Background and Brief:
Brighthouse approached MediaVision to address the outdated negative press that continued to hamper their brand’s credibility in the search engine results pages (SERPs) predominantly Google UK. The negative press was largely limited to forums where the most recent comment was 2 years old. These issues were inherited by the current management team as the customer service levels have improved dramatically over their tenure.
The negative pieces dominated 40% of all the front page search results for the “Brighthouse” brand search. This was clearly not ideal.
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Fig 1: “Brighthouse” Google.co.uk search at the start of the project
Strategy:
On further analysis, MediaVision discovered that many and more recent positive news pieces were not getting any front page coverage. MediaVision worked closely with Brighthouse and Financial Dynamics, Brighthouse’s PR Agency, to map out a strategy and timetable that would not only reduce the presence of the negative articles, but also replace them with positive pieces.
Results:
This resulted in an increase in the positive results in positions 3 to 8, as well as a reduction of negative results from 4 items to only 1 item. Brighthouse was thrilled at the outcome of the project. The only negative item that remained was the consumer forums which are notoriously difficult to dislodge. Progress was being made to dislodge this listing as the project ended.
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Fig 3: “Brighthouse” Google.co.uk search result at the end of the project