Hey this sounds great! Many people regret online indiscretions. Brand.com claims that they can remove the icky mistakes that a company or person could have made. Hey this sounds great! A youngster in today’s world no doubts that they have made unfortunate comments online. The comments made in our wired world cannot be taken back. Your FaceBook friends have read the comments. They cannot be taken back. Sure you can delete the comment, but someone will have saved it.

Comments made when you are an adult are just as difficult to resolve. Enter Brand.com into the equation. But can they do what they claim?

Owner of Brand.com Mike Zammuto explains (via a third party):

Brand.com President Mike Zammuto himself was the subject of a successful de-indexing campaign. As the company grew in prominence and gained more media exposure, Mike was targeted by a random internet poster whom he’d never met nor interacted with. The poster put several false claims on RipoffReport.com in an attempt to ruin the company’s reputation. Though everything that was claimed was untrue, these postings appeared high in the search engine rankings for Michael Zammuto.

Ultimately, the poster was wasting his time. Through the work of Brand.com’s de-indexing service, the false links were removed from the search results and replaced with true and positive material. Now when Michael Zammuto is searched, only legitimate results are returned and the defamatory link does not appear. Thanks to Brand.com, no one has to be held hostage to lies posted on the Internet, and the Brand.com president serves as a great example.

Nope, he has not solved the problem. Sure, it takes some digging, a simple search on Michael Zammuto shows little of interest.
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A simple search on Brand .com seems to be just as innocuous.
It is not what you see at the top of the screen that is as entertaining at the bottom.
Oh, somehow they have managed to get the DMCA warnings removed. Damn I knew I should have grabbed it last night. All I have is the DMCA from his personal search.

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However, the original article remains. You can find it here.

Yesterday there were 4 disputes between Brand.com and two involving Michael Zammuto.Today there is only one.

I am no expert in the area of SEO, but I suspect that Zammuto and Brand.com are treading on some very, very thin ice. Google gets grumpy when they think they are being gamed. Everything about Brand.com smacks of not being able to do what they claim. If I can find the icky stuff that Zammuto claimed had been removed, and his company is an expert in the field… well I will rest my case.

Regardless of what Brand.com and Zammuto might claim I have to wonder what might befall a client that takes this route. Is it possible to clean up the dross left online? If it is, well more power to Michael Zammuto and Brand.com. But I have a suspicion that screwing with the 800lb lowland gorilla we call Google will eventually cause some backlash.

Filing DMCA requests is simple, rebuilding a reputation is much harder.

UPDATE: It took less than 5 mins for this to turn up on a Google search for Brand.com.

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If I can do this in 5 mins, why would any sentient being with an IQ that matches or exceeds their hat size want to pay big bucks to Mike Zammuto or Brand.com?

Simon Barrett

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