he reputation of a business on the Internet is one of the most valuable material resources of any company today. Now any user can find out the strengths and weaknesses of a business with a couple of queries in a search engine. Moreover, people are always more motivated to publish and search for information of a negative nature. How can a business improve its reputation in such conditions? For this purpose, such areas of Internet marketing as ORM and SERM are actively developing. They are aime at creating and maintaining a positive image, as well as correcting errors that can negatively affect the reputation. And now we will find out how these two areas differ.
Features of SERM and ORM
SERM is limite to reputation management italyl whatsapp data within the search engine results. Specialists monitor and eliminate the visibility of negative mentions. In parallel, the difference they are engage in bringing pages of sites with positive image information to the top of search results.
ORM’s focus extends to the entire Internet. Specialists track and analyze all business mentions on the Internet. They contact sites that can be use to built a positive reputation for a brand or product.
Main differences between the directions
If a company manager decides that reputation management should be delegat to professionals, he should clearly understand the difference between ORM and SERM. The difference between these areas of Internet marketing is as follows.
- SERM focuses on search results. Negative mentions are pushed out of them using SEO-related methods. ORM specialists monitor and the difference adjust the content of sites where representatives of the target audience leave their responses.
- ORM involves events would like to note that it is necessary that encourage potential and existing customers to write reviews. SERM only interacts with search engine algorithms.
- ORM specialists respond to user feedback. They neutralize negativity and respond to positivity to show the brand’s interest in feedback. Psychological techniques are not used in SERM work.
Now you know the main differences between ORM and SERM. These reputation management methods go well together, but can be used separately. Everything depends on the specifics of the business, competition and other individual factors.
Stages of SERM implementation
The stages of implementing a search engine reputation management (SERM) strategy include several key steps:
- Analysis of the current situation: it is necessary to study the available information about the company in search engines, identify frist database the main queries and keywords by which users search for information about the brand, the difference and also assess the presence of negative reviews and comments.
- Strategy development: Base on the analysis, a reputation management strategy should develope, goals and objectives should defined, tools and methods of work should be select, and responsible persons and resources should identified to implement the strategy.
- Creating positive content: It is necessary to create and optimize content that will reflect positively on the company. This can be articles, news, customer reviews, video reviews and other materials.
- Promotion of positive content: develope content must be actively promot in search engines using SEO optimization, contextual advertising, social networks and other channels.
- Monitoring and analyzing results: it is important to constantly monitor the effectiveness of the activities carried out, analyze changes in search results, evaluate the audience’s reaction and adjust the strategy in accordance with the results obtained.
- Improving reputation in the long term: SERM is a long-term strategy, and to be successfully implement, it is necessary to constantly work on improving the company’s reputation in search engines, monitor changes in brand attitudes and promptly respond to negative situations.