and eliminate threats that can undermine the company’s image (Olaleye et al., 2018). The online reputation provides quality content to the customers, such as eliminating personal details and establishing the official contact details of the company.
SERP is essential since the higher the company is ranking, the better the chances it will attract more clicks. Businesses use keywords, meta-tags, descriptions, and backlinking strategies (Talarico, 2020). The strategies are effective since they align with the requirements of search engines such as Google. Google algorithms will rank pages highly if they have quality keywords, many backlinks, and quality meta-tags.
The chosen company is Amazon, which is effective in handling ORM. The business effectively handles ORM since it publishes quality and regular content. The company’s objective is to provide positive feedback to the customers and eliminate threats (Olaleye et al., 2018). For instance, the company successfully creates new content and tactfully selects quality keywords for the products. The massive and successful ORM effectively improves the reputation of the business. It is not a wonder the business has the most significant number of clientele and is one of the most successful in the delivery and sale of products online.
Google Alerts and Keywords
Google alert is a notification service by Google summarizing the search activity around search terms. The search engine sends search terms that match the user’s past queries. Google alerts are effective since they help marketers find new topics to write about or issues to address in their marketing campaigns. The alerts help the business to identify reviews and mentions. Companies use Google alerts to track their competitors’ behavior patterns and stop piracy of content (Kelly, 2018). The knowledge helps the marketers to determine the appropriate actions they should take to improve the reputation of a business online.
The Google alerts essential for a business include new topics, favorite authors and shows, company mentions, plagiarism, personal details, local news, celebrities, competitors, website links, phone numbers, and brand ambassadors.
The purpose of selecting Google alerts is to develop mechanisms for fighting competition. For example, rival businesses can use various topics to compete in search engine results. Others can use local news to ride on the current issues. A Google alert on personal details is critical to ensure the rival businesses are not using personal details to ask for money from the clients. It is essential to constantly review the Google alerts depending on the changing dynamics in the market. The alerts can be reorganized in terms of priority.
The search engine results demonstrate that the content is positive. The company has created the content. One of the striking differences is that Bing provides a better search for videos than Google. Google is effective in providing better searchers for websites with massive links. Google provides a more accurate search compared to Google.
Recommendations for ORM
The recommendation for the company is to focus on SEO. SEO is essential in ensuring the company’s visibility and keeping it on top of the page. The company should strive to deliver its promises to the customers (Silva & Belo, 2022). In case of any failure, the business should provide discounts to appease the clients. The business should hire personnel to publish diverse positive content about the company and its operations (Silva & Belo, 2022). The positive content should include blogs, videos, tutorials, images, and social media content. The company should engage a professional to deal with negative criticism. Companies are investing in professionals who can deal with negative criticism to maintain the image of the company online (Silva & Belo, 2022). The recommendations are effective since they provide a comprehensive approach to the issues affecting customers, the business, and rivals in the market.
Conclusion
Amazon is one of the successful companies in the online marketing arena. The business has the quality and strong keywords that the marketing department utilizes to generate regular content. The company has a strong marketing team that analyzes the online reputation and search engine results to improve the quality of the research results. Operations at Amazon are testimony to the fact that a massive and successful ORM effectively improves the reputation of a business.
References
Kelly, E. J. (2018). Content analysis of Google alerts for cultural heritage institutions. Journal of Web Librarianship, 12(1), 28-45.
Olaleye, S. A., Sanusi, I. T., & Salo, J. (2018). Sentiment analysis of social commerce: a harbinger of online reputation management. International Journal of Electronic Business, 14(2), 85-102.
Silva, C., & Belo, M. (2022). The Importance of Online Reputation Management in Four-and Five-Star Hotes: Case of Lisbon. In Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality (pp. 297-320). IGI Global.
Talarico, D. (2020). SERPs: A look at Google’s search engine results page. Recruiting & Retaining Adult Learners, 23(3), 3-3.
