What is SERM? The acronym is Search Engine Reputation Management. It's a way of saying reputation management for search engines. The key is using specific strategies and tools to build positive perceptions of the person, store or company to the people who are in their target market. This involves both working directly of the photo "from scratch" and the manipulation of negative images already in use. You can find more information here https://five.media/search-engine-reputation-management/.
Therefore, SERM is a powerful method to dispel the negative opinions about the business. There's a lot of negative opinion, particularly when there is a lot of competition. Reputation management won't assist in removing the negative content entirely however it will help level the playing field in order to "whiten" the company is it is a good idea.
The distinction between ORM and ORM
Online Reputation Management is a more extensive and comprehensive reputation management. Specialists who work implement a range of strategies, such as SERM. This method of working the image is built from a wide range of sources:
- Companies' profiles and publics on social media;
- Specialized websites where reviews are published;
- Thematic forums specifically designed to allow discussion of companies, products, etc.
Most of the time, ORM is associated with the image of the brand as well as SERM is a bit later. This is due to the fact that Online Reputation Management is aimed at all online sources of reputation, but with a focus at the very top. The SERM experts focus on at the very top. It's a matter of preference however, without the primary tool, there is no place. Even if you only do on the search, there are public forums, forums and other sources, where the negative still will be dominant over the positive.
What is the impact of SERM on the transformation of the site?
Reputation management online can have an impact not just on the customer's perceptions but as well on sales numbers. Therefore it is an obvious connection with conversion rate. This is due to the followingfactors:
- buyers tend to purchase after reading reviews and they tend to look at only the first few pages of the review;
- the opinions of other people create more trust than the description of a product on the website;
- The negative feedback gets more attention than positive ones.
Promoting an enjoyable experience for customers are two key elements of the CERM strategy. It has a direct effect on conversion. A high rating boosts trust in the company and drives people to purchase.
Stages of SERM
Now that you know what SERM is called - SERM. The next step is to explore how we can apply it. Most experts execute the following tasks step-by-step:
Analyzing the current content
It is essential to search at the search results at the top to find the needs from the company. You will find negative reviews, opinions, and comments. It is essential to distinguish between real and false.
Competitive research
Attention should be given to those that are on top positions in the results of searches. Experts research both the negative and positive aspects of their competitors and determine the reasons the customers are not happy.
Formulating a strategy
It is crucial to write every positive and credible information about the company that should be communicated to the audience you want to reach. Specialists search for appropriate websites to publish articles, posts, and make the list of requirements for promotions.
The optimization of results
After a specific period of time to review the effectiveness of the tasks. Particularly, changes in the results of searches and their effect on the image of the business and the perception of the targeted audience are assessed. If everything goes as planned the team will continue to work on the strategy they have developed. If there aren't any positive improvements and the circumstances have worsened the strategy is revised.
Collaboration with forums and social networks.
The ability to overcome negativity online is crucial. If you are able to fill in the time and create new branches by promoting positively-themed content, this can even off the negative comments.
Online reviews are a great way to get feedback
This is where you are able to react to reviews from other customers as well as not just negative reviews. You've probably seen stores thanking you for an opinion that was positive. You ought to do that also. Negative reviews are dealt with in a strict manner.
Benefits and drawbacks of SERM
The primary benefit of this tool is its capability of making or changing your image as a business. Its advantages be a part of the following:
- review analysis can help identify the issues and pains of the target audience, thus efficiently removing the flaws of the product or service.
- the conversion rate is increased;
- It is possible to boost the loyalty of customers due to established feedback.
There are disadvantages too. One of them is that it has a low impact, without the need for additional tools. As we have already said, SERM is best used together with ORM.
Conclusions
SERM - This is something that can help in eliminating negative feedback and replace this with constructive feedback. However, it is only implemented through a multi-step approach and a seasoned team. Reputation management requires patience and commitment. It's not the case that you've finished all of the work and you're happy with the outcome for a lengthy period. So long as SERM specialists are working on SERM, you don't have to worry regarding the appearance of your business or the its product.