SERM or Search Engine Reputation Management are actions that aim to increase the number of positive mentions of a company, brand or product.
SERM aims to improve reputation. This is usually achieved by using standard SEO (search engine optimization) and SMM (social media marketing) tools.
SERM includes:
- Posting positive reviews about a company, service or product.
- Displacement of negative information to lower positions in search results or removal of it.
- Promotion of sites with positive information to higher positions in the search.
- Creation of a positive reputation and favorable image through PR activities.
Placing positive reviews about a company, service or product is achieved in two ways:
- Improving the quality of service and product, which, in turn, will contribute to the emergence of positive reviews and comments.
- Purchase or independent creation and posting of neutral and positive reviews on specialized sites, websites, blogs and social networks.
To displace information that negatively affects the company, they use standard SEO tools: correct text design using keywords, increasing the number of social signals, buying links, posting positive information on more authoritative sites.
On some sites, you can delete negative information if you prove to the administration of the resource that it is not true, for example, posted by your competitor.
The PR activity of the company also contributes to the creation of a positive image of the company. Post press releases and media articles regularly that have readership relevant to your target audience. Participate in professional events, exhibitions, conferences.
In some cases, charity and participation in social events contribute to the creation of a favorable image.