Corporate Reputation Repair Case Study
Competitors of our client used negative SEO and damaging local reviews to hurt our client’s online reputation. We used a combination of national corporate reputation repair and local review management to solve the problem.
Executive Summary
- Client: U.S.-based Real Estate Investment Firm
- Challenge: Addressing negative SEO and damaging local reviews believed to be from competitors
- Objective: To repair the national corporate reputation and manage local reviews effectively
- Strategies Implemented: National search result suppression and local review management
- Outcome: Improved local star ratings and suppressed negative national search results
- Duration: 10 months
Situation Analysis
A prominent real estate investment firm faced a dual threat: negative SEO tactics employed by competitors and damaging local reviews across various offices in the U.S.
The Challenge
The firm had to counteract the negative impact of:
- An attack site with SEO-optimized negative content.
- Negative reviews in local search results, coinciding with competitor locations.
Objective
The campaign aimed to:
- Suppress negative national search results.
- Improve local online reviews and ratings.
Solution Set
National Search Result Suppression
- Background Check: Investigated the blogger behind the attack site, deciding against engagement to avoid further negative content.
- Content Strategy: Generated positive, SEO-optimized content to push down negative results.
Local Online Review Management
- Thumbs Up/Down Campaign: Implemented a feedback system to filter customer experiences, directing satisfied customers to review platforms.
- Complaint Resolution: Provided a direct channel for dissatisfied customers to seek resolution, improving service quality and customer satisfaction.
- Workflow Development: Created a blueprint for the client to convert positive experiences into positive reviews, resulting in a star rating increase from two to 4.5 within six months.
National Reputation Strategy
- Search Term Analysis: Identified and targeted key search terms leading to the client’s site.
- Content Development: Created a new web page with a financial calculator optimized for relevant search phrases.
- SEO Campaign: Conducted a comprehensive SEO campaign for positive content and refreshed social media strategies.
- Content Calendar: Established a system for ongoing content updates to maintain positive search momentum.
Outcome
Local Review Improvement
- Star Rating: Enhanced the firm’s star rating from two to 4.5 on review platforms.
- Customer Sentiment: Shifted online sentiment by improving local conversion rates through effective review management.
National Search Results
- Suppression Success: Negative content was pushed from the first page of Google to the seventh, with stable results.
- Organic Search Improvement: The firm’s website content saw organic growth and improved search rankings.
Optimized Web Content
- Enhanced Web Presence: The client’s website now features optimized content that serves as a resource for real estate industry queries.
Benefits for the Client
- Dual Strategy: The combination of review management and ethical SEO practices led to immediate and long-term reputation improvements.
- Sustainable Results: Eighteen months post-campaign, the firm’s reputation continues to strengthen, with the review management tool further improving star ratings.
- Collaborative Approach: Worked in tandem with the client, providing tailored solutions for a robust corporate reputation.
Conclusion
The firm successfully navigated the complex challenge of negative SEO and local reviews with a strategic approach that delivered both immediate and enduring benefits, reinforcing its reputation and standing in the competitive real estate market.
Tags: Case Studies, Online Reputation Repair.
