Monday, 04 April 2016
Search Engine Reputation Management as a self-sufficient service began to take shape in 2005. It was first mentioned by Arizona marketing manager James Peggy in the article “Understanding SERM“. This material does not lose its relevance in 10 years.
“Estimates show that about 90% of consumers use search engines to search websites. When they enter the name of your company or brand, you can only hope that your own website is high in search engine rankings. However, you have no control over what people write about your company or brand on other sites, such as forums, blogs, and online media. Keep in mind that good and bad search engine results are open to your potential customers and affect your reputation and purchasing decisions, ”said James Peggy in the article.
SERM combines traditional elements of PR and SEO, it is a kind of PR with technical skills. High positions of positive publications shift negative materials down to search results, taking them out of the field of view of readers. It is known that users rarely view more than two pages of search results on a query.
Every day, companies generate a large amount of content: from press releases to case studies. In most cases, this information is published on the company’s website and is not optimized for search engines, so it is not indexed or ranked by them. The goal of SERM is to increase the company’s web presence and “knock out” any negative links from the top search results.
According to the MMR publication