When it comes to online reputation in a digital world, it's make or break. SERM, or Search Engine Reputation Management, is the process of maintaining how your brand appears in search engine results. A proactive content strategy helps push down irrelevant or negative search results by offering search engines more accurate and engaging alternatives. UnitedHealthcare, one of America's largest insurers, faced a corporate crisis that garnered quite a lot of negative feedback on social media. Publish Positive Content: Share useful, customer-centric stories and case studies that address real questions and concerns.