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Preemptive Reputation Management

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Preemptive reputation management can save brands a lot of trouble and costs and can be easily integrated into the existing brand building activities - BrightonSEO April 2018

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Preemptive Reputation Management

  1. 1. Julia Logan IRISHWONDER’S SEO CONSULTING Preemp6ve Reputa6on Management @irishwonder hEp://www.slideshare.net/irishwonder
  2. 2. BUILDING A BRAND IS TIGHTLY CONNECTED WITH CREATING A BRAND MESSAGE
  3. 3. INFLUENCING HOW PEOPLE SEE THE BRAND
  4. 4. BRAND BUILDING REPUTATION MANAGEMENT
  5. 5. BRAND IMAGE
  6. 6. SOCIAL MEDIA
  7. 7. SEARCH
  8. 8. THIRD PARTY MENTIONS
  9. 9. MULTIPLE SOURCES CONTRIBUTING TO BRAND IMAGE AND REPUTATION
  10. 10. ONLINE REPUTATION DISASTERS CAN HAPPEN TO ANYONE
  11. 11. MODERN BRAND SERPS: NOT JUST WHAT RANKS FOR THE BRAND NAME
  12. 12. SEARCH SUGGESTIONS
  13. 13. SEARCHES RELATED TO X
  14. 14. PEOPLE ALSO ASK BOXES
  15. 15. NEWEST ADDITION: “SHORT CLICK” BOXES
  16. 16. EACH OF THESE ELEMENTS IS A POTENTIAL RISK FOR THE BRAND REPUTATION
  17. 17. NEGATIVE SEARCH SUGGESTIONS LEADING TO NEGATIVE CONTENT
  18. 18. IT’S NOT COMPLETELY IMPOSSIBLE TO MEND A BRAND’S REPUTATION
  19. 19. FIXING A BAD REPUTATION IS A PAINFUL AND COMPLICATED PROCESS WITH NO GUARANTEED OUTCOME
  20. 20. IF SOMETHING BAD STARTS RANKING ORGANICALLY, HOW TO REMOVE IT?
  21. 21. NEGATIVE SEO?
  22. 22. IF TRACED BACK TO THE BRAND, IT CAN DO MORE DAMAGE
  23. 23. NEGATIVE SEO ATTEMPTS CAN BE EASILY TRACED BACK
  24. 24. ANOTHER METHOD: PUSH IT DOWN BY OUTRANKING
  25. 25. THIS REQUIRES A LOT OF POSITIVE EXPOSURE IN MULTIPLE ONLINE RESOURCES WITH GREAT VISIBILITY QUICKLY
  26. 26. THE MORE NEGATIVE CONTENT EXISTS OUT THERE, THE MORE EFFORT IS NEEDED TO REMOVE IT
  27. 27. NEGATIVE PIECES GET CLICKS FROM THE SERPS LEADING TO THEM STICKING THERE
  28. 28. IF PEOPLE START SEARCHING FOR NEGATIVE QUERIES THEY GET MORE PROMINENCE
  29. 29. THE LONGER A NEGATIVE PIECE STAYS RANKING, THE HIGHER THE CHANCE IT WILL STAY THERE INFINITELY
  30. 30. NEGATIVE CONTENT WITH LITTLE VISIBILITY FOR THE MAIN BRAND QUERIES WILL HAVE A LOT MORE VISIBILITY IN THE NEGATIVE SERPS
  31. 31. NEGATIVE SUGGESTIONS LEAD TO MORE NEGATIVE SUGGESTIONS
  32. 32. PREEMPTIVE REPUTATION MANAGEMENT IS EASIER
  33. 33. PREEMPTIVE REPUTATION MANAGEMENT SAVES COSTS
  34. 34. IT CAN BE INCORPORATED INTO A BRAND’S EXISTING BRANDING ACTIVITIES
  35. 35. BE PREPARED
  36. 36. ENSURE PLENTY OF EXPOSURE FOR THE DESIRED BRAND MESSAGE
  37. 37. CONSISTENTLY
  38. 38. NOT JUST AT THE TIME OF CRISIS
  39. 39. EVERY POSITIVE MENTION HELPS
  40. 40. USE MULTIPLE CHANNELS TO PUT OUT YOUR MESSAGE
  41. 41. ACTIVELY USE SOCIAL MEDIA
  42. 42. IT SERVES DOUBLE PURPOSE
  43. 43. SOCIAL MEDIA PROFILES RANK FOR BRAND RELATED QUERIES
  44. 44. SOCIAL MEDIA ACCOUNTS LET YOU COUNTER NEGATIVE DISCUSSION IN DIFFERENT CHANNELS
  45. 45. MAKE PEOPLE SEARCH FOR YOUR BRAND IN THE DESIRED CONTEXT
  46. 46. BE CREATIVE ABOUT IT – DO SOMETHING YOUR COMPETITOR WON’T
  47. 47. THE BENEFIT GOES BEYOND REPUTATION MANAGEMENT
  48. 48. WINNING AT “SHORT CLICK” BOXES: MY BLOG POST HERE: hEp://bit.ly/shortclicks
  49. 49. PREEMPTIVE REPUTATION MANAGEMENT = BETTER BRAND IMAGE
  50. 50. 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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