SERM is a marketing technology, an essential part of online reputation management (ORM), aimed at creating a positive image of a company by influencing search results.
By promoting sites with positive and neutral content to the first pages of search results, you can displace resources with undesirable information that tarnishes the brand’s reputation. In essence, SERM is a synthesis of PR technologies and SEO promotion, which includes a whole range of work:
1. Monitoring reputation in search denmark whatsapp data engine results and the dynamics of changes in the brand’s reputation environment, not only for top resources, but also for other sites important for business development.
2. Prompt response to the emergence of negative information about a brand or product, motivating real clients to independently post positive information online.
3. Create a section with reviews on the official website of the brand (or optimize it if such a page exists but is not ranked).
We highly recommend getting such a section, because:
- user reviews increase trust in the cdp and dmp differences and features resource, give other visitors more information about the product/service, and give you prompt feedback;
- if the visitor is really interested in the answer, he will rather express his opinion directly to the brand, here and now, and not take it to review sites. By closing the communications within the site, you partially stop the spread of negativity throughout all the nooks and crannies of the network;
- the presence of such a section has a positive effect on behavioral factors and the ranking of the site in search engines.
4. Create a topic for reviews in the official group in social networks with a title close in content to the main brand query (“brand + reviews”). For example, in VKontakte such topics are created in “Discussions”. In Facebook*, you can connect the “Reviews” section in the community.
But for many it is not active
Because the owner of the group cannot delete a review and rating; if there is a surge of negativity (not necessarily natural), then all that will remain is to respond to it.
5. Maintaining information phone number vietnam platforms that can rank well for certain queries, such as a blog based on a websiteor forum.
6. Promotion of managed sites, PR materials to the top of search results and, as a result, displacement of negative, uncontrolled resources beyond the top.
7. Removing old negative feedback from managed sites that are already at the top (if the reviews are false and tarnish the brand’s reputation).
8. Creation and placement of positive and neutral content , involvement of agents of influence in the placement of positive content on popular resources.
9. Registration of the company in catalogues , directories, geoservices, etc.
SERM covers the search results, and in several search engines at the same time, and works to ensure that there is a positive image of the company there. At the same time, SERM does not concern what happens in social networks, blogs, forums, etc. Where the Monsters Are if these pages are not at the top of the search results.But just posting positive reviews on sites is not SERM. Be careful. Where the Monsters Are read the contracts and lists of contractors’ work carefully.
Pros and cons of SERM
Search Engine Reputation Management (SERM) has its advantages and disadvantages. Among the advantages are:
- Identifying product or service issues: SERM helps quickly identify negative reviews or comments about a company’s products or services, allowing you to quickly respond and resolve issues.
- Forming a positive opinion about the company: SERM services help to actively promote positive materials about the company, increasing the visibility of positive information in search engines.
- Increased audience loyalty and sales conversion: A positive reputation in search engines helps increase the trust of potential customers and, as a result, increase sales conversion.
- Neutralization of negative reviews about the brand in search results: SERM allows you to actively work on reducing the visibility of negative information about the company in search engines.
However, SERM also has its disadvantages. One of them is the lack of guarantees for stable results. Constant changes in search engine algorithms can lead to changes in search results and a deterioration in the company’s reputation. SERM also requires constant costs to maintain a positive reputation in search engines, which can be financially costly.
To achieve stable results in search engine reputation management. Where the Monsters Are it is important to use all available methods and tools, as well as regularly monitor and analyze changes in search results.