Like Water For Google Juice
BY Nick Judd | Wednesday, September 14 2011
The water district responsible for 2 million people's water supply in southeast Los Angeles County, Calif., was paying a communications firm to pass off positive, journalism-style articles as news coverage, the Los Angeles Times reports. Those articles would then dominate the Google search results for the district, and appear to have Google News' imprimatur as legitimate stories.
Here's the central point from the Times story, by Sam Allen, about the Central Basin Municipal Water District:
What the average reader doesn't know is that Central Basin is paying nearly $200,000 in taxpayer money for the glowing coverage. In a highly unusual move, the water district hired a consultant to produce promotional stories "written in the image of real news," according to agreements reviewed by The Times.
The articles appear on a professional-looking news website called News Hawks Review. The site is indexed on Google News, carries its own advertisements and boasts an "experienced and highly knowledgeable" staff of editors and reporters. But records show it is directly affiliated with a corporate communications firm under contract with Central Basin.
At Poynter.org, Jim Romenesko reports that Google has stopped indexing "News Hawks" pages.
This isn't the first time a public entity has spent taxpayer money on upping its Google juice. Authorities in a region of Russia irradiated after accidents at a nearby nuclear plant announced earlier this year that they would spend money on altering their "online footprint" so that top Google search results for their region said good things about its ecological situation.
(Via Poynter)