Reputation Management – Saving your Good Image

“There is no such thing as bad advertisement” – What may have been true in times long gone doesn’t apply to the internet age anymore. Not only does the web grant each single user a much greater coverage and outreach it also never forgets.

Back in the days an unsatisfied customer would have aired her displeasure by telling friends and family about the unpleasant service or the bad quality of a product. Days later the whole issue would have been forgotten for good.

Whenever a company had gotten bad press it surely had to go through tough time and had to manage a lot of backlash, but sooner or later the accusing article would have been lost in the news archives and vanished from the collective memory.

With some luck the company name would even have stuck to some people’s minds and over the time have left a fuzzy somewhat unseizable yet neutral image, which brings us back to the opening statement.

These days a single user can already do some heavy damage to a company’s reputation. A negative review is easily written and may in the worst case start an actual shitstorm when amplified through the echo chambers of social media.

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Does Google prefer negative or skeptical content?

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. Read more