Is this how you get bad news stories sunk in Google searches?
Jolyon+Mumsnet would bring up Boxing Day Foxgate and plenty of misogyny
If you partner with Mumsnet and gets lots of positive internet noise does that sink the bad stuff and raise the good search results on a Google search? I'm not sure how it works but remember reading about a company that specialised in cleaning up people's internet profile and part of their method was driving down the bad stories with new good stories.
If he has no ulterior motives then "hats off" to him