Securing the SERP: An Executive Reputation & Knowledge Panel Strategy
Client: A high-profile CEO of a national financial services (YMYL) firm.
Challenges We Faced
The client was a respected expert, but their personal search results were damaging their credibility:
Old Negative News
An article about a minor regulatory fine from 15 years ago was ranking #2 for their full name.
No Personal Brand
They had no “personal” assets (no personal website, weak LinkedIn) to control their own narrative.
Misleading Knowledge Panel
Their Google Knowledge Panel was sparse and pulled a negative quote from the old article.
YMYL Topic
As a finance CEO, Google’s E-E-A-T standards were extremely high.
Control Your Personal Brand
“Is a negative search result hurting your career? Our Executive Reputation Management services can help you take control.”
Our Approach – How We Solved These Challenges
Comprehensive Reputation Audit
We “Googled” the CEO’s name and all variations to create a complete map of all positive, neutral, and negative assets.
Positive Content Creation
Fully optimized LinkedIn, Twitter, and Crunchbase profiles.
Drafted a new, neutral, well-sourced Wikipedia page.
Off-Page SEO
We ran an editorial outreach campaign to get the CEO quoted as an expert in 10+ top-tier finance publications (e.g., Forbes, Bloomberg).These links built the authority of their new personal site.
Wikipedia & Knowledge Panel
After building enough new, 3rd-party authoritative mentions (from our outreach), the new Wikipedia page was approved, which immediately reset and corrected their Google Knowledge Panel.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Negative Article Ranking | Position #2 | Page 3 (#24) | -22 spots |
| Positive-Controlled Search | 1 | 8 | +700% |
| Secured Knowledge Panel | No / Incorrect | yes | N/A |
Free Personal SERP Analysis
“Google your name. Don’t like what you see? Book a Free, Confidential Consultation with our reputation management agency!”
Advice for Marketers & Brand Owners
- Control your name. If you don’t own the search results for your name, someone else will. This is the core of Executive Reputation Management.
- The best way to get a Knowledge Panel is to build neutral, third-party mentions on authoritative sites (like industry news and Wikipedia).
- A personal website is the #1 asset you can control and should be the #1 ranking result for your name.
- In YMYL, you must build E-E-A-T. Getting “expert quotes” in major publications is the best way to do this.
Extra Factors That Made It Work
- The Off-Page SEO campaign to the new personal site was what gave it the power to hit rank #1.
- Securing the Wikipedia page was the final “lock” on the positive Knowledge Panel.
- Using Google Alerts and Brandwatch for real-time monitoring of the CEO’s name.
