Googlewashing is the process of burying negative results about your company in Google. Some companies offer to go into Google and delete those results for you. Should you spend money on this? Probably not, and here’s why.

1. People are going to be unsatisfied sometimes even if you do your absolute best. The important thing is what you do about it.
2. Trying to look perfect is inauthentic.
3. If it’s out there, even if it gets buried or “deleted”, there’s a copy on a server somewhere that will eventually pop up. Just because someone can get one copy to get deleted from a site, or move to page 11 from page 2 doesn’t mean it’s gone forever.

It’s smarter to first, address the problems. Listen to your clients. Win them over with your ability to listen. Look what it did for Dell. If there are negative results in Google about your company, Address Them. Every single negative mark against you can make you 100 new fans/potential clients if you take the time to turn them in your favor.

Once you’re addressed issues, instead of trying to get them deleted (which isn’t really possible anyway), overhwhelm the negative results with positive ones.

Even a little bit of marketing your expertise and proven results is better than trying to pretend some unfortunate incident never happened.

Believe me, I’ve been there. I’m still trying to patch up a couple of snafus from last year when I was sick. And from experience I’ll tell you that even if you can’t provide a ready solution, letting people know you plan to and showing that you’re an established company that won’t/can’t disappear overnight makes a big difference.

On Search Engine Journal, Loren Baker shows us how Google redirected him to iGoogle. that hasn’t happened to me, but here’s Loren’s video on it.

The full story is called Google.com Redirecting to iGoogle Personalized Homepage : Video Capture – don’t forget to Sphinn it while you’re on that page, you’ll see the button. And see the comments for how to turn this back off.