Boost Your Progress with Search Engine Reputation Management
In today’s world, the Internet gives freedom of speech to everyone. In a few clicks, you can share your opinion on some product or service. But there’s the other side of the coin – if you run your own company, and someone has a problem with it, they can comment on this problem online, let thousands of your potential clients know about it, and hurt your reputation.
They can spread their word via blogs, forums, social media, etc., and you’re defenseless against them. It’s impossible to control and filter everything people write about your company.
But you shouldn’t worry too much about that. With the right search engine reputation management services, you can both boost your income and protect your reputation.
How to SERM
Let’s start with figuring out what Search Engine Reputation Management (or SERM) is. Technically speaking, it’s a set of actions aimed at excluding negative feedback on your company, product, or service from the search engine result pages (SERPs). Simply put, it’s the process of cleaning Google’s pages from angry comments.
The task of SERM is to hide the pages with unwanted information about your business as deep as possible. As a result, your target audience won’t see it, and users won’t get to it via Google or another search engine. But you can’t just bury the negative feedback. To do this, a SERM specialist must go through three stages.
Analysis of existing content
This stage includes monitoring the top-20 resources from search engine result pages related to your company and identifying negative reviews and posts (both fair and untrue).
At this point, a search engine reputation management expert gathers all available and reliable information about the company which you would like to convey to users to support a positive image. Next, we find popular thematic sites to post articles, media content, and responses to reviews.
At this stage, we create news, articles, press releases, responses to reviews, etc. optimized for search engines. The most important thing here is the timeliness and relevance of processing the negative feedback. Users must see your company’s interest in continuous improvement and readiness to accept criticism. We’ll show them that you’re ready to engage in constructive dialogue and introduce new ideas.
To exclude negative reviews from the SERPs, we use authoritative online resources:
- Large news websites;
- Thematic portals and forums;
- Your customers’ personal blogs and websites.
First of all, search engine reputation management experts study the forums where the wave of negativity is coming from. Of course, we can’t reply to all user messages on the forums. Therefore, we force sites with negative reviews out of the top-20 SERP resources, replacing them with positive comments about your brand.
To fill the SERPs with positive feedback, we use the following approaches:
- Publication of articles on thematic and news resources;
- Promotion of video with positive reviews;
- Promotion of open vacancies in your company;
- Promotion of your company’s Youtube channel and group in social networks;
- Promotion of resources with positive or neutral reviews about your company.
Best SERM tools we use
If you can’t monitor your business’s reputation non-stop, you might miss the opportunity to address potential issues in time. To make sure that this will never happen, we use cutting-edge SERM tools.
SERM tools are services that provide us with handy search engine reputation management tips and help us quickly find negative comments and reviews online. Each of them is convenient and useful in its own way.
This service helps to track information in news feeds, social networks, and blogs. It has its own database with several hundred thousand resources. With IQBuzz, we can search for your brand references that date back a few years. The information found is stored and accessible 24\7. A distinctive feature of IQBuzz is that the service can generate statistics by sex, age, and location of users.
This search engine reputation management tool is probably the main competitor of IQBuzz. It has similar functionality, but its interface is slightly different. Also, YouScan’s database includes sites that IQBuzz doesn’t have.
This system is designed to monitor social media. Opiner allows you not only to find references to the brand on social networks but also to determine whether the reference is negative or positive. The best thing about Opiner is that it helps to evaluate users’ attitude not only to your brand but also to your competitors.
These search engine reputation management tools help us manage your online reputation. Apart from that, they allow us to spy on your competitors so you could stay on top of trends. It’s always better to learn from others’ mistakes instead of yours.