Search Engine Reputation Management (SERM)/ Online reputation management (ORM)
Online reputation management (ORM) is the process of controlling what shows in the Search Results about a company and brand, and about improving its name and credibility. This is a process of weakening or eliminating the negative material found online with more positive information about it.
People are searching for information online and making decisions based on what they find, they form an opinion about the company or brand, whether positive or negative. Search Engine Reputation management (SERM) is important and part of the online marketing strategy because negative content won’t “just go away.”
It can be quite challenging, first a reputation and keyword research should be conducted to find out what appears about the business for a particular keyword. Then, a search engine reputation management plan should be made such as new content creation, link network building and competitor backlink analysis may be required, social media optimization, and many other ORM tactics should be made to improve the online reputation and to fit with the marketing goals.
Online reputation management and search engine optimization (SEO) can be similar but SEO is about promoting a specific website or page to the top of the search results while Online reputation management (ORM) is about controlling the information that appear in search results, that means the tactics can be different.