What I work on

The problem

A damaging page holds its position because nothing better competes for it. It is not there because it is true or important. It is there because the alternatives are weaker, thinner, or do not exist yet.

How I work on it

I build and strengthen the pages that should legitimately rank for a name, so the search engine has better material to prefer. That is a slow, compounding process, not a switch.

Where it stops

This is not deletion, and anyone promising deletion is usually selling something they cannot deliver. Some pages sit on domains that will outrank anything I build. I say so early rather than billing against a result that was never going to move, and I do not put a date on a ranking.

The problem

Most people own almost nothing about themselves online. No personal site, no considered profile, nothing written under their own name. The internet fills that vacuum with whatever it happens to find, which is usually a directory listing and somebody else with the same name.

How I work on it

Building the profiles, the writing and the pages that should rank for a name and simply do not exist yet, so search engines and language models have one coherent account to draw on rather than a scattering of fragments.

Where it stops

It takes time to establish and it needs maintaining. A profile built once and abandoned decays, and none of it can make a name more prominent than the person actually is.

The problem

Home addresses, phone numbers, relatives and every place a person has ever lived, bought and sold by data brokers who count on nobody looking. Most people have no idea how much of this sits in public view under their own name.

How I work on it

Working through the brokers that carry a person's records and submitting removals, then going back and checking, because this is a maintenance task rather than a project with an end.

Where it stops

Records come back, because the brokers repopulate from each other. There is no removal that stays done on its own, no way to cover every broker that exists, and a record that has been copied elsewhere may survive its removal at the source.

The problem

An answer engine will summarise a person from whatever it can find, and that summary can differ sharply from what page one says. It gets repeated in conversations nobody can see and no ranking report has ever tracked.

How I work on it

Reading what the systems currently say about a name, working out which sources they appear to be drawing on, and improving the quality and clarity of what is available for them to find.

Where it stops

Nobody controls what a model says. These systems are not editable, they change without notice, and two of them can describe the same person differently on the same day. What can be influenced is the material they draw from, and that is where the work sits.