Improving the Online Reputation of an EdTech App in the US and UK: A Case of Removing Negative Content from Google

Brief Overview of the Client and Their Request

The client is an international application in the EdTech sector, which operates on a subscription model and offers users books in text and audio formats. The product is aimed at a wide audience seeking quick knowledge acquisition and is represented in many countries, but the main markets are the US and UK. It was in these regions that the company identified a problem with its reputation in search results, so they became our priority in our work.
The reason for contacting us was an information attack from competitors: commissioned materials discrediting the client’s application appeared in Google search results. These weren’t just bad reviews, but systematic creation of negative content on forums and other sites, comparing it to a competitive product. These materials ranked high for brand queries, including [App Name], [App Name + app], and [App Name + review], which directly affected brand trust, CTR in search results, and consequently, engagement and monetization metrics.
The goal of the first stage of work was to partially clean the TOP-10 search results of the most toxic materials, as well as to test hypotheses regarding methods of influencing search results that could lay the foundation for a larger phase of work. From the very beginning, the client understood the complexity of the task — we’re talking about displacing high-authority platforms such as Reddit and Medium from the TOP, which have stable rankings, so expectations regarding results and goals were formed taking into account the objective limitations of search algorithms.

Analysis and Strategy Selection

At the start of the project, we conducted an in-depth audit of Google search results for three key queries: brand name, name + app, name + review, separately for the US and UK. The analysis showed that reputational risks are primarily concentrated in the TOP-10 and have the character of systematic brand discreditation. In most cases, negative content was placed on authoritative third-party platforms with high trust, which significantly complicates the task of displacing it.

At this stage, two main threats were identified.
The most toxic was a post on Reddit, which contained over 150 comments with accusations of fraud with paid comments, but due to the authority of the platform, the page consistently remained in the TOP for the brand query.
The second serious threat was an article on Medium, where the application was compared to the main competitor, and it lost to it in all comparison criteria. The article had a clearly manipulative character but looked like an expert review, so it was also potentially threatening.
The main work was aimed specifically at displacing the Reddit thread, as it carried the most negative consequences for the client. We understood from the beginning that the task would not be simple, as Reddit is an authoritative platform with high trust in Google’s eyes, especially since this page had been ranking in the TOP for a long time.
In parallel with identifying toxic content, we also conducted a screening of “neutral” pages that ranked near the TOP (positions 11-30) but did not contain negativity. These included App Store pages, YouTube videos, reviews on independent portals, and tech blogs. They were chosen as a platform for the next stage — displacing toxic pages by strengthening positive or neutral results.
We also formed a hypothesis that Reddit ranks not only due to domain authority but also due to the volume of user engagement (number of comments in the thread, interaction with the discussion). Accordingly, we planned to create an alternative thread on Reddit, with subsequent “building up” of activity as a way to influence its ranking.
All this data became the basis for creating a step-by-step action plan and agreeing on phase 1 with the client.

Start of Work (Phase 1)

So, after conducting the analysis, creating hypotheses, and coordinating actions with the client, we had the following plan for the first phase:

1. Promotion of existing platforms that rank close to the TOP for quick displacement of negative content in search results.
2. Creation of an alternative Reddit thread and its promotion to replace the negative thread in search results with our alternative one.
3. Placement of 3 review articles on authoritative resources to get them into the TOP-10 search results.
4. Tracking the dynamics of changes in search results and the results of the work done. Formation of a work plan and budget for transition to phase 2 and complete removal of negative content from search results.

Promotion of Existing Pages

The first stage of work involved targeted intervention in search results with a focus on quick results through the use of already existing pages. Instead of creating new resources from scratch, we chose an approach of prioritizing the promotion of neutral content that was already in search results but was on the edge of the TOP-10. This strategy avoided long waits for indexing and ranking of new pages, and more quickly influenced the structure of search results for the brand query. In particular, we identified several App Store, Google Play, YouTube video, blog, and tech review pages that occupied positions 11-20 with neutral or positive content. A separate strengthening strategy was developed for each of them (from external mentions in blogs to crowd-marketing support). A small but high-quality link building was conducted — an average of 10-15 links from pages with relevant topics, good SEO metrics, and natural anchor text.
The result of this work was an improvement in the ranking of two review pages for the application by 1 position in search results, thereby displacing the negative Medium from the 2nd to the 4th position. This approach allowed us to move the negative article on Medium from the TOP3 to the 4th position, which reduced its visibility and CTR. App Store and YouTube pages were secured within the TOP-10 after promotion, which made it possible to balance the search results with neutral and positive results.

Overall, since this is only the first stage of work, we were satisfied with this result, as it became clear that we can easily influence ranking positions through external links.

Alternative Reddit Thread

One of the key tools was Reddit, which was simultaneously a source of negativity and a platform with potential. We wrote a detailed plan (TOR) for creating an alternative thread and filling it with keywords, where users would share positive experiences of using the app. The discussion on it was to be conducted in a constructive, calm tone with a focus on the strengths of the application.
Initially, it did not receive the attention and ranking we needed. And we began actively “boosting” it through organic comments, upvotes, and mentions in other topics, creating the effect of active discussion without direct advertising. This allowed us to create a competitive page that began over time to move closer to the TOP, reducing the visibility of the negative thread.
During this time, we also tested the hypothesis that the number of comments affects the page’s ranking in Google — and launched a campaign to generate quality comments from live accounts. The results exceeded expectations: after just 2 months in the US, the new thread consistently ranks in the TOP-3 for the query [brand + review], displacing the old negative one. In the UK, the situation is slightly less stable, but already in 50% of cases, the positive thread prevails in the search results.

Search result for query: Brand + app

Search result for query: Brand + review

These were good results that show in dynamics that we can influence the result of the search, displacing even such complex pages as Reddit.

Publications on reputable websites

In parallel, we initiated the placement of positive reviews on external authoritative resources – among them were productivity portals, tech blogs, thematic sites on self-development. We created a list of suitable sites and submitted them to the client for approval.

Our suggested platforms for posting articles

After selecting the platforms, we moved on to content creation. The condition for each material was a natural mention of the application without explicit advertising, preferably in comparison with competitors. This allowed us to fit the review into a real context and minimize the risk of filtering by search engines. We prepared detailed specifications for copywriters with keywords, structure, ideas, etc.
The client selected three relevant resources with good trust in Google (high DR/DA, stable traffic). And each publication was created for a specific audience, with an emphasis on the advantages of the application. The texts contained key queries in titles and subheadings, as well as well-integrated images, tables, and quotes.
All three materials were indexed by search engines during the first week. So far, they are fluctuating at positions 20-50 for target search queries and GEO, but the potential for growth is obvious — for this, a separate wave of reinforcements is already planned within Phase 2, which will potentially bring these tech reviews to the TOP-10.
A critical element of this phase was constant monitoring of search results. We tracked position changes daily, analyzed new results appearing in search, and promptly made adjustments to the strategy. It was important to understand which actions were effective and which needed revision.

Results after the first phase

After three months of active work, we achieved significant changes in search results.

In the US, the situation has stabilized: for two of the three key queries, negative content has been completely pushed out of the TOP10. Instead, the search results include neutral and positive pages, including an updated Reddit thread, the official App Store page, YouTube videos, and one of the tech publications. The brand + review query also shows positive dynamics — a new Reddit thread takes the place of the negative one and remains in the TOP-3, which significantly improved the overall tone of search results.

Search results for the key [brand name] in US – completely clean

Search results for the key [brand name + app] in US – mostly clean

The Reddit thread here is ours, positive. At position 8, there is a Medium article comparing with a competitor. But it’s worth noting that the negative Reddit also appears in search results and they replace each other from time to time. It’s also worth considering that search results may differ slightly for different users, and in this case, one user may see the positive Reddit while another sees the negative one. To finally secure the positive Reddit, work is being done to add comments to the positive Reddit, and additional work is planned to improve the link profile of this page as part of phase 2.

Search results for the key [brand name + review] in US – completely clean

The situation here is better than in the previous case. The positive Reddit has been consistently ranking at the 2nd position for the last 2 weeks, and the appearance of the negative page in search results has not been observed. The positive thread has completely established itself in this GEO. Also, a Medium article ranks at the 4th position.

In the UK region, the results are not as clear-cut yet. Partially negative pages are still present in the search results, and there is constant rotation between new and old results. However, even here a positive trend is already visible: in half of the cases, new content outperforms old content, indicating potential for complete displacement in Phase 2. Moreover, the Reddit thread is also showing good adaptation here — the number of natural comments is increasing and positions are being maintained.

Search results for the key [brand name] in UK – completely clean

Search results for the key [brand name + app] in UK – unstable

For this query, the negative Reddit is still sometimes found in search results, although they change with the positive one day by day. This once again confirms that they are now “fighting” for a place in search results and either one page or the other ranks from time to time. Also, a Medium article comparing with a competitor ranks at the 9th position.

Search results for the key [brand name + review] in US – unstable

The situation here is the same as with the previous query. Currently, the negative Reddit page is in the search results, but from time to time our page replaces it in ranking.

Also, for the UK GEO, it’s worth noting that one of our reviews ranks well and has already entered the TOP-16.

Thus, Phase 1 has successfully fulfilled its key function — to neutralize the most visible sources of negativity, create a buffer of positive content, test hypotheses, and lay the foundation for long-term control over brand reputation in Google.

Planning next steps (Phase 2)

After achieving the first positive results, we moved on to formulating an action plan for the second phase, which involves deepening already implemented strategies and scaling results. First of all, the focus is on strengthening the positive Reddit thread, which has become the main replacement for negative content in search results. We plan to more actively develop its authority through additional link building — focusing on high-quality, niche resources with high traffic and engagement metrics.
The campaign for natural comment growth will also continue: the key hypothesis that activity around the thread (interactions, upvotes, discussions) directly affects its positions in Google remains confirmed, so we will work on further increasing engagement.
In addition to Reddit, Phase 2 involves promoting already published positive reviews, which are currently in the position range of 16-50. A separate wave of link building is planned for this, using relevant tech blogs, Q&A platforms, directories, and mentions in partner articles. We are also actively monitoring Google dynamics and preparing for possible semantic expansion — depending on the stability of current results in the US and UK. This may include additional key queries (brand + scam, brand + complaints, etc.), as well as new GEOs where the brand is beginning to get more coverage (for example, Canada, Australia, or Germany). This approach will not only protect brand search results in existing zones but also ensure proactive presence in new markets.

Conclusions

This case is an example of how a hybrid ORM strategy — combining content marketing, SEO optimization, and targeted link building — can work effectively even in a competitive information environment. The success is particularly notable given the specificity of the problem: displacing content from Reddit is one of the most difficult tasks in reputation management due to this platform’s high trust in the eyes of Google. However, thanks to clear analysis, a structured approach, and constant adaptation of the strategy, the team was able to achieve good results already in the first phase of the project.
The results achieved in the US and partially in the UK confirm the effectiveness of the chosen model: already in Phase 1, we obtained a visible cleaning of search results, and the planned steps for Phase 2 allow us to consolidate and scale the effect.
If you also want to improve your online presence or brand reputation on the internet — leave a request on our website.