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Your digital presence (or your client’s) is an important asset. It is the medium though which most people learn about an organization or an individual.

Google and other search engines are designed to automatically crawl billions of pages and build an enormous database comprising information of different types. The algorithmic composite — calibrated to quickly satisfy the searcher — often misses the mark. This can lead searchers to inaccurate or harmful conclusions, resulting in real world decisions.

That’s why it is important for brands to take control of their online presence in a deliberate way. Three interests are competing for primacy in search: The searcher’s interest for accurate and relevant information; Google’s interest in satisfying the searcher; and a company’s interest in presenting its narrative.

We work to achieve the ideal overlap between those considerations, where all three are reasonably satisfied.

Your digital presence (or your client’s) is an important asset. It is the medium though which most people learn about an organization or an individual.

Google and other search engines are designed to automatically crawl billions of pages and build an enormous database comprising information of different types. The algorithmic composite — calibrated to quickly satisfy the searcher — often misses the mark. This can lead searchers to inaccurate or harmful conclusions, resulting in real world decisions.

That’s why it is important for brands to take control of their online presence in a deliberate way. Three interests are competing for primacy in search: The searcher’s interest for accurate and relevant information; Google’s interest in satisfying the searcher; and a company’s interest in presenting its narrative.

We work to achieve the ideal overlap between those considerations, where all three are reasonably satisfied.

WHO needs Five Blocks?

Typically, clients come to us in crisis, but even after the urgent issue is solved, they realize that a strong online presence will prevent further issues in the future and continue working with us on an ongoing basis. Of course, we would encourage brands and individuals to optimize their digital presence well before a crisis hits. Clients and PR Partners often choose Five Blocks for the following reasons:

  • Online Crisis Management for Executives and Brands

  • Strategic focus on a specific reputational area, like Employer Brand, or ESG

  • People can't find the brand or confuse it with another entity

  • Unfavorable or irrelevant information appears prominently in search

  • Wikipedia does not present the full picture

  • Assisting PR partners' digital strategies

Our Approach

Google’s algorithms process all information available online so that they can provide a sort of dossier about any topic as quickly as a searcher can submit it. This is a tall order. Google needs to understand what the searcher means – is she asking about a specific person or company? Is there a direct answer to the question? Where is the searcher located? Do we know what else this searcher usually searches?

 

From our experience and research, we have concluded that long-term solutions that help solve and prevent digital reputation issues will need to be natural; represent different voices (authority types); and not depend on tricks or loopholes in Google’s algorithm (low-risk).

 

Using technology and big data analysis, we create and implement a deliberate, holistic, customized, and confidential plan to optimize and prioritize desired content, so that these elements populate top results, helping you control the narrative.

  • Analysis & Strategy

    We use technology and big data analysis, working with clients and their PR teams to plan a deliberate search presence.
    • Peer and Competitor Appraisal and Forensics
      Understanding sources of content and how to impact them; ensuring our clients are taking advantage of available opportunities, especially ones that competitors are leveraging; and identifying specific threats
    • Keyword and Term Targeting
      Term targeting and enhancement, using multiple analytics tools
    • Reputation Tracking: IMPACT™
      IMPACT™ is our proprietary tracking and analytics platform. It tracks individuals, brands, and issues over time, as compared to peers, and across geographies and languages, providing real-time monitoring and actionable insights that are critical to understanding and influencing digital reputation

  • Ownership & Optimization

    The more results that are owned and controlled, the further searchers will need to go before they find less favorable results.
    • SEO of Owned Websites
      On-page and off-page SEO of owned websites and other assets you can control such as owned social pages and platforms (YouTube, Twitter, LinkedIn, Facebook)
    • Optimization of Google Features
      As Knowledge Panel / Images / Video / People Also Ask Box and more
    • Content Strategy - Based on User Intent
      Particularly on clients’ corporate sites – to leverage opportunities, such as providing answers to popular questions, and serving searchers something unique
    • Wikipedia Strategy
      Expert navigation of the complex Wikipedia environment and working with the editor community to ensure proper representation on this important platform
    • Location & Language
      Ensuring that stakeholders searching in various languages and locations see the desired information about a brand
    • Social Media and Business Profile
      Optimization of existing content, and of Social media and Business profile sites
    • Elevating Target Third-Party Content
      Such as news, and news box, along with Review sites

  • Proactive Reputation Building

    • Monitoring and Tracking
      Ongoing monitoring and tracking of digital presence, and calibration in real time
    • New Opportunities
      Identification and analysis of new opportunities (and potential challenges) as they arise
    • All Hands on Deck
      Ensuring all PR efforts are reflected online
    • Entity Definition
      Being deliberate is key. Google sees itself as an answer engine, and prefers to deliver coherent results relating to a specific entity. Defining your online presence as an entity using platforms such as Schema.org and Wikidata helps searchers see better structured and more relevant search results.

Reputation Through Different Lenses

Paradigm Shift

PR, Marketing, and Brand professionals orient their messaging towards specific audiences. Online Reputation, as well, should be viewed this way, since different audiences will be searching for different things. Programs can focus on one or more of these areas, based on optimizing for relevant search terms, thereby impacting the way specific internal and external stakeholders experience the brand.

 

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