Search engine optimisation organically improves search engine rankings to create positive marketing for websites. SEO is now seen as a major strategy in the online marketing world, and creating brand awareness and reputation remains an important task for an SEO company. Reputation management requires a degree of professionalism that extends far beyond the original on-site optimisation that SEO firms provided back in the day. Advertising and marketing principles determine the public perception of businesses and must be translated for use over the Internet just as they once were used through TV and print media. Here's a five step process that can tremendously improve online reputation as well as traffic and sales.

1. Create and manage profile on all the major social networking sites
Facebook and MySpace, the two most prominent of the social networking sites account are ranked at 5 and 7 respectively on Alexa's Traffic Rankings. Social networking sites have a massive user base and offer positive publicity to create a desired reputation for your site. The public profile you maintain can help generate positive PR for your firm. Creating and involving your company's identity in discussions over community groups on these sites also goes a long way in establishing the reputation desired.

2. Build a Wikipedia page
Wikipedia, like Google, is the starting point for many Internet users' web surfing activities. A well constructed Wikipedia page can serve as an authoritative recommendation of your website. But be prudent when adding information to the site, since it is an encyclopedia and not an advertisement. Larger corporations have come under fire for changing the perspective of their companies by manipulating their page.

3. Use your media assets
Many companies disregard the value of audio and video content pertaining to their websites. Leverage your media assets to create the image that represents your company's goals and objectives. Use viral marketing tactics to manipulate the media assets at hand.

4. Participate in active discussion boards and blogs within your industry
In addition to creating goodwill, active participation in forums and blogs can build a positive image and establish your website as an authority. Here you can interact with potential customers and this provides the best brand exposure that the web can offer.

5. Build a company blog
A blog is one way of truly interacting with your (potential) clients. The advantages of maintaining a blog are manifold, but the most obvious remains the ability to prove to customers that the knowledge and skill pertaining to the services you offer runs deep. A blog can serve as a hive of activity, especially if your posts are regular and your ideas unique.