One bad review. One outdated blog post. One misleading article. That’s all it takes to shake someone’s confidence in your brand—or in you.
Whether you’re an individual or a business, negative online content can have a lasting impact. And once it shows up in search results, it can feel like it’s everywhere.
So, what can you do about it? Do you try to bury it with better content, or go all in on getting it removed?
Why Negative Content Matters So Much
When people search for your name or business, those first few results matter. If they see something negative—true or not—it can cost you opportunities, clients, or even relationships.
A single bad article or review can:
- Push down the good stuff you want people to see
- Harm your search engine visibility
- Turn away potential customers or employers
That’s why understanding how negative content works—and how to respond—is essential for anyone trying to build or maintain a strong reputation online.
Your Options: Suppress or Remove
When it comes to addressing unwanted content, there are two main strategies: bury it or remove it. Each has benefits, drawbacks, and use cases depending on the content, your goals, and the resources you’re willing to invest.
Burying Negative Content
Burying content means pushing it further down in search results so it’s harder for people to find. This is done by publishing and promoting positive, high-quality content that ranks above the negative post.
It’s a popular choice because it’s:
- Cost-effective in many cases
- Non-confrontational (you’re not asking anyone to take anything down)
- Focused on long-term branding through content creation
But it’s not perfect. Burying can take time, and search engine changes could cause old content to resurface later on.
How to Suppress Negative Results
Here are a few effective tactics:
- Create strong, relevant content: Blog posts, press releases, and media features can all help shape what people see first.
- Use social media smartly: Profiles on LinkedIn, Instagram, Twitter/X, and others often rank well and can help bump negative links down.
- Build backlinks: Contribute guest articles, partner with influencers, or work with high-authority websites to build credibility around positive content.
These strategies help shift the focus back to who you are today—not what’s lingering in your past.
Removing Negative Content
Sometimes, the best move is to try to get the content taken down altogether. This is especially true if it’s false, outdated, harmful, or violates privacy laws.
Content removal can offer:
- Faster relief if successful
- Peace of mind knowing the content is gone
- Cleaner search results without needing to suppress anything
But it’s not always possible, and it often involves more time, cost, or legal steps than suppression.
Legal and Ethical Considerations
If you’re considering removal, it’s important to know your rights. Laws like the GDPR and CCPA give individuals certain rights around personal data. But removal can get complicated, especially across different states or countries.
You should also avoid shady tactics like fake legal notices or misrepresenting your identity. These approaches can backfire—both legally and reputationally.
When in doubt, talk to a professional who understands content removal and can guide you through the process the right way.
Rebuilding After Damage Is Done
Whether you’ve buried or removed the content, the job isn’t done. Maintaining a strong online presence is what keeps negative content from resurfacing—and helps you control the narrative going forward.
Here’s how to stay ahead:
- Monitor your search results: Set up alerts for your name or business to catch anything new right away.
- Engage with your audience: Post regularly on social media and respond to feedback professionally.
- Share positive news: Promote milestones, testimonials, case studies, or community involvement.
Consistency over time helps build trust—and keeps your reputation moving in the right direction.
Final Takeaway
There’s no one-size-fits-all solution for dealing with negative content. Sometimes suppression is enough. Other times, removal is necessary. Often, it’s a mix of both.
What matters most is acting early, staying proactive, and choosing the approach that aligns with your goals.
If you’re not sure where to start, consider speaking with a reputation management expert who can walk you through your options and help you take control of your search results—before they take control of your future.
