SERM. Managing corporate reputation in the 21st century.

The abbreviation SERM comes from the English phrase Search Engine Reputation Management. In the simplest translation, it means managing reputation in search engines. In reality, it consists of a series of actions taken to improve a company's visibility in search results. It can also be attributed to the general work on brand image and recognition.

All these efforts are undertaken for one simple reason. Internet users mostly only browse the first page of results that appear after entering a specific keyword. They don't search further. They assume that they will find answers to their questions here. If your company doesn't appear on the first page, it won't exist in the consumers' awareness at all. What's worse, this applies to up to 96% of potential customers.

Search - searching. How to influence visibility in Google using SERM?

What does the position in search results depend on? It depends on whether your website meets the needs of customers. How do Google algorithms evaluate this? Increasingly accurately. Volumes have been written about the workings of Google's mechanisms. Meanwhile, the giant continues to refine them. The rules change from time to time. However, one common factor can be distinguished.

The entire positioning is based on keywords. These are the phrases entered by your customers in the search engine. Your website content must include them. Otherwise, no one will learn about your existence.

What's best, your customers' comments also influence your visibility. If you have a good reputation online, you increase the chances of your business being successful.

Engine - engine. To manage reputation, you need the right tools.

Effective reputation management for a company will not be possible if you do not use modern technology for this purpose. You can make many mistakes. The most common ones include:

• guessing what your customers think,
• lack of awareness of what is being said about you and where it is being said,
• incorrect response to negative reviews,
• drawing incorrect conclusions from comments,
• missing opportunities to change a customer's opinion,
• considering criticism as hostile action rather than information.

In a proper reputation management application, you will not only gather all your reviews in one place. The tool will also perform sentiment analysis, separating negative reviews from positive ones. It will conduct semantic analysis, identifying issues that are worth addressing in your company. It will provide guidance on how to deal with dissatisfied customers. It will also recommend the content of positive comments, including phrases that will have a positive impact on positioning. Just send them to real customers and encourage them to publish them.

Reputation - reputation. Why is it important?

It's not just about honor and prestige. Your reputation is important because the higher it is, the higher your income will be. High ratings, good reviews, satisfied customers - all of this contributes to increasing trust in the brand you represent.

If your company has a good reputation, potential customers expect to be satisfied with their purchase. Therefore, they will be more willing to make it.

Management - management. How to effectively work on the company's image?

A good business strategy requires striving to better meet the expectations of consumers. In modern marketing, reputation is the absolute foundation of all other activities. If you want to work on developing your brand in an organized and effective manner, you need to know where to find support.

Rating Captain provides tools that will allow you to consciously influence your online reputation.