Modern marketing forces even small companies to take care of brand reputation. Trust in advertising is declining, and interest in real user reviews is constantly growing. The information that customers receive on the first page of the search forms an attitude towards the company and its offers.

SERM tools help to form a loyal attitude and a positive image of the company on the Internet.
It is important to work on reputation from the very beginning of doing business.

What is included in the SERM toolkit:
• working with reviews: identifying, removing and/or crowding out the negative;
• growth of positive reviews on reputable sites;
• increasing awareness through articles, reviews;
• posting brand responses to user questions and reviews on Google My Business and elsewhere.

The main goal of the described actions is to get positive results for queries “about the brand”, “brand reviews” from authoritative sources.

Strategic tasks that reputation management solves:
• Growth of audience loyalty to the company,
• Growth of positions in search engines,
• Increasing competitiveness in the market,
• Improving the efficiency of the site's link profile.

Each situation of manifestation of negativity is studied individually.
A strategy is being developed to remove the negative.