Introduction to Search Engine Reputation Management (SERM)

David Page
Mar 20, 2019 · 5 min read

Reputation management refers to influencing and controlling a business’s or a brand’s reputation. Originally a PR term, the growth of the Internet and social media have made search results an essential part of any business’s reputation.

“25% company’s market value is directly related to its reputation” — The World Economic Forum

Search Engine Reputation Management is a part of Online Management Reputation.

What is Online Reputation Management?

Official social media accounts, online forums, review platforms — online reputation goes further than search engine results. All these resources influence your online reputation. That’s why it’s important that they are monitored and improved.

“88–92% of employers and clients will conduct an online search of your business before engaging with you” — Digital Squad

Online Reputation Management (ORM) is building and/or enhancing a web identity to maintain a positive appearance on the Internet. In other words, you need to maximize positive and neutral content and minimize the negative one.

PR vs ORM

Blogging and content creation which are parts of the ORM, often bring businesses the benefits of both PR and SERM.

What is Search Engine Reputation Management?

“88% of adult users believe that it would be very difficult to remove inaccurate online information” — Digital Squad

SERM includes Search Engine Optimization, Paid Search Marketing, Press Optimization, Blogging and Social Media.

Online Reputation Management Strategies

Proactive Monitoring

“92% consumers regularly read online reviews to learn about a business” — Entrepreneur.com

In the long run, your company should be present on online resources where your customers are interacting. This way you’ll handle their questions and concerns before they turn into negative feedback.

SERP Cleansing

“Question: Where do you hide a dead body? Answer: On the third page of Google results.” — Lori Randall Stradtman, Online Reputation Management for Dummies

So to recap, consider posting into social media profiles, contribute to relevant websites and publications. You are not able to control what others say about your business, but you can control if other people see it.

Improve SEO

91% of searches don’t go beyond Page 1, and Google is your new business card — Nadia Munno

The following article might be of help:

Social Media Presence

Don’t wait until your online reputation is a mess before you decide to take care of it — Ryan Erskine

Create official accounts in some of the most relevant to your niche social media networks. You might want to start with Twitter, Facebook, LinkedIn and others. Be active: announce your updates, react to the feedback, respond to everyone who reaches out to you. You might want to introduce particular hashtags for customers to tag their User-Generated Content (UGC), that also influences SEO and SERM.

Respond to Negative Content

“If consumers dig up something that they don’t like, they’ll share it with people who are still forming an opinion about your business.” — Digital Squad

Consumer forums and review platforms can be your best friends or worst enemies. If you’re not proactively monitoring the tide of opinion, it may be too late to save a sinking brand.

Push Positive Content

“Businesses risk losing as many as 22% of customers when just one negative article is found by users considering buying their product” — MOZ

Ask your customers with a positive attitude to share their experience through review platforms or YouTube, for example — these rank very well on Google. Make public your partners’ names — show that you are a strong player on the market.


Conclusion

“An online presence is not only beneficial to entrepreneurs but also essential because it enhances accessibility, enables effortless marketing, builds relationships and consumer trust, and allows you to tell what works and what doesn’t”.


Are you monitoring and influencing your SERP positions on a regular basis in your company? How do you deal with negative reviews and feedback? What SERM issues are you solving right now in your company?

Elfsight Magazine 🚀

Enhance your website without coding

David Page

Written by

I help online businesses maximize their profits by improving their websites. In this blog, I share the best practices with you 🔥

Elfsight Magazine 🚀

Enhance your website without coding

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