Wojciech Szymański
SERM - Search Engine Reputation Management - Strategy Overview
Search Engine Reputation Management
SERM – Search Engine Reputation Management Brand reputation management in search engines.
In a prosument’s era – that is professional consumers who do not believe in marketing messages and seek their own sources of information. A search engine is one of the most important and most popular ones. It is important to get interested in your search engine reputation. www.ideo.pl
Search Engine Reputation Management
Prosumer = professional consumer Prosumer is more than a consumer. It is a person who has extensive knowledge of the products and services of a favorite brand and shares this knowledge with others. Prosumer is an active consumer who is not just a passive consumer of advertising materials
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Search Engine Reputation Management
Prosumer = professional consumer The consumer of the 21st century is a daring consumer, aware of oneself and one’s needs; demanding and curious of new things.
www.ideo.pl
Search Engine Reputation Management
Statistics As the statistics show, the decision to buy OTC (overthe-counter drug) is most likely to be made by the consumer oneself, often with significant pharmacist support.
www.ideo.pl
Search Engine Reputation Management
Other statistics All it takes is 10 positive reviews to validate your business or product and confirm the high quality. 3 negative reviews will be enough to change this quality.
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
Bodymax
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
Zyrtec
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
Claritine
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
SERM – Search Engine Reputation Management Reputation management in search engines. Includes two activities : striving to remove websites with negative information from the top ten links placing on a higher position positive information about the company or a person.
www.ideo.pl
Search Engine Reputation Management
Phrases with the highest PR sense Product's name – e.g. ”Zyrtec” Product's name + „feedback”, e.g. „zyrtec feedback” Product's name + „effect”, e.g. „zyrtec effect”
www.ideo.pl
Search Engine Reputation Management
Strategy of action SERM requires action and strategy planning. They can’t be random and single actions.
www.ideo.pl
Search Engine Reputation Management
Strategy of action 1. Own websites, for example: product-opinie.pl, product.firma.pl, product.pl and thematic websites. 2. Online forums - take care of positive information, including word of mouth marketing 3. Social networking sites such as kafeteria.pl 4. Business cards (product pages) in online pharmacies, doz.pl www.ideo.pl
Search Engine Reputation Management
Monitoring Google has a great free tool - Google Alerts The user receives email messages about new websites that include defined keywords
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
www.ideo.pl
Search Engine Reputation Management
Prevention is better than cure Every business can get in trouble â˜ş Not only customers can write reviews, but also the competition.
www.ideo.pl
Thank you for your attention! Wojciech Szymański w.szymanski@ideo.pl phone: 500 226 626 www.ideoagency.com