A Practical Guide to Managing Reputation in Search Results
Influencing what appears when someone searches a brand or person's name.
Samir Haddad
At a glance
- Removal limits search engines remove content only in specific circumstances
- Owned properties profiles and sites you control can rank for your name
- Legal routes defamation and rights complaints follow their own processes
- Suppression publishing positive content takes time
Why it matters
Why it matters: Negative results on the first page affect sales and hiring, and removal is rarely an option.
Best practice
- Claim and maintain owned profiles
- Publish substantive content on brand terms
- Use formal removal processes where they apply
- Respond to criticism publicly where appropriate
- Monitor brand results regularly
Common pitfalls
Watch out for:
- Fake reviews and accounts
- Legal threats as a first response
- Expecting search engines to remove criticism
- Reputation work started after a crisis
When to call in a specialist
Bottom line Bring in help when brand search results damage the business.
Where this comes from
- Google Search Central — Removing content from Google Search
- Federal Trade Commission — Trade Regulation Rule on the Use of Consumer Reviews and Testimonials
The figures and practices above come from the sources listed.
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Where to go next
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