My About page is thin - can that make negative results rank higher?
I’ve spent 11 years in the trenches of eCommerce marketing, from scaling Shopify storefronts to navigating the brutal reality of marketplace reputation management on Amazon. If there is one thing I’ve learned, it’s that your About page is not just https://ecombalance.com/manage-harmful-search-results/ a place to talk about your company mission—it is a primary signal to Google about your identity, authority, and trustworthiness.
When you ask, "Can my thin About page make negative results rank higher?", the answer is a hard, resounding yes. Let’s break down why this happens and how to fix it.
What shows on page one today?
Before we touch a single line of code or draft a new paragraph, we need to be clinical. I don’t deal in guesswork. Open an incognito window search and type your brand name exactly as customers see it. What do you see?
Typically, if you are struggling with a negative result, your search engine results page (SERP) looks something like this:

Position Result Type Impact on Brand 1 Your Home Page Low (due to thin content) 2 Negative Reddit Thread High (High trust) 3 Aggregator Review Site Medium (High authority) 4 Thin About/Company Page Very Low
When your About page lacks depth, Google struggles to find "entity signals." It can't verify if you are a real company with a real history. When a Reddit thread or a critique site provides more "relevant" information about your customer service or product failures than your own site does, Google—which rewards relevance—will prioritize that third-party content. Effectively, your negative result outranks site credibility because the engine perceives the third-party site as more "informative."
The Difference Between Removal and Suppression
I hear this every week: "Can we just pay someone to delete this from Google?"
Let me save you the stress and the wasted money: Google rarely removes accurate reporting. Unless the content is defamatory (legally proven), contains private personal information (doxing), or violates specific policy guidelines, it’s going to stay. Anyone promising you they can "delete" search results is selling you snake oil.
Instead, we focus on suppression (push-down). We want to saturate the first page with high-quality, relevant assets that Google prefers over the negative result. To do this, we need to fix the foundation—your thin content brand pages.
Why Google Rewards Relevance
Google’s algorithm is essentially a librarian looking for the most useful book. If a customer searches for your brand and finds a 2,000-word Reddit thread detailing a specific shipping issue, and your About page is just a 150-word "About Us" paragraph with no team photos, address, or brand history, the librarian is going to point to the Reddit thread.
To combat this, we need to provide Google with more data points than the critic. This is where thin content brand pages become a liability. You need to provide:
Detailed History: When were you founded? Who are the founders? Operational Transparency: Where is your HQ? How is your supply chain managed? Social Proof: Links to active social channels, your LinkedIn company page, and professional memberships. E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.
The Fix: Mapping Your Strategy
Stop with the "post more content" advice. That is vague fluff. We need to be tactical. Start a spreadsheet with three columns: URL, Search Query, and Target Replacement. If your negative result is a review site, your "Target Replacement" should be a high-authority asset that outlines your commitment to quality.
Step 1: Audit and Expand
Rewrite your About page to hit at least 800-1,000 words. Include:
The "Why": Your origin story. The "Who": Bios of the leadership team. The "How": Details on your quality control (especially if you sell on Amazon, clarify your sourcing standards).
Step 2: Leveraging Authority Assets
If you aren't using your LinkedIn company page, you’re leaving a golden asset on the table. LinkedIn profiles for businesses are "high-trust" domains. If you fill out your company page with professional posts, employee updates, and clear mission statements, it is much easier for Google to rank your LinkedIn page above a fly-by-night review site.
Step 3: The "EcomBalance" Approach
Companies like EcomBalance succeed because they provide tangible, transparent value. They don't hide behind a thin, generic template. They show the reality of their operations. Your website needs to do the same. If you are an eCommerce brand, include photos of your warehouse or your team. Physical proof of existence kills the "scam" narrative that many negative search results attempt to build.

Types of Harmful Results
Not all negative results are treated equally by the algorithm. Here is how we categorize them for your spreadsheet:
Result Source Strategy Reddit / Forums Suppression via high-trust PR or interviews. Review Sites Direct engagement and creating owned "Review" landing pages. News/Press Publishing updated, positive "Company Milestone" press releases.
Final Thoughts: Don't Spam, Build
I have seen people try to "link blast" their way out of a PR crisis. They buy thousands of spammy backlinks hoping it will force their homepage to #1. Do not do this. It works for a week, and then you get penalized, often permanently damaging your domain authority.
The solution to a negative result outranking your site is not to game the system; it is to prove to the algorithm that your domain is the most relevant, helpful, and trustworthy source of information about your company. Fill out the content, link your professional profiles, and give Google a reason to choose you over the noise.
Start your spreadsheet today. Get those links logged. And for heaven’s sake, stop worrying about "deleting" the internet and start building a brand presence that makes the negative stuff look like the irrelevant chatter it is.