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Table of contents
• Stages of work
• Conducting an analysis of existing content
• Strategy development
• Implementation strategy
• Compiling services
• Work with social networks and forums
• Placement of image and news content
• Work with reviews
• Basic SERM tools
SERM is an acronym - Search Engine Reputation Management. This means "reputation management in search engines". In simple language, this term means measures aimed at creating a positive image of the organization in the eyes of potential clients. SERM includes both - work on company's perception and processing of the negative company related content that is already available online. Today, the second component of the service has a special meaning. Specialists engaged in SERM must perform a large pool of work, which includes the suppression of opinions that denigrate the company from leading positions in the publication.
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Stages of work
In order to push out the existing negative about the company from the network, a specialist must perform multiple tasks, because it is impossible to quickly change one's opinion.
Conducting analysis of the existing content
At this stage, monitoring of the top search results for the company's requests and detection of negative posts and reviews (they can be real or not) are carried out.
Strategy Development
The stage includes the selection of all available reliable information about the company, which is desirable to convey to users. She will be able to benefit them in the election and will support the positive image of the organization in their eyes. Next, the selection of popular thematic platforms for posting posts, articles, responses to reviews, media content, and also the definition of a list of requests for promotion.
Strategy
Implementation
At this stage, the creation of news, image articles, press releases, responses to reviews, etc. optimized for search engines is taking place. A particularly important role in reputation management is played by the relevance and timeliness of negative processing. Users should see that the company is interested in continuous improvement, is ready to listen to criticism, enter into a constructive dialogue and generate ideas to solve the problems that arise.
Compiling services
Work with social networks and forums: It is especially important to work with negativity as it happens. SERM specialist's goal is to detect unfolding negative comments about the company and balance them with positive facts, stopping the spread of negativity immediately.
Placement of image and news content: Reviews, advertising articles, messages about free workshops, lessons, company news, etc. can be included in this line of SERM works. Such content should be only neutral or positive in tone and contain reliable and up-to-date information about the brand. The content is posted on authoritative publications or news resources.
Work with reviews: Here you can refer the writing of responses to reviews. They can contain both a promise to solve the problem (if the user's feedback is negative) and a thank you to the company for the kind words to their address (if a positive opinion is expressed). Also, the tasks that SERM solves include motivating users to post new positive reviews about the brand or company on different platforms.
Basic tools SERM
The main SERM tools mean various services that help a specialist quickly find negative information about a company on the Internet. Each of the tools is useful and convenient in its own way.
IQBuzz. Using this service, you can track information on social networks, news feeds and blogs. It has its own database, which contains several hundred thousand resources. They help you search for individual key phrases or words, as well as brand mentions over several years. The information received and stored is available 24/7. A distinctive feature of IQBuzz is the ability to generate statistics on the age, gender and location of users.
YouScan. This tool is perhaps the main competitor to IQBuzz. YouScan has similar functionality, but its interface is slightly different. The tool’s database also contains sites that IQBuzz does not have.
"Reputometer". This tool allows you to manage search reputation in Yandex and Google. “Reputometer” indicates whether a page mentioning a company is visible to search engines. This distinguishes it from automated services. This tool also allows you to determine whether a review is at the end or beginning of the page. “Reputometer” separately labels positive, neutral and negative reviews, and also collects screenshots.
"Cribrum." This service helps to track and analyze all brand mentions on different social networks. Using Kribrum, you can automatically generate reports with the specified reviews found and their sentiment. The information is presented in the form of graphs.
Even gurus who know the ins and outs of what SERM is will confirm: removing & mitigating negativity about the company from searches is not a cure for a company’s reputation.
It is very important to remember that a good and lasting result can only be obtained by working in parallel with the cause of the negative, constantly improving the quality of services and products, as well as building friendly relationships with your clients.
Internet marketing agencies offer a range of reputation management services. Specialists develop individual commercial offers that take into account priorities, site capabilities and seasonality of demand. An integrated approach in this area of online advertising allows you to achieve your goals.
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