Every situation is different and requires its approach. It’s important to consider if there is a negative news cycle in progress or if it has run its course. A typical news cycle takes about two months to die down and find its place in program indexing. However, it’s important to start securing high-quality content opportunities backed by SEO as soon as possible that will act as a buffer and counteract any unwanted press from finding itself at the very top of page one of search results.

It’s important to take a proactive approach to reputation management to prepare for any situation that may unfold in the future and to benefit from having a pristine image in search results.