SERM is a set of actions to improve the reputation of a brand or person in search results.
SERM implies the replacement of negative materials with positive and active work on the part of the company or brand itself (ORM - Online Reputation Management). SERM coverage - the first pages of search results.
When is SERM needed?
When you need to pessimize the consequences of a competitive attack (black PR) in search engine results, negative feedback from users / customers or former employees.
When you need to increase the number of articles with a positive tone in the search engine results about a company, brand, person.
When you need to form a positive image in search engines for new companies and brands.
SERM for YMYL sites
Google has high quality standards for YMYL pages (and sites). And, in addition to regular checks using filters and algorithms, the company hires people to do it individually. Such reviewers are called assessors. The assessor checks the compliance of search queries with the search results, the quality of sites - how they meet the criteria and requirements of Google. According to the guide for assessors, one of the main parameters for assessing the authority of such sites are reviews, mentions, recommendations, articles from users who interacted with the YMYL site. That is, Google pays a lot of attention to the assessment and quality of brand reputation not only within the site, but also on external resources (social networks, sites with reviews, media, authoritative sources and encyclopedias). More - https://en.wikipedia.org/wiki/Reputation_management
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