Searchlove London 2018 - Controlling branded SERPs and preventing negative press

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The document discusses strategies for controlling branded search results and preventing negative press online. It addresses monitoring search results for negative content, claiming and optimizing Google My Business profiles, securing positive press mentions through local and national outlets, adding relevant information to Wikipedia pages, responding to reviews on sites like Yelp and YellowPages, and controlling the narrative by proactively sharing brand messages across online and local citations and press. The goal is to manage online visibility and sentiment through an active digital marketing approach.

Marketing

Controlling
branded serps and
preventing
negative press
Laura Hogan
@lauralouise90

#SearchLove | @lauralouise90Source: Rayernomics

Negativity
gets more
attention
#SearchLove | @lauralouise90

what can you do
if you have
negative
results?
#SearchLove | @lauralouise90

google
my
business
#SearchLove | @lauralouise90

photos
reviews
posts
products
q&a
bookings
#SearchLove | @lauralouise90

it’s ace on
mobile
takes up a
ton of real
estate

branded
press
#SearchLove | @lauralouise90

#SearchLove | @lauralouise90
local
press
national

Over 500 new
members
#SearchLove | @lauralouise90

#SearchLove | @lauralouise90
second serp
listing

#SearchLove | @lauralouise90
sentiment
key people
history

the moderators
are very picky
#SearchLove | @lauralouise90

copy a live
listing into
your sandbox
#SearchLove | @lauralouise90

23 leads
Over £220K of potential revenue
#SearchLove | @lauralouise90

local reviews
#SearchLove | @lauralouise90

Yell
Yelp
Newspapers
Local Sites
#SearchLove | @lauralouise90

seven out of ten page one
listings are citations, reviews
and job sites.
70%
#SearchLove | @lauralouise90

brightlocal
have a great
resource for
citation sites
#SearchLove | @lauralouise90
Brightlocal Citation List

1000+ visits
#SearchLove | @lauralouise90

#SearchLove | @lauralouise90
ingredients
recipe
pink slime
how made
made of
new recipe
youtube video

we’re
controlling
the narrative
#SearchLove | @lauralouise90

let’s
roundup
#SearchLove | @lauralouise90

thank you
laura hogan
@lauralouise90
slideshare.net/LauraHogan1

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