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Preemptive Reputation Management

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Julia Logan a.k.a. IrishWonder
Julia Logan a.k.a. IrishWonder

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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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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