Ever heard of a “Google Bomb”?
“Googlebombing” is causing a website to rank high in search engine results for irrelevant, unrelated, or off-topic search terms. Usually this is accomplished by multiple users backlinking to the result in question.
One well-known Google bomb is the "bad writers" of Game of Thrones showrunners David Benioff and D.B. Weiss. When some fans were dissatisfied with the last episode of the series, they backlinked hundreds of sites to a photo of the pair with the text "bad writers."
So if you Google "bad writers," you get this (above).
In my Google bomb, my client's son was wrongly expelled from a private school. He launched his site as a forum for parents to vent their grievances about the school's disciplinary policies. I said that would take too long to go viral, if it did at all, and take longer to rank.
Instead I suggested ranking for the school's branded keywords, "Episcopal School of Dallas," and putting his message in search results for Google users to see.
The school's site appeared at the top of search results -- with my client's site right under it with "4 Reasons Not to Send Your Child to Episcopal School of Dallas." It drained the school's traffic and tainted site visitors. I raised four different *branded* keywords to Google Page One, two above-the-fold. And my client's son got his apology.