Google Yourself—And Enjoy It

Goliaths such as Google are aware that these online PR services are working the search engine's algorithms for more-positive page ranking. "If a person uses manipulative techniques to get this positive content to rank highly, we may take action on it," says Adam Lasnik, search evangelist at Google. According to Lasnik, Google has removed pages after its guidelines were violated. "But there's no problem in creating positive content to combat negative content, if done within the guidelines."

The reputation-repair industry is already looking toward the next step in image control: forging your own online legacy before someone else does. "We're now encouraging a proactive approach, building a wall of positive content so if negative stuff comes along, it has a harder time rising to the top," says International Reputation Management's Nino Kader. This means publicizing your own positive news—awards, community service, school honors—to pre-empt bad news.

But in the end, should our online reputations really matter, when we're all now subject to the whims of search engines and the mood swings of anonymous bloggers? "I shouldn't care what others think," says John. "But do you know anyone who can honestly say they don't care what's said about them? I didn't think so."

With Jessica Ramirez

© 2008