Search engine reputation management issues come in many forms including:
short-term, news-driven and longer-term SERP pollution, brand/company name, and
those affecting product name. The diversity of reputation management issues and
the fact that often the SERP in question isn't exclusively for the brand search
alone, but may also include the words "reviews," "ratings," "testimonial," or
industry terms. Because reputation management issues come in all flavors, the
proper strategy varies. Certainly for any long-term SERP pollution issues, an
SEO strategy makes the most sense, but SEO often takes time, so PPC search can
provide a temporary fix, even in scenarios where a long-term solution must be
SEO-driven.
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