Czym jest pozycjonowanie wizerunkowe?

Pozycjonowanie wizerunkowe, inaczej nazywane SERM (ang. Search Engine Reputation Management), to działania, których celem jest wykształcenie pozytywnego wizerunku marki w internecie. To zarządzanie reputacją przedsiębiorstwa w sieci, poprzez promowanie w wyszukiwarkach internetowych pozytywnych informacji i dobrych wiadomości, które pojawiają się po wpisaniu nazwy danej firmy lub oferowanego przez nią produktu. W zakres pozycjonowania wizerunkowego wchodzi: publikowanie wartościowych elementów content marketingu (artykułów, zdjęć, newsletterów, filmów i innych), optymalizacja treści ważnych dla firmy, monitorowanie komentarzy i wzmianek na forach, kampanie reklamowe w Google – Google Ads, generowanie pozytywnych opinii.

Image positioning - is it worth it?

In short

Pozytywny wizerunek ma kluczowe znaczenie w kwestii zatrzymania przy sobie obecnych klientów i pozyskiwania nowych. Dziś, w dobie internetu i nowoczesnych technologi, ogromną rolę odgrywa wizerunek w sieci. Każda marka powinna pielęgnować swoje relacje z użytkownikami, by ci chętnie powracali na jej stronę i identyfikowali się z nią.

Pozytywny wizerunek ma kluczowe znaczenie w kwestii zatrzymania przy sobie obecnych klientów i pozyskiwania nowych. Dziś, w dobie internetu i nowoczesnych technologi, ogromną rolę odgrywa online image. Każda marka powinna pielęgnować swoje relacje z użytkownikami, by ci chętnie powracali na jej stronę i identyfikowali się z nią. Pomóc w tym może kompleksowe pozycjonowanie wizerunkowe. Czym dokładnie jest SEO PR i jakie daje korzyści?

What is image positioning?
Image positioning - benefits

What is image positioning?

Image positioning, otherwise known as SERM (Search Engine Reputation Management), are activities aimed at developing a positive brand image on the Internet. It is managing the company's reputation on the web by promoting positive information and good news in search engines that appear after entering the name of a given company or its product. The scope of image positioning includes:

publishing valuable items content marketing (articles, photos, newsletters, videos and more),
optimization of content important to the company,
monitoring comments and mentions on forums,
advertising campaigns on Google - Google Ads,
generating positive feedback.

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Image positioning - benefits

Image positioning is intended primarily for those companies whose activities are based on contact with the client. How the recipients perceive such an enterprise has a large impact on its final success. Lots of people look for information on the Internet before buying or using services. If internet users find good news about a brand, there is a greater chance that they will use its services.

Image positioning is also a good solution for companies with a damaged reputation and those that face many negative comments on the web. As PR agency we also face such situations.

Properly planned and efficiently conducted SEO PR activities can:

improve the company's reputation,
strengthen the previously developed image,
gain, strengthen or rebuild customer trust in the brand,
increase customer interest in the brand (expanding the customer base),
facilitate gaining a competitive advantage on the market,
limit the negative effects of the image crisis.

Image positioning activities make the recipients better perceive the brand, like it and trust it. An investment in SEO PR is an investment in the development of the entire company!

Commplace — Commwork®AI

Commwork®AI is a Commplace® system that joins the programs a company already uses into one whole and builds deeper analyses from the combined data than any single application can. A human always makes the decision.

In PR the system does not stop at media monitoring: it shows the tone, the people speaking out and what journalists are asking about.

Decision cockpits — conclusions instead of tables; every indicator has a source, a threshold and an owner.
Media intelligence and radars — not only who wrote, but what the tone is and what follows from it.
Forecasts and ranges of results — a Monte Carlo test (thousands of simulations) shows the range of possible results, and a tornado chart shows what affects the result most.
Stakeholders and personas — a map of the groups the result depends on, including hidden ones, and in-depth analyses of their behaviour.
Choice of communication tools and integrated marketing — a channel plan based on data, not on a hunch.
Analyses from open sources (OSINT) — competitors and market trends; every number has a source and a date.
Visibility in search engines and in AI chat answers — we check whether and how they recommend your brand.
A council of AI models for an important decision — the models check each other, and a human always makes the decision.
Decision register in the board cockpit — who decided, when, on what data and with what result.
Radar of five AI models — five models assess a difficult question separately, and the system shows where they differ and where the data needs checking.
Media intelligence in eight layers — from context and reach to a forecast of topics: is a topic growing or fading.
Reputation funnel in seven stages — from monitoring to rebuilding trust; the system calculates the stage, and a human reviews every negative mention.
Competition 360° — a map of a competitor in 18 dimensions: offer, message, visibility, prices, reviews.
Map of the four channels — paid, earned, shared and owned media set against the stages of the customer journey; you can see where we work without measurement.
Stress tests — the same model shows what happens when price, demand or costs move in the wrong direction.
Crisis shield — monitoring mentions and crisis scenarios prepared before anything happens.
Over 1,100 specialized AI agents and 28 connections — data from Brand24, Ahrefs, HubSpot, GA4, Search Console, Fireflies and others goes into one cockpit.
Three levels of detail — the board sees charts and the conclusion, the team also sees the sources, the administrator sees everything.

Description of the system's capabilities. Results depend on the data and the scope of implementation; analyses and forecasts supported by artificial intelligence require human assessment.

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What is image positioning?

Do you want to improve the image of your company?

Image positioning - benefits

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