Google Bomb: The Untold Story of the $11.3M Verdict That Changed the Way We Use the Internet

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When Revenge Turns to E-venge . . . TAKE COVER with Google Bomb!

Google Bomb (n) or 'link bomb': Internet slang for a certain kind of attempt to raise the ranking of a given page in results from a Google search. (Wikipedia)

In today's technology-dependent world, the Internet has become a legal lethal weapon against the privacy and reputations of its users. Based on Sue Scheff's landmark Internet defamation case that gave face to online ...

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Google? Bomb: The Untold Story of the $11.3M Verdict That Changed the Way We Use the Internet

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When Revenge Turns to E-venge . . . TAKE COVER with Google Bomb!

Google Bomb (n) or 'link bomb': Internet slang for a certain kind of attempt to raise the ranking of a given page in results from a Google search. (Wikipedia)

In today's technology-dependent world, the Internet has become a legal lethal weapon against the privacy and reputations of its users. Based on Sue Scheff's landmark Internet defamation case that gave face to online harassment, cyberbulling, privacy invasion, and Google bombs, and stirred Internet regulation and free-speech debates, Google Bomb arms readers with information, legal advice, and reputation defense tips from one of the country's top cyber abuse attorneys, JohnW. Dozier Jr.

Dozier, who specializes in legal matters involving online defamation, copyright and trademark infringement, and hacking, uses Scheff's story as a backdrop to lay the groundwork for a personal plan for reputation defense that anyone from business owners and students to job seekers and employers to parents and bloggers can implement easily and immediately to help them maintain a searchable online image.

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Product Details

  • ISBN-13: 9780757314155
  • Publisher: Health Communications, Incorporated
  • Publication date: 9/1/2009
  • Pages: 246
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.80 (d)

Meet the Author

John W. Dozier, Jr. began practicing law in 1981 and is recognized, through peer review, for his high level of skill and integrity. His firm, Dozier Internet Law protects the reputations and intellectual property of businesses by handling legal matters involving online defamation, copyright and trademark infringement, and hacking. John is the author and publisher of the Dozier Internet Law Federal Court Report and is a leading pro-business commentator on Internet law. He lives in Virginia. For more information, visit

Sue Scheff, founder of Parents' Universal Resources Experts, Inc. (P.U.R.E.), a child and parenting advocacy organization, is a noted expert on Internet Defamation by countless mediums after winning $11.3M in a 2006 lawsuit against a woman who posted viral defamatory statements about Scheff and P.U.R.E. She has appeared on The Rachel Ray Show, ABC News, CNN Headline News, Fox News, CBS News: Sunday Morning, and NPR, to name a few. Visit the author at

Michael Fertik, is a repeat Internet entrepreneur and CEO with experience in technology and law. He is a graduate of Harvard College and Harvard Law School. In his capacity as CEO of ReputationDefender, Michael serves on the advisory board of The Internet Keep Safe Coalition (iKeepSafe), a non-profit that works for the health and safety of youth online. Michael Fertik has been featured on ABC News, 20/20, Good Morning America, NBC News, The Today Show, CBS News, The Early Show, Fox and Friends, Fox News, NPR, CNN, Forbes, Newsweek, Washington Post and many more media outlets for his expertise in online reputation management. For more information, visit

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Read an Excerpt

All Rise

The day is September 19th, 2006, a Tuesday. It's a little before 2:30 in the afternoon and the weather is sunny, breezy, and beautiful in Fort Lauderdale, Florida. The surf is up just down the street and my stomach is riding a wild wave as the jury of six somberly files into the nearly empty courtroom.

I have no idea what to expect. My lawyer, David Pollack, leans a little closer and whispers, 'Well, this is it. . . . ' I wish there was something I could hold onto besides his words since my legs aren't feeling very steady as the bailiff, a very kindly looking older man, intones, 'All rise.'

This is a landmark case for Internet defamation, as no precedent has ever been set. My organization has been all but destroyed. My personal reputation dragged through such muck it makes a pig sty seem clean by comparison. David has prepared me as best he can for what the verdict might be. I'm already out over $100,000 with a second mortgage on my house to get this far, but if the jury finds in my favor and grants us even a tenth of that I'll feel vindicated.

The Honorable Judge John Luzzo, in flowing black robe and wearing his duties with appropriate dignity, takes his elevated seat on the bench and asks the foreman, 'Has the jury reached a verdict?'

'We have, Your Honor.' Perhaps in her midthirties, dark haired and pretty, she hands their verdict to the bailiff, who hands it to the judge—he nods in seeming approval—then back it goes from the judge to the bailiff to the foreman. The air is trapped in my lungs. I can't breathe. And then she begins to read, line by line, the jury's unanimous decision:
'For Parents' Universal Resource Experts . . .' (PURE, that's the organization I set up to help parents of troubled teens) '. . . we award $1,170,000 in compensatory damages as well as punitive damages of $2,000,000.' Punitive, meaning to punish the defendant for what they've done, am I hearing this right? 'And for Sue Scheff we award . . .'
Tears are streaming down my face while I watch David scribbling the numbers as the foreman keeps reading . . . and reading. David circles the final rough math and mutters in disbelief: 'What? Over ten ­million!'

'Court is adjourned!' The loud thud of wood on wood as Judge Luzzo slams down his gavel reverberates in my ears. Nothing seems real. Even the jurors asking the judge for permission to personally speak with me, then approaching with open arms, seem like a waking dream. My unflappable attorney, so steady in court, is giddy as a kid with a mile-high cone of cotton candy on his first carousel ride once we're outside, fist punching the air and whooping, 'I don't believe it! I don't believe it! This could be the biggest Internet defamation jury award in history!'

Being awarded a staggering amount of money for standing your ground when you've been deeply wronged is a wonderful thing. Having one's faith restored in the goodness of humanity after witnessing the underbelly of it is even more priceless.

I've been a victim of Internet defamation. I understand too well the sense of powerlessness, isolation, and unadulterated fear that if you tell someone your name and they decide to Google search you (it happens), you've suddenly gone from acquaintance to some Fatal Attraction monster who makes Hitler seem like a saint—a pariah to be avoided at all costs. It's a fate much worse than getting dissed by someone you thought was a friend only for another to clue you in on the latest mean gossip making the rounds. Internet defamation is another animal entirely—a cruel and vicious animal that often lacks a face and hides behind the computer screen in cowardly anonymity. Or so the 'anonymous' think.

It is my sincere hope that by exposing my own ordeal, as well as the mistakes I made when trying to confront unfounded attacks on my character and business practices, that you might benefit from them both.

My name is Sue Scheff. This is my story.

Unfortunately, there are too many Sue Scheffs out there. The victim of an online defamation attack can be a Fortune 500 company, a soccer coach, a Girl Scout leader, the singer in a boy band, your local dentist, a world famous plastic surgeon, a professional athlete, a college professor, that ex-lover, a government official, your minister, your spouse, or your children. I'm John W. Dozier Jr., founder of the Dozier Internet Law firm . . . and I fix problems. One such problem? Not content to sucker punch the elderly lady on a street corner and snatch her purse, miscreants have taken their activities indoors. Understandable, I guess. Winters can get a bit nippy and with global warming and all, summers are way too hot. So they now ply their trade on the Internet, ­carefully searching out 'marks' in air-conditioned comfort while reclining in an overstuffed lounger swigging microbrews. But they aren't the only ­problems. The defamation predators of the web look like that friendly paperboy, the church choir director, your child's best friend, or the guy or gal next door because, well, how should I say this . . . they are.

Sue has a great story to tell, but I have others to draw from as well. This is a very different kind of book, one that I hope you'll find both fascinating and enlightening as Sue speaks from her personal experience and I offer my professional expertise. At the beginning of each chapter, you will meet Sue and read in her words the intricate and intimate details of her landmark $11.3 million court victory and the malicious deeds that led up to it. Following Sue's personal accounts, I will interject my sections (which are prompted by a change in typeface as has occurred here), and take you on a guided tour of the underworld of the web, show you the inside tricks of the trade, tell you how to know when you are a defamation target, walk you through the early warning signs, and train you on how to deal with the attack while maintaining your sanity and recovering your good name. From passive defense to high-powered offense, from rallying the troops to counterinsurgent maneuvers, you'll learn how to fight back and win. Of course, we'll cover what to do, and what not to do, when under attack. And you'll learn ready-made steps you can take immediately to turn back attacks on your name before they even start.

The cyberdefamation scourge sweeping the web today is destroying lives, careers, and businesses with no advance warning. The devastation is shocking and immediate. The risk is too high for you to ignore this new form of online personal terrorism. But you have to help yourself. There are no white knights and no one is going to come to your rescue. So take our stories, advice, and guidance as a wake-up call. You have the power to gain control of your good name and reputation before the nice boy who lives next door, who seems to always be sitting in his overstuffed recliner drinking a beer, decides to pay you and yours a little cybervisit. Strange things can happen on the web. Those under attack will at times feel out of touch with reality. Sue will tell you that she was no exception.

©2009. Sue Scheff, John W. Dozier, Jr. All rights reserved. Reprinted from Google™ Bomb. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, without the written permission of the publisher. Publisher: Health Communications, Inc., 3201 SW 15th Street, Deerfield Beach, FL 33442

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Customer Reviews

Average Rating 4.5
( 8 )
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Sort by: Showing all of 8 Customer Reviews
  • Anonymous

    Posted April 28, 2015

    Far &Star

    It's great, it sounds interesting! <p> Critical info I found missing: how large is the area? Are these cats all squished in? You said there was a Twolegplace. Also, why would DarkClan agree to the pact, if it goes aroundd killing cats? And even if 'GemClan' does study Twolegs, a cat reading and writing? Sorta unrealistic, the way their Clan is called GemClan. Cats don't know what gems or jewels are. <p> The plot is cool, though! I will advertise, thanks for the comments! 'Rtf' resuls, mah peeps! <p> ~ Far &Star

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  • Anonymous

    Posted April 24, 2015


    That was awesome! I love reading fanfics, but barely ever do I find one that has a differnent concept than Erin Hunter's original series and that is carefully written with no, or very few, spelling or grammar or punctuation mistakes. It is these stories that I know are truly amazing and this story is defenitly one of them. I'm not kidding, this is one of the best fanfics I've read. I love how you developed a new idea rather than copying the original one. I will admit that even my fanfic is copying the series. I can't wait to keep reading.<p>

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  • Anonymous

    Posted April 24, 2015


    Are u the orginal Willow that saved me as a kit? Also KEEP GOING I LOVE IT SOSOSOSOSOSOSOSOSO MUCH!!!!! was that to many "so"s?

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  • Anonymous

    Posted April 24, 2015

    ♦&star §<_>ŧ<_>д<_>я &star&830


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  • Anonymous

    Posted April 24, 2015


    Amazing!!! Love the new prologue!!!!

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  • Anonymous

    Posted April 18, 2015

    §<_>oot / Wheatwhisker

    Love the unrealism! Write more!!!!!!!

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  • Anonymous

    Posted April 23, 2015

    Willow Dawn's Journey ~ Prolouge

    I'm rewriting it! With a prolouge! <p>

    Stream sighed. She had birthed another litter, and she thought she had done it quite well. "Aren't l a great mother?" she asked her mate, River. He nodded. "We must name them," Stream meowed, "something to do with water, its our tradition." River sighed, it WAS her rule. She was very strict about the names of her kin. Her mother had been Minnow, and her father had been Sea. Their life as rouges was hard. She nuzzled her mate. She didn't care about the kits, she birthed them, and when they turned twelve moons old, were left to fend for themselves. But there was something peculiar about this litter, and Stream had felt that it would not be the same as the others. River was against his mate forcing their offspring to fend for themselves, and so young, they were bound to die out. But if they found themselves a mate, and had kits, the tradition had been something they did, even if they were against it. The Clans usually killed them anyway. Well, DeathClan did. DeathClan wasn't really even a Clan, but a rouge group. FrostClan was against them, just as River was against his mate's rules. River was born in the Clans, he had been born in LakeClan. LakeClan's camp was in a lake, as the name suggested. Their warrior code was different. When kits reached the age of three moons, they took a series of tests. The first was touching water. If they didn't like being wet, they had failed the test. Then swimming skills were tested. There was a small pool in the camp for that. It was deep enough that kits could swim in, but not deep enough that you could drown. A warrior kept watch whenever a kit was using the pool, it was for safety. You still COULD drown in this pool, but you'd have to try to. FrostClan lived in the mountains. They had sharp claws, good for gripping onto rocks. They were skilled climbers. They couldn't climb trees, but they could climb mountains. GemClan, well, they were always studying Twolegs. Their name came from a large red gem embedded in the ground in the middle of camp. Now, l'm not saying l favor a Clan. None of them are flawless. Each of them has at least one flaw if you've been paying attention. Intelligence, they were a rouge group, a bit like GemClan. They watched Twolegs as well, and well, they're pretty smart. They can read and write. The Clans come to them when they need help with a problem. Then there's EchoClan, where the echoes, the souls of cats, walk the stars. These Clans have a pact, sworn never to be broken. You'd expect all to be peaceful. When a special kit is born to a rouge group, the Clans battle to keep the kit as their own. Stream didn't know it, but one of these kits had been born to her. Clan life was usually peaceful, but they weren't when these kits had been born. The Clans almost died out fighting over one of these kits. Intelligence considered themselves a Clan. They fought these battles as well. Water, Stream's rouge group, was simply a rouge group. These kits were called Elementals. There were a few types of Elementals. When an Elemental was born, and l tell you, that was quite rare, the perfect life was not so perfect. <p>

    My guarentee: All chapters will use almost all characters, and even these prolouges will be long. <p>

    ~Luna Rising &#9830 <br>
    Formerly Frosted Ferns &#187&#187&#187

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  • Posted September 27, 2009

    more from this reviewer

    Reputation Management - When your good name is attacked and how to protect & restore

    . Who should purchase Google Bomb?
    Every person with a name and reputation which they wish to protect should purchase this book. You don't have to be a technological titan to understand the examples provided. The take-away knowledge provides you a fighting chance to protect, and when necessary, reclaim your reputation. My adage re family online safety is: "Invest in your family's online safety, commensurate with the value of your family." This book's modest price is asymmetrical to the increased value you'll experience in your reputation safety quotient.

    . Why you should purchase Google Bomb
    Google Bomb is road-map clear, no missed exits, nor wrong turns, no questionable advice. It is an arrow in your quiver, so that you may defend yourself and/or prepare yourself should you have the unfortunate experience of receiving the vile ill-will of another via the social media environment in which we collectively exist - you do have a fighting chance.

    . How Google Bomb touched me
    Only infrequently does a book cause a reader to experience a personal visceral reaction; for me, it's happened only once before. Google Bomb, the telling of Sue Scheff's personal story in the recovery of her good name and reputation, is such a book, it moved me, and it will move you. Allow me to explain.

    Those who know me well will have immediate understanding why a book which charts the Herculean efforts required to reclaim your good name, reputation and professional stature following the actions of a few to destroy, such resonated with me. You see, once you've traversed that road of false accusations, you never wish to replicate the journey again, and you'd wish it upon no one.

    When it's happening it's surreal and unbelievable. Once the realization you aren't dreaming hits home, you are either overwhelmed and capitulate, in effect self-declared road-kill or you take inventory of all your resources and deduce your good name and honorable reputation are the only remnants of your life worth protecting. You then take these remnants and use them to form the foundation of your reclamation efforts. Even if your first steps may feel a bit like Don Quixote tilting at windmills, persevere, what journey ever started off with every experience preordained?

    I appreciated the description of the pivotal moment when Sue described the last straw, the straw which caused her to stand up and say, "Enough already." I had complete visualization of her reaction when the miscreants who had been attacking her persona and her company, began attacking her children. I had no doubt her "mother bear" instinct to fight and protect her offspring was fully awake and it was game-on!

    Unfortunately, bad things do happen to good people. You strive, perhaps seemingly altruistically to bring goodness to this world and awaken one day to find yourself surrounded by vile and unconscionable accusations. Your mindset describes the event as "stupefying," you are now seemingly being punished for your good works. Google Bomb describes such an experience, Sue's experience.

    Review by: Christopher Burgess
    Christopher is the senior security advisor within a Fortune 100 company. He is also the co-author of Secrets Stolen, Fortunes Lost, Preventing Intellectual Property Theft and Economic Espionage in the 21st Century
    Twitter: @burgessct
    This reviewer paid for this book

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