- Client: Renowned Regional Law Firm
- Challenge: A single highly visible negative blog post undermining the firm's established trust and marketing efforts
- Objective: To diminish the negative blog post's visibility and impact
- Strategies Employed: Digital Investigation, Content Creation, Outreach, and Search Engine Marketing
- Outcome: Visibility of the negative blog was reduced from 90% to less than 3%. That is, less than 3% of people saw the post after our work was complete.
- Duration: Initial improvement observed within 90 days
The client, a leading law firm known for its aggressive marketing and exceptional service in representing accident victims, faced an online reputation threat that was affecting their client acquisition.
Despite a strong advertising presence, the firm's potential clients were being swayed by a highly-ranked negative blog post that surfaced during brand-related searches, leading to a noticeable loss in business opportunities.
The primary aim was to neutralize the negative blog post's influence, either through removal or by significantly reducing its search engine visibility.
Approach & Strategy
1. Removal Efforts
- Digital Forensics: Utilized innovative techniques, including a tracking pixel in an email, to uncover the blog owner's location.
- Identification: Narrowed down potential suspects who might have motives against the firm, although conclusive identification was not possible.
- Outreach: Made several attempts to contact the blog owner to discuss the content, all of which were met with silence.
2. Suppression Tactics
- Content Dominance: Developed a content strategy to overshadow the negative post with positive narratives about the firm's achievements and client testimonials.
- Industry Collaboration: Engaged with industry influencers and media to amplify the reach of positive content.
- SEO Campaigns: Implemented targeted search engine marketing to boost the rankings of favorable content.
- Search Result Shift: The negative blog post's prominence in search results began to wane within the first 90 days.
- Suppression Success: Over time, the post was demoted to the bottom of the first page and eventually to the second page, significantly diminishing its influence.
Through a combination of strategic content dissemination and savvy search engine marketing, the law firm's reputation was safeguarded, and the negative blog post's impact was successfully mitigated.