The goal for any business is to be at the top of search results on Google. In order to successfully accomplish this, it takes time and effort to create the best SEO campaign. In recent news, there have been reports that businesses have found a shortcut by creating negative publicity for negative advertising – ultimately appearing near the top in Google PageRank.
As a response to this, Google has adjusted it’s algorithm to adhere to this downside in search rankings. However, while some businesses have been following the somewhat controversial “Bad to Customers = Good for PageRank” formula, one suggested solution was to implement sentiment analysis to bring negative buzz lower in rankings.
Through the increase of interaction in the internet, more users are sharing comments and insights on various subject matters, businesses, and topics of relevance. Web pages and sites with more comments appear high in search results regardless of positive or negative responses. For local businesses on Yelp, this is seen in search results constantly. Reviews are shared from users who have experienced different services, and feel the need to express their interaction with the brand and the entire community at large.
With sentiment analysis Google can now have better control over which businesses receive a higher PageRank. Taking into consideration the businesses that provide bad customer experiences to receive negative buzz, Google can pull these sites lower in search results. However, this is not a permanent solution, as sentiment analysis could lower rankings for unpopular politicians and controversial topics such as abortion as well.
By adjusting it’s algorithm, Google can measure which sites have offered a bad experience and force them lower in search results. Although some businesses found their way around executing a successful SEO campaign previously, Google has now responded with a solution full of emotion.