The company started because one person had a problem
Drew Chapin co-founded an advertising technology company that failed publicly. The bankruptcy and the legal fallout that followed became the first thing anyone found under his name, and it stayed there.
So he went looking for help, and what he found was worse than the problem. Low-effort work, offshored to people who had never read a word about him, sold at prices that made no sense. One firm quoted more than $100,000 for a plan he could tell, from fifteen years in online marketing, he was capable of executing himself. Nobody would explain what they were actually going to do. Several would not say what was realistic and what was not.
So he did it himself: removal requests, new pages, sources rebuilt one at a time, over months. Then he started doing it for other people in the same situation, mostly as a favor. That became this company.
What we do now
On the back of that experience and more than fifteen years in digital marketing for startups and small businesses, we work on what the internet finds and understands about people, businesses, and podcasts. A website worth ranking, stronger sources, content that answers what people actually ask, removals where a real route exists, and the ongoing work to keep it that way.
The number of places you have to maintain is now absurd. Google, Bing, Brave, review sites, social platforms, Wikipedia, and whatever an AI assistant says when somebody asks about you. It grows every year and none of it maintains itself.
Nobody has that kind of time. You are running a business or a career. That is the whole reason we are here.
What we believe
You get a say. The internet's version of you was written by algorithms, aggregators, and whoever published first. You were never asked. We think people should be participants in their own online narrative rather than subjects of it, and the moment that matters to us is when somebody searches their own name and recognizes the person they read about.
Discretion. Your situation stays between us. Every case study we publish is anonymized, and we do not use client names to sell to the next person.
We do what we say. Some results are accurate, fairly sourced, and staying exactly where they are. We tell you that before you pay us rather than after. An honest no costs us a sale and saves you a year of paying for something that was never going to work.
We are not here to gatekeep
We publish best practices and useful tips on this site, free and ungated, and none of it asks for your email. A lot of online reputation work can be done at low cost or no cost, and somebody who wants to handle it themselves should be able to find out how.
So the guides say what a site actually asks you for, which form to use, and where the process tends to stall. Some people read one and handle it in an evening. Others read the same page, see eight separate forms and a year of follow-up, and decide they would rather hand it over. Both are fine outcomes.
Have a look through them. If you get to the end of one and would rather we did it, that is what the services are for.
Honest, clear, transparent pricing
At our core, we know there is far less magic and secret sauce here than our competitors would like you to believe. A great deal of this work is commoditized, well understood, and repeatable.
We price like it. Fair, transparent, and published, so you can see what you are paying for and know you are not getting a raw deal. Project work is flat-rate and scoped, and when it ends, it ends. The services that really are ongoing, like ad management and monitoring, are billed monthly and you can stop any month.
A bigger or more complicated situation still gets a real number from us quickly, rather than a discovery call and a closed door.