Search Engine Reputation Management - SERM

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A presentation I did to all staff on the rise of navigational search and the reasons that SERM is more neccessary than ever.

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Search Engine Reputation Management - SERM

  1. 1. SERM Search Engine Reputation Management
  2. 2. What is SERM? <ul><li>SERM is monitoring and improving a brands search result page. </li></ul><ul><li>Consists of: </li></ul><ul><li>Constantly Monitoring and Assessing </li></ul><ul><li>Responding </li></ul><ul><li>Promoting </li></ul><ul><li>Measuring </li></ul>
  3. 3. Why is it important? Hitwise study shows that more and more people are Googleing a company instead of using the address bar. This practise is called navigational search. This results in brands having less control over their perception and vulnerable to negative online PR
  4. 4. Who needs it? <ul><li>Businesses with negative brand perception or currently in a crisis PR situation </li></ul><ul><li>Businesses who have not embraced Online PR and are susceptible to an attack </li></ul><ul><li>Thought Leaders </li></ul><ul><li>Celebrities </li></ul><ul><li>People looking to get employed as a high powered exec </li></ul>
  5. 5. Horror stories anyone? (all on front page for brand searches)
  6. 6. So are the horrors are limited to companies that don’t understand online? http://www.google.co.uk/search?hl=en&rlz=1B2GGGL_enGB202GB203&q=greenlight+search&btnG=Search&meta =
  7. 7. What Tactics are Involved? <ul><li>Planning and Assessing </li></ul><ul><li>Responding </li></ul><ul><li>Promoting </li></ul><ul><li>Measuring </li></ul><ul><li>Monitoring </li></ul>
  8. 8. Our success stories : Brighthouse : Corporate
  9. 9. Our success stories : Borra Garson : Personal Brand Improvement <ul><li>Borra had an upcoming BBC appearance </li></ul><ul><li>We had 2 weeks to improve from 1 negative and 9 neutral as the show was moved forward </li></ul><ul><li>Implemented: Blog, Twitter, Linked-in and Online PR </li></ul><ul><li>Aftermath: </li></ul><ul><li>“ Great work guys! Picked up a very hot client yesterday (Otto Lenghi) and generally it’s been BUSY.  Just as I had hoped for! ” – Borra Garson </li></ul>
  10. 10. Questions?

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