How To Discredit Your Blog: A Kaiser Permanente Story

Yesterday, a group of executives from 12 major US corporations launched the Blog Council, an exclusive community formed “to address the unique needs of blogging in a corporate environment.” The group includes most of the usual suspects in social media — General Motors, Coca-Cola, Microsoft, Starwood Hotels and Resorts, and one in particular that I haven’t read much about: Kaiser Permanente. Unfortunately, the Blogging Council website doesn’t link to any of said corporate blogs, so I googled “Kaiser Permanente blog”, and found some very interesting search results:


From one to five, the top search listings are:

  1. Kaiser Fraud“, a blog that promotes, “kaiser thrives on ruining lives” – recent posts include, “Kaiser Kills…to Harvest Transplant Organs?”, “Kaiser kills more patients” and my favorite “Baby Killed by Kaiser Medical Error” (complete with picture of the mourning mother and her dead newborn)
  2. A news story about Kaiser’s inability to keep tabs on their patients’ confidential information
  3. A blog post that slams Kaiser’s latest ad campaign
  4. A post about patient outrage following Kaiser’s decision to close a No. California kidney transplant center.
  5. The Kaiser Permanent Medical research blog – Except the blog fails to load.

Though they may be “thought leaders” on the Blog Council, Kaiser is evidently lacking leadership in search. This is a pretty embarrassing front page for Kaiser that could have been avoided with proper search engine optimization.  For all it’s exclusivity, one would expect the inaugural Blog Council to require at least a basic awareness of blog SEO.

4 Responses to “How To Discredit Your Blog: A Kaiser Permanente Story”

  1. kpthrive

    I have a blog that is critical of Kaiser as well. It’s ranked at about #8 on the above list, so didn’t quite make the cut off.

    Let me tell you about Kaiser’s approach to SEO:

    In November & December of 2005 Kaiser’s SEO people comment-spammed my link to thousands of blogs (a blackhat SEO method that was being speculated about a lot at the time, called Google Bowling), trying to get me banned from Google. I know it was them because there was a flurry of visits from Kaiser’s advertising agency and online image consultants of record — Campbell-Ewald and Digital Impact — and then within a few days I started seeing numerous strange referrers in my stats. Besides, who else would do it? It sure wasn’t me.

    I put up an announcement denying the spam was coming from me, and asking the bloggers to help me track down the origin. It turned out to be a virtually untraceable spambot, posting through open proxies, that specifically targeted Movable Type blogs because at the time the MT software didn’t automatically mark links in comments with the rel=”no follow” attribute.

    With Kaiser on the Blog Council I’m certain no good can come of it…just more more phony attempts to manipulate public perception and discredit critics.

  2. yhurg

    Can you share how you think Kaiser could SEO their site and blog to avoid having these pages appear in search?

  3. kbzimm

    Well, for starters, Kaiser’s blog is not even showing up in search engines. I’ve been poking around Google, Yahoo & a number of blog aggregators and i can’t find any sort of official Kaiser blog. At the very least, Kaiser should make sure the blog is being indexed by search engines.

    If it is being indexed, then Kaiser could improve its keyword relevancy for branded terms, like, “kaiser permanente blog”, etc.

    Then, to help push negative results out of top search results, kaiser could create a network of interlinked blogs (or other social media profiles) that are search engine optimized for similar branded keywords. The blogs/profiles would share traffic and link equity, to help improve natural search rankings across the entire network.

    But, these are just my initial thoughts…

  4. T1

    I read about this on another site but have not been able to reference Kaiser blogs anywhere in the SERPs. What’s the point?


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