ORB works in all discretion on the online reputation of their clients. We put the reputation of our customers in the spotlight – not the customers themselves. These cases are based on collaborations with medium and large enterprises. In order to not compromise the image of our customers, these cases are devoid of identification marks and clear credentials.
Case 1
A specialized law firm, mainly engaged with clients in the financial sector, contacted ORB with a very clear request. The office had been mentioned several times in a series of damaging reports in some national newspapers.
Although the involvement of the firm was countered in follow-up articles, and there was no question of any illegal activity at any moment, this episode continued to haunt the firm online. When customers actively sought the office through search engines, they found negative publicity and a suspicion of a scandal.
The firm called ORB to counterbalance and restore their online image. We had to create a strategy to push the incriminating articles into the background and shift the focus to the operation of the office. For this, we worked on three tracks:
- An SEO optimization of the customer’s own website.
- The development ofseveral satellite websites with corporate information about the firm and its operation.
- Launching aQ&A website about the incriminating article series, with clear communication about the allegations. These were refuted in an unambiguous manner.
The starting point:
- On average,6 out of 8 articles on the first pages of top search engines contained a reference to the problematic episode.
The outcome:
The first pages of the most used search engines’ results now consist of:
- The customer’sown website (top result)
- 5 articlesof the launched satellite websites
- TheQ&A website (varying between the second and third position)
- 1 article in afinancial magazine – with mostly neutral information
The follow-up
ORB continues to monitor the online image of the client and reports bimonthly to the firm. If the situation were to change, our team of online reputation managers would immediately intervene to restore a positive balance.
Case 2
The manager of a medium-sized construction company contacted ORB after the takeover of a competing company.
Before the takeover, this company had run into trouble and faced financial difficulties. Because of this, projects continued to drag on and suppliers were either partially paid or not paid at all.
Although a name change was implemented to reflect the positive takeover, this turbulent period continued to haunt the company through comments on review websites and discussion forums. Due to the absence of a digital strategy within the old company, there was no counterweight presence online.
The company called ORB to settle their new digital presence, so they could turn the page. For this, we first worked on four tracks:
- Building a new websitefor the new company, fully SEO-optimized.
- The launch ofseveral satellite websites with promotional commercial information about the new company.
- The development of varioussocial media channels for business.
- Crossover communicationbetween the various companies involved, via blogs and news.
The starting point:
- NO websitefor the customer.
- 7 out of 8 search results on the first page containednegative publicity – through discussion forums, reviews and newspaper articles.
- 1 result was anobjective statement of the (outdated) business data.
The outcome:
The first pages of the most used search engines’ results now consist of:
- The customer’s own website (top result)
- References to the customer’s social media channels (Facebook and Google+)
- Two satellite websites with promotional or commercial content
- Two references to the business data of the company
- 1 discussion forum
The follow-up:
During the first evaluation, we introduced an extra track, adding a charm offensive on a popular discussion forum. This focused on giving the correct information of the construction company, the takeover and the renewed vision. Currently, ORB still monitors the online imaging of the company and reports quarterly on its progress.
