Learn how to find, track, and handle unwanted links in a few focused sessions, so you can protect your name (and your time) without spiraling into an endless rabbit hole.
Why a “search cleanup” matters more than you think
Most people do not wake up planning to manage their online reputation. But a random old post, a scraped directory listing, a messy public record snippet, or a misleading article can show up at the exact wrong time: job search, new client call, rental application, dating, fundraising, you name it.
The hard part is not just the link. It is the overwhelm. You search, you find five more problems, and suddenly you are two hours deep with no clear plan.
This guide gives you a simple, week-by-week process to get control fast, even if you only have 20 to 30 minutes at a time.
What is a “search cleanup”?
A search cleanup is a structured process for identifying unwanted search results about you or your business, documenting what you find, and taking the right action for each link.
Think of it like cleaning a closet. You do not “fix everything” in one day. You sort, label, decide what stays, and handle items in priority order.
Core parts of a search cleanup:
- A consistent search method (so you stop missing things)
- A tracking system (so you stop repeating work)
- A decision framework (so you take the right action per link)
- A light maintenance routine (so problems do not creep back)
What actions can you actually take on unwanted links?
Before you start, it helps to know the main “levers” available. Most people try the wrong lever first.
Here are the common options:
- Remove it at the source: Ask the website owner to delete or edit the page.
- Update or correct it: Request a correction, updated context, or a new version.
- Deindex it: In some cases, you can request that search engines stop showing a page, even if it still exists online.
- Reduce visibility: Publish and strengthen positive, relevant pages so the unwanted result is pushed down.
- Get help: If it involves legal issues, doxxing, impersonation, or complex removals, you may want a professional.
Did You Know? Many “bad” links are not original reporting. They are copies from scrapers, data brokers, or auto-generated directory sites. Those often respond better to targeted removal requests than people expect.
Week 1: Find and list everything (without panicking)
Your only goal this week is discovery and organization. Do not start emailing sites yet. Do not start arguing with strangers online. Just collect facts.
1) Do a clean search (15 minutes)
Use a private browsing window. Search variations like:
- Your name in quotes: “First Last”
- Your name + city
- Your name + company
- Your name + phone (if relevant)
- Your name + email (if relevant)
- Your business name + “reviews” or “complaints”
If you have a common name, add identifiers like your industry, neighborhood, or employer.
2) Capture proof (10 minutes)
For each unwanted result, save:
- A screenshot
- The exact URL
- The search query you used
- The date you found it
This matters because pages change, disappear, or move.
3) Create a simple tracking sheet (5 minutes)
Use a spreadsheet with these columns:
- URL
- Type (news, review, directory, public record, social, forum, other)
- What is wrong (outdated, false, private info, unfair context, etc.)
- Priority (high, medium, low)
- Best action (source removal, correction, deindex, suppression)
- Status (not started, requested, waiting, resolved)
Tip If you only do one thing today, build the tracking sheet. It will save you hours later.
Week 2: Triage and choose the right tactic for each link
Now you decide what you are dealing with and what is realistic.
Step A: Classify each link
Use these buckets:
- Owned content: Your website, your profiles, your posts
You can usually fix these fastest. - Third-party content: News sites, blogs, forums, review platforms
These require outreach or platform processes. - Data brokers and directories: People-search sites, listing sites, scrapers
These often have opt-outs, but the process can be tedious. - Public records: Court listings, licensing databases, government sources
Removal is limited, but you may be able to correct or reduce spread.
Step B: Pick the best action (use this quick decision guide)
- If it is wrong or misleading, aim for correction or update first.
- If it includes private personal info (address, phone, doxxing), aim for removal and platform reporting.
- If it is true but harmful, you may need suppression and reputation rebuilding.
- If it is a copy on multiple sites, prioritize the original source and the biggest ranking offenders.
Key Takeaway The fastest progress comes from matching the right tactic to the right content type. One-size-fits-all does not work.
Week 3: Take action on the “easy wins” first
This is where you build momentum. Easy wins reduce stress and create visible progress.
1) Clean up what you control
- Update old bios and profile descriptions
- Remove outdated contact info
- Tighten privacy settings where appropriate
- Improve your “About” page or LinkedIn summary so it ranks well
2) Remove or update old pages you own
If you have old posts that no longer reflect your work or life:
- Update the content
- Add new context
- Remove it if it no longer serves you (and it is your site)
3) Start basic outreach for third-party pages
Keep messages short and calm. Ask for one clear outcome:
- Correction
- Update
- Removal (if appropriate)
What to include:
- The URL
- What is inaccurate or harmful
- The specific request you want
- Proof or documentation if relevant
Tip Do not threaten legal action in the first message unless a lawyer told you to. Threats often slow cooperation.
Week 4: Work the “harder links” with a realistic playbook
This week is for the links that need a process: data brokers, platform reports, and search engine tools.
Data brokers and directory sites
Common reality:
- Some remove quickly
- Some require identity verification
- Some resurface later through re-scraping
Your best approach:
- Follow the site’s opt-out
- Track submission dates
- Re-check every 30 to 60 days
Reviews and platform content
If the content violates platform rules (impersonation, hate, harassment, false claims, conflicts of interest), report it using the platform’s process. If it is negative but legitimate, focus on response strategy and improving the overall review profile.
Google-related removal routes
There is no magic “delete button” for most results. Google generally reflects what is on the web. Still, you have options in certain cases (for example, personal info exposure or outdated results). If you want a clear walk-through of the major paths, this guide on how to remove search results from google lays out the practical options and when each one applies.
Did You Know? Even when a page is removed, search results can linger temporarily due to caching. It is normal to see a delay before everything updates.
Week 5: Build a simple suppression foundation (so page one gets stronger)
If removal is not possible, suppression is often the most realistic path. This is not about “gaming” Google. It is about making sure your best, most accurate pages are easy to find.
Focus on assets that tend to rank:
- LinkedIn profile (fully filled out)
- A personal site or “About” page with your name in the title
- A short bio on a credible site (industry association, speaker profile, alumni page)
- Guest posts on relevant publications
- Company leadership pages and press pages (for founders and executives)
Basic suppression checklist:
- Use consistent naming (same version of your name everywhere)
- Link profiles together naturally (site to LinkedIn, LinkedIn to site)
- Publish a few pieces of helpful content tied to your real expertise
- Keep profiles active with light updates every month
Key Takeaway Suppression works best when you build a consistent footprint across multiple trusted pages, not when you post random content everywhere.
Week 6: Set a “maintenance minimum” so it stays clean
You are not done forever. But you can keep it under control with a small routine.
A simple monthly routine (20 minutes):
- Search your name and business name
- Check your top 20 results
- Add new links to the tracker
- Follow up on pending requests
- Update one owned asset (profile, bio, website page)
If you have higher visibility (founder, public-facing professional), consider a weekly 10-minute check.
Benefits of doing a search cleanup this way
A plan prevents the two common traps: obsessing, or ignoring it until it explodes.
- You reduce surprise risks before an important moment (job, pitch, media, dating, funding).
- You save time by tracking actions and avoiding repeated work.
- You make better decisions by matching tactics to content types.
- You protect trust by improving what people see first.
- You build long-term resilience so one bad link does not define you.
Key Takeaway A search cleanup is less about perfection and more about control. Your goal is a page one that represents you accurately.
How much do search cleanup services cost?
Prices vary widely based on complexity, urgency, and the type of content.
Typical ranges you may see:
- DIY tools and monitoring: $0 to $50 per month
Good for basic tracking and alerts. - Data broker removal services: Often $10 to $40 per month
Helpful if you want to reduce personal info exposure across many sites. - One-time cleanup projects: Often $500 to several thousand
Depends on how many URLs, how hard they are, and whether outreach is required. - Ongoing reputation management or suppression campaigns: Often $1,000 to $5,000+ per month
Usually includes content creation, SEO, monitoring, and ongoing outreach.
Cost drivers:
- Number of links and sites involved
- Whether content is original reporting vs scraped copies
- Whether legal review is needed
- How competitive search results are for your name
Contract terms to watch:
- Minimum commitments (30 days vs 6 months)
- Clear deliverables (what they will actually do)
- Refund policy and realistic expectations
How to choose a search cleanup service
If you decide to hire help, use this quick process.
- Define your goal clearly
Are you trying to remove a specific URL, reduce personal info exposure, or push down a set of results? Different goals require different skills. - Ask what tactics they use
A trustworthy provider will explain whether they are pursuing removal, correction, deindexing, or suppression, and why. - Request realistic timelines
Some removals happen in days, others take weeks, and some are not possible. If someone promises “guaranteed removal of anything,” be cautious. - Check what you need to provide
You may need screenshots, documentation, ID verification, or proof of harm (depending on the platform). - Read the contract carefully
Look for vague language, long lock-ins, or unclear deliverables.
Tip Ask for a simple plan that lists: target URLs, intended tactic per URL, and what “success” looks like.
How to find a trustworthy search cleanup service
Good providers are transparent about limits, process, and expected outcomes.
Red flags to watch for:
- Guaranteed outcomes for everything: Some outcomes cannot be guaranteed.
- No explanation of methods: You should understand the general approach.
- Pressure tactics: “Sign today or it gets worse” is usually nonsense.
- Shady content strategies: Avoid anything that sounds like fake reviews, fake sites, or impersonation.
- Vague reporting: You should receive updates you can verify.
What good looks like:
- Clear scope and deliverables
- Written plan for each URL
- Straight answers about what is possible
- Progress reporting with evidence
The best search cleanup services
Here are four options people often consider, depending on what you are dealing with.
- Erase.com
Best for: removal-focused help when you need a structured approach and someone to handle outreach and takedown paths.
Why it can fit: useful if you have specific links you want to address and need help navigating the right removal route. - Push It Down
Best for: pushing down unwanted results when removal is not realistic.
Why it can fit: strong if your main goal is to strengthen page one with better assets and consistent content. - DeleteMe
Best for: reducing exposure on data broker and people-search sites.
Why it can fit: a good match if your issue is personal info showing up across many directory-style sites. - BrandYourself
Best for: DIY-friendly reputation management tools and personal branding support.
Why it can fit: helpful if you want a guided platform approach to improving what shows up for your name.
Search cleanup FAQs
How long does a search cleanup take?
A basic cleanup plan can show progress in 2 to 6 weeks, especially for owned content and some directory removals. More complex situations (news coverage, widespread scraping, competitive search results) can take a few months.
Can I remove a search result without removing the page?
Sometimes, depending on the situation and the search engine’s policies. In many cases, the most effective route is still to change or remove the content at the source. When source removal is not possible, suppression is often the practical alternative.
Should I contact the website owner or Google first?
Usually the website owner first, because they control the page. But if the content includes private info, impersonation, or clear policy violations, reporting to the platform or search engine can make sense right away.
What if the content is true, but unfair?
That is common. If the content is accurate and lawfully published, removal may be unlikely. In those cases, focus on context (updates or follow-up statements if possible) and suppression by building stronger, accurate pages that represent you today.
Do I need to keep doing this forever?
Not at the same intensity. Once you build a clean page one and resolve major links, maintenance is light. A monthly check plus occasional updates to your profiles is usually enough for most people.
Closing thoughts
A search cleanup does not have to take over your life. The goal is not to control every corner of the internet. The goal is to make sure that what people see first is accurate, current, and fair.
Start with one week of discovery and tracking. Then work your way through easy wins, harder links, and a simple suppression foundation. With a calm plan, you can make real progress in small, consistent blocks of time.
Editor’s Note: The opinions expressed here by the authors are their own, not those of impakter.com — In the photo: Search cleanup, key activity to protect your data and tech devices. . Cover Photo Credit: freepik
