SERM (search engine reputation management)

Contents

• What is SERM?
• Importance of SERM
• How SERM Works
• Main SERM Strategies
• Advantages of SERM
• Disadvantages of SERM

What is SERM?

SERM, or Search Engine Reputation Management, is a specialized area in marketing focused on improving the image of a brand or individual in search engine results. There is confusion between SERM and ORM (Online Reputation Management), however, the main difference is that ORM encompasses the entire online environment, including social networks, niche websites, and forums, while SERM focuses solely on search engine results.

For example, a search query for information about the company Sears may lead to articles about its bankruptcy, despite the fact that it continues to operate. Such negative representation online damages its reputation, and SERM can help rectify this situation.

Importance of SERM

The main goal of SERM is to improve the visibility and reputation of a company or individual in search results. To achieve this goal, it is necessary to increase the number of positive mentions and reduce negative ones. The primary tool for implementing SERM tasks is SEO.

SERM is focused on monitoring branded queries, i.e., key phrases that contain mentions of the promoted object. It also monitors all results in the top 10 search results related to this object. Statistics show that only 9% of users look at results beyond the first page. However, depending on the topic, this figure can vary, emphasizing the importance of SERM for business.

SERM helps address tasks such as:

• Creating a positive image with the target audience;
• Transforming negative opinions into neutral or positive ones;
• Working on the reputation of the company as an employer;
• Increasing demand for new or insufficiently known products;
• Combatting unfair competitors and negative publicity.

How SERM Works

The process of implementing SERM includes several key stages:

1. Analysis of the current situation: Researching the existing search results and determining the ratio of positive, negative, and neutral results.
2. Strategy planning: Based on the analysis, developing topics for content and selecting platforms for its placement.
3. Content creation and placement: Developing content optimized for the necessary search queries and publishing it.
4. Results optimization: Evaluating results 2–4 months after the strategy implementation and adjusting actions if necessary.
5. Monitoring search results: Regularly checking search results and working on improving reputation.

Main SERM Strategies

The SERM strategy depends on the reputation assessment after analyzing the current search results:

• Positive reputation: Regular monitoring and working on maintaining positive results.
• Negative reputation: Eliminating the causes of negative mentions, addressing customer reviews and complaints.
• Neutral reputation: Increasing positive results, publishing content with mentions of the brand.
• Lack of reputation: Creating an online presence through blogs, social networks, and specialized resources.

Advantages of SERM

SERM offers many advantages, including:

• The ability to form or correct the reputation of a company;
• Identifying frequent customer issues through review analysis;
• Increasing conversion rates through positive reviews;
• Enhancing audience loyalty through timely feedback;
• A positive influence on the company's image as an employer.

Disadvantages of SERM

However, SERM also has its disadvantages:

• The need for comprehensive work (ORM) to achieve sustainable results;
• Ongoing financial investments in SERM specialists and content creation;
• The absence of long-term guarantees for positive results;
• Rapid changes in search engine top results requiring regular monitoring.