Create new content to be a “reputation shield” to outstrip negative search results

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 24, 2019, 8:25 AM UTC

Work on proactive crisis strategies instead of exercising GDPR’s “right to be forgotten”.

This article discusses General Data Protection Regulation (GDPR)’s “right to be forgotten”, which allows public requests for deleting content that taints the image of the subject or is old or inaccurate information. While these requests are based on varying levels of offence, the absence of strict regulation can “wreak havoc”.

Instead of focusing on expunging negative stories, companies should work on developing positive tactics. Ali Haris, former head of SEO at Macy’s states that SEO is an “integral and immediate strategy” in campaign development. But to counter negative coverage, create new content to overtake the negative search results.

Gene Grabowski, partner at kglobal advises against invoking the law to skirt adverse publicity. He advocates combining traditional PR, SEO and paid search engine marketing instead.

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