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Business cards (product pages) in online pharmacies, doz.pl. This is just one of the many strategies of action. See more information on the website http://www.ideoagency.com/

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wojciech szyma ski

Wojciech Szymański

SERM - Search Engine Reputation

Management - Strategy Overview

search engine reputation management

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.

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search engine reputation management 1

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 2

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.

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search engine reputation management 3

Search Engine Reputation Management

Statistics

As the statistics show, the decision to buy OTC (over-

the-counter drug) is most likely to be made by the

consumer oneself, often with significant pharmacist

support.

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search engine reputation management 4

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.

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search engine reputation management 30

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.

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search engine reputation management 31

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”

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search engine reputation management 32

Search Engine Reputation Management

Strategy of action

SERM requires action and strategy planning.

They can’t be random and single actions.

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search engine reputation management 33

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

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search engine reputation management 34

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

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search engine reputation management 37

Search Engine Reputation Management

Prevention is better than cure

Every business can get in trouble ☺

Not only customers can write reviews, but also the

competition.

www.ideo.pl

thank you for your attention

Thank you for your

attention!

Wojciech Szymański

w.szymanski@ideo.pl

phone: 500 226 626

www.ideoagency.com