Let us say that a negative search result is identified and it cannot be removed from the source or from the search engine (Google, Bing, Facebook, etc.). The next step is to identify positive search results that exist below the negative.
We call these PBNs or 'Positives Below Negative.' These are search results that search engines think are relevant, and therefore deserving of high search results. But they tend to be returned just below the negative.
We assume the search engine thinks the content is good, but not quite good enough. So we help search engines to understand that the PBN is actually more relevant than the negative, thereby causing the positives to rise. With enough effort channeled into improving PBN rankings, you can effectively "bury" negative reviews in search results.
Instead of relying on wishes and luck, we take a more systematic approach to suppressing negative content. First, we identify existing content. This means we look at your social media presence, articles, blogs, and Wikipedia pages. Technical aspects of each existing content piece are examined, as are the types of content, and search engine optimization factors. We're really trying to understand "user intent" so we can solve your problem more effectively by understanding what people are actually looking for. This helps us understand why people and engines think certain content is deserving of high marks.
After this, high quality additional content based on the objective is created. We work to make the experience better for the user. In so doing we not only help our clients, but make the web better for everyone.
We find gaps in content by looking at the online profiles of competitors and similar entities. For example, unreported charity work may be leveraged, and images, news articles, press releases, websites, and so on, may be designed, developed and populated. This gives search engines more to consider when deciding which results will be sufficiently honored to be placed on the first page of search results.Google and other search engines recommend that you attempt to get in contact with the administrator of the news websites that have published the negative article about you or your company and request that they delete the derogatory story.
Because the administrator's of online news publications can be difficult to find and get a hold of, and because even if you do successfully get in touch with an admin of the news sites in question, they're typically reluctant, if not downright unwilling, to accommodate request to remove content, this option seldom produces the desirable results. In most cases, the attempt to identify and contact website administrators of online news publications results in a wild goose-chase or a disappointing denial to remove the negative article.
Not anymore. In the past, a large part of web reputation management strategy was the creation of obscene amounts of online content. Then, well... prayer. This used to work; however, times have changed. This was the "build it and they will come" mentality. While the majority of reputation management companies still use this method with far less success than previously, nowadays it's important to promote existing and new web properties so that search engines consider them to be good enough to rise above the negative search results. It takes both content and promotion.
What follows is only a very brief explanation of how Reverse SEO works to bury negative news articles on search engines like Google. For our current purposes however, it should suffice.
By pushing negative articles down on search engine results pages, such companies are able to hide harmful content published by major news sites and by doing so greatly reduce the online visibility of negative news stories on Google Search. Because only a very small (less than 10%) of people go past Page 2 of search results when performing a query on Google or another Search Engine, burying negative articles with the search engine reputation management tactics adopted by these firms is often sufficient to repair an internet reputation that's been tarnished by an old newspaper publication showing up on the web.
If you're interested in learning more about how Reverse SEO is used in online reputation management for internet reputation repair via search engine suppression this article does a good job of explaining what Reverse SEO, search engine suppression and online reputation management are and how they can help you combat negative newspaper articles and other bad press on internet searches.
Web reputation promotion is expensive because it involves research, outreach to publishers, content creation, negotiation, administrative costs, and much more. There are a lot of people involved because the majority of the effort cannot be automated. Inferior online reputation agencies don't execute real search engine marketing, but since it's essentially invisible to the client no one's the wiser. Reputation Management Webcide.com uses search engine promotion for all suppression projects.
For instance, a company like The New York Times has an outsized voice online. If they write something unflattering about a brand it could crush the company, causing millions in damages. This is because a company like the New York Times has massive authority to search engines. What they say is essentially more important than what the average blogger says by default. Since large publishers tend not to remove content, the only path to saving the brand is through a combination of online reputation strategies designed to beat them. That means better content, better promotion, and higher authority. It's tough to do, but quite possible.
It's possible because after a period of time the publisher is usually no longer promoting the content. It will eventually begin to flatline. New content and inbound links will no longer be added at the original pace. This provides opportunity to create something more relevant.
The last option is the most effective to get rid of negative newspaper articles on the internet. Online reputation management (ORM) services allow individuals to enlist expert help. In many instances of negative news publications, ORM companies have worked with the websites from which you would like to remove the negative article and have contacts in the news site's editorial department that can facilitate the de-indexation of your article, resulting in the article being removed from search engines.
When reputation management companies are unable to remove or de-index an article they can suppress the negative link so that it no longer appears on the first few pages of Google Search. Because most people don't look beyond the 2nd or 3rd page of search results, this is normally the best way to hide negative information (that can't be removed or de-indexed) on the internet.
Another common approach to removing defamatory news articles from Google Search and the internet is to consult with an attorney.
Seeking legal counsel to remove news articles only works if at least one of the following is applicable:
The news article contains statements that are demonstrably false and defamatory
The news article copied from a source that is the rightful copyright owner of the content contained in the article.
If (1) applies to your situation, click here to learn more about submitting a legal content removal request to Google. If (2) is applicable, click here to learn how to use a DMCA takedown request to remove news from a website.
In most cases, for people trying to remove negative news, neither (1) nor (2) apply, leaving the victim of the negative news publication with no legal recourse to take to get the story removed. This leads us to a third option: use the services of a third-party online reputation management or content removal service.