Reputation Management

You may think what happened has happened and that you can just put the past behind you and move forward. Unfortunately, the Google never forgets.

There really is no such thing as removing content from the internet. In an age of syndication, content duplication, and every media outlet and blog being interconnected, what happens on the web, stays on the web.

For example, say that an attorney accidentally hits a pedestrian when driving home. The local media will publish the story, which will then go into places like Google News, Yahoo News, then into blogs, blog networks like Technorati, Digg, and Google Blog search, which will then be syndicated onto individual blogs, then commented on, with comments being syndicated, and so on. While the main news story may not be ranked on the first page of Google years after the accident when some Google’s the driving attorney, the blog network can be.

In online reputation management, the goal is content displacement rather than removal. Simply put, the content of embarrassing situations gets pushed back a few pages in Google and replaced with new, relevant, and positive content. Anybody truly searching for something can find the bad news of yesteryear. The idea of reputation management is to hide the old news from the casual searcher just typing in your name before choosing your law firm.

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