Reputation management firm? 
There was a big fascinating article on this a few years ago by Wired or VICE or somebody, basically they try to scrub your past off the internet. And then create a self-linking network of positive or at least neutral search results for you.
Obviously from there it goes to trying to get mug shots or public records taken down, filling out fake reviews, editing wikipedia or whatever, etc.
And companies are the main user of it, especially people who are renaming their business to escape its past reputation and stuff.
Now, it works better for someone like this guy who had few to none news stories about him (especially if those weren't digitized) and has had plenty of inbetween years to fill it in with other stuff like his business and so on. But they still get paid by big companies and celebrities which is way too big for anyone to be able to flip their reputation. The one I've heard it gets a lot of business in is like doctors and attorneys. Especially cosmetic surgeons and i forget what they're called but the attorneys who do local representation for cases being run out of somewhere else that's a scam but the young attorney just wants the cases and they wind up with bar complaints they need disappeared. And of course, CEOs, who unless they've done something criminal (okay, okay, been convicted or at least charged with it) tend to mostly get blamed for everything like a head coach or GM does, so they want to clean up their google results.
Amir0x will probably want to start with these since they're fairly low cost:
https://en.wikipedia.org/wiki/Brand.comhttps://en.wikipedia.org/wiki/BrandYourselfhttps://en.wikipedia.org/wiki/Status_LabsIn 2015, Status Labs' CEO reportedly resigned from that position after being blamed for the demolition of a piñata store.
yes, yes, go on
