SERM: Online Reputation Management

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Online reputation conveys the image of the company, products that a client, employee, potential partner sees. The better it is, the more successful the company is, so it is very important to work with it.

When choosing a company or product, users often look at online reviews: buyers read them, but usually limit themselves to the first page of search results. Positive reviews strengthen trust in a brand, negative ones weaken it.

SERM is aimed at ensuring that Internet users find as much good and as little bad as possible about the company. Ideally, it would be possible to bring the site to the top of search results, and place reviews, a blog, etc. on the site itself.


Who needs SERM?
When businesses face online reputation issues, SERM is often needed. Some of these situations include:

Competitors launched black PR.
Search results are full of negative reviews about the company.
There is a lot of false information about products or services in search results.
The company's new area of ​​activity has not yet gained popularity.
The Internet is a transparent environment where it is difficult to hide any information. Even intelligence agencies cannot fully protect their data, let alone businesses. People tend to write negative things more readily than positive ones.

SERM is always useful, but in certain situations its importance increases. These are:

Launch of a new product;
Cases when demand from consumers of a product or service falls;
If there has been an attack by competitors, including “black PR”.
The use of SERM solves the company's key tasks:

Working with the company’s image, improving it, strengthening its positions.
Working with brand image.
Formation and increase of demand for a product, including if it is new and not yet known to anyone.
Feedback from customers.
SERM is an effective tool for strengthening reputation and increasing demand. In situations where companies face new challenges or threats, the correct use of SERM can become a key factor in business success.


Advantages and disadvantages of SERM
The main advantage is versatility. Reviews are read by many. Other advantages include:

Increased conversion. Positive experiences from other customers on page seo service increase the chance that a potential customer will become a real one.
Identifying weaknesses: Constructive feedback helps you see problems in your product or service that require improvement.
Increased loyalty. Reaction to feedback, especially negative, inspires trust and encourages repeat purchases.
Low cost. You can work with feedback without significant investments, no need to connect paid services.
The disadvantages of SERM include:




The need for a comprehensive approach. It is better to combine work with feedback with other methods of online reputation management to achieve maximum effect.
Adaptation of strategy. It is necessary to change approaches periodically.
Using SERM provides significant advantages. However, its effectiveness increases if you use this tool together with other methods, flexibly adapt to changes in search engines. This approach allows you to more fully control the company's image, and respond more quickly to emerging problems.