ENTERTAINMENT > NATIONAL CONSUMER BRAND
Sentiment Analysis
CHALLENGE
This high-profile executive and owner of a major national consumer brand faced significant challenges to his reputation. Dozens of national media stories - from The Washington Post to The Huffington Post to The New York Times - poured out, negatively impacting the reputation of this owner.
My team was tasked with strategy, planning and execution of improving the sentiment of this national consumer brand. At the time, 90 percent of Google's organic search results were negative.
STRATEGY
Our search engine reputation management strategy consisted of promoting positive content through production and link building structures. Ultimately, this captured the control of Google's first page. Our approach included:
- Developing new, positive content using existing digital properties and media relationships.
- Co-opting major national media listings into positive or neutral listings.
- Building internal and external link structures to promote the positive content.
RESULTS
Negative national news coverage continued in this three year period. Despite this, we eliminated negative sentiment from Google's first page of search results:
- We reduced negative sentiment from 90 percent to 3 percent.
- We increased positive sentiment from 0 percent to 70 percent.
