There are many reasons why negative reviews about your company can be found on the Internet. Managing your business’s Reputation on the Internet is associated with many difficulties. The most important of them is that anyone can leave a negative review. This may be the result of defamation of your offended or dissatisfied employees, as well as your competitors. The number of places where information can be placed is also unlimited: various forums, personal and corporate blogs, social networks, etc.
It is also worth remembering that no company can satisfy all customers. You should be very careful and pay attention to the information that appears on the Internet. One of the best strategies for maintaining a positive image on the Internet and increasing the size of your customer base is managing your reputation in search engines. It is a seamless integration of search engine optimization (SEO) and public relations strategies.
What is SERM
In the digital marketing industry, online reputation managing services include social media monitoring, community management, etc. And very often the methods of managing business reputations in search engines are recorded in the same category. However, this is a big mistake. Especially for them, there is a separate direction called SERM.
SERM is an abbreviation of “Search Engine Reputation Management”. Translated, this concept means reputation management in search engines. It is based on forcing out negative content from the first pages of search engines using SEO techniques. Very few users go beyond the first page when searching for information about the company they are interested in. Therefore, the best strategy, in this case, will be the crowding out of negative feedback on the first two pages of the issue.
SERM includes three main areas:
- Reputation problems caused by Google autocomplete;
- Negative search results on the first pages of the issue;
- Negative additional information related to the output of Google at the bottom of the search results.
How to use SERM
Managing your business’s reputation on Search engines is fairly simple, especially if you are familiar with search engine optimization(SEO). The strategy is to promote neutral and positive content on the first pages of search results so that it is higher than the available negative information.
Positive content should come from your customers and partners: feedback, thanks, etc. You can also create content yourself. But he must be neutral. No brightly colored, aggressively positive and expressive emotions, no self-praise. Here is a list of strategies to help you with this:
- Issue a press release using your company’s name in the subject or headline. Most sites for web-based PR syndication are highly rated by search engines. Therefore, cooperation with them is a quick way to block the negative in the search results. In addition, if your press release will appeal to bloggers or braking news resources, this will also raise you in search results.
- Create a thematic blog on the official site, in its name beat the name of your company. For example, the company CrazyEgg: they called their daily blog The Daily Egg. On the blog, write interesting articles from your practice, disassemble cases, etc.
- Add complete information about your company to the main business directories. Many of them search engines assign high enough ratings. Therefore, this technique will quickly supplant negative content.
- Create business profiles on social networking sites.
In addition to business directories and a blog, you have another secret weapon – positive reviews. But the situation is that people believe the bad. Therefore, if you have 100 positive reviews and one negative, most people, of course, will believe him. On the other hand, having only positive feedback is not exactly good either. Moreover, it looks very suspicious. In this case, the client has the impression that all reviews are purchased or written to order. Therefore, a moderate amount of negative reviews makes your business alive and present in the eyes of a potential client.
Thus, your best strategy for managing your reputation in search engines will be to get online reviews and reviews on an ongoing basis. In a reputation managing company, there is usually a team of experienced professionals who will track negative content and create an action plan in accordance with the information they have gathered.
A large part of the plan is the creation of high-quality informational content that represents your company as a reliable and trusted partner. Their responsibilities also include the addition of explanatory comments on misleading information. This will help your potential customers make an informed decision.
With this strategy, you can not only restore the online reputation of your company but also supplant the negative. A good reputation managing company will offer you not only search engine reputation managing services but also high-quality SEO services and content creation services. Keep in mind that even if you hire a company with years of experience, you should not expect an immediate effect. To achieve noticeable results, you may need from 3 months to six months.
Thanks to the rapid growth in the number of Internet users, the services provided by many search reputation managing companies are indispensable for every company that wants to protect its online reputation from defamation and negativity. Using SERM methods will give you an edge in dealing with negative feedback, as well as in promoting among your competitors.