One important part of online PR management nowadays is to deal with search engine results because search is one of the top online applications; let me share two quick strategies on how to deal with deliberate negative search results on Baidu. Deliberate negative content are quite common these days in China, usually deployed by some companies to discredit their competitors. If the negative information about your brand is real, there’s much more you should do and it’s not the main purpose of this post.
Push Negative Search Results Down
This tactic applies to all search engine negative results management. What you need to do is push up the positive content results on Baidu relevant search queries. The lower the negative listing, the less exposure and damaging it will do as generally speaking, lower positions get lower click through rate and hence less clicks. Your goal is to optimize non-negative content’s rankings on Baidu SERPs. And, the first thing you should do is to identify the relevant keywords which can often be grouped to two categories: generic brand terms, “brand + incident/events” terms. There are many tactics you can implement to push down those negative results; you should consult your agency or internal expert for details. One popular tactic I deployed for clients in the past is to utilize relevant and authoritative online news websites to publish articles on target search queries as Baidu display listings from news websites on top of SERP when the topic is hot.
Remove Negative Results from Baidu
Baidu does deal with fake content and you just need to report the links that contains unreal information defaming your brand or companies. Simply locate the corresponding search result and click on “report” link: 
Before you click on the “report” link, create one to five screen captures for upload in the coming step. In case the website, who published negative content about your brand or product, updated or removed the unpleasant content; you may want to submit another request to have the cache removed at Baidu user service center: 
The downside of this strategy is that it takes time for Baidu to process your request. One possible solution is, you try call the customer service and do your best to get it reviewed asap. If you don’t have such problems right now, you should get prepared making a standard response protocol as part of the risk management.
