SERM stands for Search Engine Reputation Management and refers to methods, techniques, processes, and tools used by companies in order to monitor, influence, and control their brand reputation in search results of such online search engines as Google Search and Bing. Within SERM, companies often focus on trying to manipulate search results in the way to make search engines generate those links needed for these organizations when users enter certain keywords. SERM techniques also include removing negative feedbacks about a brand on the Internet or controlling their number. To manage this negative information, businesses may use media monitoring tools that track company name mentions on websites.