All brands strive to come out top on search engine results, and many brands spend a lot of time and effort trying to raise their search engine optimisation, usually in a positive way. However, the NY Times found that even negative online conversations are leading to positive SEO results.  You may not agree with their methods of SEO (in fact, we suspect you won’t), but it’s worth bearing in mind that even the companies that come out on top for search engine results may not be as sincere in their efforts as you’d like to believe.