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.

Marketing

SLIDESHARE.NET/AlexJudd2
HOW TO PROTECT YOUR ONLINE
REPUTATION: LESSONS FROM THE
FTSE100
ALEX JUDD // Grayling //
@AlexJuddz

Limited SEO
knowledge
Struggle to measure
effectiveness
PR
Media expertise
Creative
@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

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

How is this effecting UK
businesses?
@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

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

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

@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

Slideshare.net/AlexJudd2
Alex.judd@grayling.com
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\ Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives. Key Takeaways: Understand how search engines work Be able to find out where your users search Know what is required for each discipline of SEO Feel confident creating an SEO Plan Confidently measure SEO performance

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025. And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos. So is there science behind what makes people absolutely irresistible on camera? The answer: definitely yes. In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.

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

1. SLIDESHARE.NET/AlexJudd2 HOW TO PROTECT YOUR ONLINE REPUTATION: LESSONS FROM THE FTSE100 ALEX JUDD // Grayling // @AlexJuddz

2. BRAND SEARCH SEO PR @AlexJuddz / #brightonSEO

3. Focus on non- brand Limited media knowledge SEO Technical expertise Effective at measurement @AlexJuddz / #brightonSEO

4. Limited SEO knowledge Struggle to measure effectiveness PR Media expertise Creative @AlexJuddz / #brightonSEO

5. BRAND SEARCH SEO PR @AlexJuddz / #brightonSEO

6. Search engines are vital to reputation @AlexJuddz / #brightonSEO

7. On average, they drive the most amount of traffic to any website @AlexJuddz / #brightonSEO Conductor, Web Visit Channel Distribution, 2014

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. Just one negative search result can cause up to 22% potential leads to go elsewhere @AlexJuddz / #brightonSEO Moz, 2015

10. Everyone is searching for your brand @AlexJuddz / #brightonSEO

11. CUSTOMERS & CLIENTS Up to 3x more likely to convert with a branded search @AlexJuddz / #brightonSEO Kuno Creative, 2012

12. CANDIDATES 73% Google search a company before applying @AlexJuddz / #brightonSEO Career Builder, 2015

13. Over half start their search for information online LEGISLATORS @AlexJuddz / #brightonSEO Oxford Academic, 2015

14. & MORE Investors… journalists… @AlexJuddz / #brightonSEO

15. 54% of people searching for FTSE100 brands see negative content @AlexJuddz / #brightonSEO

16. @AlexJuddz / #brightonSEO

17. How is this effecting UK businesses? @AlexJuddz / #brightonSEO

18. FTSE 100 @AlexJuddz / #brightonSEO

19. On average, 47% of their website traffic comes from organic search @AlexJuddz / #brightonSEO SimilarWeb, 2018

20. What does the landscape look like? @AlexJuddz / #brightonSEO

21. @AlexJuddz / #brightonSEO

22. @AlexJuddz / #brightonSEO

23. WikipediaSocial media Media @AlexJuddz / #brightonSEO

24. Stock information Employer information @AlexJuddz / #brightonSEO

25. How are UK brands performing? @AlexJuddz / #brightonSEO

26. 80% had negative content on their first page on results @AlexJuddz / #brightonSEO

27. 39% of which had negative content over six months old @AlexJuddz / #brightonSEO

28. 23% of which had negative content over a year old @AlexJuddz / #brightonSEO

29. Who is producing the negative content? Media, 99% Reviews Forums @AlexJuddz / #brightonSEO

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. @AlexJuddz / #brightonSEO

32. 54% of people searching for FTSE100 brands see negative content @AlexJuddz / #brightonSEO

33. Up to 14.8 million potential leads going elsewhere @AlexJuddz / #brightonSEO

34. What’s the solution? @AlexJuddz / #brightonSEO

35. Quality owned content Issues management & media relations Search engine optimisation Engaging social media channels @AlexJuddz / #brightonSEO

36. Top tips

37. @AlexJuddz / #brightonSEO Bid on your brand keywords

38. @AlexJuddz / #brightonSEO Implement “organizational” schema mark-up

39. @AlexJuddz / #brightonSEO Claim your Knowledge Panel

40. @AlexJuddz / #brightonSEO Utilise Google Posts

41. @AlexJuddz / #brightonSEO Get serious about Glassdoor

42. @AlexJuddz / #brightonSEO Stop driving engagement to negative news