Tilda Education
What Is SERM & Why Your Business Needs It
A practical guide to Search Engine Reputation Management (SERM) with examples and tips
Feb 26, 2026
14 min
Contents:
- What Is Online Reputation In Plain English
- Why Online Reputation Management Matters
- ORM vs. SERM: What's the Difference?
- How To Audit Your Reputation (SERM Audit)
- How To Manage Your Online Reputation With SERM
- Popular SERM Strategies & How To Apply Them
- Main Pros & Cons Of SERM
- How To Find a SERM Specialist & What Skills They Should Have
- SERM Quick Cheat Sheet
What Is Online Reputation In Plain English
Online reputation is the information people see about your business on the internet. That includes potential customers, partners, investors, and even future employees. Reputation management, in turn, is simply controlling that information instead of letting it control you.
Your online reputation is shaped by:
- Overall marketing efforts
- Social media presence
- Traditional media coverage
- PR
- Real customer reviews
- Fake narratives about you generated by shady competitors
Online reputation can be positive, neutral, or negative. And it can flip in the blink of an eye — directly impacting your revenue.
Why Online Reputation Management Matters
Reputation matters for established businesses and brands, as well as individuals: Founders, creators, politicians, and public figures. The stronger your reputation, the more trust you build. And trust = conversions.
If you ignore your online reputation, it will still form — just without your input. And here's an example: Let's say you run a flower shop in Chicago. A few customers leave 1-star reviews on Yelp. You don't respond. Your rating drops from 5.0 to 3.8 just because of this one bad review. If it's left unanswered, other people who check it out will form their opinion about you not only based on your overall rating, but also on the fact that you don't address negative feedback and ignore customer concerns.
Here is an example of a negative, damaging, and unanswered review on Yelp that can strongly affect how customers perceive a business. Just a few reviews like this can easily push a flower shop's overall rating below 3.5.
Here is an example of a negative, damaging, and unanswered review on Yelp that can strongly affect how customers perceive a business. Just a few reviews like this can easily push a flower shop's overall rating below 3.5.
What makes the situation worse is that there are plenty of people who don't like to play fair — some competitors leave fake negative reviews or even create look-alike websites designed to trash your brand. That's why reputation management isn't optional or something you should only do occasionally when you have spare time. It's actually defensive marketing.
ORM vs. SERM: What's the Difference?
Let's first address a small but important distinction.
ORM (Online Reputation Management) covers all activities related to managing your brand's reputation across the entire internet, including:
ORM (Online Reputation Management) covers all activities related to managing your brand's reputation across the entire internet, including:
- Review platforms
- Social media
- Online media outlets
- Blogs
- Forums
- Influencer mentions
- Stealth marketing, like initiating brand-related conversations on platforms such as Reddit
SERM (Search Engine Reputation Management) is a subset of ORM.
SERM focuses strictly on what shows up in search results when someone Googles like:
SERM focuses strictly on what shows up in search results when someone Googles like:
- Your company name
- Your product
- Your founder's name
- "Brand + reviews"
- "Brand + complaints"
- "Brand + lawsuit"
In simple terms:
ORM = the big-picture reputation strategy for your overall online presence.
SERM = controlling what appears on search engines like Google.
ORM = the big-picture reputation strategy for your overall online presence.
SERM = controlling what appears on search engines like Google.
And since Google is the "front door" to any brand that exists online these days, SERM is where buying decisions often happen.
How To Audit Your Reputation (SERM Audit)
A SERM audit should be done at least twice a year. If your business is seasonal (e.g., tax preparation firms before tax season, summer camps before spring enrollment, wedding vendors before the engagement season etc.), audit a few months before your peak demand begins.
Here's the process:
1
Collect search queries related to your products or services. Identify what people are actually typing into Google when they search for something directly related to your business. To collect these queries, use tools like Google Keyword Planner or other SEO platforms. You want real search behavior, not guesses.
2
Analyze the top 20 results. Do not stop at the first 10 results, even though most users rarely go past page one. Search algorithms update constantly—a negative article sitting at position #15 today could jump to #7 tomorrow after an algorithm update. That is why professionals analyze the top 20 results for every key query. Looking deeper helps you anticipate risk before it becomes visible to most users.
3
Evaluate sentiment. Label each result as: Positive, Neutral, or Negative.
Then organize everything in a spreadsheet and build your strategy based on that data.
An a simplified example of how such spreedshit can look like.
For each keyword, an experienced specialist analyzes the first 20 links, not just the 10 most users typically see. More results are reviewed because search engine algorithms update regularly. As a result, a page with negative content that currently ranks fifteenth can suddenly jump to the seventh position.
How To Manage Your Online Reputation With SERM
SERM is about managing your reputation in search results. The goal is simple: When someone types your company name, product, or founder's name into Google (or other search engines), the results they see should contain positive, accurate, and up-to-date information.
While there are other search engines, Google dominates user behavior, which is why most reputation battles are won or lost there
Here's how it works: Before making a purchase decision, people rarely search just your brand name. They add qualifiers to dig deeper. For example:
- Brand name + reviews
- Brand name + city
- Brand name + city + reviews
- Brand name + official website
- Brand name + employee reviews
- Brand name + complaints
Examples of queries people in Boston might use when searching for a dental clinic.
After searching, the user typically opens one or several websites from the top results, reviews the information, and based on that decides whether to book an appointment, or move on.
For example, when people search for "SmileCare Dental Clinic reviews," they may see the business featured on multiple review platforms that are relevant to the region, including, for example, Trustpilot.
For example, when people search for "SmileCare Dental Clinic reviews," they may see the business featured on multiple review platforms that are relevant to the region, including, for example, Trustpilot.
It's also not uncommon for a business to have different ratings on different platforms — this can be a sign that the company doesn't have enough time or resources to manage proper SERM. If that's your case, put some effort into improving negative ratings rather than trying to bury them or shifting focus only to platforms where your score is already higher.
Most users only review the first page of search results and open up to 10 links. Only if the service is expensive, highly specific, rare, or especially important will they check the second page, and occasionally even the third.
The job of a SERM specialist is to:
- Collect real user search queries
- Analyze search results
- Develop strategies to push valuable assets higher
- Suppress or neutralize harmful results
But the work does not stop there. A SERM specialist must continuously monitor the client's reputation, adjust the strategy as rankings shift, and be ready to act fast if sudden negative content appears. Because in search, things can change quickly, and so can buying decisions.
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Popular SERM Strategies & How To Apply Them
When people Google your brand name, the ideal scenario is that all of your main communication channels—your website, social media profiles, blog, and other owned assets—appear at the top of the list.
It is also important to be present on key third-party platforms, such as review websites, and keep a close eye on them — encourage your clients to share their feedback, respond to it from your brand profile, and most importantly, properly handle negative reviews.
It is also important to be present on key third-party platforms, such as review websites, and keep a close eye on them — encourage your clients to share their feedback, respond to it from your brand profile, and most importantly, properly handle negative reviews.
When you search for the brand name of a well-established company with a distinctive name, the top results typically include the official website first, followed by its social media profiles, and only then third-party sources such as review platforms.
When you search for the brand name of a well-established company with a distinctive name, the top results typically include the official website first, followed by its social media profiles, and only then third-party sources such as review platforms.
After a SERM specialist has conducted the main audit, they develop a strategy and an action plan — ideally for every communication channel where you are present.
Sometimes implementing the strategy requires outside help from other specialists, such as copywriters, PR managers, legal advisors, etc. The SERM manager stays in charge of the process, but certain tasks may require specific expertise. If the specialist is highly experienced, they may be able to handle most—or even all—of the work independently.
Let's look at the specific scenarios in which one strategy or another should be used.
SERM Strategies (Based On Your Situation)
No Online Reputation Yet
If you're a new business, you're starting from zero. That means you need to build your search presence from the ground up.
1) Launch a clean, optimized website, or at least a strong landing page that clearly communicates your products or services.
2) Create a blog and regularly publish helpful, relevant content that targets branded and industry-related search queries.
3) Set up and fully optimize your Google Business Profile so you appear in local search and map results.
4) Secure your social media presence on platforms like Instagram and Facebook, and keep them active with consistent content.
5) Claim your listings on Yelp and relevant industry directories to control how your business information appears across the web.
1) Launch a clean, optimized website, or at least a strong landing page that clearly communicates your products or services.
2) Create a blog and regularly publish helpful, relevant content that targets branded and industry-related search queries.
3) Set up and fully optimize your Google Business Profile so you appear in local search and map results.
4) Secure your social media presence on platforms like Instagram and Facebook, and keep them active with consistent content.
5) Claim your listings on Yelp and relevant industry directories to control how your business information appears across the web.
The main goal in this scenario is simple: Fill search results with assets you own and control before someone else defines your brand for you.
Neutral Or Negative Reputation
In these cases, the first step is to identify both the cause and the source of the negativity.
If customers are genuinely unhappy with your product or service, you need to fix the underlying issue. Otherwise, negative feedback will continue to appear — no matter how strong your SERM strategy is.
If the negative reviews are fake or posted by competitors, you can try to have them removed by contacting the platform administrators. However, removal is not always successful and can take time.
If the reviews cannot be deleted, they need to be pushed down and diluted with positive content. For example, you can encourage satisfied customers to leave honest feedback or run campaigns offering a small bonus or discount in exchange for a review (while staying within platform guidelines).
If customers are genuinely unhappy with your product or service, you need to fix the underlying issue. Otherwise, negative feedback will continue to appear — no matter how strong your SERM strategy is.
If the negative reviews are fake or posted by competitors, you can try to have them removed by contacting the platform administrators. However, removal is not always successful and can take time.
If the reviews cannot be deleted, they need to be pushed down and diluted with positive content. For example, you can encourage satisfied customers to leave honest feedback or run campaigns offering a small bonus or discount in exchange for a review (while staying within platform guidelines).
No matter whether negative reviews are fake or real, the main rule is simple — they cannot be left unanswered. You need to show that you not only hear the problem, but that you are ready to respond and assist promptly.
This signals to potential customers that your company acknowledges criticism, is willing to address issues instead of ignoring them, and does everything in its power to resolve the situation professionally and fairly.
This signals to potential customers that your company acknowledges criticism, is willing to address issues instead of ignoring them, and does everything in its power to resolve the situation professionally and fairly.
Beyond reviews, there may be other unwanted information online. For example, past legal issues, a public scandal, or even a company bankruptcy.
In such cases, you might need professional legal support to take appropriate action, such as requesting the removal of outdated, false, or defamatory content. If for some reason the content cannot be removed, the strategy shifts to suppression: Pushing that resource down in search results by promoting other pages with positive and relevant information.
In such cases, you might need professional legal support to take appropriate action, such as requesting the removal of outdated, false, or defamatory content. If for some reason the content cannot be removed, the strategy shifts to suppression: Pushing that resource down in search results by promoting other pages with positive and relevant information.
Positive Reputation
Even if most of the information about your business is positive, you should not leave it without monitoring. Search results change whenever algorithms update. What ranks today may shift tomorrow.
Competitors also greatly influence the information landscape. Even if they do not resort to negative PR, they can still invest in their own SERM and SEO strategies, gradually climbing into the top results and pushing your assets lower. That is why reputation management is not just about fixing problems. It is about maintaining control.
Main Pros & Cons Of SERM
SERM is a powerful and versatile tool because before making a purchase, modern consumers of all ages typically search for information online. Studies show that nearly all online buyers read reviews, and in most cases, those reviews directly influence their purchasing decisions.
However, like any instrument, SERM has both advantages and limitations.
Advantages
1. Increases conversion rates. When a potential customer deliberately searches online for detailed information about a product or service—especially reviews—they are most likely at the final stages of the sales funnel.If they find positive and trustworthy information, they are much more likely to make their purchase decision.
2. Helps improve your product or service. If you not only address negative reviews from real customers but also analyze them, they can provide valuable insight into what needs improvement. In that sense, SERM becomes not just a reputation tool, but also a feedback and optimization tool.
3. Builds credibility and ultimately audience loyalty. When a business genuinely cares about its customers, it cannot go unnoticed. When people see that a company tries to resolve issues and does not leave negative feedback unanswered, it builds trust and strengthens the overall perception of the brand.
2. Helps improve your product or service. If you not only address negative reviews from real customers but also analyze them, they can provide valuable insight into what needs improvement. In that sense, SERM becomes not just a reputation tool, but also a feedback and optimization tool.
3. Builds credibility and ultimately audience loyalty. When a business genuinely cares about its customers, it cannot go unnoticed. When people see that a company tries to resolve issues and does not leave negative feedback unanswered, it builds trust and strengthens the overall perception of the brand.
Disadvantages
1. It is only part of ORM. SERM is a powerful and effective tool, but it delivers the best results when integrated with other tactics as part of a comprehensive ORM strategy. On its own, its impact is limited — reputation management works best as a system, not a standalone solution.
2. It is a long-term, ongoing process. If you're looking for a quick fix, this isn't it. Search results need to be monitored continuously. You have to analyze them, make adjustments, and then analyze again. The assets you promote may take time to reach the top of search results.
3. It usually requires outside professional expertise. While you can learn how to conduct a basic SERM audit and monitor search results effectively, developing and executing a full-scale strategy takes deeper technical knowledge, practical experience, and consistent effort. Without that, it is difficult to achieve stable and measurable results.
2. It is a long-term, ongoing process. If you're looking for a quick fix, this isn't it. Search results need to be monitored continuously. You have to analyze them, make adjustments, and then analyze again. The assets you promote may take time to reach the top of search results.
3. It usually requires outside professional expertise. While you can learn how to conduct a basic SERM audit and monitor search results effectively, developing and executing a full-scale strategy takes deeper technical knowledge, practical experience, and consistent effort. Without that, it is difficult to achieve stable and measurable results.
It's also important to highlight what SERM doesn't do. It cannot bring cold, new customers directly into the sales funnel. Instead, it increases the conversion rate among those who are already in the funnel. For example, users who discovered your brand through advertising or other marketing channels.
Also, since SERM is one of the most technically complex parts of reputation management, it is not something a PR specialist or general marketer can effectively handle alone. It requires a professional who understands how search engines function and how rankings are actually determined.
How To Find a SERM Specialist & What Skills They Should Have
To handle SERM effectively, you need a professional who understands how search engines work. For example, SEO specialists typically have this type of expertise, while PR managers or general marketers usually do not.
In certain cases, you may require the support of a legal professional with expertise in digital and online law — but only for removing content, not for promoting positive search results.
In certain cases, you may require the support of a legal professional with expertise in digital and online law — but only for removing content, not for promoting positive search results.
For example, imagine there is a news article about a major scandal involving your business that occurred several years ago. The issue has long since been resolved, but the article remains online and continues to appear in search results. In this case, a digital lawyer can contact the media outlet, negotiate with its administration, and request removal. If necessary, they can file formal legal claims and pursue the matter in court. However, this is usually a one-time intervention rather than a long-term reputation management strategy.
However, while SEO specialists understand how search engines work and how to push content to the top of search results, only a few truly know how to approach reputation management from a strategic perspective.
For systematic, long-term reputation management, you need not just an SEO specialist or a digital lawyer, but a dedicated SERM specialist who can combine technical expertise with a reputation-focused approach.
For systematic, long-term reputation management, you need not just an SEO specialist or a digital lawyer, but a dedicated SERM specialist who can combine technical expertise with a reputation-focused approach.
A strong SERM expert knows how to combine multiple tools:
- Creating and optimizing content
- Working strategically with search algorithms
- Using legal mechanisms when necessary
What to look for in a SERM specialist:
- They do not guarantee results. Search rankings are unpredictable and depend on many external factors. A professional can provide forecasts and scenarios, but never absolute guarantees.
- They do not promise instant results. Search results typically do not change overnight. Some minor improvements may be visible within a few weeks, but achieving noticeable and stable results usually takes several months.
- They provide solid, clear arguments to support their strategy.A competent specialist can explain why their approach should work, describe the tools they use, answer your questions, and justify the budget.
If someone guarantees fast results or claims to use "secret methods" they refuse to explain, it is a red flag. They either do not fully understand how SEO works or are trying to mislead you.
SERM services are also often offered by SEO agencies and sometimes by digital advertising agencies. In that case, your project will typically be handled by an established team with structured workflows and shared expertise. However, the main downside is cost — it is usually much more expensive than hiring a freelance.
SERM Quick Cheat Sheet
1
Reputation management is the process of controlling the information users see about you online.
2
It is important to manage your reputation proactively so that it does not form spontaneously, and potentially not in your favor.
3
Reputation management includes a broad approach known as ORM, as well as a more specialized tool—SERM—which focuses specifically on search engine results.
4
Working within a SERM strategy is a long-term, multi-stage process that requires regular audits and ongoing adjustments.
5
Managing your search results effectively over the long term requires a dedicated specialist with relevant experience. Other professionals may work under their guidance as part of the overall strategy.
6
When choosing a SERM specialist, pay close attention to their experience and do not hesitate to ask in detail about their methods. Similar services are also offered by SEO agencies.
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