There is a vast amount of information found on the Internet that is neither objective nor factual. Negative content can stubbornly persist on the Internet for many years. Following Google’s search algorithm E-A-T (Expertise – Authoritativeness – Trustworthiness) update, negative, old outdated or irrelevant content that relates to trustworthiness such as money issues, a bad customer experience, a defective product, complaints about poor quality can determine a company’s ability to rank for money keywords.
The same content also crops up for branded searches at predominant top of the page positions. As a result , it can unfairly distort your brand’s perception while impacting your company’s shopping funnel.