• aimClear, Thursday, September 10, 2009 5:15 PM

Squeezing down negative search engine results for brand names has become an art. Mary Weintraub explains that Google's search engine page results mirror real-world "relevance or value," which means people buzz online about the same stuff they talk about in person. And the negative stuff typically outweighs the positive.

Weintraub points to a recent powered milk recall by the U.S. Food and Drug Administration that affected both Dunkin' Donuts Coffee and Kesso Foods. Dunkin' Donuts did a much better job building and keeping a positive buzz going online for the keywords "Dunkin' Donuts," compared with the negative posts around Kesso Foods. She provides detailed examples for each, along with a few tips to keep the positive posts listing at the top of the SERPs, giving marketers more control of the news.

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