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Fertik / ReputationDefender A1 WashPost

Calling In Pros to Refine Your Google Image By Susan Kinz...
Arrogant forum
  07/02/07
http://www.google.com/search?source=ig&hl=en&q=heidi...
Multi-colored field
  07/02/07
actually the results aren't as bad as before
fighting tattoo den
  07/02/07
wrong name
Sapphire vengeful temple
  07/02/07
http://www.google.com/search?hl=en&q=brittan+heller
Multi-colored field
  07/02/07
Pure douchery on these people's part.
sepia fanboi keepsake machete
  07/02/07
here's a photo of ellen nakashima taken after she cashes in ...
Galvanic Institution Voyeur
  07/02/07
seriously! Nakashima and Fertik got something going on? AGW...
aromatic flickering kitty cat
  07/02/07
It's so obvious that Fertik is taking Ellen Nakashima for a ...
Vigorous Chocolate Spot
  07/02/07
how much dick sucking will these people do? geezus. the fuck...
fighting tattoo den
  07/02/07
So the douche's "premium service" now starts at $1...
rusted supple shrine indirect expression
  07/02/07
Seems pretty steep for setting up a few fake web pages and a...
orchid scourge upon the earth dilemma
  07/02/07
it's fertik's job - and he happens to be very good at it
Big hilarious point mexican
  07/02/07
What's "fertik's job"?
Flushed bonkers friendly grandma
  07/02/07
delivering justice to innocent victims
Big hilarious point mexican
  07/02/07
... of online barbarism
Vibrant yellow parlour
  07/02/07
...like the person discussed on page 4 of this pdf http:/...
Vigorous Chocolate Spot
  07/02/07
Man, xoxo is the best thing that has ever happened to this g...
Startling Dopamine Skinny Woman
  07/02/07
Ellen Nakashima has a crush on Fertik.
Swashbuckling Cuck Meetinghouse
  07/02/07
"she actually does. i have personal knowledge and know ...
brass charismatic parlor
  07/02/07
http://www.forbes.com/2007/06/28/negative-search-google-tech...
Flushed bonkers friendly grandma
  07/02/07
http://foolswisdom.com/aggravating-outdated-and-disturbing/
Vigorous Chocolate Spot
  07/02/07
The plot thickens... http://wwf.fornits.com/viewtopic.php...
Vigorous Chocolate Spot
  07/02/07
...and thickens... http://www.autoadmit.com/thread.php?th...
Vigorous Chocolate Spot
  07/09/07
http://www.xoxohth.com/thread.php?thread_id=608398&mc=54...
umber thriller menage mad-dog skullcap
  02/06/08


Poast new message in this thread





Date: July 2nd, 2007 12:37 AM
Author: Arrogant forum

Calling In Pros to Refine Your Google Image

By Susan Kinzie and Ellen Nakashima

Washington Post Staff Writers

Monday, July 2, 2007; A01

At the height of the cyber-abuse, Sue Scheff, a consultant to parents of troubled teens, would type her name in a Google search box and brace herself: Up would pop page after page of attack postings.

Sue Scheff is destroying lives. She is a con. She takes kickbacks. She is the biggest fraud there ever was.

The stream of negative comments began in 2002 after a woman who had sought advice from Scheff turned on her. The postings appeared on PTA Web sites in Florida, where Scheff lives. On bulletin boards and online forums. There were even YouTube videos threatening her.

She sued for defamation and won an $11.3 million verdict, but the attacks only got worse. In December, Scheff turned to ReputationDefender, a year-old firm that promised to help her cleanse her virtual reputation. She no longer dreads a Google search on her name. Most of the links on the all-important first page are to her own Web site and a half-dozen others created by ReputationDefender to promote her work on teen pregnancy and teen depression.

"They created Sue-Scheff.net," she said. "They created SueScheff.net. They created SueScheff.org. . . . They created my MySpace account, for God's sake. I didn't know how to do any of this stuff."

Google's ubiquity as a research tool has given rise to a new industry: online identity management. The proliferation of blogs and Web sites can allow angry clients, jealous lovers or ruthless competitors to define a person's identity. Whether true or not, their words can have far-reaching effects.

Charging anything from a few dollars to thousands of dollars a month, companies such as International Reputation Management, Naymz and ReputationDefender don't promise to erase the bad stuff on the Web. But they do assure their clients of better results on an Internet search, pushing the positive items up on the first page and burying the others deep.

Still, Google is continually refining its search methods, which means that today's fix may not work tomorrow.

"This is a game that nobody can completely win," said Chris Dellarocas, a University of Maryland information systems professor.

Dodging Mudballs

The e-mails from friends started showing up three years ago in the Washington lobbyist's in-basket: Have you seen this?

Over decades in the capital, she had developed a thick skin. But after she took on a foreign regime as a client, an online magazine bashed her. The story was factual, but the tone nasty. Then a blogger wrote that she slept with someone to get a big contract. A political blog posted an e-mail she ha d written about secret campaign strategy . Truth mixed with rumor. Rumor mixed with lies.

Concerned friends sent her the links. Potential clients would say they had read about her on the Web .

Like Scheff, she realized that the items that made her cringe came up high on the Google results page and stayed there, month after month. Her firm depe nded on her reputation. The lobbyist would speak only on condition of anonymity because she did not want the attacks to resume.

"There's no policing, no rules, no standards," she said. Bloggers are "cowboys," she said. "It's the wild, wild West."

Then one day she heard a talk by Nino Kader, founder of International Reputation Management (IRM) in Washington. His new company, he said, could reshape a person's online image.

She signed up.

IRM aims to get lots of information out there about clients, in various places, so that a search gives a more complete and nuanced profile of who they are. Kader started with a printout of the top 100 hits on a Google search and went through them one by one, asking whether individual results -- such as her campaign contributions -- were good, bad or neutral.

He asked what she wanted the world to know about her. Then he started digging for good things, like an op-ed piece she had written and television interviews she had given that he could post on YouTube. He pitched stories about her to various publications. And he created links from popular sites to those online stories to entice the search engine.

Now her firm's Web site is the first result and other good ones follow.

Still, a story she hates remains on the first page.

"I'm in the early stages," she said. "I've already seen progress."

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.

Google does not object in principle to people adding positive content to outrank the negative. But a spokeswoman said in an e-mail, "if you use spammy and manipulative techniques to get this positive content to rank highly, we may take action on it."

Some companies create promotional Web pages for their clients with coding that makes them appealing to Google or create blog pages linking to the client's own site, ensuring they'll rise to the top.

Image Makeover

Geoffrey VanderPal knew politics was a nasty game, but the candidate for Nevada state treasurer wasn't prepared for the blog attacks. Supporters of his opponent posted charge after charge. He briefly considered suing.

But many of his tormentors were anonymous. And U.S. courts have generally protected Web site hosts from civil actions such as defamation, though that may be changing. Besides, he knew as a public figure he'd have a higher burden to prove libel.

When VanderPal lost the Democratic primary last August, he returned to private life as a financial planner. But the blog postings lived on, prominently, at the top of the Google results page. Potential clients avoided him.

He wanted to suppress the negative information about him, both true and false, so he turned to ReputationDefender.

The firm at first tried a low-tech approach: a polite request to a blogger to remove a post about his personal finances. But the blogger declined, saying the item was a matter of public record. Asking politely has backfired in a small number of cases, Fertik said, with Webmasters sometimes posting and mocking the requests.

So Fertik's team, which works from a Silicon Valley office, offered VanderPal its premium service, using various techniques to promote VanderPal's own site and suppress the blogs. That service now starts at $10,000.

Within weeks, VanderPal began to see "a remarkable difference." Though a few nasty comments are still up there, the first three pages are mostly clean.

"Everything's wrapped up in your reputation," said VanderPal, 34. "If you don't have that, you don't have much."

The reputation firms won't take on everyone. Fertik says ReputationDefender won't work with clients who want to suppress violent crimes, for example.

The clients the firms accept are varied: a real estate mogul wanting to move past a decade-old transgression, a prominent academic falsely accused of murder, a hedge fund manager who doesn't like seeing his old New York Times wedding announcement on Google years after he divorced and remarried, a college student who regretted once dressing up as a prostitute at a Halloween party.

Then there was the businessman who paid a Securities and Exchange Commission fine a few years ago.

"Does a person in this situation have a chance to start again?" Fertik asked. "Should this be the first or second thing that shows up on the Internet? Is it fair?"

ReputationDefender decided to work with him.

Staff researcher Bob Lyford contributed to this report.

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325229)





Date: July 2nd, 2007 12:45 AM
Author: Multi-colored field

http://www.google.com/search?source=ig&hl=en&q=heidi+iravani

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325286)





Date: July 2nd, 2007 12:46 AM
Author: fighting tattoo den

actually the results aren't as bad as before

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325293)





Date: July 2nd, 2007 12:48 AM
Author: Sapphire vengeful temple

wrong name

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325298)





Date: July 2nd, 2007 12:45 AM
Author: Multi-colored field

http://www.google.com/search?hl=en&q=brittan+heller

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325289)





Date: July 2nd, 2007 12:40 AM
Author: sepia fanboi keepsake machete

Pure douchery on these people's part.

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325252)





Date: July 2nd, 2007 12:41 AM
Author: Galvanic Institution Voyeur

here's a photo of ellen nakashima taken after she cashes in here reputation defender stock next week

http://www.klasyka.za.pl/recenzje/ducktales/du3.jpg

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325260)





Date: July 2nd, 2007 12:03 PM
Author: aromatic flickering kitty cat

seriously! Nakashima and Fertik got something going on? AGWWG?

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8326634)





Date: July 2nd, 2007 2:14 PM
Author: Vigorous Chocolate Spot

It's so obvious that Fertik is taking Ellen Nakashima for a ride. :p

For lulz, check out Ellen Nakashima's Al Gore connexion.

;)

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8326979)





Date: July 2nd, 2007 12:42 AM
Author: fighting tattoo den

how much dick sucking will these people do? geezus. the fucking guy hasn't helped anyone as of yet.

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325263)





Date: July 2nd, 2007 12:53 AM
Author: rusted supple shrine indirect expression

So the douche's "premium service" now starts at $10,000?

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325325)





Date: July 2nd, 2007 12:08 PM
Author: orchid scourge upon the earth dilemma

Seems pretty steep for setting up a few fake web pages and a myspace account.

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8326653)





Date: July 2nd, 2007 12:53 AM
Author: Big hilarious point mexican

it's fertik's job - and he happens to be very good at it

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325326)





Date: July 2nd, 2007 1:01 AM
Author: Flushed bonkers friendly grandma

What's "fertik's job"?

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325367)





Date: July 2nd, 2007 1:05 AM
Author: Big hilarious point mexican

delivering justice to innocent victims

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325398)





Date: July 2nd, 2007 1:46 AM
Author: Vibrant yellow parlour

... of online barbarism

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325650)





Date: July 2nd, 2007 5:41 PM
Author: Vigorous Chocolate Spot

...like the person discussed on page 4 of this pdf

http://www.isaccorp.org/whitmore/jharris.pdf.



(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8327710)





Date: July 2nd, 2007 1:45 AM
Author: Startling Dopamine Skinny Woman

Man, xoxo is the best thing that has ever happened to this guy.

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325646)





Date: July 2nd, 2007 2:07 AM
Author: Swashbuckling Cuck Meetinghouse

Ellen Nakashima has a crush on Fertik.

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325716)





Date: July 2nd, 2007 2:31 AM
Author: brass charismatic parlor

"she actually does. i have personal knowledge and know this for a fact," he said, maliciously.

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8325804)





Date: July 2nd, 2007 11:48 AM
Author: Flushed bonkers friendly grandma

http://www.forbes.com/2007/06/28/negative-search-google-tech-ebiz-cx_ag_0627seo_slide_4.html

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8326604)





Date: July 2nd, 2007 3:56 PM
Author: Vigorous Chocolate Spot

http://foolswisdom.com/aggravating-outdated-and-disturbing/

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8327289)





Date: July 2nd, 2007 2:32 PM
Author: Vigorous Chocolate Spot

The plot thickens...

http://wwf.fornits.com/viewtopic.php?t=19136&postdays=0&postorder=asc&start=10

http://ansuz.sooke.bc.ca/lawpoli/youthrights/obedience-schools/critic-loses-suit.php

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8327029)





Date: July 9th, 2007 2:52 PM
Author: Vigorous Chocolate Spot

...and thickens...

http://www.autoadmit.com/thread.php?thread_id=653572&mc=1&forum_id=2

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#8356813)





Date: February 6th, 2008 12:27 AM
Author: umber thriller menage mad-dog skullcap

http://www.xoxohth.com/thread.php?thread_id=608398&mc=54&forum_id=2

(http://www.autoadmit.com/thread.php?thread_id=651960&forum_id=2#9278662)