MediaDailyNews 08-16-04: "Some leading companies are quietly implementing an innovative solution called search engine reputation management, or SERMA for short. SERMA fuses the best of reputation management skills with search engine optimization. It is founded on a simple premise: according to research firm, Jupiter, 75 percent of search engine users never scroll beyond the first page of results. And it is very rare for a user to scroll past the top 20 (two pages) of search results listings. The critical battleground for reputation management is what appears in the top twenty listings under a relevant company searches.
By fusing advanced and highly ethical search engine optimization strategies together with other reputation management techniques, companies can, and should, dominate the top listings under their name. The benefits are two-fold: it provides a highly-visible forum to provide new and accurate information about a company. Second, and perhaps most importantly, it pushes negative listings off the 'visibility cliff.'

While the approach may sound simple enough, accomplishing it requires a highly nuanced understanding of advanced search marketing optimization, link building and reputation management. It must also bridge a company's marketing group - Web marketing, corporate communications, sales, content development, information technology -- that often work in conjunction with distinct objectives and goals. Further, it must be implemented carefully to ensure that it stays fully within the terms of service of Google and other engines. "

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