Pros redefining your Google image
July 2nd, 2007

Today’s readers of the Washington Post are learning that “Google’s ubiquity as a research tool has given rise to a new industry: online identity management.” Post staff writers took a good look, describe the new image experts and quote them some:

Companies like IRM try to outthink Google. Search engines comb the Web with complex and ever-shifting algorithms, evaluating relevance and authority by looking at many factors: Is this a government Web site? How many people have linked to it? And so on.

The point is, said ReputationDefender founder Michael Fertik, “Google’s not in business to give you the truth, it’s in business to give what you think is relevant.”

The goal is to get Google and other search engines to seize on relevant sites that contain positive information on their clients and to downplay the rest.

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