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Local Civic Leader: Seizing Control of His Search Reputation

Challenge

A community leader in a major U.S. city was plagued by local negative media coverage as a result of an outrageous lawsuit. Consequently, half of the first-page results on Google searches were negative. To compound matters, the results were from powerful, local and national media outlets. In the eight weeks leading up to the trial, our job was simple: control messaging about our client on the front page of Google.

Strategy

Given the urgency, we deployed an aggressive search engine reputation management program designed to displace the negative results from the front page of Google. We quickly built additional content, leveraging new microsites, blogs and social media properties. At the same time, we co-opted the major media pieces, promoting neutral pages on the sites where we had created user profiles optimized for our client’s name. We systematically built links to our targeted content.

Results

We delivered, and quickly. After only five weeks, we controlled the first two pages of Google for all relevant search terms. The client was thrilled and felt reassured that online media and publicity would not haunt him during the upcoming trial.