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© Peregrine Communications 2020. All rights reserved.
Making your Google Page 1 resilient
W E B I N A R S E R I E S
© Peregrine Communications 2020. All rights reserved. 2
Agenda
1. What is ’Google Page 1’ anyway?
2. Why does it matter?
3. The half-life of search results
4. What does a bad GP1 look like?
5. What does a good GP1 look like?
6. How you can build a strategy for
managing your search resilience
Anthony Payne
Chief Executive
Daniel Jason
Director
G O O G L E P A G E 1
Speakers
Dimitry Volos
Senior Web Developer
© Peregrine Communications 2020. All rights reserved. 3
1. What is Google Page 1
• Shows how well your brand is
represented in its own search results
• Assesses how effective your owned
assets are
• Measures how resilient your brand’s
Google Page 1 is
G O O G L E P A G E 1
© Peregrine Communications 2020. All rights reserved. 4
2. Why does it matter?
• Our Global 100 Research shows that 12%
of asset management firms have negative
media sentiment on their Google Page 1s
• Your Google Page 1 is your online
corporate brochure – but unfortunately
Google decides what your audiences see
G O O G L E P A G E 1
© Peregrine Communications 2020. All rights reserved. 5
3. The half-life of negative content
G O O G L E P A G E 1
• Every firm will experience bad news days
at some point
• The critical issue is how resilient your
online presence already is
• This is defined by:
- How robust is your existing presence?
- How quickly can you get negative news flow
off your Google Page 1?
© Peregrine Communications 2020. All rights reserved. 6
4. What does a bad Google Page 1 look like?
What could they have done differently?
• Handle the media crisis better
• No website breakdown or
segmentation, so they own less space
• Limited social channels, so they own
less space
• No video, so they own less space
• Created a strong pipeline of fresh,
positive content to knock the
negative news-flow from their GP1
G O O G L E P A G E 1
© Peregrine Communications 2020. All rights reserved. 7
5. What does a good Google Page 1 look like?
What makes it so good?
• Optimised website breakdown
dominates the top of GP1
• Good use of social channels takes
control of another 20% of the page
• Five positive third party validations
from Tier 1 media
G O O G L E P A G E 1
© Peregrine Communications 2020. All rights reserved. 8
6. How you can build a strategy for your GP1
Requires multi disciplinary approach:
• Right content
• Right channels
• Right SEO/ distribution
G O O G L E P A G E 1
© Peregrine Communications 2020. All rights reserved. 9
6. How you can build a strategy for your GP1
Having a strategy for your GP1 is
paramount and there are four key elements
to a good GP1 strategy:
• The plan
• The assets
• The content pipeline
• A response plan
G O O G L E P A G E 1
© Peregrine Communications 2020. All rights reserved. 10
6. How you can build a strategy for your GP1
The plan:
• Know your risks
• Assess your GP1 resilience
• Conduct an audit of your existing assets
G O O G L E P A G E 1
© Peregrine Communications 2020. All rights reserved. 11
6. How you can build a strategy for your GP1
The assets:
• When we talk about assets we mean things
like social media accounts, video content,
third party media validations, websites and
blogs you own
• The crucial issue here is not just having the
assets but making sure Google values these
things as highly as possible.
• This means you need strong traffic and
engagement to these assets
G O O G L E P A G E 1
© Peregrine Communications 2020. All rights reserved. 12
6. How you can build a strategy for your GP1
Content pipeline:
• Content is critical because strong content
means your existing GP1 will be more efficient
• And it means it will be quicker to dislodge
negative news flow or other third party
content from your GP1
G O O G L E P A G E 1
© Peregrine Communications 2020. All rights reserved. 13
6. How you can build a strategy for your GP1
G O O G L E P A G E 1
Setting up a response plan
• Even with strong Google Page 1, sometimes a
negative news story can break into the top search
results for your brand. For this reason, a contingency
plan is essential.
• A contingency plan is usually composed of
two things:
- Evergreen news or content that can be disseminated
quickly and gain traction with your audience
- A plan for rapidly creating and deploying new assets—e.g.
this could be video content which is a useful tactic as video
content tends to have high engagement, is highly rated by
Google and also takes up more space in search results
© Peregrine Communications 2020. All rights reserved.
In summary
G O O G L E P A G E 1
• You can't ignore your Google Page 1 and hope it will
always be immune from negative third party content
• A Google Page 1 strategy has four core components:
- A plan to highlight areas for improvement
- Assets to be created or augmented
- A content pipeline to feed engagement and boost ranking
- A response plan to mitigate effects from negative newsflow
14
© Peregrine Communications 2020. All rights reserved.
Questions?
© Peregrine Communications 2020. All rights reserved.© Peregrine Communications 2020. All rights reserved.
peregrinecommunications.com
Tom Wood
Creative Director
+44 20 3040 0880
Anthony Payne
Chief Executive
+44 20 3178 6869
Thank you for attending
• We will send you a link to the recorded session
• Please fill out feedback survey
• Questions?
anthony.payne@peregrinecommunications.com
daniel.jason@peregrinecommunications.com
dimitry.volos@peregrinecommunications.com
© Peregrine Communications 2020. All rights reserved.
peregrinecommunications.com
Daniel Jason
Director
+44 (0) 20 3040 0888
Anthony Payne
Chief Executive
+44 20 3178 6869
Dimitry Volos
Senior Web Developer
+44 (0) 20 3178 6868

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Making your Google Page 1 resilient

  • 1. © Peregrine Communications 2020. All rights reserved. Making your Google Page 1 resilient W E B I N A R S E R I E S
  • 2. © Peregrine Communications 2020. All rights reserved. 2 Agenda 1. What is ’Google Page 1’ anyway? 2. Why does it matter? 3. The half-life of search results 4. What does a bad GP1 look like? 5. What does a good GP1 look like? 6. How you can build a strategy for managing your search resilience Anthony Payne Chief Executive Daniel Jason Director G O O G L E P A G E 1 Speakers Dimitry Volos Senior Web Developer
  • 3. © Peregrine Communications 2020. All rights reserved. 3 1. What is Google Page 1 • Shows how well your brand is represented in its own search results • Assesses how effective your owned assets are • Measures how resilient your brand’s Google Page 1 is G O O G L E P A G E 1
  • 4. © Peregrine Communications 2020. All rights reserved. 4 2. Why does it matter? • Our Global 100 Research shows that 12% of asset management firms have negative media sentiment on their Google Page 1s • Your Google Page 1 is your online corporate brochure – but unfortunately Google decides what your audiences see G O O G L E P A G E 1
  • 5. © Peregrine Communications 2020. All rights reserved. 5 3. The half-life of negative content G O O G L E P A G E 1 • Every firm will experience bad news days at some point • The critical issue is how resilient your online presence already is • This is defined by: - How robust is your existing presence? - How quickly can you get negative news flow off your Google Page 1?
  • 6. © Peregrine Communications 2020. All rights reserved. 6 4. What does a bad Google Page 1 look like? What could they have done differently? • Handle the media crisis better • No website breakdown or segmentation, so they own less space • Limited social channels, so they own less space • No video, so they own less space • Created a strong pipeline of fresh, positive content to knock the negative news-flow from their GP1 G O O G L E P A G E 1
  • 7. © Peregrine Communications 2020. All rights reserved. 7 5. What does a good Google Page 1 look like? What makes it so good? • Optimised website breakdown dominates the top of GP1 • Good use of social channels takes control of another 20% of the page • Five positive third party validations from Tier 1 media G O O G L E P A G E 1
  • 8. © Peregrine Communications 2020. All rights reserved. 8 6. How you can build a strategy for your GP1 Requires multi disciplinary approach: • Right content • Right channels • Right SEO/ distribution G O O G L E P A G E 1
  • 9. © Peregrine Communications 2020. All rights reserved. 9 6. How you can build a strategy for your GP1 Having a strategy for your GP1 is paramount and there are four key elements to a good GP1 strategy: • The plan • The assets • The content pipeline • A response plan G O O G L E P A G E 1
  • 10. © Peregrine Communications 2020. All rights reserved. 10 6. How you can build a strategy for your GP1 The plan: • Know your risks • Assess your GP1 resilience • Conduct an audit of your existing assets G O O G L E P A G E 1
  • 11. © Peregrine Communications 2020. All rights reserved. 11 6. How you can build a strategy for your GP1 The assets: • When we talk about assets we mean things like social media accounts, video content, third party media validations, websites and blogs you own • The crucial issue here is not just having the assets but making sure Google values these things as highly as possible. • This means you need strong traffic and engagement to these assets G O O G L E P A G E 1
  • 12. © Peregrine Communications 2020. All rights reserved. 12 6. How you can build a strategy for your GP1 Content pipeline: • Content is critical because strong content means your existing GP1 will be more efficient • And it means it will be quicker to dislodge negative news flow or other third party content from your GP1 G O O G L E P A G E 1
  • 13. © Peregrine Communications 2020. All rights reserved. 13 6. How you can build a strategy for your GP1 G O O G L E P A G E 1 Setting up a response plan • Even with strong Google Page 1, sometimes a negative news story can break into the top search results for your brand. For this reason, a contingency plan is essential. • A contingency plan is usually composed of two things: - Evergreen news or content that can be disseminated quickly and gain traction with your audience - A plan for rapidly creating and deploying new assets—e.g. this could be video content which is a useful tactic as video content tends to have high engagement, is highly rated by Google and also takes up more space in search results
  • 14. © Peregrine Communications 2020. All rights reserved. In summary G O O G L E P A G E 1 • You can't ignore your Google Page 1 and hope it will always be immune from negative third party content • A Google Page 1 strategy has four core components: - A plan to highlight areas for improvement - Assets to be created or augmented - A content pipeline to feed engagement and boost ranking - A response plan to mitigate effects from negative newsflow 14
  • 15. © Peregrine Communications 2020. All rights reserved. Questions?
  • 16. © Peregrine Communications 2020. All rights reserved.© Peregrine Communications 2020. All rights reserved. peregrinecommunications.com Tom Wood Creative Director +44 20 3040 0880 Anthony Payne Chief Executive +44 20 3178 6869 Thank you for attending • We will send you a link to the recorded session • Please fill out feedback survey • Questions? anthony.payne@peregrinecommunications.com daniel.jason@peregrinecommunications.com dimitry.volos@peregrinecommunications.com © Peregrine Communications 2020. All rights reserved. peregrinecommunications.com Daniel Jason Director +44 (0) 20 3040 0888 Anthony Payne Chief Executive +44 20 3178 6869 Dimitry Volos Senior Web Developer +44 (0) 20 3178 6868