Global Software Company Solidifies Consistent Narrative & Perception Online

Overview

In order to reach and maintain industry leadership, large brands with multiple offerings must consolidate many messages into one consistent brand narrative across search and AI. That requires a strategic foundation of assets designed to influence consumer perception and optimized for search and chat.

We partnered with a global software company facing brand visibility challenges — inconsistent narratives, sentiment, and controllability — that were creating confusion among the target audience. With so many unique offerings and a digital landscape with inconsistent and third-party narratives, capturing the right perception and increasing market share was a struggle.

Our owned asset strategy created consistency and brought order to the search results and People Also Ask (PAA) panel, influenced the narrative in AI tools, and created a cohesive experience for the brand’s audience.

Results

% favorable results

Increased favorable page one results, while decreasing ranking position of unfavorable results.

% controllability

Increase in the number of brand owned assets across top 20 results.

% volatility of results

Reduced the number of unique results per search for a more consistent narrative.

The Challenge

The brand offers dozens of software solutions in an extremely competitive market and had a complex digital footprint with many pages and assets that weren’t strategically optimized to impact narrative control or brand perception, leading to confusion.

The Solution

Terakeet executed a strategy aimed at increasing the consistency of brand search results through a network of assets designed to highlight the brand’s preferred narrative. This helped the brand capture opportunities and fill gaps in search, AI, and PAA results, creating narrative positivity, consistency, and control.

Our Approach

Highlighting the Preferred Narrative

We began by aligning on the client’s preferred narrative and goals, one of which was to create a consistent narrative to highlight in search. Then we analyzed the landscape to detect gaps and opportunities, revealing high-impact asset optimizations. This included optimizing social profiles, ensuring accuracy on Wikipedia, and leveraging brand subsidiaries to strengthen the narrative.

This helped increase narrative visibility in search while creating more consistent results in the AI tools and large language models (LLM) that millions of people use. To fortify these results, and maintain consistency in the top 2 search pages, we also worked with organizations close to our client to publish narrative-aligned content.

Optimizing for Large Language Models (LLM)

We didn’t just build assets to impact Google Search, we made sure that our optimizations extend to LLMs like Gemini and ChatGPT. When brands show up differently for each search in Google, that inconsistency flows into AI-generated answers about the brand. With that comes a loss of controllability and influence over the narrative. We created and optimized all assets to feed better, more controlled and consistent visibility in the most popular AI platforms.

21.25

PAA ownership

Increased appearances of brand owned and controlled content in People Also Ask Google feature in under 6 months.

Strength in Partnership

Terakeet emphasizes transparency, trust, and collaboration with each of the partnerships in our portfolio. By integrating with disparate client teams and departments, we’re able to drive more dynamic and impactful results for brand visibility, reputation, perception, and beyond. This allows us to deliver customized strategies designed to work with diverse clients with unique and evolving needs.

The result:

Consistent, Controlled Brand Visibility

By developing a constellation of owned and controlled optimized assets, we were able to increase the brand’s controllability, consistency, and favorability across search and AI. This shift has drastically changed the brand’s search results, reducing volatility and improving customer experience so that the brand can lead, even against some of the most recognizable names in the industry.

The brand, through this partnership, turned uncontrolled results into an ecosystem for influence and positive perception.