After working on many and versatile Online Reputation Management projects we have seen a phenomenon that reoccurs over and over again: Negative or discriminating content about individuals or companies often ranks better than equal positive content
And that’s not all: It seem like Google clearly prefers these critical voices. Even though all other ranking factors (like topicality, more and better backlinks, better content on a stronger domain, etc.) may point towards the positive article, Google still clings to the discriminating one and ranks it higher.
Online Reputation Management (ORM) in a nutshell
A negative, critical or potentially damaging article ranking on the first page of Google when searching for a person or company often poses a serious threat to an individual’s reputation.
There are several ways of dealing with such an issue: Spanning from taking the criticism seriously and responding to it in an appropriate way, directly contacting the content creator and asking for removal, to applying legal measures or having Google delete the search result (“right to be forgotten”). If all fails there is only one thing left to do: The negative listing in Google’s search results has to be pushed downwards, ideally to the second page.