Online Reputation Management For New CEO Of A UK Company.

The incoming CEO of a UK company received an multi million pound bonus around the same time that his previous company reported disappointing earnings and had to make large scale redundancies. A newspaper reported on the situation and the article showed up prominently in both the CEO’s and his new employers search results and remained there for months. Search engines such as Google tend to give prominent media sites high authority and trust. Thus, an unflattering article from a top media site poses a particularly difficult online reputation challenge, since such articles often rank highly for months or even years.

My solution was to optimise content on the website of his new company that would rank highly for the CEO’s name. In addition, I optimised profiles for the CEO on social sites such as LinkedIn, Twitter, Facebook and YouTube and linked them to the CEO’s corporate bio. Finally, I created and promoted across the Internet new stories about the CEO’s philanthropy to balance the negative impression from the newspaper article.

The result: Within four months, the newspaper article sank from No. 2 on Google to No. 15.




  • Confidential
  • 2015

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