Google’s decision to publish advice on reputation management will be welcomed by corporate website owners. But while useful, it stops short of detailing the full range of damage limitation techniques being offered by search specialists like Cimex.
Google, negative results and ‘Reputation Management’
16 October 2009
Google has today issued useful guidance on what site owners can do to tackle potentially embarrassing search results.
In issuing guidance about ‘reputation management’ - namely, influencing how an organisation is perceived online, and what information is available relating to that organisation – Google is actually tackling a big reputation management issue of its own: that search engines should be responsible for ‘fixing’ negative results.
No doubt a major source of correspondence for Google’s customer service teams, there’s clearly a perception that as well as fine tuning search results based on user feedback and trends, it should also amend results based on feedback from corporate sources.
But the reality is that Google is relatively powerless. While the search giant reminds users that it doesn’t own the internet and that its search results ‘simply reflect what’s already out there on the web,’ Google can’t be seen to manipulate its search results for fear of accusations of commercial gain or censorship of the web.
Think before you hit submit
Google’s first suggestion in managing your reputation online is pre-emptive, in that it suggests site owners think hard before putting potentiality sensitive information online. A topic which Cimex frequently covers in web safety guidance for youth sites, it’s worth remembering that while a comment might be appropriate at the time, search engines can make it very easy to find that information later out of context. As Google says, ‘don’t assume that just because your mom doesn’t read your blog, she’ll never see that post about the new tattoo you’re hiding from her.’
Tackle it at source
If there’s a less than positive web page about your organisation appearing in results pages, Google suggests targeting the site itself – ie contact the publisher of the site, rather than Google. Once the content in question has been removed, organisations can hurry the removal of the old content from Google using its URL removal tool.
Proactively publish information
What if the webmaster doesn’t reply or refuses your request - for example, if someone posts a negative review of a business on a restaurant review or consumer complaint site. In this instance, suggests Google, do all you can to get positive web pages to outperform the negative results in results pages. Publish relevant and positive content in the form of news, blogs, photos and social media activity to replace that negative content.
Outperform negative pages with SEO
Google’s advice on managing visibility on the web will no doubt be welcomed by website owners, particularly the admission that webmasters aren’t always so quick to take down offending content.
But while Google’s topline guidance is useful, it does of course stop short of detailing the full range of ethical damage limitation services offered by search specialists like Cimex.
Using advanced search engine optimisation (SEO) techniques we’ve gained over the 15 years we’ve been in business, we can help you manage your search engine results pages (SERPs) and make your visibility on the web a much more positive experience.
Find out more about our reputation management and SEO services.