This article was originally published on PR Daily in February, 2015.
Have you ever searched your name on Google? If not, have you searched your favorite celebrity?
Chances are you have, and what you may uncover is not always
good. For example, my latest search of my favorite actor (Brad Pitt) brought up a whole host of articles about his long-over relationship with Jennifer Aniston. Unless they’re hoping to profit off that old
breakup story forever, Pitt’s PR team likely wants the ranking of those articles lowered.
During the past few years, Google has made multiple algorithm updates. While these updates change the way paid SEO firms must operate, they do not significantly change the most effective ways for brands to get good search results. There are still ways that you can raise positive content or bury the not-so-pleasant articles about your product shortfall or latest
Here are some tips to help raise the good content and hide the bad:
1. Issue a press release. Increase the number of press releases on wire services. While we don’t always encourage extra press releases, if you
are not issuing at least one a month this is a simple solution to increase rankings.
2. Comment on news articles. Results coming from a domain such as The New York Times are considered
very credible by Google. While this doesn’t necessarily have the same impact as coverage in The New York Times, it’s better than negative articles.
3. Optimize brand videos. YouTube is often considered the second largest search engine, and promoting images and
videos can help push negative content down further. Some experts say Google ranks your YouTube content higher than pages from a brand's own website. This article also highlights more reasons for why
videos are awesome for search.
4. Contribute content. Draft content for credible publications, such as Wired or Fast Company. To increase reach, you can also pay to promote, giving your content an extra boost.
5. Sponsor content. We’d recommend considering sponsored content or paid ads. There are a whole host of publications, such as VentureBeat, that allow brands to publish advertorials while ensuring that it’s contextually relevant, and
then of course you could try mastering
6. Update or add your online presence to search directories. Make sure directories, such as Crunchbase
and BigSight, are up to date with your latest messaging, as search engines consider these credible when it comes to your
7. Increase owned content. Continue a strong trend of publishing to your brand’s blog and social media profiles. Also, investigate ways
to republish content on other platforms such as SlideShare, Vimeo or Storify.
8. Work with an SEO consultant. If you have tried all of the above and want to try and fight Google’s algorithms, work with an SEO consultant to
determine if you're doing search engine optimization appropriately.
RELATED: Turn your social campaign into an award-winning social campaign. Enter now!
is a vice president at Blanc & Otus, a San Francisco-based communications company that specializes in the
technology sector. A version of this post appeared on the Blanc & Otus blog.