Everything About SEO Reputation Management Your Need To Know

SERM (Search Engine Reputation Management) is a type of reputation marketing and search engine optimization. Search Engine Reputation Management technology helps to create a positive brand reputation through content. The main purpose of this service is to promote positive reviews and reputational content for a brand or company. Services with positive comments rise in search engine rankings and those with negative comments are pushed out.

Users' searches do not show negative reviews and criticism, which builds their trust in the brand. This way of working is mostly used by small or medium-sized companies without a stable loyal audience.

3 Stages of SEO Reputation Management

There are three components of search engine reputation management:


  1. Analysis of existing content. This includes monitoring the top search engine results for the company's queries, identifying negative reviews and posts (both real and untrue).
  2. Strategy development. It is necessary to select all the available reliable information about the company, which one would like to bring to the users and which will be useful for them. Next, you need to find popular topics for posting articles, posts, media content, responses to reviews, as well as determine the list of requests for promotion.
  3. Implementation of the strategy. At this stage, news optimized for search engines, image articles, press releases, responses to reviews, and so on is formed. The most important thing here is the timeliness and relevance of the processing of negative. Users need to see the company's interest in continuous improvement, its willingness to listen to criticism, engage in constructive dialogue, and offer ideas.

How to Improve Business Reputation with SERM

What to do if there is negatively biased information online that compromises the company? Should you go to court and try to restore your good name with the help of the law? Actually, no. Most likely, it would be a pointless waste of time.


The fact is that the law allows everyone to freely collect and disseminate information. Including that anyone can freely express their opinions about various companies and their products and services. Bias is not considered a violation of the law.


Of course, there are certain limits to what is allowed. For example, false information can be illegal. But in practice, this will be difficult to prove. Forcing the owners of the site to remove the negative information will also be difficult. Especially since often the site owner may be a citizen of another country.


Crisis SERM is usually expressed as follows:

●  Removing negative information where possible;

●  Displacement of negative information with positive;

●  Dealing with negative feedback.

Removal of negative information

Negative content can often be gotten rid of by contacting the owners of the site on which the content is posted. If you show that the claims are valid and that the negative information is intentionally false, many may go along with it. However, in most cases, removing negative content involves blocking it and complaining to the administration. This is a difficult job that should be entrusted to professionals.


There are rules for proper reputational posting, which you can read on the inspirationfeed.com blog.

Dissemination of positive information about the business

The most difficult and voluminous part of the work is to develop an SEO campaign to displace the negative content with positive. To do this, you need to create perfect content that presents the company in either a neutral or positive light. Then place the content, both on your site and on other domains, followed by promotion to the top of search engines.

Dealing with negative feedback

You can partially neutralize negative reviews by engaging in a dialogue with their authors. You should immediately admit the error. Then apologize and offer compensation. One method of dealing with negative content about your own business is to try broken link building. But other methods are used too.

Business game ahead of the curve

Oddly enough, the term "reputation management" itself has more of a negative reputation. The fact that many people perceive SERM only as an anti-crisis measure, and in the most unflattering way. For example, as a technique to aggressively displace the negative from the top of search engines and buy artificial paid reviews. However, SERM should be performed based on the descriptions and always try to create positive content about your business. 


There is a lot of research on the impact of reputational SEO on different areas of business. For example, at aviationjobsearch.com you can read about the impact of reputational SEO on aviation companies. Isn't that interesting?


A good reputation is a strategic asset that makes money. It must be built from the very beginning, from the moment the company is founded. SERM should not wait for a possible crisis. For example, a good practice would be to stimulate positive feedback. To do this, customers may be offered a small discount. After all, customers rarely write a positive feedback, because it just does not occur to them. Quality search engine reputation management can help correct problems with negative content about businesses on the Internet.

About the author

Frank Hamilton is a blogger and translator from Manchester. He is a professional writing expert in such topics as blogging, digital marketing and self-education. He also loves traveling and speaks Spanish, French, German and English.


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