The search and online behaviours of stakeholders are influenced by many factors in the connective cyber environment. Stakeholders tend to search for the organisation’s online presence before committing to a relationship with the organisation. If the information of your organisation displayed on Google is incomplete and inaccurate, it damages the organisational branding and image.
This 2-Day Search Engine Reputation Management Masterclass course will focus on:
- Why is online reputation an important part of your overall brand experience?
- How does Google perceives and structures information about your company?
- Is Google showing only relevant and positive information?
- How to improve reputation via integrating Online PR, Legal, Social Media, Content Marketing, and Search Engine Optimisation (SEO)?
- Why is Search Engine Reputation Management (SERM) a vital part of your digital strategy?
- Identify negative citations and assets about your brand
- Manage online brand experience through search and content optimisation
- Adopt a strategic role in SEO for reputation management
- Monitor related terms or mentions about your brand
- Quick wins to gain control for your brand and how to improve positive perception
The Bigger Picture: What is Online Reputation Management (ORM)?
- Types of ORM
- Entities of ORM
- Reasons for ORM Measures
- ORM as a continuous process
Elements of Search Engine Reputation Management (SERM)
- Evolution of SERM
- Types of Integrations
- Spot on – The Google Knowledge Graph
- Data – The Prominence of integrations in search
ORM Dangers and Opportunities
- The potential cost of having no SERM strategy in place
- Knowledge Graph
- Negative SEO
- Controversial situation
- Autocomplete / Google suggest
- The Streisand Effect
- Google Images
Planning and Identifying Negative Sentiments
- SERM in SEO
- Tools at your disposal for this direct control
- Technical optimisation
- Content Optimisation
- Indirect SERM
Execution: Implementation and Measuring the impact of a sustainable SERM Strategy
- Some examples of direct actions you may want to consider from an SEO perspective
- Measuring the impact
Participants will undergo experiential learning through mini-lectures, case studies, group discussions, role plays, quizzes, and videos.
This course is suitable for:
- Business owners who want to make sense of earned media
- Digital marketers who want to strengthen the search engine reputation management skills
- Brand managers whose roles involve the research, planning, development, delivery, and analysis of marketing communications
Categories
More Information
- (Local Institution) MDIS - Service Quality Centre
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