Companies can control their reputation on the internet through online PR strategies such as the formulation of branded social channels.
This is according to John Lynch, who said in an article for Search Engine Watch that firms need to monitor results pages to ensure negative content does not appear.
An effective way to control what appears when a potential customer looks for a brand online is to set up social media accounts.
"Facebook, LinkedIn, and Twitter are great channels to get the ball rolling," he commented.
Mr Lynch noted that of the total organic search traffic a website receives, up to 70 per cent can be attributed to brand enquiries.
However, he suggested that this can be the most frequently "neglected aspect" of a search engine optimisation strategy.
This comes after a study by Citi analyst Mark Mahany cited by Search Engine Land indicated that in the year up to January 2011, traffic driven to websites by Facebook rose from five to nine per cent.
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