Robert Clark
Mar 7, 2014

SEM helps brands to minimise the damage

New tools allow companies to position themselves ahead of controversies and to respond to them when they erupt in real time.

Finger-clicking good: KFC responded to clip of employee punching customer by acquiring related keywords

Search engine management is deeply embedded in the sales and marketing process. But it is also becoming a part of that critical corner of PR known as crisis management. 

Brands and agencies are using SEO search engine optimisation and SEM search engine management to position themselves ahead of controversies before they break, and to respond to them when they do.

It used to be that companies had at least half a...

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