SERM is a direction of reputational marketing aimed at improving the reputation of a brand or person in search results. For this purpose, measures are organized to change the search results. The abbreviation is formed from search engine reputation management, which means “reputation management in search engines”.

Why do we need SERM

The underlying purpose of SERM – to improve the top results in search results for a particular object. To do this, activities are carried out that help build up positive mentions and neutralize negative ones. The main tool used for these tasks – SEO.

First of all, SERM is aimed at controlling the brand requests – key phrases that contain a mention of the promoted object. In addition, all the results of the top 10 (top 20) search results associated with the object.

SERM helps to solve the following tasks:

  • create a favorable perception of the object with the target audience;
  • change customers’ opinions by promoting the right image of the object;
  • to work on the reputation of the company as an employer;
  • create demand for new or insufficiently known products;
  • fight against unfair competitors and “black” PR.

The goal of SERM is to create a positive perception of the object in the audience by studying the search results.

The difference between SERM and ORM

SERM is often confused with a similar term – ORM (Online reputation management – reputation management on the Internet).

The difference is that ORM implies work on improving one’s online reputation in general: on one’s own website, on thematic resources and feedback sites, in social networks, on forums, etc.

SERM area of responsibility – search engine results. Of course, the implementation of SEO-strategy requires work with content on various resources. But the emphasis is on the promotion of the right queries.