Google results are permanent, right? Well, not always. So, how do you get something removed from a Google search? There are five ways to remove content from Google search - or to effectively remove it. Content removal can be a tricky thing, but this guide should help.
Seven ways to remove online content from search:
- Ask people to delete their content
- Remove content at the publisher level
- Ask people to change their content
- Make a page invisible to Google
- Google removal
- Suppress visibility
- Removing negative reviews
Why remove content
If your brand is having problems with negative search results, you aren't going to like this statistic: 65% of people trust search engines for research. When something negative shows up in search results like those of Google, most people and businesses want to know how to remove it.
Here are a few more interesting statistics on search results and reviews:
- Only 5% of people look past the first page of Google.
- 85% of consumers trust online reviews as much as personal recommendations.
- 60% of consumers say that negative reviews made them not want to use a business.
- 49% of consumers need at least a four-star rating before they choose to use a business.
What people see online about a brand, whether personal brand, company or products, and services, is important. Whether search results are true or not is less important - people tend to believe search results anyway. One bad search result can sour a brand and drive it out of favor in a blink. Studies show that most people will not do business with a company once they read a single negative review. Ouch.
5 proven ways to remove online content:
1. Ask the author to delete their own content
First, the bad news. In our 15+ years of experience, we've found that a Webmaster will most often not remove online content because - after all - they put it there in the first place. Perhaps it's just human pride. But sometimes, they will remove it. Either way, it's worth a shot to ask.
It often comes down to finding what they want. What motivates them?
We've made some pretty interesting offers on behalf of our clients to get them to remove online content. Here are some examples:
- We've given to charities in their name (or their kid's little league team)
- We've provided direct payment to the author
- We've paid the owner of the site to take something down
- We've shown them the error of their ways. For example, someone accused but found not guilty can sometimes how proof of innocence and good publishers may take it down (most publishers are "bad," by the way)
People are motivated by many things. You might be surprised by what works.
Tactics to get online content removed
Every author who may have published something negative online is different. A little research can go a long way in finding out what motivates someone, and what is most likely to convince them to consider your request. Note: It's also usually easier to work with people rather than corporations - companies have lawyers, and lawyers often get paid to be combative.
But make your choice carefully. Most times, you may not want to contact the author because they may use your appeal as a reason to create more contact about your brand - making things worse. So think before acting.
Now that you've thought about it - if you feel contacting the author to get online content deleted is the right approach, here are a few ways to get people to take down a blog post, article, video, or other online content.
Email templates to remove online content
- Appeal to their altruistic side: "You had every right to post that review. I hope I've made it right. At this point the post is really damaging my business - would you mind removing or updating it?"
- Try the charity angle: "I see you support the local little league. I know removing the post you wrote might take some of your valuable time. I'd be happy to donate to the _____________ little league in your name or anonymously as a thank you for taking it down."
- Take the capitalist route: "I'd like to sponsor the page you wrote about our business. We'll request a few modifications, and you'll be well compensated for your time." Note: Modifications may mean removing the business' name, adding a special meta tag to make Google ignore the page (noindex), or removing the page altogether.
Asking someone to remove content can have downsides
This has been mentioned above, but it's worth mentioning again. For example, Reputation X works with attorneys who have made the sometimes huge mistake of sending a legal demand letter to a webmaster only to have the information added to the original page - and then have many people comment on the content - refreshing it and making it longer and stronger.
Refreshing the content of the page can make it rise in search results instead of disappearing. This is because Google often responds to fresh information by promoting it higher in search results.
Email is convenient, but voices communicate better
A phone call is usually a better method of communicating with someone for the following reasons:
- It's better that the request come from a human, not an email. The human voice can communicate emotion far better than written methods. If you have a true story of how the post is affecting you, a phone call is a way to go.
- A voice conversation can't be copied and pasted onto the internet directly. If a person wants to do you harm, the last thing you want to do is give them an easy way to copy and paste your plea onto the internet.
This last point is important. If the author refreshes the content with more content, it could make it rise in search.
Why do search results rise in search results when refreshed?
Search engines like fresh content because it is seen as more relevant and timely. This is true for all online content, but the impact of freshness depends on the type of content it is. The news content must be very fresh - it's news, after all - and by its nature, has a limited shelf life. Blog content is less so, but it's still important. If you want to learn more about the algorithm, check out this post.
2. Have content removed at the publisher level
If the author won't remove the content, or you think it is a bad idea to even ask, ask the webmaster or publisher of the site upon which the information lives to remove the page completely.
This doesn't often work on personal blogs because the webmaster, publisher, editor, and author are often all the same person. But it may work on medium-sized sites like local or small-town news sites.
How to find who owns a website
To find the owner of a site, use a Whois tool like Whois.net or DomainTools. A little research can point you to someone in charge. But sometimes, that information is protected by domain privacy. If a website does not have domain privacy enabled, the name, address, and phone number of the owner of a website will often be visible. A whois record might look like this:
You can also check the Contact Us page of the site, or look up employees of the company that own the site using LinkedIn.com.
Notice that no lawyers have been called yet. :-)
3. If authors won't remove content, they may change it
Ask the webmaster of the site containing the information to remove the search phrases from the page.
Remove the search phrase
For example, if your company name is mentioned on the page and/or description of the page (in the HTML), and/or Title of the page (also HTML), the webmaster can change the words, so your company name no longer exists on the page.
Here is an example of the "change keywords" tactic:
Let's say you own a company called.... oh, let's call it "Enron." And a local publisher wrote a story with the headline "Enron CEO Caught Juggling Kittens." You'd ask the publisher to change the headline to something like "Local CEO Caught Juggling Kittens."
The author the article would edit it to remove all mentions of the company but the article would still remain. Google would almost certainly drop the page visibility in search results. Why? Because the search phrase mentioning your brand is now gone.
Dropping in search, but not disappearing
The web page may not completely disappear because links from other pages may still mention the search phrase when they link to your site, but the page would no longer be as relevant to search engines and would lose visibility. That is, a drop, in search results.
This can work if the article has been up for quite some time and is no longer generating traffic and income for the publisher. Small publishers will sometimes make this sort of the change in return for compensation or out of the goodness of their hearts (very rare).
4. How to make a page invisible to Google
A web page doesn't need to be deleted to disappear from Google. Ask the publisher to add something called a NOINDEX tag to the header of the HTML on the page. They'll usually need to have their webmaster do it.
The good news? Your company name still exists on the page, but the NOINDEX tag tells search engines not to crawl the page any longer. Within a few weeks, the page is normally removed automatically from search results.
This is what a NOINDEX tag looks like:
<meta name="robots" content="noindex">
Where do you put the NOINDEX tag?
You put the NOINDEX tag inside the HEAD code in your HTML. The HEAD code is located at the top of your code. In the example below, we placed the NOINDEX (and NOFOLLOW) code just above the closing statement of the HEAD. It looks like </HEAD>.
5. The Google removal request
There are some cases where a search engine will remove information, known as a Google removal request. Here are some examples:
Identify theft or financial harm as grounds for removal
Reputation X has gotten many pages removed due to terms of service violations. This month alone we've gotten more than a dozen pages removed for this reason. We refer to the complete removal of search results from Google as a “googlectomy." Google describes the information they will remove as things like bank account and credit card numbers and signature images, or other information that could cause financial fraud or identify theft.
Google may remove something if the site charges for removal
If a website has posted something negative about you, and they require a fee to remove the content, Google may remove it from their search engine for you.
This does not apply to business review sites. This method does not remove the post. It only removes the post from search results. Here is the form for you to use. When you use it, make sure you select "exploitive removal practices". This is what the form should look like when it is almost completely filled out:
Sexually explicit information can be removed from SERPs
Sexually explicit information posted without consent will be removed from Google’s index. It has to meet these criteria:
- You're nude or shown in a sexual act without consent
- You're underage
- You intended the content to be private, and the imagery was made publicly available without your consent (e.g. "revenge porn")
- You didn't consent to the act, and the imagery was made publicly available without your consent
Legal reasons search engines may remove content
Google and Bing will also remove copyrighted information. This falls under the “legal removals” area. It's considered a "DMCA" removal. Google will ask which service you’d like information removed from, for example, Google web search, Blogger, YouTube, etc.
Types of content that may be removed include:
- Sites with malware or phishing software
- Trademark violations
- Certain kinds of personal information, like social security numbers
Europeans get Right to Be Forgotten, others don't
Personal information will be removed from Google if a web page is in breach of European privacy laws, sometimes known as “Right to be Forgotten” laws; if your government ID number or bank account exists on the page; or if there’s a hand-written image of your signature.
For copyright infringement, use the Digital Millennium Copyright Act
The DMCA protects copyright owners. Google often respects this, and they have a removal process for doing so. But we’ve found that using legal means works far more often than a simple DMCA take-down request on their site.
So, yes, lawyers do have a reason to exist (in fact, they’re some of our best clients)!
The Downside of the DMCA: Chilling Effects / Lumen
Google may send a copy of each legal notice they receive to Lumen (formerly Chilling Effects) for publication and annotation.
This means that even though you have something removed from Google’s search results, there will still be a notice at the bottom of the search results page saying something has been removed.
When a searcher clicks on the notice they may see a notice that shows the name of the person or entity that requested to have the information taken down.
6. Push bad content down, and good content up. Suppression.
If none of the following will work, there are still some options to clean up your search results. If you've tried it all and were unsuccessful at removing the content, you can still take a proactive approach to push harmful content down in search results by creating your own positive content to rise to the top.
If this didn't work...
- Asking the author to take down the content
- Asking the publisher to remove the content
- Having the author or publisher change the content
- Getting a special Google invisibility tag added
- Asking Google to remove the content
- Suppressing/pushing down the content, so it's far less visible is the way to go
How does suppression of online content work?
Secret: Suppression isn't so much suppression as it is promotion.
The best reputation management techniques make the web better. Bing and Google rely on users finding their search engines valuable. To do this, they return the best possible search results. The best search results are those that most appropriately fit the searchers' intent - this is called “relevance."
Suppression, or pushing down negative search results, is the act of creating better content and promoting it to drive negatives down. Suppression is a viable alternative if information cannot be removed at the source or at the search engine level.
How to suppress negative search results?
In short, give Google what it wants. At Reputation X, we measure the strength of a given page based on an authority score - a number on a scale of one to one hundred. If the page to be buried has a high score, content must be created and promoted that is of a higher score. The higher the authority score, the more resources are needed to affect change. We select and create the right online content, then link it together using SEO best practices meant to stand the test of time.
That’s why our results tend to stick when the efforts of other reputation companies fail.
7. Removing negative reviews
Reviews can be removed if they violate the terms of service for the review sites. Yelp will remove these types of comments, thus saving your star rating. Check Yelp’s content guidelines to see if the review violates any of them and flag it.
Some of the most common review content that warrants removal includes:
- Inappropriate content
- Spam or fake content
- Off-topic content
- Illegal content
- Sexually explicit content
- Conflicts of interest
Removing search results at the source
- The web page where the content lives
- The server where the web page lives
The fastest way to change search results is to completely remove the content from the website in which it exists. That usually means the author must delete it. Although the chances of getting someone to delete their content are usually pretty slim, it's still worth a shot.
When asking an author to remove their content, a simple approach is often the best approach. Most blogs and websites list the author’s email and social media profiles. Find this and send them a polite and to-the-point email explaining why this post is damaging your reputation. Don't expect a response and definitely don't harass the author (this can quickly backfire), but a simple, quick email is usually worth a shot.
Here's a simple email script that you can use:
“Hey [author name],
I hope you’re doing well.
I’m [your name], [your designation] at [you company name].
I’m a regular reader of your articles at [blog name] and I’ve always found value in your posts. So a big thank you for that.
However, in one of your recent posts you mentioned [state the inaccuracies in the post]. Not only is this incorrect, but it also gives our company a bad name.
[Article URL here]
I am kindly requesting you to edit your article and remove the inaccurate information that I’ve just highlighted. Alternatively, you can remove the article completely, or even add a special tag to it that will cause Google to skip the article, but your readers can still read it. The tag is called a NoIndex tag, and your webmaster can add it in seconds.
I’d be happy to discuss this in more detail if you have any questions.
I’d appreciate it if you can make this change ASAP; it's really hurting us.
[Company Name] "
Don’t be overly aggressive in your first email and see how the author responds. You can, of course, change this email script according to your requirements. If you don't receive a response, or you receive a "no" answer, continue reading.
Google cannot delete information from a website, but once it's been removed, Google will remove the listing from its search results within a few days (usually).
How do I get something removed from Google search if the author won't remove it?
If you couldn't get the author to remove their content, don't worry! There are plenty of ways to make it disappear from Google search results. If the page isn't ranking, it's as good as gone.
Here are some ways to make search results vanish.
If the content has already been removed
If the content has been deleted from a webpage but not from Google, you can use the Google Removal Tool here. Remember, the page must be "no longer in service" and show a 404 error. If not, this method will not work.
Request removal from Google
If deleting content from a publisher (a blog, news site, video channel, etc.) doesn’t seem feasible or doesn’t work, the second choice may be to ask Google and Bing to remove something from their indexes; this is called a Google Removal Request. But that doesn’t remove the content from the site itself, it just makes it far more difficult to find. And if it's more difficult to find, fewer people will see it.