| The saying that all publicity is good publicity is not | | | | generate the maximum amount of business from their |
| strictly true. If a celebrity constantly has bad press, this | | | | website. So, in order to minimise the ill effects of bad |
| will eventually have a negative effect on their | | | | publicity, high profile people will use search engine |
| reputation and the way they are perceived by the | | | | optimisation for reputation protection. |
| public. Everybody is allowed to make mistakes and | | | | A thorough understanding of search engines and the |
| most people understand that any mistake a celebrity | | | | way they work is crucial to managing an online |
| makes will be magnified tenfold through the press. This | | | | reputation effectively. Software is available to try and |
| does put a certain responsibility on them to behave in | | | | cover it but each individual will need bespoke handling |
| a certain way and many of them do but with the | | | | and software simply doesn't cover it. Software is |
| spotlight of the world's paparazzi constantly on them, | | | | useful for tracking the bad publicity but cannot do |
| impeccable behaviour is bound to slip occasionally. And | | | | anything about where it appears in a search engine. |
| why shouldn't they? They are only human after all. | | | | The saying that bad news travels fast is true. So, |
| However, when one of us minions slips up and has a | | | | thanks to all the social networking sites and blogs that |
| drunken brawl in the street no-one takes a great deal | | | | are now online, any bad news is quickly replicated and |
| of notice and we can still turn up to work the next day | | | | finds its way to the top of the search engine. Search |
| and earn the same amount of money - albeit a little | | | | engines love blogs because they are mostly text |
| sheepishly. It's a little different for those who people | | | | based and the information is relatively fresh most of |
| expect to see setting an example and continuous bad | | | | the time so will spider them regularly. |
| press can have disastrous effects on a career. | | | | A search engine optimisation company worth its |
| So, what can they do to counteract it? Given that a | | | | money will show tact and discretion in counteracting |
| vast majority of the population will read the news | | | | the bad news with good news. The news will be |
| online, particularly the people that matter, the celebrity's | | | | optimised into a fashion that understands how search |
| agents can contact a search engine optimization | | | | engines work and works within these boundaries. It's |
| company and enlist their help for reputation protection. | | | | never going to be possible to take the bad news out |
| Online reports can be managed in such a way as to | | | | but if you counteract it with enough good news that is |
| stop the bad news showing up first when a Google | | | | search engine friendly then you can at least push the |
| search is carried out on that particular person. | | | | bad news back a page or two. As we have already |
| The mainstream users of search engines will rarely | | | | established, most people only look at the first page of |
| read past the first page and this is why search engine | | | | a search engine which means the chances of them |
| optimisation is such big business - everyone wants to | | | | seeing the bad news will be limited. |
| be on page one for their key terms in order to | | | | |