Google has opened the door to someone who doesn’t work for your brand to rank very highly in a Google search on your brand. Your brand’s top search results are no longer guaranteed to be your page, wikipedia and the NIH. Someone who’s very motivated and connected will have a very good shot at making the top ten (or five!) of your Google search results. And there’s no guarantee the content they’ll be generating about your brand will be positive, or even accurate.

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