Online Conversation Analysis Report: Amazon's ORM and SERP Strategies

This report analyzes Amazon's online reputation management (ORM) by examining online conversations and content. It defines ORM and Search Engine Result Pages (SERP), exploring how companies manage their online presence. The report details ten Google Alerts Amazon could use, explaining the rationale behind each, such as monitoring unlinked mentions, competitor activities, and potential link injection attacks. Recommendations for improvement are provided. The report discusses how to monitor digital product theft and potential indexing errors. It emphasizes the importance of original content and social media analytics for identifying buyer patterns. The report underscores the need for positive marketing across various online platforms and using ORM strategies to control online conversations and ensure the target audience finds positive reviews and materials. The report uses references to support its analysis.

Running head: MONITORING ONLINE CONVERSATIONS
Monitoring Online Conversations
Name of the Student
Name of the University
Author’s Note

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Abstract
Reputation management is important for any company for creation and optimization of the
content of the website. An analysis is made on the online conversation and content of Amazon
for finding the current issues and providing recommendation for the improvement for addressing
the ORM issues. The ORM and SERP is defined for analyzing the impact of negative reviews
and negative viral videos and its reduction with the use of ORM and it can help in creating
proactive marketing strategies for increasing the online consumption and broadening the domain.

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Table of Contents
Definition of ORM and SERP.........................................................................................................3
Management of ORM by the company...........................................................................................4
Selection of 10 alert needed to be set up by the company and explanation....................................4
Recommendation for improvement.................................................................................................7
References........................................................................................................................................8

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Definition of ORM and SERP
ORM is termed as Online Reputation Management and it is used for practicing the
crafting strategies for shaping or influencing the perception about the organization for the
audience. It can also influence different entities in the internet including the individuals. The
public opinion can be driven about the products and service offered by the business. Positive
material are used for counter balancing the negative material (Wilkinson, 2017). For example,
online content can be used for influencing result page of googles search engine. Since the first
page of the search result can contain a finite number of result, some ORM project can generate
bulky number of positive content about the company or the item searched. The rest of the ORM
campaign contains multichannel strategy such as social media, email and website projects.
The SERP is termed as Search Engine Result Page and it shows the results of the search
engine for a query, phrase or keyword. The result that is listed includes a Web page link with the
title and a brief description about the content of the webpage (Chandler & Munday, 2016). In
some cases it can link to point of interest in the website. In the SERP there may be three types of
result such as:
 The pages that search engine has indexed or crawled
 Pages manually added to the directory of the search engine
 Paid inclusion pages (Maragatham et al., 2018)
The pages that has the most useful information generally gets the highest ranking and less
relevant links are shown further downwards in the list.

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Management of ORM by the company
For the management of OR reputation managers plays an important role because they are
used for building extensive website projects. This projects have the potential for distributing text,
pictures or videos, or can use the analytics generated from social media for determination of the
status of company before it is engaged in the products influencing social media reputation in
different platform such as Twitter, Facebook, etc (Nygrin, 2018). It helps in creating a balance
between the negative and positive feedback and counteracting the misleading trends such that the
company can put the steps forward. There are two cycles that are used for online reputation such
as vicious cycle and virtuous cycle. The vicious cycle represents the ignorance of online
reputation and the company becoming a victim of rumors misinformation (Patil & Patil, 2018).
The virtuous cycle represents taking care of online reputation and creation of virtuous cycle
containing positive feedback, quality materials that reflects well for the business. The company
has the need for taking care about the online reputation since internet acts as the first stop for
everything. Peoples use the internet as the first source for getting information and have a lots of
trust on it (Carmichael, 2017). They also take decision based on the findings from different
sources on the internet and thus the online information can affect the current business and it has
the need to manage the ORM.
Selection of 10 alert needed to be set up by the company and explanation
The google alert can be used for improving the growth of the current business process and
unveiling different opportunities in the business for development of brand, collaboration, etc (de
Andrade & Sadaoui, 2017). Google alert is a free tool and the 10 alerts that is needed to be setup
by Amazon is give below:

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The reason for setting up the alert is given below:
1. Monitoring the unlinked mentioned of company and pursuing them – Sometimes
people mention the name of the company without linking it. Links can be used for
ranking up in google and thus high quality links is needed to be increased. Links can also
help the people to navigate to the webpage and the unlinked mentions can make it harder
for the users to reach the website (Pellegrino & Goldman, 2017). Google alerts can be
used for finding the unlinked mentions and converting them into links by getting email
notification about the mention of the company name in the web.
2. Monitoring the competitors – It helps in unveiling the tactics and use it in the own
business of the company. Reverse engineering can be applied for analyzing the reason for
mentions of competitors’ name.
3. Monitoring the link injection attacks – Link spamming acts as a common form of hacks
for the websites and using this the hackers can exploit the website for SEO. A bunch of
keyword that are synonymous with the link injection attacks can be used for setting up an
alert and restricting the results from the site (Chuklin, Markov & Rijke, 2015). The

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search operator OR and site: can be used and on getting the result the pages are needed to
be checked for issue.
4. Finding constant stream of new guest post opportunity – Footers such as “guest post
by” can be used for unveiling the author. In google alert seo + “guest posy by” can be
used for generating never ending stream for the new guest post opportunity.
5. Finding new NAP citation opportunity – The competitors can be monitored for finding
the opportunity of NAP citation. The competitors name can be searched and stolen by
searching as: “competitor name” + “competitor phone” + competitor address” and this
shows the sites listing the NAP information and the address of business can then added to
the website (Nyamawe et al., 2018).
6. Monitoring and answering question in your niche: Answering of the industry related
questions can help in establishment of the expertise in the field and build trust among the
potential customers. Google alert can be set as [topic] + site:[forumname.com] + intitle:
(who|what|when|where|how) for finding questions and get alerted about the new forum
threads on the selected topic.
7. Keep an eye on the materials published by the competitors – Businesses publishes blogs
on regular basis with the inclusion of competitors (Abualsaud, 2017). Google alert can be
used for getting information about the new posts.
8. Keeping eye on indexation errors – indexing of undesirable pages is an big issue and
google alert can be used for finding those pages. This can be done by finding a common
URL footprint and setting up alert for nipping the indexing errors (Sethuraman et al.,
2019).

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9. Monitoring the digital product theft – Google alert helps in keeping you informed about
the unwanted download pages that is entering the index. The footprint can be used as:
[brand] + "product name" + (download|torrent) -site:yourdomain.com
Recommendation for improvement
Peer recommendation is mostly trusted by the consumers and thus the online contents are needed
to be brush off and the cynical content is needed to be replaced with the original content. The
content is needed to represent a positive impact on the consumer such that they feel it would help
in meeting their current demand. The users’ needs are also needed to be mentioned and social
media analytics can be used for identification of the pattern of the buyers and individual views.
The web content, social networks and forums are used by the buyer to obtain information. The
ORM providing firm should pot the positive markets across different mediums on the internet.
Building of online reputation management helps in taking control about the online conversation
and its strategies and techniques are ensured that the targeted audience finds the positive reviews
and materials that they are searching on the internet.

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References
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Search-as-Learning (Master's thesis, University of Waterloo).
Carmichael, R. S. (2017). Handbook of Physical Properties of Rocks (1982): Volume II.
Chandler, D., & Munday, R. (2016). A dictionary of social media. Oxford University Press.
Chuklin, A., Markov, I., & Rijke, M. D. (2015). Click models for web search. Synthesis Lectures
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de Andrade, P. R. M., & Sadaoui, S. (2017, October). Improving business decision making based
on KPI management system. In 2017 IEEE International Conference on Systems, Man,
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Maragatham, G., Balaji, S. A., SaiKarthikeyan, K., Gokulakrishnan, V., & Siddharth, M. (2018,
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Nyamawe, A. S., Liu, H., Niu, Z., Wang, W., & Niu, N. (2018). Recommending Refactoring
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Nygrin, J. (2018). On-line marketing v softwarové společnosti.
Patil, V. M., & Patil, A. V. (2018, August). SEO: On-Page+ Off-Page Analysis. In 2018
International Conference on Information, Communication, Engineering and Technology
(ICICET) (pp. 1-3). IEEE.

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Pellegrino, J. W., & Goldman, S. R. (2017). Beyond rhetoric: Realities and complexities of
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assessment(pp. 7-52). Routledge.
Sethuraman, J., Alzubi, J. A., Manikandan, R., Gheisari, M., & Kumar, A. (2019). Eccentric
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