What is SERM. Difference between SERM and ORM

[shammis606]

Consumer trust in a brand or product contributes to sales growth and successful development of the company, helping to maintain a leading position against competitors. SERM and ORM are marketing tools that help manage brand reputation. In this article, we will talk about the main differences between them, and in detail about what SERM is .

What is the difference between SERM and ORM
SERM and ORM help improve the brand's status on the some of the key features of band Internet, identify and eliminate negative mentions of a company or product, and fill the network with positive materials. Let's figure out what the difference is between SERM and ORM.

ORM is an online reputation management strategy aimed at creating a positive perception of a brand, product, service or person online. Based on continuous manual and automated data monitoring, marketers identify and analyze positive, negative and neutral mentions, and then develop and implement a strategy to improve the brand's reputation.

SERM is a search engine reputation management strategy aimed at detecting and eliminating negative information, as well as promoting positive reviews of a brand, product or person to the top of search results. SERM specialists analyze the top 20 search results, assess the percentage of negative and positive links. Weekly monitoring is carried out using specialized platforms that display the position of links in search results. Based on the collected data, a strategy is developed and implemented to replace negative links with positive ones.



What tasks does SERM solve?
The main goal of SERM is to replace negative links in search results with positive ones, which helps improve the reputation of a brand or product.

The main tool for achieving goals is search engine optimization (SEO). Working on search queries related to the brand helps to create a favorable image or transform the negative opinion of potential customers into neutral and positive ones.

Stages of SERM implementation
Assessing the situation
The SERM strategy is formed based on the current position of the brand at the start of search results optimization. SERM specialists analyze search results, evaluate the share of positive, negative and neutral mentions, determine their sources and reasons. At the brand study stage, marketers identify its strengths and weaknesses, analyze interaction with consumers and evaluate the level of competitiveness.

Strategy development
After the analysis, a strategy for forming or adjusting the reputation is developed. Specialists determine topics for coverage, make a list of key requests for promotion, select publication platforms, develop a content plan and create technical assignments for copywriters.



Search Engine Optimization
To improve the brand's reputation in search results, a range of different actions are used. Specialists encourage clients to write positive reviews, actively interact with users, including responses to reviews, collaborate with bloggers, create accounts in social networks, interact on review sites, and also create their own websites with information about the company.

Evaluation of results
Regular monitoring is necessary to promptly identify attacks on reputation and immediately take measures to eliminate them. Based on the results of the monthly analysis, the strategy is adjusted, or work continues in accordance with the previously approved plan.

Search results monitoring
Marketing specialists analyze search results and monitor the company's rating, making adjustments if necessary to improve reputation, filling search results with positive materials.

Conclusion
Reputation management is a labor-intensive job that requires attention and effort. Search engine optimization does not guarantee a long-term effect. Search engine results are constantly changing under the influence of various factors, so it is important to constantly monitor the top search results and maintain brand reputation using SERM and other tools.