An extension of the acronym SERM is Search Engine Reputation Management, which in Polish simply means search engine reputation management. The term defines a set of activities aimed at nurturing a brand’s good reputation online.
All SERM activities are standard elements of an optimisation strategy. Its main goal is to achieve a state in which the top search results present the brand only in a good light, which can be achieved by:
- creating content with positive brand reviews, which can go to external portals, for example,
- deprioritising results that work against the customer.
SERM activities always include observation of search results and control of brand profiles on social media or other corners of the internet.