In this context, the presented definition and purpose of SERM (Search Engine Reputation Management) will be discussed. SERM is a strategy and technique for managing a company’s reputation in search engines in order to create a positive image. The main task of SERM is to maximize positive content about the company and minimize the presence of negative content.
To organize successful work within the framework of SERM, it is necessary to constantly monitor information, respond to emerging situations and actively publish positive reviews and materials. The SERM strategy includes techniques such as search engine optimization, paid search marketing, press release optimization, creating and maintaining blogs and social media accounts. This means that online forums, review platforms, official social media accounts, and review sites are heavily used to manage a company’s reputation.
Now we will focus on one of the situations.
The brand shows low popularity and has an insufficient number of comments. When potential customers meet a company online, they see only 2–4 comments, which makes it difficult for them to assess the credibility and reliability of the brand. The problem that arises can be solved in two ways. The first option is to establish agreements for the exchange of reviews with reviewers, such as Irecommend.ru, or with bloggers. You provide them with your products or services, and they in turn leave reviews. The second option is to give gifts for leaving reviews (not discounts, but gifts, since a discount does not always motivate). This approach is used not only by little-known brands, but also by those that already have a certain popularity. At the end of this article, we will give some practical examples.
If the brand is popular, but has negative reviews, then you should work on eliminating them: improve product quality, replace negative opinions with positive ones, etc.
In the absence of reviews, it is important to understand the reason for this phenomenon. Basically, new brands are faced with a lack of comments. Therefore, it is important to enhance the presence of the company on the Internet through product or service reviews, advertising and motivating customers to leave reviews.
If a company wants to track opinions about a new product or service, working with reputation provides an opportunity to analyze reviews and develop a strategy for further development.
If a company is looking for new opportunities for development, the use of SERM allows you to understand which way to move forward.
Once you’ve developed your brand’s reputation management strategy, it’s time to start working on reviews.
Step 1. We study feedback from various sources as part of the audit.
The first step in the process is to assemble a semantic core, which includes a set of words and phrases that describe the brand, services or products. This is necessary to optimize search queries. Then you should analyze the links that appear in the search results and categorize them by content type and source to identify the most negative links.
The analysis provides information on how widely a brand is present on the Internet.
We recommend creating a cluster of queries that potential customers use to search for information about your company. It is important to take into account the following combinations (N — brand or site name, Y — product / service name):
N (if it is widely known, it is recommended to specify a clarification, for example, city);
N + “reviews”;
N + “employee reviews”;
Y + “reviews”;
Y + “overview” and so on.
To determine the effectiveness of these combinations, you can use the Wordstat service from Yandex
You can use search operators in Google and Yandex search engines to get the information you need.
Another useful application that can be used to collect up-to-date data directly from public sources is Key Collector.
To organize the received data, it is recommended to create a table for tracking indicators. You can enter data on 20–30 sites in popular search engines in it.
Do not forget to fix the rating of your company on the resources with which you interact, and regularly adjust this data at least once a month.
Don’t forget to compare reputation before and after.
When collecting reviews, don’t neglect social media. There are services that help with this.
Brand Analytics is a unique platform that offers a wide range of functionality and business benefits. One of the main advantages is the ability to monitor not only social networks, but also reviewers, public channels, media and other sources. Thanks to this, companies get a complete picture of their reputation and can take appropriate measures to improve it.
In addition, Brand Analytics has a high search accuracy. This means that users can be confident in the accuracy of the information they receive and make informed decisions based on data analysis. The company also offers the ability to connect new sources at the request of the client, which provides flexibility and adaptation to the specific needs of the enterprise.
Like any innovative technology, Brand Analytics has its downsides. However, they may be minor compared to the benefits. For example, this platform is more suitable for large and medium-sized businesses that target a wide audience. In addition, the cost of using Brand Analytics can be high, which can be a limiting factor for some companies. However, in order to evaluate all the possibilities of this system, users can request a demo version. In addition, the company offers several tariffs that allow you to choose the best solution for your business.
All in all, Brand Analytics is an innovative solution that will help companies manage their reputation effectively and make informed decisions based on data. Despite some limitations, it is an indispensable tool for a successful business.
Medialogy Initiator of an automated program that tracks and analyzes mass media and social media publications in real time without a match. Guaranteed bonus — unlimited ability to search for information in social media. The mentioned drawback should be considered the lack of documentation that is outdated for more than a year. The provided service is paid, although the first week of testing the application does not require financial investments.
Babkee. This is a completely unique and free platform designed for full monitoring of mentions in all social media. However, the main and undoubted advantage is its uniqueness. Incredibly convenient and intuitive filtering features allow users to customize their search by authors, dates and other criteria. The only drawbacks that can be noted are the limited capacity and low coverage of monitoring.
Where can you leave feedback?
Yandex
Reviews is an online platform provided by Yandex, where users can leave and read reviews about various products, services, establishments and places.
**The Yandex Reviews **platform is intended for the exchange of opinions, ratings and reviews between users. It is actively used both by consumers who want to share their experience of using certain products and services, and by entrepreneurs who want to get feedback from their customers and find out their opinion about their business.
Users can leave a rating (in the form of stars) and write a review about a product, service, place or institution. Reviews have criteria by which users rate and write comments, such as quality, service, price, and others. The rating of an establishment or product is formed on the basis of an average rating by users.
Companies and entrepreneurs can connect their site to Yandex Reviews to be able to collect reviews from their customers, as well as use the platform to manage the reputation of their business. They can respond to reviews, respond to user comments, and improve their products or services based on the feedback.
The Yandex Reviews platform also helps users make informed decisions when choosing products or services. Users can read other people’s reviews, evaluate the popularity and quality of a product or service, and make a decision based on the experience of other users.
Yandex Reviews has a convenient and intuitive interface, as well as a wide coverage of different industries and categories of goods and services. This allows users to keep abreast of the latest reviews and opinions on a wide variety of offers on the market.
Trustpilot
A reputable online review platform with an extensive database of over 500,000 companies, it offers a dedicated review platform that caters to multiple niches ranging from health and fitness to clothing and travel insurance. Given this diversity, companies operating in a particular niche can greatly benefit from a good user ranking on this platform.
Revain
Revain is an innovative platform that changes the way businesses and consumers interact through feedback. As an MIT economist, I’m impressed by the innovation and potential of this platform to transform the business landscape.
With Revain, companies get real, verified, and transparent feedback from real customers, which helps them improve their products, services, and customer experience. The platform uses advanced blockchain technology to protect reviews from unauthorized access and the ability to change after publication, making it a trusted source of feedback.
Overall, Revain made a strong impression on me with its potential to transform the business world. It is a platform that can change the status quo, evoke traditional feedback patterns, and deliver better results for both business and consumers.
User Review Product Link: Hankook Tire Winter i*Pike
Several utility services that collect reviews from various sources.
The engine scans online marketplaces and ratings to see if there are customer product reviews and then aggregates them into a single data warehouse. Reviews are updated periodically to keep the information up to date. The price of this service starts from 4,000 rubles per month, and there is also the possibility of free use for 14 days.
IQBuzz is an innovative service designed to effectively manage your reputation in social networks and other online resources. We offer a wide range of useful features, including analysis and evaluation of the effectiveness of your advertising campaigns.
Our offer is to use the service for free for the whole week so that you can fully realize its potential. After that, for further use, a tariff plan is available to you starting from 9,500 rubles per month.
By choosing IQBuzz, you get a reliable partner to help you strategically manage your reputation and increase the effectiveness of your marketing campaigns. Don’t miss the opportunity to take control of your success in the online world now!
Step 2. Check reviews
Once feedback is received, analyze it:
- Determine the number of positive and negative feedback.
- Determine what customers like and what they complain about.
- Write down on which sites comments are posted.
- Evaluate the reaction of users to reviews in the form of likes and dislikes.
It is important to understand how you can influence reviews and which sites they are published on.
But not all methods that can be competed with are fair and legal. If you have suspicions about fake reviews, contact the administration of the respective site — some reviews may be removed.
It is recommended to collect all the information in a table. You can use one table for analyzing search results (what the user sees when searching) and a separate table for analyzing publications on sites (what the user sees when going to a specific site).
A study of different sites shows that there are three main types of sites, which can be divided into managed, partially managed and unmanaged.
Managed sites are those that can be influenced. The owners of these sites have full control over the content and can actively manage its presentation. Examples of such sites are your website, blogs, forum topics, social networks and YouTube. Here, owners can post information about their product or service and collect real reviews from users.
Partially managed sitesare resources that are not fully controlled, but the owners have some degree of control. For example, they may have a paid account that allows them to manage comments. This includes sites such as review sites (for example, Irecommend.ru), Yandex.Market, Google Maps, and other similar services where owners can manage certain aspects of content or reviews.
Unmanaged sites are those sites that are not subject to the influence of the owners. Basically, these are sites with negative articles, competitor sites, black PR resources and low-quality reviews. Although the owners of goods or services may try to remove negative comments from these sites, in practice this often turns out to be almost impossible.
When analyzing these sites, it is important to consider the number of bad and good comments. This analysis allows you to get a complete picture of how users react to a product or service, and also allows owners to determine which sites need to pay special attention and reputation management.
Step 3. Responding to reviews
If most of the reviews are negative:
Conduct an analysis of the causes of negative reviews and take measures to eliminate these problems.
Proactively engage with dissatisfied customers by offering them solutions and compensation.
Improve the quality of your products and services based on customer feedback.
Don’t delete negative reviews, but try to actively respond to them and offer loyal and professional service.
Consider reforming your business to address the shortcomings and issues identified in the reviews.
In any case, regardless of the prevailing type of reviews, do not forget to evaluate your company, analyze and improve your work in order to increase the level of business and attract new customers.
There are unique platforms designed to collect product reviews from external sources. The most reliable and popular among users are Mneniya.Pro and Aplaut. These services offer a convenient process for aggregating, managing, and distributing reviews, including collecting reviews from marketplaces, manufacturer websites, and review platforms, as well as adding reviews to your own site.
In addition to these services, there are also a number of other platforms on the market. However, it is important to pay attention to user reviews in order to avoid choosing an ineffective service or poor support.
It is necessary to regularly monitor feedback updates and actively interact with satisfied customers — this is important for maintaining and improving the company’s reputation.
If there are no reviews or they are neutral.
First of all, it is necessary to understand the reason for this condition. This may be typical for new companies, but it may also indicate a lack of quality goods or services. If the problem is the latter, take action immediately, otherwise negative reviews may appear in the near future.
Neutral reviews usually contain both positive and negative comments. Therefore, it is important to study what customers write both in one and in other reviews, and determine how to respond correctly in your situation.
It is also necessary to respond to neutral comments. Sometimes they are short and don’t include details because the client doesn’t feel confident enough to describe their experience. In such cases, respond by thanking the customer for taking the time to write a review and asking for more details about their experience. Try to express gratitude for the fact that the client took the time to write a review.
It is necessary to carefully work on the development of the information sphere. Clearly understand the importance of encouraging customers who like your product or service to leave reviews.
In the case of a predominance of negative reviews:
It is advisable to determine what exactly is the dissatisfaction of customers: the incompetence of the staff or the inconsistency in the quality of the product / service. Turn these shortcomings into positive moments: step up work to improve product quality or train employees. You need to respond quickly to negative comments!
When an unsatisfactory review occurs, it is important to follow three steps:
- Admit your mistake.
- Sorry. If the problem is minor, you can send a written apology. In case of serious problems, be sure to contact the client and offer some nice bonus as compensation. If the problem is minor, the employee who interacted with the client should express an apology. In case of serious problems, an apology should be presented by a higher manager or director.
- Solve the problem. It will be even better if you indicate in the response to the feedback that the unpleasant situation was successfully resolved.
Also keep in mind the following points:
- Use calm and professional communication without resorting to negative language or retaliation.
- Apologizing excessively or making excuses is not worth it. Focus on dedication to quality service and show the customer how to personally connect with you.
- Perhaps thank the client for their honesty and sincerity, and for their commitment to helping make the company better.
If you are fully confident in the correctness of your actions and are convinced that the proceedings with the client will not cause a negative to your reputation, then you can refuse compensation.
To deal with negative feedback and resolve issues, you need to actively work to build your company’s reputation on top review platforms.
In addition, your goal should be to replace negative reviews on the first page of search results.
This does not mean deleting reviews (such behavior can be easily discovered, which will negatively affect the reputation of the company), but means receiving honest positive reviews.
Post testimonials from people who have already used your products or services. Let them be not only brief comments, but also detailed reviews. Also encourage new customers to write reviews about your company.
If you constantly improve the quality of your products or services, as well as competently respond to negative comments and build a positive reputation for your company based on true positive reviews, then you will be able to strengthen your position and attract many new customers.
What can I do to get real buyers to write a review?
First, you need to determine the optimal moments for receiving feedback from customers. You can invite them to write their opinion about the product or service at strategically important times:
- After they decide to share their experience of using your product or service on social networks or other public places. You can ask to write a review after some time that the customer has spent using your product.
- When customers reorder, it can be a good time to get new feedback from them.
- If buyers are actively browsing your site or catalog of products and services, this can also be used to receive feedback. Perhaps they will find something interesting or useful that will make them share their opinion.
- If your regular customers bring new customers, this is a great time to get a review. Because, probably, the new client was attracted by positive reviews and recommendations.
- Using the NPS (Net Promoter Score) index, when customers are asked to rate a company, product or service in points, can also be useful for getting feedback.
However, it’s important to remember that customers will be more willing to write reviews if you offer them a discount or gift as an incentive. This idea not only encourages customers to write a review, but also contributes to the formation of a positive impression of your company. It would be best to ask the client to leave feedback through a letter, a call or a questionnaire.
Сonclusion:
We don’t just respond to reviews and improve opinions about our company, we strive to build good relationships with our customers. We study the reputation of our company in the network, track reviews on external sites and actively participate in the formation of a loyal community.
Our SERM strategy is based on continuous interaction with customers. We respond to all feedback, whether positive, neutral or negative. We strive to correct any negative opinions about our company in order to strengthen its reputation and instill confidence in our current and potential customers.
We also understand that a lack of feedback does not mean that we have no room for improvement. We are actively working to improve the quality of service and encourage customers to leave their comments about our work.
SERM is an integral part of our development for us. We understand that online promotion requires constant efforts, but we are sure that following the advice from our article, we will definitely see a positive result.
We strive to work with feedback at all levels. We monitor and analyze reviews on external platforms, but also focus on building a loyal community around our company. We create a space where clients feel important and valued and where they can express their opinions and ideas.
We believe that effective interaction with clients and building a positive reputation are the key factors in the development of a company. We are ready to put in all the necessary efforts to achieve this goal and see the results.
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