Removing those unwanted pages

Businesses, brands and individual web users alike may have found in the past that some of their search engine rankings are pages which include negative content about them, such as an unfavourable review.

Google's head of web spam Matt Cutts recently claimed that the search engine would not remove the pages if requested to do so, which left the user with two options: to contact the author of the content themselves or - if the page was doing something against the law - to seek legal action.

However, SEOmoz's Randfish has noted that there is a third option.

He notes that "reputation management" is a method "that involves a lot of hard work, diligence and often high expense, but it's usable and useful for businesses and individuals who run into this issue".

Reputation management works by identifying the keywords which lead to these undesirable results and then creating content on multiple sites with the intention of outranking the negative content.

Randfish explains that the next step is to optimise those pages with content and links to achieve rankings higher than the negative content, therefore pushing it further down the rankings.

He concludes that reputation management search engine optimisation is "always an option".

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