Fixing the Reputations Of Reputation Managers

摘要

ReputationChanger.com and Elixir Interactive are among dozens of companies that promise to help businesses and individuals control what Web searchers find when Googling a name. Search for Reputation Changer, though, and in some parts of the U.S. the first results page contains a link to a post saying the company "makes false claims." And the No. 2 result for Elixir is an anonymous review that calls the company a "total scam." Both companies blame unscrupulous rivals for the slights and insist their services are effective. "It's a dog-eat-dog industry," says Rich Gorman, Reputation Changer's chief marketing officer.