Why SERM goes hand in hand with SEO

SERM (Search Engine Reputation Management) is the management of a company’s or brand’s reputation in search engines. This area is closely related to SEO, since both are concerned with improving a website's online presence and managing its reputation in search results.

Why is SERM so important?

Just like many years ago, today, potential customers pay attention to reviews, user opinions and reputation stories when making decisions about purchasing goods or services.

Even a few negative reviews that rank high in search results can turn off buyers, despite the product's benefits or promotional offers.

Managing your online reputation is extremely important. Responding to negative reviews and solving customer problems shows the audience that the company cares about the needs of its users.

Be aware of the impact of online reputation on SEO

The connection between online reputation and SEO is quite obvious:

A good online reputation helps attract quality inbound links because reputable resources only link to trusted sites.

A negative reputation, on the other hand, can reduce the number of links to a site because users and sources are less likely to recommend a site with bad reviews. This will not go unnoticed by search engines.

Here are a few reasons why SERM and SEO go hand in hand:

• Reputation management helps improve a site's authority in the eyes of search engines, which can lead to improved rankings in search results.
• Content is a key element in both SEO and SERM. Search engines, like users, value high-quality and relevant content. SERM uses content strategies to manage negative reviews and news.
• Monitoring and analytics. Both areas actively use analytics to evaluate the effectiveness of their strategies. SERM uses monitoring tools to analyze brand reputation, while SEO looks at traffic, keyword rankings, and other metrics.
• Branded queries (for example, search by brand name) have a high CTR, which also has a positive effect on site ranking.
• Protection from negativity. SERM focuses on controlling negative information, including reviews or news about a company in search results. SEO helps optimize positive content to prevent negative content from appearing in search results.

SERM and SEO work together to increase website performance and reputation.

What happens if you don't do SERM?

The main risks associated with ignoring reputation management include loss of user trust and image damage, but there are other important consequences to consider as well.

For example:

• Falling positions in search engines. A website's negative reputation can affect its ranking in search results, leading to a decrease in traffic and attendance.
• Loss of competitiveness. In a highly competitive environment, lack of reputation management can make a website less attractive to users.

How does brand reputation affect SEO? Case studies

Case: promoting a real estate portal

The client’s tasks: create an active information field around the portal, work with reputation, attract real estate agencies and ordinary buyers, and also increase the visibility of the site.

We started by creating cards on popular review sites and filling them with reviews from verified accounts. Then we started working with recommendations on thematic “Question and Answer” sites.

Results:

Between May and December, 1,030 links were posted.

The increase in effective impressions was 40%.

ICS in Yandex increased by 800.

Case: promotion of a construction company

Client tasks:

• Create information support for contextual advertising in case, after visiting the site, the buyer begins to look for reviews or discussions.
• Demonstrate the company's advantages based on real projects from the client's portfolio.

The client wanted to improve the presentation of the project and the company's image.

For discussion, materials were prepared about significant construction projects in the city, which are actively written about in the media. Links to such objects attract attention and help improve traffic, which has a positive effect on the results of crowd marketing.

We started posting on forums and social networks.

Results:

During the work, 400 links and reviews were posted.

The overall increase in links indexed by search engines was 150%. Effective impressions increased by 80%.

If you have questions, write to our SEO studio "SEO COMPUTER" at info@seo.computer.

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