One of the largest and most demanding jobs of those involved in Web publishing is having to deal with major brands that have skeletons in the closet. Let me explain: Nowadays anyone can write comments in the network, companies are at the mercy of their own errors that are reported by users angry about blogs, social networking, forums. If your blog is following, that's the omelet is done. Well, almost. In fact, the search engine Google puts in the top positions of search results sites or blogs that are very Clicks, to which many links are directed . This is because the algorithm that Google maintains an excellent rewards the factors listed above, thereby placing the front page of the site regardless of what is written inside. Here some companies, which spend a lot of money on advertising, we saw sully the reputation of sites and blogs that are positioned on the front page , due to the dynamics of the above classification of Google. It 's the case of Carrefour, which is involved in a bad history against an autistic boy who was treated badly during an event organized in September 2008 by Carrefour. This boy's mother told the network 's episode, which created a link exchange, a number of clicks and a number of relevant comments. resonance that had the article in the mother has made the site in question is over the top results following the search of the word "Carrefour" on Google. This is a big problem for companies, because an isolated incident, as tragic, leads an influential negative publicity about the company.
Here come into play in the web advertising , c he must find a way to "make disappear" from the first page negative comments, and often are created independent section of the site, contests, games, special events, child sites, blogs, ad hoc, all well publicized so that is confined above the negative comment on the first page of Google. And many of us can! The weather then does the rest, in the sense that a comment from a couple of years ago tends to lose interest over time.
is then that if you go in page 2 of Google and beyond, the skeletons in the closet jump out! The truths are hidden, sent after the first page, calculating that in most cases the average user only looks at the first results on Google.
Today if you type the word "Carrefour" on Google first page results are in normal positive, no negative comments. But if you scroll down the pages here that in the third page we find the comment left by his mother:
Another example is Air Dolomiti, an airline that was involved in August 2008 in an ugly situation: a plane was evacuated, but luckily it was on the ground, due to a fire. That's with good tricks and a lot of work has finally managed to get the news directly in page 4 of Google.
The conclusion that I remember is a problem that the 3 parties involved:
1. Companies suffer negative publicity for an episode (though it is severe) and often have to rely on substantial investment in order to hide it and pass it into the background.
2. Advertisers must find new technical to climb in 2nd or 3rd page results "negative" that are on the front page.
3. The user that searchers trust the first page of Google and only see gold, not realizing that all that glitters is gold!
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