This week, Google made one of the biggest changes to its search algorithm in the company’s history, altering 12% of all search results and directly impacting so-called “content farms” such as Demand Media and eHow among others. The move has been praised by some who say it rids Google of spammy content, while other are criticizing the company for such a major change, claiming that it impacts the quality of their Internet businesses.

Google is constantly tweaking its algorithm to deliver what it perceives to be the “best” result first. Those who are lucky enough to land on the top spot on Google reap tremendous rewards in clicks and visits. Unfortunately, it also means that people who know how to abuse Google can turn the search engine into a powerful weapon for online defamation.

A persistent and determined online attack can take up a top spot on Google for years, making it all but impossible for individuals and business who haven’t invested in online reputation management tools to protect their good names online.

From an online reputation management perspective, Google’s change (while significant) is par for the course. At Reputation.com, we focus on giving individuals the power to set the record straight online and present a fair and truthful representation of who they are to the world. Whenever Google makes search changes, whether they’re small or large, we pay attention and we learn from it.

As Reputation.com CEO Michael Fertik has said, “Google is not God, it is not the First Amendment, and it’s not the truth. It’s probably the best machine of the last 10 years, but it’s just a machine.” Despite the company’s best efforts to determine what is and is not relevant, it is not always accurate. This latest algorithm change will help Google weed out content spammers, but they will undoubtedly find another way to game the system with enough time. Likewise, anonymous cyberbullies will still be able to use tricks to attack people and businesses online.

That’s why, if you’re a professional or small business owner, it’s imperative to invest in online reputation management tools like those offered by Reputation.com. With our help, you can stay one step ahead of Google and control your personal data online. For more information, please call us today at 877-720-6488 or contact us by e-mail using our online form.