Protecting trademarks and trade names

September 26th, 2006

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Q: When using your company name in your title tag, how can you avoid having something like a pornographic site also including that so that customers get porno sites in their search results?

A: Although you canĂ¢??t prevent others from incorporating your trademarks and trade names into their sites, you can take legal action and compel them to stop. Monitor your company name and trademarks as keywords in the search results with a Google Alert (http://www.google.com/alerts), so you’ll be notified when new sites show up in the top results. Then, if they are using your trademarks illegally, notify your attorney. A more likely threat is “Google bombing,” where sites link to an alternate site other than yours and use your company name in the link text.