We combine positioning and branding with an array of tools to better understand your target audience, what they care about, where they hang out and what messages resonate with them the most. We then work with you on creating, executing and monitoring your marketing campaigns.
The client was a global religious organization with a worldwide membership of about 15 million.
As they grew their presence online, they noticed that negative content was in many cases outranking their own content for important keywords. Chris Padilla, our co-founder and CEO, led the mandate to help the organization build their brand resilience.
The organization was looking for a way to leverage their community and extensive media content to gain more control of the brand online. This would include internal education around the tools and strategies that could be employed to help navigate the negative content without calling attention and maintaining a white hat approach to SEO.
1. Optimize organization listings to rank for particular keywords based on geographic location
2. Engage with community influencers and key members of the media relations team to begin creating more positive content.
3. Build a platform for community volunteers to be able to share courses and training material that volunteers could use to share content across the globe.
In order to leverage their extensive global presence, we listed all
organization properties on Google Local. We optimized these listings to rank for important geographical keywords. These listings provided positive, rankable assets across Google search results.
We activated a base of community influencers and key members of the media relations team to encourage them to create and promote positive branded content. This included inviting influencers to events and providing resources that they could leverage from their personal blogs and channels.
Community Education Program .
We built an education platform for community volunteers to provide them with the resources they needed to share personal religious-focused content online. The platform enabled us to share courses and training material that encouraged them to write and share their own content using important topics and keywords.
The tabloid article was successfully displaced, and additional negative content that has been published since has also been displaced quickly because of the client’s strong online presence. 80% of the first page of search results is controlled, and the client has a strong and engaged social media following. This ongoing digital presence has helped the client find opportunities to further her work.
Through the local listing optimization, we created new opportunities to rank for 2,000,000+ keywords globally.
Drove 600,000+ active users to the education platform to engage in creating content in various languages
Reclaimed almost 80% of search results for a keyword for which negative content had previously been ranking.
Activated hundreds of influencers that had a combined reach of 50,000,000+