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HOW TO PROTECT YOUR ONLINE
REPUTATION: LESSONS FROM THE
FTSE100
ALEX JUDD // Grayling //
@AlexJuddz
BRAND
SEARCH
SEO PR
@AlexJuddz / #brightonSEO
Focus on non-
brand
Limited media
knowledge
SEO
Technical
expertise
Effective at
measurement
@AlexJuddz / #brightonSEO
Limited SEO
knowledge
Struggle to measure
effectiveness
PR
Media expertise
Creative
@AlexJuddz / #brightonSEO
BRAND
SEARCH
SEO PR
@AlexJuddz / #brightonSEO
Search engines are vital to
reputation
@AlexJuddz / #brightonSEO
On average, they
drive the most
amount of traffic to
any website
@AlexJuddz / #brightonSEO
Conductor, Web Visit Channel Distribution, 2014
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
Just one negative
search result can
cause up to 22%
potential leads to go
elsewhere
@AlexJuddz / #brightonSEO
Moz, 2015
Everyone is searching
for your brand
@AlexJuddz / #brightonSEO
CUSTOMERS & CLIENTS
Up to 3x more likely to convert with a
branded search
@AlexJuddz / #brightonSEO
Kuno Creative, 2012
CANDIDATES
73% Google search a company
before applying
@AlexJuddz / #brightonSEO
Career Builder, 2015
Over half start their search
for information online
LEGISLATORS
@AlexJuddz / #brightonSEO
Oxford Academic, 2015
& MORE
Investors…
journalists…
@AlexJuddz / #brightonSEO
54%
of people searching for FTSE100
brands see negative content
@AlexJuddz / #brightonSEO
@AlexJuddz / #brightonSEO
How is this effecting UK
businesses?
@AlexJuddz / #brightonSEO
FTSE 100
@AlexJuddz / #brightonSEO
On average, 47% of their
website traffic
comes from organic search
@AlexJuddz / #brightonSEO
SimilarWeb, 2018
What does the landscape look like?
@AlexJuddz / #brightonSEO
@AlexJuddz / #brightonSEO
@AlexJuddz / #brightonSEO
WikipediaSocial media Media
@AlexJuddz / #brightonSEO
Stock
information
Employer
information
@AlexJuddz / #brightonSEO
How are UK brands
performing?
@AlexJuddz / #brightonSEO
80%
had negative content on their first
page on results
@AlexJuddz / #brightonSEO
39%
of which had negative content over
six months old
@AlexJuddz / #brightonSEO
23%
of which had negative content over
a year old
@AlexJuddz / #brightonSEO
Who is producing
the negative
content?
Media,
99%
Reviews
Forums
@AlexJuddz / #brightonSEO
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
@AlexJuddz / #brightonSEO
54%
of people searching for FTSE100
brands see negative content
@AlexJuddz / #brightonSEO
Up to
14.8
million
potential leads going elsewhere
@AlexJuddz / #brightonSEO
What’s the solution?
@AlexJuddz / #brightonSEO
Quality owned content
Issues management
& media relations
Search engine
optimisation
Engaging social media
channels
@AlexJuddz / #brightonSEO
Top tips
@AlexJuddz / #brightonSEO
Bid on your brand keywords
@AlexJuddz / #brightonSEO
Implement “organizational” schema mark-up
@AlexJuddz / #brightonSEO
Claim your Knowledge Panel
@AlexJuddz / #brightonSEO
Utilise Google Posts
@AlexJuddz / #brightonSEO
Get serious about Glassdoor
@AlexJuddz / #brightonSEO
Stop driving engagement to negative news
@AlexJuddz / #brightonSEO
Gain and promote positive branded news
stories
@AlexJuddz / #brightonSEO
EarnedPaid
OwnedSocial
BRAND
RESILIENCE
Slideshare.net/AlexJudd2
Alex.judd@grayling.com
@AlexJuddz

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

Editor's Notes

  1. 81% of B2B and 89% B2C purchase cycles start with a web search