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National Consumer Brand: Seizing Control of Its Search Reputation

Challenge

A high-profile executive and owner of a major national consumer brand faced significant challenges to his reputation. He was under attack by a salvo of negative national media stories—from The New York Times, to The Washington Post and The Huffington Post, to local and national broadcast media—with no end in sight.

At the time Elasticity was initially engaged, 90 percent of the results were negative on the first page of Google for the top five related searches. Our challenge? Seize control of his reputation on the first page of Google.

Strategy

We adopted a classic three-phased search engine reputation management approach for capturing control of the first page on Google:

  1. Develop new, positive content using existing digital properties and media relationships.
  2. Co-opt major national media listings into positive or neutral listings.
  3. Aggressively build inbound links to promote the positive content.

Results

Despite the unrelenting negative coverage, we were able to seize control of the first page of Google for all five related search results:/p>

  • We reduced negative sentiment from 90 percent to 3 percent.
  • We increased positive sentiment from 0 percent to 70 percent.