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How To Manage Your Online Reputation - Brighton SEO - April 2019

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Demonstrating the importance of brand search results and how to influence them, ensuring people only see positive, controlled content when searching for your organisation.

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How To Manage Your Online Reputation - Brighton SEO - April 2019

  1. 1. SLIDESHARE.NET/AlexJudd2 HOW TO PROTECT YOUR ONLINE REPUTATION: LESSONS FROM THE FTSE100 ALEX JUDD // Grayling // @AlexJuddz
  2. 2. BRAND SEARCH SEO PR @AlexJuddz / #brightonSEO
  3. 3. Focus on non- brand Limited media knowledge SEO Technical expertise Effective at measurement @AlexJuddz / #brightonSEO
  4. 4. Limited SEO knowledge Struggle to measure effectiveness PR Media expertise Creative @AlexJuddz / #brightonSEO
  5. 5. BRAND SEARCH SEO PR @AlexJuddz / #brightonSEO
  6. 6. Search engines are vital to reputation @AlexJuddz / #brightonSEO
  7. 7. On average, they drive the most amount of traffic to any website @AlexJuddz / #brightonSEO Conductor, Web Visit Channel Distribution, 2014
  8. 8. Search results are perceived to be the most credible source of information @AlexJuddz / #brightonSEO Grayling/Onepoll, Survey of 2,000 UK adults and 2,000 US adults, October 2017
  9. 9. Just one negative search result can cause up to 22% potential leads to go elsewhere @AlexJuddz / #brightonSEO Moz, 2015
  10. 10. Everyone is searching for your brand @AlexJuddz / #brightonSEO
  11. 11. CUSTOMERS & CLIENTS Up to 3x more likely to convert with a branded search @AlexJuddz / #brightonSEO Kuno Creative, 2012
  12. 12. CANDIDATES 73% Google search a company before applying @AlexJuddz / #brightonSEO Career Builder, 2015
  13. 13. Over half start their search for information online LEGISLATORS @AlexJuddz / #brightonSEO Oxford Academic, 2015
  14. 14. & MORE Investors… journalists… @AlexJuddz / #brightonSEO
  15. 15. 54% of people searching for FTSE100 brands see negative content @AlexJuddz / #brightonSEO
  16. 16. @AlexJuddz / #brightonSEO
  17. 17. How is this effecting UK businesses? @AlexJuddz / #brightonSEO
  18. 18. FTSE 100 @AlexJuddz / #brightonSEO
  19. 19. On average, 47% of their website traffic comes from organic search @AlexJuddz / #brightonSEO SimilarWeb, 2018
  20. 20. What does the landscape look like? @AlexJuddz / #brightonSEO
  21. 21. @AlexJuddz / #brightonSEO
  22. 22. @AlexJuddz / #brightonSEO
  23. 23. WikipediaSocial media Media @AlexJuddz / #brightonSEO
  24. 24. Stock information Employer information @AlexJuddz / #brightonSEO
  25. 25. How are UK brands performing? @AlexJuddz / #brightonSEO
  26. 26. 80% had negative content on their first page on results @AlexJuddz / #brightonSEO
  27. 27. 39% of which had negative content over six months old @AlexJuddz / #brightonSEO
  28. 28. 23% of which had negative content over a year old @AlexJuddz / #brightonSEO
  29. 29. Who is producing the negative content? Media, 99% Reviews Forums @AlexJuddz / #brightonSEO
  30. 30. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Data security Executive pay Gender/Diversity issues Corporate negligence Job cuts Unethical corporate behaviour Poor product/service Poor financial performance/confidence Negative Content Themes @AlexJuddz / #brightonSEO
  31. 31. @AlexJuddz / #brightonSEO
  32. 32. 54% of people searching for FTSE100 brands see negative content @AlexJuddz / #brightonSEO
  33. 33. Up to 14.8 million potential leads going elsewhere @AlexJuddz / #brightonSEO
  34. 34. What’s the solution? @AlexJuddz / #brightonSEO
  35. 35. Quality owned content Issues management & media relations Search engine optimisation Engaging social media channels @AlexJuddz / #brightonSEO
  36. 36. Top tips
  37. 37. @AlexJuddz / #brightonSEO Bid on your brand keywords
  38. 38. @AlexJuddz / #brightonSEO Implement “organizational” schema mark-up
  39. 39. @AlexJuddz / #brightonSEO Claim your Knowledge Panel
  40. 40. @AlexJuddz / #brightonSEO Utilise Google Posts
  41. 41. @AlexJuddz / #brightonSEO Get serious about Glassdoor
  42. 42. @AlexJuddz / #brightonSEO Stop driving engagement to negative news
  43. 43. @AlexJuddz / #brightonSEO Gain and promote positive branded news stories
  44. 44. @AlexJuddz / #brightonSEO EarnedPaid OwnedSocial BRAND RESILIENCE
  45. 45. Slideshare.net/AlexJudd2 Alex.judd@grayling.com @AlexJuddz

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