AI algorithms and Google visibility: what businesses need to know about reputation in the digital world

25/ 11/ 2025

On 19 November, a workshop titled “Reputation Management in Digital World” was held, organised by the European Business Association’s Marketing and Communications Committee together with the communications company Truman. Speaker Oleksandr Zaporozhets, Associate Partner and Head of Crisis and Digital Reputation at Truman, explained why reputation management is critically important for businesses across different sectors. During the workshop, participants discussed: Why communications should be a strategic function within a company rather than a series of isolated PR activities. How to properly define goals and KPIs, and align the communications strategy with the overall business strategy. Approaches to defining effectiveness metrics: from actions — to solving a task — to achieving a strategic objective. The importance of audience segmentation and differentiated communications depending on target groups. A separate part of the workshop was devoted to a company’s visibility in social media and search engines, as well as to the key components and tools of SERM (Search Engine Reputation Management). Oleksandr provided examples of tools that can be used to strengthen a company’s online visibility, including: a Wikipedia page, dossiers and biographical media materials, company and top-management profiles on social media, authored columns, SEO-optimised websites. The discussion also covered how artificial intelligence algorithms interact with search results and why AI outputs largely rely on data from Google and other search engines. At the end of the session, the speaker shared useful tools he employs in his work for media analytics (YouScan, Looqme, Semantrum) and for SERM/AIRM (Ahrefs, Serpstat, SE Ranking). Participants actively engaged in the discussion and asked questions, which made the workshop practical and valuable. Many thanks to Oleksandr and the Truman team for a rich and insightful workshop! We look forward to seeing you at the next EBA PR & Marketing Hub events.

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On 19 November, a workshop titled “Reputation Management in Digital World” was held, organised by the European Business Association’s Marketing and Communications Committee together with the communications company Truman.

Speaker Oleksandr Zaporozhets, Associate Partner and Head of Crisis and Digital Reputation at Truman, explained why reputation management is critically important for businesses across different sectors.

During the workshop, participants discussed:

Why communications should be a strategic function within a company rather than a series of isolated PR activities.
How to properly define goals and KPIs, and align the communications strategy with the overall business strategy.
Approaches to defining effectiveness metrics: from actions — to solving a task — to achieving a strategic objective.
The importance of audience segmentation and differentiated communications depending on target groups.

A separate part of the workshop was devoted to a company’s visibility in social media and search engines, as well as to the key components and tools of SERM (Search Engine Reputation Management).

Oleksandr provided examples of tools that can be used to strengthen a company’s online visibility, including:

a Wikipedia page,
dossiers and biographical media materials,
company and top-management profiles on social media,
authored columns,
SEO-optimised websites.

The discussion also covered how artificial intelligence algorithms interact with search results and why AI outputs largely rely on data from Google and other search engines.

At the end of the session, the speaker shared useful tools he employs in his work for media analytics (YouScan, Looqme, Semantrum) and for SERM/AIRM (Ahrefs, Serpstat, SE Ranking).

Participants actively engaged in the discussion and asked questions, which made the workshop practical and valuable.

Many thanks to Oleksandr and the Truman team for a rich and insightful workshop! We look forward to seeing you at the next EBA PR & Marketing Hub events.