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As much time and effort that marketers put into improving visibility within search results, not all search engine ranking pages (SERPs) are good. Increasing numbers of companies are experiencing the sharp edge of the sword from disgruntled employees or customers taking advantage of the amazingly simplistic process of publishing content to the web.
Negative search results are not limited to standard search engines either. Blog search engines, video sites like YouTube, social news such as Digg and news search can be affected as well. See Google Blog Search for examples of the recent comments about Microsoft from former employee Robert Scoble.
Negative commentary can have a significant impact on brnads that companies have spent years and immense resources to build. It pays to protect those brands where ever consumers can interact with them.
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