What is Search Engine Reputation Management (SERM)?
Search Engine Reputation Management (SERM) focuses on issuing a brand’s associated queries through a combination of SEO, paid search, social media, press releases, and even blogging. Organizations attempt to maintain a positive online perception by promoting beneficial content and downgrading negative listings. SERM campaigns often preempt crises by promoting critical pages, ensuring they rank for brand terms. Specific strategies include proactive publication of press releases, Sentiment Analysis (SA), and creation of detailed resource pages. Auditing the results on a regular basis allows for the monitoring of brand perception for the first page of results, thus uncovering further chances to enhance or suppress certain content.
Some cases of SERM include reputation management for the phrase “Acme Corp reviews” by pushing a positive case study to the first page, highlighting awards through sponsored searches, and generating SEO-tuned FAQ pages aimed at helping customers.
Related terms: online reputation management, crisis SEO, press optimization, brand monitoring.