SERM is a comprehensive set of strategic measures aimed at actively managing and improving the online reputation of a brand, company or public figure, using primarily SEO tools and techniques. The main goal of SERM is to ensure that the first search engine results page (SERP) for a search for the brand or person’s name reflects a positive and desirable corporate or personal identity.
Conceptually, SERM is the application of SEO principles to public image. Instead of ranking a product or service, you rank information and content. The process involves: 1) Identifying and pushing negative or unwanted content (reviews, articles, forum discussions) down the results and 2) Creating and ranking a large volume of controlled, positive or neutral content (news articles, social media profiles, microsites) to fill the first page of the SERP.
SERM is especially important in times of digital crisis or intense online competition, as reputation is directly related to the trust of consumers and potential customers. Successful SERM ensures that consumers searching for information about a brand encounter authoritative and positive voices.