When a company makes an effort to use the Internet to market its goods and services, it is said to be engaging in search engine optimization. Optimizing for the Internet allows a company to be ranked either in the first spot or on the first page of the search results for a keyword that it has targeted.
With so many different companies trying to target a finite number of keywords, some organizations decide to engage in negative SEO. Instead of creating content that aims to promote its goods, services or company as a whole, it creates content aimed at discrediting a rival.
For the most part, this is highly unethical, but it may be effective at swaying those who know nothing about an organization before finding negative reviews or comments as a top search result listing. In some cases, companies pay for negative reviews or comments while they may also resort to posting inaccurate reviews or poor testimonials on their own.
The good news for companies looking to regain their good name online, a professional SEO company can help. SEO experts will create new content that will outrank whatever negative content currently exists. While this won't eliminate the bad content, it will push it far enough down the search results that it will rarely be seen. Another tactic may be to ask the search engine where the content is indexed to remove it, which means that it will not be seen by anybody.
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