Suppression

Suppression is the old reputation tactic of pushing negative content off page one of Google by publishing and ranking enough positive pages above it.

The core product of the classic online reputation management industry, which priced itself on the mechanic.

Also called burial, or page-one management.

Suppression moves a problem down a list. It never removes the problem.

Ranking is a property of a results page. A model reading everything does not produce a results page, so there is nothing to push anything down.

The book's position is in its chapter title: suppression is dead. Models do not have a page two, so an entire industry's core move no longer does anything. What replaces it is three honest mechanics, response, resolution and record-building, each of which gets its own chapter.

Read about the book's argument.