Protestors use SEO to subvert brands

28th February 2008

Search tactics are a crucial weapon in the battle between protestors and their targets, a new report claims.

According to the Times, organic search engine optimisation (SEO) can be used by pressure groups and campaigners to divert attention from big brands or the government to their controversial activities.

As Marks & Spencer finds its official website sharing space with a Boycott Israel site on the first page of a Google search for its brand name, the publication is drawing attention to the benefits of SEO for collective action.

User-generated forums are making it easier than ever for protestors to harness the power of the web for consciousness raising activities, it points out.

"The boom in social media websites such as Facebook is making it even easier for individuals to collaborate in groups and to spread their message outside their community," the newspaper notes.

And while companies exert influence over paid links, SEO is described as a battleground open to everyone.

However, a recent E-consultancy blog post suggested that embracing bad news as well as good news can increase brand credibility.