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For businesses all across the globe, the internet is seen as a great equalizer. It’s a sales and marketing channel where size doesn’t matter, and where just about anyone can compete for the attention of a nearly limitless audience. Unfortunately, it’s also a place where negative information can take on a life of its own – without regard to the veracity or the agenda of the source.

On the internet, there is no filter. That means there’s nothing a business can do to stop an individual with a grudge or a competitor from posting negative and damaging information online in a deliberate attempt to harm them. That doesn’t mean they’re helpless, though. In fact, businesses under siege by negative information online can use a variant of the same techniques they use to promote themselves as a means of fighting back. It’s called reverse SEO, and it’s something every business owner and brand manager should be aware of.

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