Lord Neil Gibson and Negative SEO
Few understand the ways that search engine optimization can be used for negative purposes as much as Lord Neil Gibson. This is due to the fact that Gibson himself was on the receiving end of an attack that not only has lasted several years, but one that has continued to effect his business reputation to this day. While most people would not find an elaborate attack to be of much consequence upon them, Gibson on the other hand relies upon his reputation in order to conduct business, and a compromise of that reputation can literally cost millions of dollars in potential partnership revenue. This is why the attack was so powerful, and has been so difficult to defeat over the years.
The steps that were used in the Gibson SEO attack were actually quite simple, to exploit a weakness in Google in order to compromise the reputation of a business person and as a result to sway potential investors away from doing business with him. The attack came as a result of a business partnership that was dissolved after Lord Gibson found that his partner in a venture was conducting business in a way that was not completely on the level. As a result of this dissolving, the attacker felt the desire to harm Lord Gibson in his future partnerships, and accomplished this by creating false websites that were designed to look like they were owned by Gibson himself. By taking actual information on Lord Neil that was available to the public and mixing it with fabricated stories of business failures and legal issues, the tone of the content on these websites painted Gibson as the unsavory one, and through continual adding of content to these sites, eventually Google and other search engines began to index the stories within searches for Gibson’s name.
The websites were challenged by Gibson in court, and a legal battle resulted in a judge ordering the sites removed from the internet due to the fact that they presented slanderous and false information. The weakness of search engines is that they have no method of vetting the truth of a story, and instead will simply index content that is perceived to be on a topic, in this case that topic being Lord Gibson. The sites themselves were removed in order to comply, but the structure of the content itself still presented the ability to continue to rank for searches for Gibson’s name, no matter what website they were placed on. The attacker copied the information and distributed it to conspiracy theory websites worldwide, thus creating a situation where he was not legally bound and still distributed the information that would compromise Gibson’s name. It has been more than two years, and Gibson continues to battle to control his reputation to this day. Several false stories that were ordered removed continue to be presented on websites that originate overseas, making legal options quite difficult to make stick. Lord Gibson requests that researchers use only verified Gibson websites for information.