It’s a conversation I’ve had repeatedly. Should you ever use negative PR to generate SEO results?
A while back I’d have been horrified – any smear on reputation would be bad. But we live in a noisy World where news and Twitter storms from an hour ago have become old news, and my attitude has softened somewhat. But that doesn’t mean a lack of concern. There are fifty shades of negative!
As my colleague at SEO PR Training, Nichola Stott points out, search engines deliver results based on relevancy, and being newsworthy for controversy or ineptitude doesn’t mean a brand or product is less relevant to the search engines. If it’s done in a managed way, with an understanding of where you’re going, it needn’t be harmful.
But it’s crucial to understand is what an organization or product’s brand values are, before we go there. (more…)