franchise brands and online reputation management
TRANSCRIPT
Achieving Positive Suggested Search Results to
Improve a Franchise Brand’s Online Reputation
What Are Suggested Search Results?
An online reputation is more than basic search results. It also encompasses your franchise brand’s suggested search results.
When your potential franchise leads start typing your brand’s name into Google, what does the search engine auto fill in the search bar?
If those auto filled terms are negative, like lawsuit or complaints, you could lose a franchise lead before they hit the enter button.
Background
Our client had an online reputation problem. Not only were negative search results driving
business away from our franchise client and damaging the exceptional reputation the brand
had developed during its 30 years in business, when a user typed the brand name into the
search box, Google auto-filled the results with nasty terms like complaints and lawsuits.
These auto-filled suggested search results were directing clients and franchise prospects to
look at the worst content online about the brand. Out of the four auto-filled suggested
search terms Google provided when you typed the brand or CEO’s name into the search
bar, 3 were negative and only one was positive.
The Idea
Suggested search results are created by Google based on how many searches are done for
a particular word or phrase, search trends and personalized search criteria based on location
and a person’s search history.
So, Fishman PR asked ourselves, how do we make an impact and change those negative
suggestions to positives?
By directing people to search for positive terms, we could capitalize on how Google creates
suggested search results to bring positive news up and change the auto-filled suggested
search results. To do that we created an online scavenger hunt!
eBlast
The franchise brand’s already built list
of event attendees provided the
perfect participant list for the online
scavenger hunt. Each attendee
received an eBlast encouraging them
to win a free iPad Air if they
participated in the online scavenger
hunt.
Landing Page
The eBlast each person received directed
them to signup for the online scavenger hunt
on our customized landing page where we
captured their emails for further
communication.
Question Emails
The landing page captured the information for
*** people who indicated they would like to
participate in the online scavenger hunt and
receive further communications.
Question Emails
Contestants in the online scavenger hunt would receive
one emailed question each day, for 10 days, once they
signed up to participate on the landing page.
Question Emails
These emailed questions featured a hint
button that linked to a specific Google search
inquiry – increasing volume and traffic
frequency to those search terms.
Results
The first online scavenger hunt
was able to drastically change
the negative auto-filled
suggested search terms to
positive results.
50% negative suggested
search decrease
50% positive suggested result
increase
Contact Us
Contact Rachael Wachstein,
Vice President of Content Marketing for a free consultation:
(847) 945-1300