We specialise in suppression, direct removal and conversation strategy for:

  • Unfair reviews
  • Forum posts
  • Blog posts
  • Press articles
  • Announcements on government websites
  • Social media activity

What can you do to improve my online reputation?

The easily accessible nature of the Internet means it enables and empowers individuals to write publicly (and sometimes very visibly) about individuals and companies that can be unfair, unbalanced or simply untrue. More often than not, these unfavourable mentions of a name or company will appear on the front page of search engines such as Google. This can have a very negative effect on how a company is perceived online.

The most effective means to address this issue is either via a SEO suppression strategy or content removal negotiation.

SEO Suppression Strategy

The SEO suppression strategy attempts to bury uncontrolled and unfavourable content using SEO techniques below more favourable content that you can control. This works because unfavourable user content often has a very low level of SEO authority, so by applying a basic level of SEO strategy to more favourable properties, the unfavourable results can be suppressed. With enough favourable results, the unfavourable results can be suppressed to page two, dramatically decreasing their visibility.

Content Removal Negotiation

Content removal negotiation should not be overlooked as a possible solution to reputation management problems. While businesses may feel that they have been hard done by with an unfavourable review, acknowledging the reviewer’s concern can ultimately work out to be the quickest and cheapest method to restoring online reputation. There are many paths to content removal negotiation, such as responding to the individual directly with an apology, a product make-good offer or a financial settlement, among others. The best way to approach this is by knowing what an apology is worth. At Scott Shorter, we can assist in mediating between parties and value the offer, resulting in a higher success rate.

Brand Protection – Risk prevention strategies

A proactive approach to reputation management strategy is a defensive move aimed at ensuring that the top 10 positions in Google feature favourable content. When possible, these steps should be taken before any negative attention has a chance to find its way onto the front page.

A typical pre-emptive strategy for brands includes the creation of favourable search results which are supported with SEO techniques. It is paramount to the success of this strategy that SEO is applied to ensure the stability of results against the introduction of new and unfavourable content.

Other preventive strategies can include the creation of social media profiles, such as Google+, Facebook, Twitter etc. Additional positive and official references to your company can be created in business directories that are not likely to allow negative comments or ones that allow you to control the conversion. To ensure that these new pages appear on the first page of Google for your business name, SEO is required to improve the individual relevance and authority of the respective pages.


Social Media


Did you know that social media enables and empowers individuals to reach a broad audience and damage a brand reputation in real time? Online conversation by third parties discussing your brand will be happening right now whether you like it or not.

As companies grow they may be unaware of negative customer experiences, which may be voiced online. It is proven that an individual’s social recommendations increase sales; however the converse is equally true. A customer’s negative tweet, Facebook status or review tends to be trusted by their network of friends (who are, more often than not, a matching demographic and potential sales base). Responding to these events in real time can not only minimise damage, it can convert disgruntled customers into loyal fans and make a lasting impression on a broader network of like-minded individuals.

To respond to these comments a real time social media monitor tool must be employed to identify comments as they happen. Not only is it impossible to identify where these comments are happening without such a tool, the primary benefits of responding early ensures that a cascade of negative comments do not accumulate.

Identifying the comments in real time is the first step in the strategy. The second step is authorising a representative to reply, this is critical, as defusing the situation requires careful consideration. A reply strategy that does not involve the company director’s time is essential to making this a cost effective activity. With a carefully thought out response strategy and clear escalation channel, the day to day social media task of monitoring and replying can be outsourced in most cases. Having daily or weekly reporting and carefully planned escalation channels will ensure a low time investment for the company while accurately presenting the brand in a conflict situation.

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