PR and 'Search'

© Unibet Group plc 2011

Main themes: PR & NavigationWhy PR matters to GooglePR and influence online

PR & Navigation

Blenders!

YouTube Channel Views: 6,861,090Total Upload Views: 163,891,583Subscribers:391,640

Reviews are good. I’m buying!

Google.com search

Strange, where is Blendtec.com?I thought they made a... 'tough blender', 

So they can’t do their own pitch…

Remember – search engines still rule when it comes to capturing users at the point of highest commercial intent.

Get a 'home run' and think about navigation. • Google navigates you around the internet• PR campaign triggers a search• Are you ranked for that phrase?

Why PR matters to Google

Links are votes

Some votes are more important than others

48 Slides | Nick Garner 2011 | Unibet

66.46% = Link related

Don't participate in link schemes designed to increase your site's ranking or PageRank. In particular, avoid links to web spammers or "bad neighborhoods" on the web, as your own ranking may be affected adversely by those links.• Links intended to manipulate PageRank• Links to web spammers or bad neighborhoods on the web• Excessive reciprocal links or excessive link exchanging ("Link to me and I'll link

to you.")• Buying or selling links that pass PageRank

Google Webmaster guidelines

Google likes 'natural' votes

© Unibet Group plc 2011 67 Slides

PR and influence online  Online Reputation management (manipulating SERPS) 

Reputational risk worries corporates

12th Annual Harris Interactive U.S. Reputation Quotient® (RQ®) Survey

Of course, reputation only really matters to certain companies. 

Ryanair don't mind a terrible reputation on customer care,  because they win on price

Nike probably do care about sweatshops.

http://en.wikipedia.org/wiki/Nike_sweatshops Nike began to monitor working conditions in factories that produce their products.[10] During the 1990s, Nike installed a code of conduct for their factories. They spend about $10 million dollars a year to follow the code, adhering to regulations for fire safety, air quality, minimum wage, and overtime limits. In 1998, Nike introduced a program to replace its petroleum-based solvents with less dangerous water-based solvents.[3] A year later, an independent expert[who?] stated that Nike had, "substituted less harmful chemicals in its production, installed local exhaust ventilation systems, and trained key personnel on occupational health and safety issues."[2] The study was conducted in a factory in Vietnam.

Recently, Nike has developed an intensive program to deal with claims of unfair practices. Nike hired a staff of 97 people to randomly inspect several hundred of their factories each year.[citation needed] Nike also gave the Fair Labor Association, a working conditions watchdog, the privilege to randomly inspect any factory that produces Nike products.[citation needed]

Nike has audited roughly 600 factories since 2002, giving each a score on a scale of 1 to 100, which is then associated with a letter grade, A through D. Some factories receive an A and most receive a B. When a factory receives a grade of D or lower, Nike threatens to stop producing in that factory unless the conditions are rapidly improved. In 2004, Nike expanded their monitoring process even further to include environmental and health issues.[10]

Nike response

Remedies

Deal with the source of the issue!

Submit a Court Order to Google

"We use this form to review court orders against third parties who have posted allegedly unlawful content. If your court order is directed to Google, don't use this form - we don't accept service of process here.

If your court order does not identify content specifically by URL, please provide the exact URLs of the content that you’re concerned about and identify what section of the order applies to each URL.

Completing and submitting this form does not guarantee that any action will be taken on your request."

Reputation management on Google

There are three main cases where 'reputation' SEO can be used:

• To bury bad news about yourself or your company • To downgrade your competitor's sites • Targeted Negative SEO (TNS) attack on the website

Summary

Google is very influential, because users trust Google as a 'friend', so PR (guiding opinion) is important here.

Connecting 'navigation' with PR is important (sometimes)

PR is becoming core to the 'prominence/voting system' Google uses. When it comes to reputation management, Google can be manipulated in your favor.