SERM (reputation management)

To achieve significant results in business development, especially in highly competitive niches, you will need effective SERM management. This is a set of processes aimed at managing the reputation of a brand, company, individual product or person in search engines. SERM services are aimed at forming a neutral or positive information field in search engine results. This effect is achieved by displacing negativity, including reviews, news or mentions from the TOP-10 search engine results. To do this, the promotion of the corresponding positive content is carried out.

When is SERM service needed?

SERM ordering a service with professional execution is necessary under the following circumstances:

• The presence of negativity in the search results, regardless of the forms in which it manifests itself and the authority of the source. If the first pages of the search contain negative reviews, materials or discussions on forums that can form a negative impression of the brand in users, it is worth contacting professionals.
• Search reputation has potential risks. This can be caused by the emergence of serious competitors or ill-wishers who conduct a campaign to disseminate compromising information.
• Before entering a new market. It is important to form a positive perception of the brand in advance, even before the start of active promotion of the product. This will make the process of distribution in the new market more comfortable and faster.
• Emergence of crisis situations. In such a case, working with SERM reputation against the background of a reputation scandal will require prompt intervention from specialists for a high-quality and quick response to the changing information field.
• Prevention of negativity. In this case, SERM is carried out to maintain a stable positive image, as well as to eliminate potential reputational risks.

SERM reputation is an important aspect of doing business and has a direct impact on the number of users, as well as conversion rates.

What kind of work does SERM include?

It is worth ordering SERM from specialists, since it involves a huge amount of work. After their completion, your site will most likely become an effective tool for doing business, especially if full optimization is carried out. The entire process of implementing SERM can be divided into separate areas.

Analysis of the situation

At the initial stage of SERM implementation, specialists analyze the current situation in detail. This involves the following work:

• Evaluation of current search results with a special emphasis on the main systems — Google and Yandex.
• Tracking the tone of publications and reviews, especially on sites in the TOP search results.
• Identifying the main sources of negativity, if any. However, almost every business owner usually encounters negativity.

This stage is necessary to determine the further list of works, develop appropriate SERM strategies and select the optimal method for their implementation.

Strategy development

It is important to choose the right options to counteract the negativity associated with your brand that appears online. Depending on the situation, the following options are used:

• Removing negativity from the TOP search results.
• Creating new content.
• Working with reviews, etc.

In complex cases, a SERM specialist combines several options to achieve the desired result.

Content creation and promotion

It is better to order SERM management with a comprehensive execution of works, where such direction of works as creation and promotion of necessary content are also provided. This stage provides for the implementation of such tasks:

• Writing and posting articles with a positive tone, adding reviews, press releases, interviews and other materials.
• Posting materials with the required tone on well-known sites, blogs and news portals.
• SEO optimization for effective promotion of the necessary content to obtain quick results.

SERM reputation management, the cost of which depends on various factors, largely depends on the correct use of text content and the quality of its development.