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Well-written but less-than compelling content won't generate user signals to improve branded search results.

A great brand story improves click-rates, increases dwell time, reduces bounce rate, helps branded content rank better in search results, and lowers the cost of promoting online content because it gets people to do much of the work.

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Negative content can damage a company or person worse than the author often realizes. Sometimes it can be taken down, other times it must be pushed down or suppressed. An online reputation suppression strategy is based on moving newly created, and existing positive search results, higher up in search engine results in order to move down or 'suppress' negative search results.

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