SERM (Search Engine Reputation Management) is an online reputation management technology that includes monitoring mentions and analysing them in order to respond to them correctly with a strong action strategy. The SERM toolkit is suitable for both companies and brands, as well as for individuals who are keen to protect their online reputation.
The main purpose of using SERMs is to combat negativity in search results and create the necessary positive image on the Internet. Improving SERPs (Search Engine Results Pages) and preventing the spread of negativity will help reduce reputational risks and enhance the target audience opinion of the company or brand.
To manage reputation in search results, standard SERM tools are used. These include:
Mention monitoring and reputation analysis
To determine consumer perception of the company’s or individual’s brand or image all published mentions are collected and analysed. To this end, the information field on the Internet has to be worked out in detail. The process involves the monitoring of mentions in the search results for key queries, in social networks, on review websites, forums, blogs, on news portals and in public media, and even on YouTube. Manual monitoring and automated systems are used so nothing escapes your analytical net.
Encouraging customer reviews
Using methods to encourage the publication of customer reviews helps build positive mentions of a company, brand, or a person on the Internet. These methods include emailing follow up letters, writing encouraging interaction posts on social networks or the client’s official website. In the complex world that is SERM services, such endeavours make a real contribution to neutralising the negative. However, if you need help in motivating your customers to post reviews you can contact a specialised reputation management agency such as A+ Reputation to develop a positive reviews strategy.
Combating the negative
This service includes a whole range of measures for responding to negativity and processing it to reduce its impact on your online reputation. There are two effective ways to counteract damaging content. The first one involves building up positive publications such as articles, press releases, business or personality reviews. The second way is to delete the damaging content by legal actions.
Search engines reputation management helps to diminish links with a mention of a company or brand in a negative context to displace it from the top of search results. For this, pages with a positive or neutral tone are promoted to the top.
SERM services are used when negativity has already appeared on the Internet, but it is necessary to carry out work to protect the reputation. Nevertheless, working with search results can also build or maintain a positive image of a company or person. After a detailed analysis of the reputation, categories are determined. There are four of them:
Following the tone of search results and mentions on the Internet, the SERM agency develops a strategy for further action. However, regardless of the current situation, the work on the reputation must be a continuous process. This will help deal with reputation crises much easier, reduce the risks of their occurrence, and generally create a positive attitude toward the company or brand.
To sum up
A great reputation is one of the key factors in the success of a business, so it is worth spending the time and resources to make it so. To always be sure that your reputation is reliably protected contact the SERM specialists of A+ Reputation agency. Our team of professionals will certainly help you combat negativity in search results and instead stimulate greater customer loyalty by building trusting relationships with your target audience.