An international bank providing financial services in seven European countries encountered a global scandal involving one of its top managers.
Eight pieces of negative content linked to the keywords “Bank name” were detected in the top-20 search results of Google.co.uk, as well as a negative Google search suggestion “Bank name + scandal”.
A range of SEO techniques such as promoting positive content to the top of the search results feed, were used to minimise the impact of the detrimental materials. Twenty new and influential editorials were published to divert public attention away from the scandal, and comment management was used to reduce controversial public debate. Negative Google search suggestion was also replaced by a neutral one.
The top-20 Google.co.uk search results were replaced with positive and influential information about the bank, aiding the restoration of the organisations’ reputation.