{"id":4089,"date":"2025-05-29T12:03:36","date_gmt":"2025-05-29T10:03:36","guid":{"rendered":"https:\/\/iconsult.agency\/blog\/?p=4089"},"modified":"2025-05-30T14:51:16","modified_gmt":"2025-05-30T12:51:16","slug":"how-to-manage-your-reputation-on-google-a-guide-to-serm-for-businesses-in-2025","status":"publish","type":"post","link":"https:\/\/iconsult.agency\/blog\/en\/how-to-manage-your-reputation-on-google-a-guide-to-serm-for-businesses-in-2025\/","title":{"rendered":"How to manage your reputation on Google: a guide to SERM for businesses in 2025"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"665\" height=\"376\" data-src=\"https:\/\/iconsult.agency\/blog\/wp-content\/uploads\/2025\/05\/how-to-manage-your-reputation-on-google-a-guide-to-serm-for-businesses-in-2025.png\" data-width=\"665\" data-height=\"376\" src=\"https:\/\/iconsult.agency\/blog\/wp-content\/uploads\/2025\/05\/how-to-manage-your-reputation-on-google-a-guide-to-serm-for-businesses-in-2025.png\" alt=\"\" class=\"wp-image-4102\" style=\"width:840px;height:auto\" srcset=\"https:\/\/iconsult.agency\/blog\/wp-content\/uploads\/2025\/05\/how-to-manage-your-reputation-on-google-a-guide-to-serm-for-businesses-in-2025.png 665w, https:\/\/iconsult.agency\/blog\/wp-content\/uploads\/2025\/05\/how-to-manage-your-reputation-on-google-a-guide-to-serm-for-businesses-in-2025-300x170.png 300w\" sizes=\"(max-width: 665px) 100vw, 665px\" \/><\/figure><\/div>\n\n\n<p><strong>Your brand is what Google says about it.<\/strong> Even if you don't run social media accounts, buy press releases, or respond to reviews, Google still shapes the user's impression. And this affects sales, trust, and even the company's market value.<\/p>\n\n\n\n<p><strong>SERM (Search Engine Reputation Management)<\/strong> is a technology that influences what people see in search results for brand queries.<\/p>\n\n\n\n<!--more-->\n\n\n\n<div class=\"gutentoc tocactive nostyle\"><div class=\"gutentoc-toc-wrap\"><div class=\"gutentoc-toc-title-wrap\"><div class=\"gutentoc-toc-title\">Table Of Contents<\/div><div id=\"open\" class=\"text_open\">show<\/div><\/div><div id=\"toclist\"><div class=\"gutentoc-toc__list-wrap\"><ul class=\"gutentoc-toc__list\"><li><a href=\"#\u201cwhat-is-serm\u201d---in-simple-terms\">\u201cWhat is SERM?\u201d - in simple terms<\/a><\/li><ul class=\"gutentoc-toc__list\"><li><a href=\"#how-serm-differs-from-orm-pr-smm\">How SERM differs from ORM, PR, SMM:<\/a><\/li><\/ul><li><a href=\"#serm-vs-orm\">SERM vs. ORM<\/a><\/li><li><a href=\"#how-reputation-in-rendition-is-formed\">How reputation in rendition is formed<\/a><\/li><li><a href=\"#when-a-business-needs-serm\">When a business needs SERM<\/a><\/li><ul class=\"gutentoc-toc__list\"><li><a href=\"#most-common-situations\">Most common situations<\/a><\/li><li><a href=\"#who-especially-needs-serm\">Who especially needs SERM<\/a><\/li><\/ul><li><a href=\"#how-serm-works-a-step-by-step-strategy\">How SERM works: a step-by-step strategy<\/a><\/li><ul class=\"gutentoc-toc__list\"><li><a href=\"#step-1-seo-audit-of-rendition-and-google-my-business\">STEP 1. SEO Audit of rendition and Google My Business<\/a><\/li><li><a href=\"#step-2-classify-content\">STEP 2: Classify content<\/a><\/li><li><a href=\"#step-3-content-creation-and-promotion\">STEP 3. Content creation and promotion<\/a><\/li><li><a href=\"#step-4-optimize-your-own-resources\">STEP 4. Optimize your own resources<\/a><\/li><li><a href=\"#step-5-continuous-monitoring\">STEP 5. Continuous monitoring<\/a><\/li><\/ul><li><a href=\"#tools-that-are-used\">Tools that are used<\/a><\/li><li><a href=\"#how-to-measure-the-effectiveness-of-serm\">How to measure the effectiveness of SERM<\/a><\/li><ul class=\"gutentoc-toc__list\"><li><a href=\"#the-main-kpis-we-use-at-iconsultagency-are\">The main KPIs we use at iConsult.agency are:<\/a><\/li><\/ul><li><a href=\"#typical-mistakes\">Typical mistakes<\/a><\/li><li><a href=\"#what-are-the-risks-of-ignoring-your-google-reputation\">What are the risks of ignoring your Google reputation<\/a><\/li><li><a href=\"#example-of-a-table-for-serm-audit\">Example of a table for SERM audit<\/a><\/li><li><a href=\"#questions-and-conclusions\">Questions and conclusions<\/a><\/li><\/ul><\/div><\/div><\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"\u201cwhat-is-serm\u201d---in-simple-terms\">\u201cWhat is SERM?\u201d - in simple terms<\/h2>\n\n\n<p>SERM is not just a \u201ccover-up\u201d for bad news. It is a full-fledged strategy for controlling Google search results, which includes SEO, copywriting, linkbuilding, monitoring and PR.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"how-serm-differs-from-orm-pr-smm\">How SERM differs from ORM, PR, SMM:<\/h3>\n\n\n<div class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Approach<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>What encompasses<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Main channel<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Objective<\/strong><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>SERM<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Working with search queries, Google rendition<\/td><td class=\"has-text-align-center\" data-align=\"center\">Search engines (Google, Bing)<\/td><td class=\"has-text-align-center\" data-align=\"center\">Displace the negative, elevate the positive<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>ORM<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Overall brand reputation management<\/td><td class=\"has-text-align-center\" data-align=\"center\">Social networks, media, review sites<\/td><td class=\"has-text-align-center\" data-align=\"center\">Formation of a positive image<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>PR<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Public communication<\/td><td class=\"has-text-align-center\" data-align=\"center\">Journalism, events, press<\/td><td class=\"has-text-align-center\" data-align=\"center\">Increased recognition<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>SMM<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Working with social networks<\/td><td class=\"has-text-align-center\" data-align=\"center\">Facebook, Instagram, LinkedIn<\/td><td class=\"has-text-align-center\" data-align=\"center\">Working with loyalty and content<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"serm-vs-orm\">SERM vs. ORM<\/h2>\n\n\n<p>At first glance, it may seem that <strong>SERM (Search Engine Reputation Management)<\/strong> and <strong>ORM (Online Reputation Management)<\/strong> are the same thing. But in practice they have different tasks, implementation channels and tools.<\/p>\n\n\n\n<p><strong>The main difference:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>SERM<\/strong> is \u201c<em>technical SEO image management<\/em>\u201d, that is, working only with search engines (most often Google) to drive out negative results and promote positive ones.<\/li>\n\n\n\n<li><strong>ORM<\/strong> is \u201c<em>strategic reputation management across all online channels<\/em>\u201d including social networks, media, forums, video and even messengers.<\/li>\n<\/ul>\n\n\n\n<p><strong>Comparison of SERM and ORM<\/strong><\/p>\n\n\n\n<div class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Criteria<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>SERM<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>ORM<\/strong><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Focus<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Search engine results (Google, Bing)<\/td><td class=\"has-text-align-center\" data-align=\"center\">All online space (social networks, forums, media)<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Goal<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Control of top 10 in brand search<\/td><td class=\"has-text-align-center\" data-align=\"center\">\u0424\u043e\u0440\u043c\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u0435 \u0438 \u043f\u043e\u0434\u0434\u0435\u0440\u0436\u0430\u043d\u0438\u0435 \u0438\u043c\u0438\u0434\u0436\u0430 \u0431\u0440\u0435\u043d\u0434\u0430 \u043e\u043d\u043b\u0430\u0439\u043d<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Basic tools<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">SEO, linkbuilding, Google Alerts, Serpstat<\/td><td class=\"has-text-align-center\" data-align=\"center\">YouScan, BrandMentions, SMM-analytics, PR, ORM-platforms<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Channels<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Google, YouTube, Google Maps<\/td><td class=\"has-text-align-center\" data-align=\"center\">Facebook, Instagram, TikTok, news sites, forums<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Content type<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">SEO articles, reviews, publications on trusted sites<\/td><td class=\"has-text-align-center\" data-align=\"center\">Social media posts, responses to comments, media mentions<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Monitoring<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Queries like \u201cbrand + reviews\u201d in SERP<\/td><td class=\"has-text-align-center\" data-align=\"center\">Brand mentions anywhere: social networks, messengers, websites<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Realization time<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">2-6 months<\/td><td class=\"has-text-align-center\" data-align=\"center\">Continuous long-term work<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Key KPI<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Positive pages in Google top 10<\/td><td class=\"has-text-align-center\" data-align=\"center\">General tone of references throughout the online environment<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>When you need it most<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">\u041d\u0435\u0433\u0430\u0442\u0438\u0432 \u0432 \u043f\u043e\u0438\u0441\u043a\u0435, \u043a\u0440\u0438\u0442\u0438\u043a\u0430 \u0431\u0440\u0435\u043d\u0434\u0430<\/td><td class=\"has-text-align-center\" data-align=\"center\">The brand operates in the media space or B2C sector<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<p><strong>In simple language:<\/strong><\/p>\n\n\n\n<p><strong>SERM<\/strong> = \u201c<em>We want Google to have only good things about us in the first positions.<\/em>\u201d<\/p>\n\n\n\n<p><strong>ORM<\/strong> = \u201c<em>We want everywhere we are remembered to be positive - Google, Facebook, news, TikTok, Telegram, Reddit\u2026<\/em>\u201d<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"how-reputation-in-rendition-is-formed\">How reputation in rendition is formed<\/h2>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"620\" height=\"736\" data-src=\"https:\/\/iconsult.agency\/blog\/wp-content\/uploads\/2025\/05\/image3-3.png\" data-width=\"620\" data-height=\"736\" src=\"https:\/\/iconsult.agency\/blog\/wp-content\/uploads\/2025\/05\/image3-3.png\" alt=\"\" class=\"wp-image-4101\" style=\"width:530px;height:auto\" srcset=\"https:\/\/iconsult.agency\/blog\/wp-content\/uploads\/2025\/05\/image3-3.png 620w, https:\/\/iconsult.agency\/blog\/wp-content\/uploads\/2025\/05\/image3-3-253x300.png 253w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/figure><\/div>\n\n\n<p><strong>Google ranks information based on relevance, site authority and behavioral factors. <\/strong>If the negative news is well optimized or has a large number of mentions - it will appear in the TOP.<\/p>\n\n\n\n<p><strong>What affects rendition:<\/strong><\/p>\n\n\n\n<p><strong>1. Branded queries:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>[Company name]<\/li>\n\n\n\n<li>[Company + reviews]<\/li>\n\n\n\n<li>[Company CEO]<\/li>\n\n\n\n<li>[Product + negatives].<\/li>\n<\/ul>\n\n\n\n<p><strong>2. Types of resources in the issue:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Official website (your home page).<\/li>\n\n\n\n<li>Google Maps reviews.<\/li>\n\n\n\n<li>Catalogs and aggregators (Clutch, Amazon).<\/li>\n\n\n\n<li>Discussion forums (Reddit, Quora, Facebook).<\/li>\n\n\n\n<li>Blogs, articles, media (e.g. for Ukrainian geo - MC.today, AIN.ua).<\/li>\n\n\n\n<li>YouTube and video reviews and video reviews.<\/li>\n<\/ul>\n\n\n\n<p><strong>3. Behavioral factors:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Frequency of clicks on negatives.<\/li>\n\n\n\n<li>Comments and activity on publications.<\/li>\n\n\n\n<li>Distribution in social networks.<\/li>\n<\/ul>\n\n\n<h2 class=\"wp-block-heading\" id=\"when-a-business-needs-serm\">When a business needs SERM<\/h2>\n\n<h3 class=\"wp-block-heading\" id=\"most-common-situations\">Most common situations<\/h3>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Negativity in the top 5 searches<\/strong><\/li>\n<\/ul>\n\n\n\n<p>For example: a forum with a breakdown of a mistake, an \u201cinvestigative article\u201d or posts by dissatisfied customers.<br>Leads to loss of customers even before the first contact.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>New brand launch \/ rebranding<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Old \u201cplume\u201d of issuance such as previous unsuccessful brand attempts.<br>Need to form a new positive basis of extradition.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Finding investors or B2B partners<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Investors are Googling you, and negative results reduce the likelihood of a deal.<br>Even one hate-comment in a prominent place is minus a deal.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Media activity or the CEO's public stance<\/strong><\/li>\n<\/ul>\n\n\n\n<p>A top manager's personal branding affects the corporate image.<br>You need to protect the CEO's name as much as the company's name.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"who-especially-needs-serm\">Who especially needs SERM<\/h3>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Financial services, banks, microcredit organizations<\/strong><\/li>\n<\/ul>\n\n\n\n<p>People actively share negativity, and complaints have high CTR.<br>High competition and criticality of trust, negativity affects the decision immediately.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>E-commerce and marketplaces<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Reviews in search often determine the choice of a product or store.<br>Users don't visit a site if they see \u201cscam,\u201d \u201cdivorce,\u201d \u201cscam,\u201d or reviews with \u201c1\u2605.\u201d<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>B2B companies looking for partners or investors<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Google is a key source of due diligence.<br>One mentioned \u201cconflict\u201d on the forum is a 20-40% decrease in conversions.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Educational, medical, legal services<\/strong><\/li>\n<\/ul>\n\n\n\n<p>A high level of distrust is formed if there are no authoritative mentions in search.<br>Often negative comments are posted by competitors or former employees.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"how-serm-works-a-step-by-step-strategy\">How SERM works: a step-by-step strategy<\/h2>\n\n<h3 class=\"wp-block-heading\" id=\"step-1-seo-audit-of-rendition-and-google-my-business\">STEP 1. SEO Audit of rendition and Google My Business<\/h3>\n\n\n<p id=\"--identification-of-all-brand-queries-\"><strong>1.<\/strong> <strong>Identification of all brand queries:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Brand name, CEO, top products.<\/li>\n\n\n\n<li>Queries with additional languages: \u201creviews\u201d, \u201cscam\u201d, \u201cscam\u201d, \u201copinion\u201d, \u201cforum\u201d.<\/li>\n\n\n\n<li>Analysis of Google My Business reviews: account availability, creating or updating, responding to negative reviews, if any.<\/li>\n<\/ul>\n\n\n\n<p><strong>2. Google Top 20 Analysis:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Each position is checked for content type.<\/li>\n\n\n\n<li>Determining who authored the material: you, competitor, media, user.<\/li>\n<\/ul>\n\n\n\n<p><strong>3. Tools:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Serpstat \/ Ahrefs \/ SE Ranking - positions, frequencies, competitor analysis.<\/li>\n\n\n\n<li>Google Alerts \/ Mention \/ Looqme - tracking mentions in real time.<\/li>\n<\/ul>\n\n\n<h3 class=\"wp-block-heading\" id=\"step-2-classify-content\">STEP 2: Classify content<\/h3>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Positive content<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Own websites, positive publications, affiliate reviews.<br><strong>Actions:<\/strong> amplify with links, update, promote to top 3.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Neutral content<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Catalogs, unagented mentions, \u201cdry\u201d news.<br><strong>Actions:<\/strong> update headlines, optimize for branded queries, add content.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Negative content<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Hate, criticism, disgruntled customers, fake news.<br><strong>Actions:<\/strong> supplant SEO-ma<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"step-3-content-creation-and-promotion\">STEP 3. Content creation and promotion<\/h3>\n\n\n<p><strong>1. SEO articles on external platforms<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Articles with the keys: \u201c[Brand] + reviews\u201d, \u201c[Brand] + experience\u201d.<\/li>\n\n\n\n<li>Platforms like: MC.today, Medium, Reddit, AIN.ua, hubs on DOU.<\/li>\n<\/ul>\n\n\n\n<p><strong>2. Cases and stories of clients<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Section \u201csuccesses of clients\u201d on the site.<\/li>\n\n\n\n<li>Publications with real results.<\/li>\n<\/ul>\n\n\n\n<p><strong>3. Google-maps and reviews<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Request for feedback from customers.<\/li>\n\n\n\n<li>Handling complaints: responses, support, redirection.<\/li>\n<\/ul>\n\n\n\n<p><strong>4. YouTube influence<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cabout the company\u201d videos.<\/li>\n\n\n\n<li>Video testimonials from customers.<\/li>\n\n\n\n<li>Optimizing video clips for the same queries that are in the giveaway.<\/li>\n<\/ul>\n\n\n\n<p><strong>5. Directories\/services<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Creating profiles on Clutch, GoodFirms, G2, IT-rating.<\/li>\n\n\n\n<li>Optimization of descriptions.<\/li>\n<\/ul>\n\n\n<h3 class=\"wp-block-heading\" id=\"step-4-optimize-your-own-resources\">STEP 4. Optimize your own resources<\/h3>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Optimize Title\/Description for additional queries<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Use phrases like \u201c[Brand] - official website\u201d, \u201ctestimonials\u201d, \u201cexperience of cooperation\u201d in descriptions and titles.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Internal links<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Linking between brand pages, case studies and services.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Schema markup<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Schema.org (Organization, Product, Reviews) - to improve the appearance in the Google search results.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"step-5-continuous-monitoring\">STEP 5. Continuous monitoring<\/h3>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Google Alerts, Mention<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Customized for key phrases with the brand name.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Seranking Position Tracker<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Weekly monitoring of changes in the top 10.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Reviews on Google My Business<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Monitor and respond to your customers' reviews<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Collect feedback<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Try to automate and systematize the collection of feedback from customers - via messenger or email newsletters, QR in e-invoices and receipts if offline.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"tools-that-are-used\">Tools that are used<\/h2>\n\n\n<div class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Type<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Tool<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>What does it give us<\/strong><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Analyzing Google search results<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Ahrefs, Seranking, Serpstat<\/td><td class=\"has-text-align-center\" data-align=\"center\">Positions, keys, frequency<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Monitoring<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Google Alerts, Mention<\/td><td class=\"has-text-align-center\" data-align=\"center\">Notification of new mentions<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Content<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">PRnews.io, Collaborator.pro<\/td><td class=\"has-text-align-center\" data-align=\"center\">Platforms for posting materials<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Reviews<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">Google Maps, Clutch<\/td><td class=\"has-text-align-center\" data-align=\"center\">Official Review Channels<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Social hearings<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\">YouScan, Looqme, Mention<\/td><td class=\"has-text-align-center\" data-align=\"center\">Analyzing mentions and emotionality<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<p>For serious negativity, it is also <strong>worth considering the source and authority of the resource:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Comments on forums<\/strong> - are pushed out better than media news.<\/li>\n\n\n\n<li><strong>Sites with high trust (TrustRank)<\/strong> - are displaced with difficulty, especially if they have backlinks.<\/li>\n\n\n\n<li><strong>Pages on .gov.ua, .org.ua, .edu<\/strong> - often have a higher priority in the Google search results.<\/li>\n<\/ul>\n\n\n\n<p>Therefore, when categorizing the negative, <strong>the evaluation of \u201cdisplacement difficulty\u201d<\/strong> is added:<\/p>\n\n\n\n<div class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Source<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Complexity<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Comments<\/strong><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Reviews site<\/td><td class=\"has-text-align-center\" data-align=\"center\">Medium<\/td><td class=\"has-text-align-center\" data-align=\"center\">Depends on the platform<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Forum<\/td><td class=\"has-text-align-center\" data-align=\"center\">Low<\/td><td class=\"has-text-align-center\" data-align=\"center\">Easily supplanted by an article<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">MASS MEDIA (TOP 20)<\/td><td class=\"has-text-align-center\" data-align=\"center\">High<\/td><td class=\"has-text-align-center\" data-align=\"center\">Requires multi-level SERMs<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Google Maps<\/td><td class=\"has-text-align-center\" data-align=\"center\">Medium<\/td><td class=\"has-text-align-center\" data-align=\"center\">Working through reviews<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"how-to-measure-the-effectiveness-of-serm\">How to measure the effectiveness of SERM<\/h2>\n\n\n<p>A successful SERM strategy doesn't end with creating content or pushing out negativity. <strong>The key task is to measure whether the image has improved in the digital environment.<\/strong><\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"the-main-kpis-we-use-at-iconsultagency-are\">The main KPIs we use at iConsult.agency are:<\/h3>\n\n\n<p id=\"-dynamics-of-search-results-\"><strong>1. Dynamics of search results<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Changes in the top 10 for branded queries.<\/li>\n\n\n\n<li>Appearance of new positive results.<\/li>\n\n\n\n<li>Disappearance of negative pages from the first pages.<\/li>\n<\/ul>\n\n\n\n<p><strong>2. Improvement of content tone<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Part of positive, neutral and negative results in SERPs.<\/li>\n\n\n\n<li>Analysis of key phrases accompanying the brand (\u201cscam\u201d \u2192 \u201creviews\u201d, \u201cscandal\u201d \u2192 \u201ccase study\u201d).<\/li>\n\n\n\n<li>Reducing toxic queries in related keywords.<\/li>\n<\/ul>\n\n\n\n<p><strong>3. Quantity and quality of reviews<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Number of new reviews on Google Maps, Clutch, etc.<\/li>\n\n\n\n<li>Average rating.<\/li>\n\n\n\n<li>Decrease in frequency of mentions with negative ratings (1\u2605, 2\u2605).<\/li>\n<\/ul>\n\n\n\n<p><strong>Method:<\/strong> automated monitoring + manual moderation\/responses.<\/p>\n\n\n\n<p>4. <strong>CTR in search for branded queries<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Whether the number of clicks to your site is increasing with the same number of impressions.<\/li>\n\n\n\n<li>The presence of attractive meta descriptions in your publications that drive out negativity.<\/li>\n<\/ul>\n\n\n\n<p><strong>5. Traffic from branded queries<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>An overall increase in organic traffic from a company name, product name, CEO.<\/li>\n\n\n\n<li>Increase in users coming to the site after searching for [name + reviews].<\/li>\n<\/ul>\n\n\n\n<p><strong>6. MASS MEDIA mentions and trusted sites<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Number of new mentions of the brand on third-party sites.<\/li>\n\n\n\n<li>DA\/DR domain authority and the amount of organic traffic the mention appears on.<\/li>\n<\/ul>\n\n\n\n<p id=\"-integral-reputation-index-metric-\"><strong>7. Integral Reputation Index metric<\/strong><\/p>\n\n\n\n<p>This is the approach Serpstat recommends for reporting to management.<\/p>\n\n\n\n<p><strong>How it's formed:<\/strong><\/p>\n\n\n\n<p id=\"each-result-in-the-serp-is-assigned-a-score\"><strong>1. Each result in the SERP is assigned a score:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Positive - +2<\/li>\n\n\n\n<li>Neutral - 0<\/li>\n\n\n\n<li>Negative - -2<\/li>\n<\/ul>\n\n\n\n<p id=\"the-sum-of-scores-in-the-top-10--reputation-index\"><strong>2. The sum of scores in the top 10 = reputation index<\/strong><\/p>\n\n\n\n<p><strong>Goal:<\/strong> to move the index to a positive value and gradually build it up<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"typical-mistakes\">Typical mistakes<\/h2>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ignoring the issue<\/strong><br>Losing customers for no apparent reason.<\/li>\n\n\n\n<li><strong>Fake reviews<\/strong><br>Google is adept at identifying template\/similar comments.<\/li>\n\n\n\n<li><strong>Attempting to \u201cdelete\u201d a negative comment<\/strong><br>Even if successful - it will come back in the cache if it is not dislodged.<\/li>\n\n\n\n<li><strong>Lack of SEO in reputation strategy<\/strong><br>Without SEO, negativity will quickly return to the top.<\/li>\n<\/ul>\n\n\n<h2 class=\"wp-block-heading\" id=\"what-are-the-risks-of-ignoring-your-google-reputation\">What are the risks of ignoring your Google reputation<\/h2>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Loss of up to 70% of potential customers<\/strong><br>If a negative is in the top 5 of the issue for a branded query, the user will choose another one.<\/li>\n\n\n\n<li><strong>Negative in the rendition \u201cwalks\u201d for years<\/strong><br>A forum or complaint from 2017 can still rank in 2025 if no one has displaced it.<\/li>\n\n\n\n<li><strong>The rapid spread of \u201cbad news\u201d<\/strong><br>One post or review is easily picked up by aggregators, forums, social networks - the \u201csnowball effect\u201d.<\/li>\n\n\n\n<li><strong>Forming a false opinion about a brand<\/strong><br>If the first 5 links are criticism, the user decides that the brand is bad without even going to the site.<\/li>\n<\/ul>\n\n\n<h2 class=\"wp-block-heading\" id=\"example-of-a-table-for-serm-audit\">Example of a table for SERM audit<\/h2>\n\n\n<div class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Inquiry<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Frequency<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Position<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>URL<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Content type<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Score (+ \/ 0 \/ -)<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Actions<\/strong><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">[Brand]<\/td><td class=\"has-text-align-center\" data-align=\"center\">800<\/td><td class=\"has-text-align-center\" data-align=\"center\">1<\/td><td class=\"has-text-align-center\" data-align=\"center\">site<\/td><td class=\"has-text-align-center\" data-align=\"center\">Official<\/td><td class=\"has-text-align-center\" data-align=\"center\">+<\/td><td class=\"has-text-align-center\" data-align=\"center\">Linkbuilding<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">[Brand + reviews]<\/td><td class=\"has-text-align-center\" data-align=\"center\">140<\/td><td class=\"has-text-align-center\" data-align=\"center\">3<\/td><td class=\"has-text-align-center\" data-align=\"center\">forum<\/td><td class=\"has-text-align-center\" data-align=\"center\">Hate<\/td><td class=\"has-text-align-center\" data-align=\"center\">-<\/td><td class=\"has-text-align-center\" data-align=\"center\">Displace<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">[CEO + name]<\/td><td class=\"has-text-align-center\" data-align=\"center\">50<\/td><td class=\"has-text-align-center\" data-align=\"center\">4<\/td><td class=\"has-text-align-center\" data-align=\"center\">social network<\/td><td class=\"has-text-align-center\" data-align=\"center\">Neutral<\/td><td class=\"has-text-align-center\" data-align=\"center\">0<\/td><td class=\"has-text-align-center\" data-align=\"center\">Update profile<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"questions-and-conclusions\">Questions and conclusions<\/h2>\n\n\n<p><strong>Which is more important: SEO or reviews?<\/strong><br>Both - work in synergy. Reviews build sentiment, SEO builds visibility control.<\/p>\n\n\n\n<p><strong>How long does SERM take?<\/strong><br>On average - 2-6 months. The speed depends on the complexity of the situation and budget.<\/p>\n\n\n\n<p><strong>Is it possible to work with an agency on your own?<\/strong><br>Yes. For example, the agency controls technical SEO, and you - the collection of reviews.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>The SERM strategy should be customized to <strong>the type of business<\/strong> and <strong>the level of risk in Google results<\/strong>.<\/p>\n\n\n\n<p>It is important not just to \u201ccover up\u201d negativity, but <strong>to work systematically with content<\/strong> and SEO.<\/p>\n\n\n\n<p><strong>Search engine results are a new level of publicity<\/strong>, and it is formed independently of your will. But it is your responsibility to influence it.<\/p>\n\n\n\n<p>SERM is not a fire engine. It is a system that <strong>prevents fires<\/strong> in branded rendition. At <a href=\"https:\/\/iconsult.agency\/en\" target=\"_blank\" rel=\"noreferrer noopener\">iConsult.agency<\/a>, we know how to build a reputation so that clients are not afraid to Google your name.<\/p>\n\n\n<ul class=\"wp-block-latest-posts__list wp-block-latest-posts\"><li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/iconsult.agency\/blog\/en\/n8n-service-for-automating-routine-seo-tasks\/\">N8N service for automating routine SEO tasks<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/iconsult.agency\/blog\/en\/a-complete-seo-checklist-for-blogging-how-to-write-articles-that-drive-traffic\/\">A complete SEO checklist for blogging: how to write articles that drive traffic<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/iconsult.agency\/blog\/en\/how-to-use-instagram-for-seo\/\">How to use Instagram for SEO<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/iconsult.agency\/blog\/en\/how-to-manage-your-reputation-on-google-a-guide-to-serm-for-businesses-in-2025\/\">How to manage your reputation on Google: a guide to SERM for businesses in 2025<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/iconsult.agency\/blog\/en\/checklist-for-technical-seo-audit-of-a-website\/\">Checklist for technical SEO audit of a website<\/a><\/li>\n<\/ul>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your brand is what Google says about it. Even if you don&#8217;t run social media accounts, buy press releases, or respond to reviews, Google still shapes the user&#8217;s impression. And this affects sales, trust, and even the company&#8217;s market value. SERM (Search Engine Reputation Management) is a technology that influences what people see in search [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[473,482],"tags":[485,589,479],"class_list":["post-4089","post","type-post","status-publish","format-standard","hentry","category-instructions","category-seo","tag-google","tag-instructions","tag-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to manage your reputation on Google: a guide to SERM for businesses in 2025 - \u0411\u043b\u043e\u0433 \u043e\u0431 \u0438\u043d\u0442\u0435\u0440\u043d\u0435\u0442-\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0435 - iConsult Agency<\/title>\n<meta name=\"description\" content=\"We&#039;re talking about SERM as an effective marketing strategy for emotional engagement and super loyalty from customers. 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