{"id":789744,"date":"2025-11-25T10:45:06","date_gmt":"2025-11-25T08:45:06","guid":{"rendered":""},"modified":"2025-11-27T10:36:44","modified_gmt":"2025-11-27T08:36:44","slug":"shi-algorytmy-ta-vydymist-u-google-shho-maye-znaty-biznes-pro-reputatsiyu-u-tsyfrovomu-sviti","status":"publish","type":"post","link":"https:\/\/new.eba.com.ua\/en\/shi-algorytmy-ta-vydymist-u-google-shho-maye-znaty-biznes-pro-reputatsiyu-u-tsyfrovomu-sviti\/","title":{"rendered":"AI algorithms and Google visibility: what businesses need to know about reputation in the digital world"},"content":{"rendered":"
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On 19 November, a workshop titled \u201cReputation Management in Digital World<\/strong>\u201d was held, organised by the European Business Association\u2019s Marketing and Communications Committee together with the communications company Truman.<\/p>\n

Speaker Oleksandr Zaporozhets, Associate Partner and Head of Crisis and Digital Reputation at Truman<\/strong>, explained why reputation management is critically important for businesses across different sectors.<\/p>\n

During the workshop, participants discussed:<\/p>\n

    \n
  • Why communications should be a strategic function within a company rather than a series of isolated PR activities.<\/li>\n
  • How to properly define goals and KPIs, and align the communications strategy with the overall business strategy.<\/li>\n
  • Approaches to defining effectiveness metrics: from actions \u2014 to solving a task \u2014 to achieving a strategic objective.<\/li>\n
  • The importance of audience segmentation and differentiated communications depending on target groups.<\/li>\n<\/ul>\n

    A separate part of the workshop was devoted to a company\u2019s visibility in social media and search engines<\/strong>, as well as to the key components and tools of SERM<\/strong> (Search Engine Reputation Management).<\/p>\n

    Oleksandr provided examples of tools that can be used to strengthen a company\u2019s online visibility<\/strong>, including:<\/p>\n

      \n
    • a Wikipedia page,<\/li>\n
    • dossiers and biographical media materials,<\/li>\n
    • company and top-management profiles on social media,<\/li>\n
    • authored columns,<\/li>\n
    • SEO-optimised websites.<\/li>\n<\/ul>\n

      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.<\/p>\n

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

      Participants actively engaged in the discussion and asked questions, which made the workshop practical and valuable.<\/p>\n

      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.<\/p>\n","protected":false},"excerpt":{"rendered":"

      On 19 November, a workshop titled \u201cReputation Management in Digital World\u201d was held, organised by the European Business Association\u2019s Marketing and Communications Committee together with the communications company Truman. Speaker […]<\/p>\n","protected":false},"author":33544,"featured_media":692520,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[15564,15563,15574],"tags":[],"class_list":["post-789744","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lobbying-news-en","category-main-news-en","category-news-and-articles-from-association-en"],"_links":{"self":[{"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/posts\/789744","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/users\/33544"}],"replies":[{"embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/comments?post=789744"}],"version-history":[{"count":0,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/posts\/789744\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/media\/692520"}],"wp:attachment":[{"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/media?parent=789744"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/categories?post=789744"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/tags?post=789744"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}