Demonstrating the importance of brand search results and how to influence them, ensuring people only see positive, controlled content when searching for your organisation.

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

43. @AlexJuddz / #brightonSEO
Gain and promote positive branded news
stories

44. @AlexJuddz / #brightonSEO
EarnedPaid
OwnedSocial
BRAND
RESILIENCE

45. Slideshare.net/AlexJudd2
Alex.judd@grayling.com
@AlexJuddz