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Julia Logan
IRISHWONDER’S	SEO	CONSULTING	
Preemp6ve	Reputa6on		
Management
@irishwonder	
hEp://www.slideshare.net/irishwonder
BUILDING	A	BRAND	IS		
TIGHTLY	CONNECTED	WITH		
CREATING	A	BRAND	MESSAGE
INFLUENCING	HOW	PEOPLE		
SEE	THE	BRAND
BRAND		
BUILDING	
REPUTATION		
MANAGEMENT
BRAND		
IMAGE
SOCIAL		
MEDIA
SEARCH
THIRD	PARTY	MENTIONS
MULTIPLE	SOURCES	CONTRIBUTING	TO		
BRAND	IMAGE	AND	REPUTATION
ONLINE	REPUTATION	DISASTERS	
CAN	HAPPEN	TO	ANYONE
MODERN	BRAND	SERPS:	
NOT	JUST	WHAT	RANKS	FOR		
THE	BRAND	NAME
SEARCH	SUGGESTIONS
SEARCHES	RELATED	TO	X
PEOPLE	ALSO	ASK	BOXES
NEWEST	ADDITION:	
“SHORT	CLICK”	BOXES
EACH	OF	THESE	ELEMENTS		
IS	A	POTENTIAL	RISK		
FOR	THE	BRAND	REPUTATION
NEGATIVE	SEARCH	SUGGESTIONS		
LEADING	TO	NEGATIVE	CONTENT
IT’S	NOT	COMPLETELY	IMPOSSIBLE		
TO	MEND	A	BRAND’S	REPUTATION
FIXING	A	BAD	REPUTATION	IS		
A	PAINFUL	AND	COMPLICATED	PROCESS		
WITH	NO	GUARANTEED	OUTCOME
IF	SOMETHING	BAD	STARTS	RANKING		
ORGANICALLY,	HOW	TO	REMOVE	IT?
NEGATIVE	SEO?
IF	TRACED	BACK	TO	THE	BRAND,	
IT	CAN	DO	MORE	DAMAGE
NEGATIVE	SEO		
ATTEMPTS		
CAN	BE	EASILY		
TRACED	BACK
ANOTHER	METHOD:	
PUSH	IT	DOWN	BY	OUTRANKING
THIS	REQUIRES	A	LOT		
OF	POSITIVE	EXPOSURE		
IN	MULTIPLE	ONLINE	RESOURCES		
WITH	GREAT	VISIBILITY	QUICKLY
THE	MORE	NEGATIVE	CONTENT		
EXISTS	OUT	THERE,		
THE	MORE	EFFORT	IS	NEEDED		
TO	REMOVE	IT
NEGATIVE	PIECES	GET	CLICKS		
FROM	THE	SERPS		
LEADING	TO	THEM	STICKING	THERE
IF	PEOPLE	START	SEARCHING		
FOR	NEGATIVE	QUERIES		
THEY	GET	MORE	PROMINENCE
THE	LONGER		
A	NEGATIVE	PIECE		
STAYS	RANKING,		
THE	HIGHER		
THE	CHANCE		
IT	WILL	STAY	THERE		
INFINITELY
NEGATIVE	CONTENT	WITH	LITTLE	VISIBILITY		
FOR	THE	MAIN	BRAND	QUERIES		
WILL	HAVE	A	LOT	MORE	VISIBILITY		
IN	THE	NEGATIVE	SERPS
NEGATIVE	SUGGESTIONS	LEAD		
TO	MORE	NEGATIVE	SUGGESTIONS
PREEMPTIVE	REPUTATION	MANAGEMENT	
IS	EASIER
PREEMPTIVE	REPUTATION	MANAGEMENT	
SAVES	COSTS
IT	CAN	BE		
INCORPORATED		
INTO	A	BRAND’S		
EXISTING		
BRANDING	ACTIVITIES
BE	PREPARED
ENSURE	PLENTY	OF	EXPOSURE	FOR		
THE	DESIRED	BRAND	MESSAGE
CONSISTENTLY
NOT	JUST	AT	THE	TIME	OF	CRISIS
EVERY	POSITIVE	MENTION	HELPS
USE	MULTIPLE	CHANNELS		
TO	PUT	OUT	YOUR	MESSAGE
ACTIVELY	USE	SOCIAL	MEDIA
IT	SERVES	DOUBLE	PURPOSE
SOCIAL	MEDIA	PROFILES		
RANK	FOR	BRAND	RELATED	QUERIES
SOCIAL	MEDIA	ACCOUNTS	LET	YOU	COUNTER		
NEGATIVE	DISCUSSION	IN	DIFFERENT	CHANNELS
MAKE	PEOPLE	SEARCH	FOR	YOUR	BRAND		
IN	THE	DESIRED	CONTEXT
BE	CREATIVE	ABOUT	IT	–		
DO	SOMETHING	YOUR	COMPETITOR	WON’T
THE	BENEFIT	GOES	BEYOND		
REPUTATION	MANAGEMENT
WINNING	AT	“SHORT	CLICK”	BOXES:	
MY	BLOG	POST	HERE:	hEp://bit.ly/shortclicks
PREEMPTIVE	REPUTATION	MANAGEMENT		
=		
BETTER	BRAND	IMAGE
Ques6ons?		
Feel	free	to	get	in	touch!	
•  info@irishwonder.com	
•  TwiEer:	@irishwonder	
•  Slideshare	(for	this	and	other	decks):		
hEp://www.slideshare.net/irishwonder/	
•  LinkedIn:	linkedin.com/in/irishwonder	
•  Blogs:		
hEp://www.irishwonder.com/blog/		-	general	SEO	
hEp://www.irishwonder.syndk8.co.uk/	-	darker	
areas

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