Restoring a Cryptocurrency Trading Company’s Reputation After Competitor Attacks
Challenges
The primary goal was to improve the company’s online reputation in its target countries and increase customer loyalty. When the Scale Final SERM team started working on the project, they discovered that some of the competitors had already made some moves against the client:
- Poor Trustpilot rating: The company’s Trustpilot rating was significantly low, below the industry average and indicated a lack of trust among customers.
- Competitors wrote 94 negative reviews. All reviews showed the same pattern: New profile, 2 positive reviews per well-known brand in EMEA + 1 bad review about our customer.
- Over 100 negative forum comments were shared in local forums.
- 3 negative articles were published in well-known local media.
- Reduced customer trust: The abundance of negative content significantly reduced customer trust in the company, impacting customer loyalty and potentially affecting new customer acquisition. In 1st month alone, this directly impacted conversion and even the LTV of the product.
Solution
Scale Final developed a comprehensive approach to improving the client’s online reputation. This included suppressing negative content, optimizing digital footprints using SEO and proactively engaging with review platforms to restore the company’s image.
We have used legal techniques to shut down the websites and platforms that spread lies about the company. We have sent more than 120 letters to hosting providers and domain registries. We used social engineering and local laws to remove 50% of negative websites from the SERP.
With our own production of YouTube content, we reached top results in YouTube searches for branding keywords and beat the competition.
Publishing and negotiating content: We published 16 positive articles on respected local media platforms, significantly increasing the company’s online presence. Scale Final also negotiated with media platforms to remove inaccurate information and change published materials.
Engagement with the review site: We worked to improving the company’s reviews on Trustpilot by consolidating local accounts for a unified review strategy.
We posted 200 positive and neutral comments about the client on forums and blogs.
Outcomes
In the first two months, the Scale Final team has achieved some remarkable milestones:
- Trustpilot rating improvement: the company’s Trustpilot rating has improved remarkably, rising from 2.5 to 4.2.
- Google search results: The company achieved a 100% positive hit rate on the first page of Google search results. The positive and neutral content coefficient in active search queries rose to 90%.
- The client’s profit reached the previous level in 3 months, and after 6 months, it increased by 31%.
- Improved online reputation: The company’s strategic initiatives significantly reduced negative online content and increased positive and neutral visibility accordingly.
Before the intervention:
- A significant presence of negative reviews and content on Google, YouTube and Trustpilot indicated a difficult online reputation scenario.
- The company’s Trustpilot rating was well below expectations, indicating a negative perception among customers.
After the intervention:
- The Trustpilot rating growth to 4.2, reflecting improved customer satisfaction.
- Google search results for the company showed 100% positive content on the first page.
- Significant increase in positive and neutral online content, improving the company’s digital footprint.
