Understanding Search Result Manipulation: How Does It Happen?
In the digital marketplace, search engine results are critical for visibility and customer acquisition. However, some companies appear to manipulate search listings to their advantage, sometimes at the expense of brand integrity or fair competition. A common question arises: how do certain firms manage to appear prominently in search results while misleading users or diverting traffic to competitors?
Consider a recent example involving popular invoicing software. A user searching for “Invoice2Go” — a legitimate invoicing solution — noticed that the top sponsored search results did not lead to the official website. Instead, they directed users to competitors such as Xero and Zahara. These companies have no direct connection to Invoice2Go—no shared ownership, no licensing agreements, and no shared IP rights.
Google’s own information affirms that Invoice2Go owns its intellectual property, including trademarks and proprietary software. So, what enables these competitors to rank so highly for a branded search term and to use paid advertisements that seem to impersonate or leverage the brand’s recognition?
The Mechanics Behind Search Result Infringement
Several tactics can explain this phenomenon:
-
Trademark Bidding in Paid Search
Companies can purchase trademarks as keywords in paid advertising platforms like Google Ads. This means they can bid on a brand’s name, appearing above or alongside organic results. While this practice is legal in many jurisdictions, it can be misleading if ads copy closely imitate the brand’s messaging or direct users to competing services. -
Misleading Keyword Strategy
Marketers sometimes bid on competitor brand names to capture traffic. Though Google has policies against misleading ads, enforcement can be inconsistent. In some cases, competitors exploit this loophole to attract potential customers searching for a specific product or service. -
SEO Flanking and Content Manipulation
Some companies create content-heavy landing pages optimized for keywords related to another brand, aiming to outrank the official site for specific search terms. While this tactic is more subtle, it can result in higher rankings that overshadow the authentic brand.
The Legal and Ethical Boundaries
Google’s policies specify that trademarked terms can be used in ads, but ads cannot falsely suggest an affiliation with the brand unless there is one. In the example of Invoice2Go, directing users to unrelated companies under the guise of a search for the original brand may violate advertising policies, but enforcement can be challenging.
